How to incorporate video content into your marketing strategy

Written by Tomasz Niezgoda| 16th August 2023
Two content looking people waving their hands from a video screen signifying video content in a marketing strategy
In today’s digital landscape, video content marketing has become a pivotal component of digital campaigns. With the rise of social media and the changing preferences of consumers, incorporating video marketing strategy into your marketing mix is no longer optional; it’s essential.

This article will dive into the importance of video marketing, discuss various types of marketing videos you can create and explore four key content marketing channels where you can incorporate video content into your marketing strategy that boost engagement.

Importance of incorporating video content into your marketing strategy

Video content is important because it can help you reach a much wider audience. Since the launch of the video hosting platform YouTube in 2005, digital videos have been widely popularized. In 2022 we watched 19 hours of content every week on average. This gives a huge opportunity to reach people and market the products to them.

Video is also the second most popular content type on social media that increases engagement. Even the platforms that don’t solely focus on video content report on increased consumption of posts with video. Using video can help in social media branding and increase user trust.

For several years short videos have been growing in popularity. Since TikTok took over the social media landscape, platforms like Instagram, Facebook, and YouTube have adopted short-form video formats.

Such a format allows content to go viral very easily and reach millions of people in a matter of days. Short videos also allow users to consume large amounts of content in a short amount of time.

However, while short-form videos can reach many people, it doesn’t mean longer videos have no place in a marketing plan. Older audiences tend to prefer longer content, such as Youtube videos.

Also, YouTube still pushes longer content, as their main ranking factor is watch time. If your content is fast-paced and keeps the viewer engaged, you should use it in content marketing efforts.

Types of video content you can create

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There are several types of videos you can create to support your content strategy.

Instructional videos

Instructional videos are great for showcasing specific products or how to use your services. This type of content also includes how-to’s or educational videos.

They are valuable resources that help sales and marketing teams communicate effectively with customers. Whether demonstrating product features, explaining complex concepts, or providing step-by-step tutorials, instructional videos enhance customer experience, build trust, and boost sales.

Explainer videos

Explainer videos can help your audience to better understand why they need your product or service. They simplify complex ideas and introduce your products or services concisely and engagingly.

By addressing pain points, offering solutions, and highlighting key benefits, explainer videos nurture leads, educate prospects and accelerate decision-making.

Brand videos

Brand videos are usually a part of a bigger campaign. Brand videos are instrumental in shaping your company’s identity, establishing emotional connections, and creating a lasting impression on your audience.

These videos showcase your values, culture, and unique selling propositions, contributing to brand awareness, customer loyalty, and successful advertising campaigns.

4 Channels where you can incorporate video content into your marketing strategy

Social Media icons.
You can incorporate videos in various places to get your customers’ attention. The channels you choose will ultimately depend on your content strategy goals, but we present the ones that digital marketers find the most effective.

Social Media

The first and most popular way of distributing videos is through social media. It’s a great marketing channel because it enables sharing content, and people are 52% more likely to share videos than other types of content.

Social media channels are ideal for sharing video content with your followers on Instagram, Facebook, and other social media platforms. Social channels also allow for spreading the word about new products easily.

Create short, attention-grabbing videos optimized for each platform, such as product teasers, behind-the-scenes footage, or customer testimonial videos. These videos enhance brand visibility, foster engagement, and encourage social sharing.


YouTube is another great channel that allows people to publish both short and long videos. As the second-largest search engine and a popular video-sharing platform, YouTube offers a vast audience and tremendous exposure potential.

Create a branded YouTube channel and upload videos, including tutorials, product reviews, and industry insights. Optimizing content can also help you promote your channel, so use relevant keywords, titles, descriptions, and tags to improve search visibility. Embedding YouTube channel on a website can even further enhance your video marketing strategy.


And your website is a great place to introduce people to your brand or showcase specific products. Use videos on landing pages to introduce your products or services, tell your brand story, or showcase customer success stories.

Additionally, incorporating video testimonials can build trust and credibility, compelling visitors to take action.


Lastly, you can include short videos in your email marketing campaigns. It can increase open rates, click-through rates, and conversions. Such an email is much more engaging than a traditional email and can encourage people to visit your website, boosting your traffic.

Consider embedding a personalized video message or providing a video link that offers additional information on the product.

Key takeaways

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Incorporating effective video content into your marketing strategy is crucial for engaging your audience, conveying messages effectively, and boosting conversions. If you create video content that inspires, you can enhance the brand’s reach.

To create a successful video marketing strategy, follow these tips:
  1. Explore different types of videos, such as instructional, explainer, and brand videos, to address different stages of the customer journey and meet specific marketing goals.
  2. Use various channels to maximize the reach of your content, including emails, social media platforms, websites, and YouTube.
  3. Pay attention to ​optimizing the content for each channel, tailoring it to the platform’s requirements and user preferences.
By incorporating various types of videos across different channels, businesses can engage their audience, deliver compelling messages, and boost their marketing efforts.

Embrace the power of video, and unlock its potential to drive brand awareness, increase conversions, and foster meaningful connections with your target audience.

Author's Bio

Picture of the author Tomasz Niezgoda
Tomasz is the Head Of Marketing at Surfer, a platform that merges content strategy, creation, and optimization into one smooth process. With almost a decade of experience in the industry, he is responsible for incorporating and executing marketing strategies. Currently, he manages a team of 5 wonderful experts.

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