What is video marketing?

What is video marketing? Starting from this question, today we delve together into this fast, dynamic and engaging communication tool. Going through a process that ranges from strategy, studied in detail, to the final objective, namely the video product that is oriented starting from a mood board and a video production that puts quality at the forefront.


Video marketing is the most captivating and stimulating visual storytelling format. It is functional, in fact, to tell a real story through faces, images, sounds, words, and, why not, also graphic elements.


The video strategy must fulfill the objective of corporate communication and can take on various forms. One can talk about a collective or individual narrative, depending on the result towards which the company is oriented. Regardless of this element, video content allows you to communicate a story effectively and quickly.


This strategy starts from the assumption that everyone, from the individual to the brand, has a story to tell. Video marketing takes care of making this narrative appealing and, in the best cases, of involving viewers to the point of touching their emotional levers and facilitating their memory. Consequently, video storytelling can represent a more than functional tool for business objectives.


Video storytelling: how to engage your audience


To engage the audience through, for example, a video advertising or organic activity, it is necessary to start with the strategy. The strategy is oriented towards the desire to achieve a predetermined objective. To do this, it is necessary to have a clear understanding from the beginning of what the main message is that we want to convey: in essence, the “why” that guides us during the video production and realization process.


Engaging the audience also implies, above all, the need to understand what they want, how they think, and the best way to deliver the content. For example, in a corporate context, a way to provide a newly hired resource with a concise yet effective overview of what the company does on a daily basis, and what its values are, is to move in the direction of creating a corporate video. Its objective will be to tell the context in which the professional is entering from A to Z, leading them to feel a sense of interest and personal engagement.


A winning video is a video that is able to use refined and subtle emotional triggers that captivate the viewer. At the same time, technical aspects, starting from editing, play a fundamental role. In essence, a good video is able to stimulate the senses. For example, the choice of music can engage the hearing through a selection and use that perfectly adheres to the narrative.


Plan an efficient video strategy in 3 steps


Designing an effective video strategy means creating a product that can effectively communicate through images. How can this be done? There are three steps to keep in mind:


Storytelling: without a story, we have no message. Without a message, we have nothing meaningful to communicate or a story to tell.

This means that a video production that doesn’t have a “why” behind it is likely to have limited benefits. The goal is to lay the foundation for creating a positive relationship between viewers and, for example, the brand providing the communication. In the storytelling phase, the definition and ad hoc construction of the tone of voice is crucial: what approach do we want to take when addressing our audience?


Content: the content can be further divided into three types:


  • Video Hub: content that is presented serially. By constituting a sort of “recurring appointment,” it facilitates the creation of a long-term relationship with the user. This is the type of video that most easily allows for the creation of a passionate and loyal community.


  • Video Hero: content that makes video creativity its strength. They generally achieve good engagement, which is why they are particularly functional for announcing news/launches.


  • Video Help: content that aims to solve doubts/needs/questions of the person who is watching the video. We are talking, for example, about content that answers specific search queries.


Multichannel: when deciding to create a video production, it is necessary to have a clear understanding of the platforms on which to convey the content. By paying attention to the characteristics of the medium, it is possible to adapt the video content to the format that best responds to the characteristics required by the platform.


It is essential, therefore, to have a programming plan, starting from a structured editorial plan and coordinated with other media channels, in order to give order and concreteness to the publication of different content.


How to distribute corporate videos: suitable mediums


Still on the topic of multichannel, it is fundamental, just like storytelling and content, to understand which mediums and/or platforms are most suitable for hosting our content. At the core, there is a deep strategy work that starts from the need to know in detail our target audience and their consumption habits. Each multimedia product is different from the other: therefore, it is important that the medium through which it is presented also changes depending on the different specificities and needs.

categories: opinioni e attualità