How to Make a Killer Online Marketing Video

In today’s blog post, I’m going to teach you the fundamentals of creating a persuasive video to maximize your reach with audiences far beyond the reach of your typical blog post.

What is a video marketing campaign?

Think of a marketing campaign as a combination of advertising and sales promotion orchestrated over time to achieve a business goal.

That’s what you’re doing when you initiate a video marketing campaign. You have a clear objective in mind – make an impression on potential customers, build credibility, and earn their trust, all while engaging them more deeply than a typical ad would.

Why should you make a promotional video?

There’s a distinct difference between telling someone about your product or service and showing them what your product or service is actually like.

A video lets your target audience actually see the benefits your product or service offers. It can increase your conversion rate by up to 23% and improve your click-through rate by up to 79%!

When creating a video for marketing, you must first ask yourself,

  • Does my video promote my product?
  • Is my video engaging?
  • Does my video make an effective call-to-action?
  • Do I use compelling language?
  • Does my voice shine through the whole video?
  • Does my video visually appeal to my target audience?
  • Is there a specific message I want to get across?
  • Does my video create an emotional response in the viewer?
  • Does it make them want to purchase my product or service?

All of these questions factor into the the success of your video campaign. So don’t worry about running out of ideas – you’ll have plenty! – just keep brainstorming until you come up with an amazing video that will compel customers to take action.

Find Your Niche

One of the most important things to consider when creating a video for marketing is finding a niche. This is the group of people you are targeting with your video content – the people most likely to be interested in your product or service.

Think of a niche as a ‘tribe’ of people who share your niche passion – in our case, that’s luxury goods. A niche will make it possible for your video to be more effective simply because there are already people in that group who have an interest in your product. Luxury fashion brands, for example, have a much better chance of engaging potential customers because there are already several fashion blogs out there that they can use to find their target audience.

Fashion brands can use platforms like YouTube to reach affluent consumers who are also interested in sustainable fashion and social change. When you develop an interest in a niche, you’ll find an endless number of people more interested in that subject matter than you could ever dream of being.

Deciding on one single, specific niche for your video content can be challenging, especially if you’re trying to build a brand new to video. So instead of choosing one niche, take the approach of choosing a multigeneric approach and try and appeal to as many people as possible. This is especially effective when marketing to millennials who are used to watching content on platforms like YouTube that may not be restricted to one, specific topic.

Choose A Format That Suits Your Market

So you’ve decided to make a video to market your product. Excellent! But – how are you going to make this video? Will you use your smartphone’s camera to shoot your video remotely while on the same trip to Paris as the Chanel fashion brand?

Nope. Most likely, you’ll use a tripod and a few DSLR cameras to film a good portion of the video outdoors, perhaps in a studio or on location.

The reason we don’t usually see luxury brands shooting videos using their smartphones is because, well, most smartphones don’t have the ability to film professional-looking content.

If you want to market luxury fashion to millennials, for example, you’ll need a DSLR camera that can capture high-quality video in 4K. Otherwise, all of that expensive gear going to waste on a shallow selfie video would be a major blow to your wallet.

The same goes for older generations, too. If you want to market luxury goods to baby boomers, you’ll need to consider what kinds of cameras they use and what apps they’re most likely to have on their phones.

When choosing a format for your video, keep in mind that people have different preferences when it comes to content. To maximise your video’s effectiveness, choose a format that is as close as possible to the form of media your target audience is most likely to be familiar with.

What Are The Most Popular Video Formats?

There are several different video formats out there, each one with its perks and quirks. When choosing a video format for your marketing campaign, consider the devices your target audience is most likely to be using (e.g., laptop computers, tablets, and smartphones) to stream and download video content.

Here’s a quick breakdown of the popular video formats:

MP4 (H.264)

This is a free and open format created by the MPEG group. It is also the most common video format on the internet. It can be played on most devices and used for most situations. It is highly compatible and cross-platform. Most video editing programs offer built-in support for this format. And let’s not forget – Google owns it!

MPEG-4 PART 14 (H.265)

Part 14 of the MPEG-4 standard was developed to address the need for higher quality video at higher speeds.

It was designed to increase the efficiency of data transmission while maintaining image quality. In other words, it was developed to address the bandwidth limitations of the internet.

You’ll find this MPEG-4 format supported on virtually every major streaming service and device, including Amazon Prime Video, Apple TV+, Google Play, and YouTube. And, of course, it is endorsed by the Motion Picture Experts Group – the organization that created it. The video format was also incorporated into the latest version of the HTML standard.

WebM (VP9)

WebM is another free and open video format. It was designed as a next-generation replacement for the highly outdated and unpopular VGA format.

This was an important step toward creating a more open and accessible video format – one that could be used freely by anyone. Despite being a relatively new format (in comparison to MP4 and MPEG-4), webM has already gained a lot of steam as an effective and popular video format.

H.264/AVC

This is yet another highly compatible and cross-platform video format. It is also the default video format for Apple devices, including the iPhone and Apple TV. This makes it extremely popular for video consumption on-the-go, especially since many video streaming services offer apps for iOS devices (e.g., Apple TV+, YouTube, and Netflix).

This format has been around for a while now and has been extensively used in Hollywood productions. It has also been battle-tested over the last decade and proven itself quite effective, especially in comparison to older formats like VGA and SVGA (which are no longer supported by the latest versions of the Safari browser and iOS operating systems, respectively).

SVGA (Uncompressed)

Quickly gaining popularity as an archival video format, SVGA is short for ‘super video graphics array.’ This is an uncompressed video format used primarily for high-quality printing. It was designed to provide a larger image than other video formats while still maintaining a high degree of quality. Due to its high compression rate, it is also less popular than it’s older siblings, VGA and QT (QuickTime).

The SVGA format has been around for more than 70 years and was originally called the ‘Blue Book’ format. In the years since its creation, it has become an important part of the printing world, especially since many high-quality video and photo editing applications offer support for this format. Plus, it is endorsed by the American Society of Printing Manufacturers.