4 Ways to Use Video Content for Marketing

By Alexandra Reay

Video content is an essence of contemporary marketing. Blog posts are important, podcasts, images, and infographics are important as well, but videos have the biggest potential to inspire your audience and encourage them to take the desired action.

If you don’t believe us, just take a look at these stats:

This type of marketing communication boosts conversion rates, makes email campaigns much more appealing, and skyrockets social shares. At the same time, search engines love video content and often rank it highly in search results.

However, the fact that videos make such a huge influence on digital marketing also means that the competition in this segment is extremely harsh and agile. Individuals and organizations publish tons of videos every day, so it’s getting increasingly difficult to find your place in the digital marketing sun.

This is why you need to use state of the art tricks to make the most out of video content. In this article, we will present you four ways to use video content for marketing purposes.

1. Optimize Videos Perfectly

YouTube is the leading video platform globally, so it’s logical to assume that you publish all of your content on this network. But do you optimize videos the way you should? Are you giving your best to improve content visibility? If not, make sure to follow these steps:

  • Keyword optimization: Video titles need to be keyword-rich and match the most common search entries, so you have to keep them precise and accurate. For instance, writing the title “Tennis Racket” doesn’t really give you the best hint, but “How to Choose a Perfect Tennis Racket” is much better.
  • Thumbnails: Thumbnails are small images that represent your videos. It’s the first thing that users notice, so it has to be actionable and attractive. The most viewed videos include thumbnails that show real people in action because users tend to trust content presented by other people.
  • Description: This is the title extension that should be informative but concise. Use it to add CTAs and don’t forget to describe videos without spoilers.

2. Don’t Be Afraid to Go for the Long-Form Content

Online video has long been associated with short video, but more and more people are becoming accustomed to streaming TV shows and full-length movies online. You’ve probably heard a lot of content creators saying that videos should be up to two minutes long, but it’s time to embrace a brand new mindset.

What does it mean to you as a marketer? It means you should feel free to create long-form content. This is particularly the case with organizations promoting complex products or services that require thorough understanding and extensive explanations.

For instance, The Verge published a 17-minute video to explain the features of iPhone X. The reason is simple: you can’t describe the best smartphone in the world within 30 or 60 seconds. The subject requires a thorough analysis and that’s exactly what you get with this long-form video.

3. Go Live

Live videos are becoming more and more popular over time, and for good reason! Live videos seem fresh and exciting because no one can tell what is going to happen in real-time. In other words, they seem more natural and less artificial.

Another advantage of live video format is that it improves watch time and drive engagement. Namely, most people love to make comments or ask questions while watching live videos, which is a big benefit per se. On the other hand, it also inspires users to watch content until the end because they want to hear answers to their questions.

This is a dream come true for all marketers, especially because you can personally thank viewers and invite them to take action after watching.

4. Create Corporate Presentation

The latest digital marketing trend is to shoot a corporate presentation video and publish it instead of the more traditional ‘About Us’ text. The goal is to tell a story and describe your company in a more amusing way, replacing the old strategy of posting generic details such as the address and contact information.

However, the corporate video presentation is where you want to display creativity and professional authority. That’s why it needs a great copy to support visual effects and tell the audience what makes you so special and better than the whole bunch of competitors.

But if you don’t know how to craft an outstanding corporate video copy, don’t be shy to ask for help from professional content creation services such as BestDissertation.com. These agencies employ expert authors who can give you great ideas or write the whole thing for you if needed.


Running a successful digital marketing strategy is almost impossible without a fair share of video content. It is by far the most popular type of content, which is why users upload thousands of videos every single day. However, the real issue is how to get your foot in the door and distinguish your brand from competitors.

We showed you here four alternative ways to use video content for marketing. Our tips can help you improve the existing marketing strategy, but feel free to leave a comment in case you need additional explanations – we would be glad to help you out!

About the Author

Alexandra Reay is an editor and professional writer at BestEssays.com.au. She is also a regular contributor to college paper. Alexandra is fond of horse-riding, reading and rock music. Alexandra keeps her spirit in writing fluent articles as well.


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