How to Use Videos Effectively in Your Online Marketing

Having an effective online marketing strategy for your business requires creating high-quality content. While you can always use traditional text, there’s a growing shift towards the use of video. In fact, a recent report published by Cisco predicts that 82 percent of all consumer internet traffic will consist of video by 2021, growing by 300 percent from 2016. Using video can be effective, but only if it’s thought out and done right. Below are a few ideas to help your visual and video online marketing get off the ground.

Define Your Goals

If you’re interested in using video to promote your business, you must first define your goals. In other words, what do you hope to accomplish by creating and publishing videos online? Whether it’s to sell a product, attract leads, generate email signups, or simply create additional brand exposure, you must define your goals. Once you know the video’s purpose, tailor it’s content accordingly.


Live Action or Animated

There are two different ways to produce videos: live action or animated. Live action is the traditional production format in which a video camera records people and objects. Animated videos, on the other hand, consist of illustrated frames woven together to create fluid motion. Live action videos are best used to showcase products, services, and employees. In comparison, animated videos are best used to tell stories, describe a concept, and convey messages. Choose which method you’ll have most access to and what makes the most sense with your chosen goal and audience. You can even outsource this work to professionals who can make your videos look and feel a lot more professional.


Publish on YouTube

Rather than publishing your videos directly on your website, upload them to YouTube. Publishing videos directly on your website presents several challenges, one of which is bandwidth consumption. Each time a visitor watches your video, it consumes some of your server’s resources. If your video receives a substantial amount of traffic, it can bog down your site’s server while causing long load times.

An alternative method is to publish your videos on YouTube. Once uploaded, you can copy the embed code and paste it into your website. This allows visitors to play and watch the video on your site while using YouTube’s bandwidth instead of your server’s.


Publish on Facebook

Of course, you don’t have to limit your video marketing efforts strictly to YouTube. Even if you’ve uploaded a video to YouTube, you can still upload that same video to Facebook and other social media sites. According to Wyzowl, 76 percent of users would share a branded video with their friends on social media if that video was interesting. To use this to your advantage, create a Facebook Page for your business ( and upload videos to it. If you connect with the right people at the right time, having it shared shouldn’t be an issue.


Consider Paid Video Advertising

There are also paid advertising platforms that support video. You can create video ads, for instance, on Google AdWords. These ads are displayed on YouTube as well as Google’s partner sites. Even Facebook and Twitter now support video ads.


Video marketing isn’t another fly-by-night trend. On the contrary, it’s becoming an increasingly way for businesses to promote their products and services. If you aren’t sure where to start, these are just a few of the basics to think about. Define your goals and ideas and work from there. In no time, you’ll have a great new platform to gain and inform your customers.

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