The Do’s and Don’ts of Video Marketing
by Julie Weishaar
March 10, 2024
Do's and Don’ts of Video Marketing

Do you know the do’s and don’ts of video marketing? Because of its versatility, Video marketing has become the hottest online marketing format.

It is eagerly adopted by newcomers and experts alike. Many offer video marketing tips to help you maximize the benefits of using video.

Video marketing is considered the “go-to” favorite of online marketers.

This can be attributed to how it allows them to quickly capture the attention of prospective clients.

It also creates a powerfully engaging experience that is impossible to replicate with static media.

Because of this, video marketing is the perfect format to achieve any marketing goal.

It goes well beyond what other online marketing formats can achieve.

Below are some video marketing tips on what to do and what not to do when using video to promote your business.

Don’t Make Your Videos Too Long

We live in a fast-paced world where we are constantly exposed to content online and off.

Consumer’s attention span is short so try to make your videos as short as possible.

However, you don’t want to cut off your nose to spite your face by not including the most essential parts of your message.

If your video needs to be long because it is a webinar or tutorial, make sure it is not dull. Do what you can to keep your viewers engaged.

Try using humor or adding background music to keep them watching.

Upload Your Videos to as Many Channels as Possible to Maximize Your Reach

Potential placements for your marketing videos include your website, blog, and landing pages.

And don’t forget video sharing platforms such as YouTube and Vimeo.

Make Sure to Promote Your Videos on Social Media

The growth of video usage on social media has exploded. For example, sponsored video content has grown 258% since 2016.

A video on Twitter is six times more likely to be retweeted than a photo.

Don’t forget about Instagram, LinkedIn, and Pinterest. Most social media platforms are allowing users to upload native videos.

Native videos are ones that are uploaded directly to a platform rather than sharing a link from YouTube or Vimeo.

Natively uploaded videos get better reach than shared links because social media platforms want to keep viewers on their platform.

Always Use Calls to Action

One of the most essential of all video marketing tips is to always include a call-to-action.

This way you can instruct your viewers about what to do with your offers during your videos and after your videos are over.

Use Video to Engage With Your Viewers

Utilize video content to captivate your audience and foster deeper connections.

Videos allow you to convey your message with emotion and authenticity, boosting viewer engagement and retention.

By incorporating compelling visuals and storytelling into your videos, you can create a memorable and impactful experience for your audience.

Additionally, video content is highly shareable and has the potential to reach a wider audience, expanding your brand’s reach and influence.

Embrace the power of video to forge meaningful relationships with your viewers and elevate your online presence to new heights.

Take Care of Video Aesthetics

Craft visually appealing videos to captivate your audience and effectively convey your marketing message.

High-quality, polished videos can enhance viewer engagement and strengthen your brand’s connection.

Pay attention to aesthetics such as striking visuals, crisp editing, and professional production values to make your content stand out and leave a lasting impression.

Investing in visually appealing content can create a compelling viewing experience that resonates with your audience and sets you apart in the competitive digital landscape.

Polish Your Video Marketing Scripts

Crafting clear and concise video scripts is crucial for engaging with your viewers effectively.

Ensure that your scripts are tailored to address the specific interests of your target audience, allowing you to deliver content that resonates with them.

By focusing on creating engaging and informative scripts, you can captivate your viewers and keep them coming back for more.

Remember, the key to successful video marketing lies in the quality of your content and how well it connects with your audience.

Sharpen your scriptwriting skills to elevate your video marketing game and drive success in your career.

Be Consistent on Camera

When using videos to engage with your audience, maintain consistency on camera.

Whether creating a talking-head video or a demonstration, ensure your message and persona align with your brand identity.

Stay true to what you’re promoting and how you’re presenting it.

Consistency not only builds trust but also reinforces your brand image in the minds of your viewers.

So, remember, be authentic and on point in every video to captivate and retain your audience’s interest.​

Use SEO to Optimize Your Videos

Utilize video content to connect with your audience actively.

Incorporating engaging visuals and compelling storytelling into your videos can increase viewer interaction and retention.

By implementing effective SEO strategies, such as optimizing video titles, descriptions, and tags with relevant keywords, you can enhance the visibility and ranking of your videos in search engine results.

Elevating your video content with SEO tactics will propel your marketing efforts to the forefront of online visibility, attracting a broader audience and fostering brand recognition.

Pay Attention to Your Metrics

Leveraging video content is crucial for boosting viewer engagement.

Video-sharing platforms offer valuable analytics to track performance and optimize strategies.

Always monitor your metrics to identify successful tactics and areas for enhancement.

Analyzing data allows you to tailor your videos to resonate with your audience and drive better results.

Engaging with viewers through video is a dynamic way to connect and foster meaningful relationships in the digital landscape.

Video Marketing Don’ts

Don’t Use Complicated Language

When creating marketing videos, it’s crucial to use engaging content that resonates with your audience.

Video content allows you to connect with viewers more personally and can significantly increase viewer engagement.

Avoid using complex language or jargon that may confuse your audience, as this could limit your reach to a niche group.

Keep your message clear, concise, and relatable to ensure your videos effectively communicate your brand’s message and connect with a broader audience.

Use video as a powerful tool to captivate and engage with your viewers, fostering a strong connection that drives interest and boosts brand awareness.

Don’t Use Video Marketing to Brag

When using video to engage with your viewers, prioritize offering value over self-promotion.

Avoid turning your content into a blatant advertisement for your brand, as this approach tends to repel audiences.

Instead, concentrate on delivering content that addresses the needs and desires of your target audience.

Focusing on providing relevant and valuable information can help establish a meaningful connection with viewers and foster genuine engagement.

Remember, it’s all about meeting the expectations and interests of your audience to create a lasting impact.

Don’t Lose Track of User Engagement

Leverage the power of video to captivate your audience. Engaging visuals combined with compelling storytelling can significantly enhance the connection with your viewers, driving brand loyalty and boosting conversions.

Don’t overlook user engagement metrics; monitor feedback and comments closely to tailor your content to effectively meet their needs and interests.

By actively listening to your audience, you can create video content that resonates deeply with them, fostering a strong and lasting relationship between your brand and your viewers.

Don’t Rely on Audio as Your Primary Means of Communicating Value

Leverage the power of video to connect with your audience effectively.

In the digital landscape, visuals are crucial to capturing attention swiftly.

Engage viewers through compelling annotations and eye-catching graphics to pique their interest instantly.

Avoid depending solely on audio to convey your message since many social media platforms autoplay videos on mute by default.

By incorporating visually stimulating elements, you can ensure that your content stands out and resonates with viewers, significantly enhancing your online presence and engagement levels.

Don’t Use Video Marketing to Cold Sell Your Stuff

When it comes to video marketing, avoid the cold-sell approach.

Consumers are already drowning in sales pitches. Your videos should build connections between your products and consumers’ lifestyles.

You create a more meaningful impact by portraying how your offers can enhance their daily lives.

This strategy resonates better with viewers and fosters long-lasting relationships with your audience.​

Don’t Overload Your Marketing Videos With Information

When creating marketing videos, it’s crucial not to cram them with too much information.

Keep your videos straightforward, brief, and on target to prevent your audience from feeling swamped.

Stick to the essentials to maintain viewer engagement and leave a lasting impact.

Don’t Focus on Going Viral

Shift your mindset away from chasing viral fame and direct your efforts towards maximizing sales or conversions.

Remember, a million views doesn’t guarantee a million dollars in profit. Prioritize tangible results over fleeting online popularity.

Don’t Get Started Without a Plan

Before hitting that upload button, remember this: views and conversions won’t magically appear on their own.

It’s crucial to craft a strategic video marketing plan before diving in.

Don’t just wing it and hope for the best—map your path to success before you even hit the record.

Don’t Ignore Split Testing

Split testing is a game-changer in optimizing your video content performance.

You can pinpoint what resonates with your audience and what falls flat by experimenting with different video versions.

Don’t underestimate the power of split testing in fine-tuning your video strategy.

It’s the key to unlocking valuable insights that propel your career to new heights.

Don’t Create Generic-Looking Videos

When crafting marketing videos, it is crucial to avoid generic appearances.

Stand out by showcasing your brand’s personality, increasing memorability.

Ensure uniqueness in your videos to prevent blending in with the crowd of typical marketing content.​

The Do’s and Don’ts of Video Marketing: Re-Purpose Your Content

To maximize your content’s reach and impact, transform it into engaging videos, captivating SlideShare presentations, and eye-catching infographics.

Instead of constantly creating new content from scratch, repurposing your existing material allows you to work smarter, not harder.

For example, repurpose your blog posts into video summaries to re-use and re-purpose their content.

By diversifying the formats in which your content is presented, you can cater to different audience preferences and enhance the overall effectiveness of your message.

So, why not unleash the full potential of your content by giving it a creative makeover?

Wondering How to Grab Your Audience Attention and Retain Them Forever? Hint: Use Video!

Originally published September 13, 2019; updated August 21, 2023, to add video content. Republished on March 10, 2024, to update content and video. 

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  1. Salman Khan

    Hi Julie,

    great article for Newbies to know about video marketing skills and much more.Good work keep it up. Thanks For sharing.

  2. Krista Mollion

    Julie, These tips are Amazing!!! You really pack so much value into one article! One year ago I thought video was something foreign and now I produce video almost daily:)) I’d just like to add that it is easier said than done. Some days you’ll be lazy or won’t feel like it. A lot of work goes into producing a polished, well-done video!

    • Julie Weishaar

      Hi Krista, thanks for stopping by. Glad to hear that you are also using video. Yes, it does take a lot of work, but as you know, it is well worth the time 🙂


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