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Antidote 71 Mar 7, 2019 12:00:00 AM

Video Marketing is Important. Act Like it.

Video is a really potent marketing tool. In fact, it's arguably the most powerful way for you to connect with your audience on the internet. Period. But it doesn't matter how powerful it is if you aren't using it. Of course getting started can feel intimidating. With what might as well be an endless number of strategies and social platforms to choose from, where do you begin? What's the best course of action for your business? And how much of your precious time is it going to take? Keep reading to find out!


The platform you choose will greatly affect the final strategies you decide to implement, so it's important to get this figured out first. We generally recommend Facebook as a starting point for most businesses. The reason for this is pretty straight forward. As I'm sure you've already noticed from your own experience on this social media giant, video dominates your Facebook feed. That's because it works. And although video is a growing trend across most social platforms, Facebook is leading the way. According to HubSpot, "64% of consumers say that a marketing video on Facebook has influenced a purchase decision of theirs in the last month." So not only are people watching videos on Facebook, but videos are actually changing their buying behavior. That's powerful stuff! And while it does have its pros and cons, we think it just makes sense to start with Facebook. But use whichever platform you're most comfortable with. We won't judge.


As much as it pains me to say, the majority of people on Facebook aren't there to see your latest post. They want to see what's new with their friends and how many likes their posts are getting. But more than anything, they want to feel good and be entertained.  So what does this mean for you? It means that you should be treating social media much the same as you would a big social gathering. You wouldn't start pitching your product/service to all the guests at a friend's wedding, would you? Then you shouldn't be doing it on Facebook. That doesn't necessarily mean you have to post cute cat videos to get their attention (although that's not off the table). Just don't be afraid to let loose a bit, have fun, and show some personality!

Video Formats

There are tons of videos you could be making, but which ones should you? While your industry will certainly be a determining factor when choosing, the list below shows the types of videos that we've found to be particularly successful on social media across a wide range of industries. These aren't set in stone so don't be afraid to mix and match! Think of this list as a springboard to better marketing videos, not an end all be all.


Educating your audience is important, and some tutorial based videos could be just what you need to step up your game. These videos give you the opportunity to demonstrate how to use your product or service, or possibly how to perform certain tasks on your website. How-to videos are pretty easy to make, and are easy to follow. They’re a great way to teach the viewer something new or demystify a product. (Pro tip: Customer FAQ's can be a great source of inspiration!)


Think of stories as a window into the life and culture of your company. When used correctly, they will build a sense of trust and transparency with your audience. Here are three ideas to get you started:
  1. Show the behind the scenes of your operation to build anticipation for a new product release or to show how a product is made.
  2. If fun things are happening at the office, SHOW IT. Companies have fun too and should display positive culture.
  3. If you have a compelling offer and want to drive leads, stories have a great swipe up feature that can direct viewers to a landing page or website!


Customer testimonials hold a lot of weight and can be extremely effective! In fact, one study found that when asked how important reading online reviews were before purchasing a product, 38% of respondents answered “very important” and 19% responded “extremely important."  Authenticity is the name of the game here. Companies strapped for time may be tempted to opt for a quick fix. Don’t. Breaking your audience's trust can be a very difficult thing to recover from. Believe in your product, and create a few supporting testimonials that show just how much it can help the right client!


You may also want to consider broadcasting your company in real time with Facebook Live. The Great thing about Live is that nothing has to be perfect. This gives you the opportunity to show how Human your business is. That's worth a lot in digital marketing. Here are a few ideas to get you going:
  1. Make a live video from a company or community event. Live check-ins at national conventions can also improve your company’s exposure.
  2. Show a live demo of how your product or service works. The more open your company is, the more trust you'll gain.
  3. Answer questions that your customers have in real time with a Q&A. (This would also be a great way to talk about new features or services).


Your videos won't exist in a vacuum. A well-crafted How-To can also be a promotional video. A cartoon could be an interesting take on a customer testimonial. When it really comes down to it, effective videos are built around a story. Whether you’re trying to entice a customer to download a lead magnet, or you want them to go through a short tutorial, your video will be a lot more effective if it has an underlying story. Making a video for your business is about more than writing a script. It needs to tie into your brand and support your marketing goals. Every piece of content you create will reveal another part of your company’s image. Know what you want that image to look like, then go out and create it.