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  • Writer's pictureMatt Middleton

How to Improve Your Marketing Videos

Marketing videos are a powerful tool to engage your audience and promote your brand. However, not all videos are created equal. Some may fall flat and fail to generate the desired impact. Fortunately, there are a few key strategies that can help you improve your marketing videos and make them more effective. Here are some tips to get you started.

Define Your Audience The first step to creating an effective marketing video is to define your audience. Who are you trying to reach? What are their interests and needs? Once you know your audience, you can tailor your message and tone to resonate with them. This will help you create a video that is more engaging and relevant to your target audience. Keep it Short and Sweet In today's fast-paced world, littered with carousel style content found on the likes of TikTok and YouTube Shorts, attention spans are short. To keep your audience engaged, keep your video short and to the point. Depending on placement, your video should ideally be no longer than a minute or thereabouts if it is to be placed on any form of social media, or 2-3 minutes if it’s going to be embedded on your website. Longer videos may be suitable depending on the content, for example it may be possible to create a 10 minute explainer video on YouTube if the content is engaging and interesting enough - but usually, if you have a lot of information to share, you should consider breaking it up into a series of shorter videos. Tell a Story Humans are wired to respond to stories. Use this to your advantage by telling a compelling story in your video. Whether it's a customer success story or a behind-the-scenes look at your business, a good story can capture your audience's attention and keep them engaged. Use High-Quality Visuals Visuals are a crucial part of any marketing video. Make sure your visuals are high-quality and relevant to your message. The simple truth is that if you want your videos, and thus your brand, to appear respectable and high quality on video, then you need to hire a video production company that specialises in business marketing videos, such as Glowfrog. This actually costs far less in the long run than trying to make marketing videos by yourself. If you’re not sure, consider these six big reasons to hire a video production company.

Focus on Benefits, Not Features When promoting a product or service, it's easy to get caught up in the features. However, to really engage your audience, focus on the benefits. How will your product or service make their life better? How will it solve their problems? Highlighting the benefits will make your video more compelling and resonate with your audience. Include a Clear Call-to-Action Your marketing video should have a clear call-to-action (CTA) that tells your audience what you want them to do next. Whether it's to visit your website, sign up for a free trial, or contact you for more information, make sure your CTA is clear and easy to follow. Test and Iterate Finally, don't be afraid to test and iterate. Once you've created your marketing video, test it with a small group of people to get feedback. Use this feedback to make improvements and refine your message. Then, test it again until you get the results you're looking for.


In conclusion, creating effective marketing videos takes time and effort. By following these tips, you can improve the quality of your videos and create content that resonates with your audience. Remember to focus on your audience, tell a compelling story, and highlight the benefits of your product or service. With practice and persistence, you can create marketing videos that drive results for your business.




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