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How to Use Video in Marketing: The Ultimate Guide

Video in marketing is important, and if you’ve found your way to this page, it’s because you understand its significance. Brands can no longer get away with relying just on textual material and visuals since today’s customers don’t find it fascinating or engaging. 

Taking into account that digital video marketing is a $135 billion business only in the United States, businesses all over the world are recognizing the value of video and are making investments in its production and delivery.

This increase means you’re now behind if you’re failing to put out frequent, branded video content. Starting off might be difficult if you have never made a video for yourself. That’s where we step in to help out!

With this tutorial, you’ll discover all you need to know about video marketing. Explore the facts presented in the sections below to get started.

How and why should one use video in marketing?

Video marketing is the practice of utilizing video to build awareness, generate interest, and drive sales. Even though it’s a huge aspect of digital marketing, it overlaps with content marketing to a degree.

Every marketer should know how to use video to their advantage. Many video marketing metrics point to the same conclusion: video is the new marketing medium of choice.

  • Each day, more than a billion hours of video are seen on YouTube, according to the video platform;
  • Most people prefer watching videos on the internet to television, according to a recent study by Google;
  • The majority of people watch web videos at least once a week, according to Hubspot’s research.

How do you develop a video marketing strategy?

Ultimately, your video marketing strategy will dictate everything from your budget to your production procedures to your conversion metrics. The first stage in the video-making process is to get this down on paper and finalized.

Creating a video marketing plan may be broken down into the following steps:

  1. Set video goals.
  2. Determine your audience.
  3. Plan out your narrative arc.
  4. Keep your creativity in check.
  5. Stay on schedule.
  6. Set a reasonable spending limit.

What kind of video in marketing should I create?

Once you’ve mapped out your plan, it’s time to start thinking about the video content itself. There are advantages and disadvantages to every genre of video. You are not alone if you don’t understand the distinction. This is why we’ve broken down some of the most common genres and styles of video for you to get started!

1. Explainer vids.

The purpose of an explainer video is to provide viewers with a better understanding of your business, brand, product, or service. Like social content videos, practically any video may be an explainer video if it focuses on how your organization addresses a particular problem.

Using explainer videos is a great way to introduce your brand. When asked about your business, they should be able to answer it in a concise, clear, and succinct manner. Explainers, which are typically under three minutes in length, conclude with a compelling call to action and provide a simple answer to a difficult problem.

2. Advertisements.

To capture the viewer’s interest and direct them to take a certain action, commercials use a dramatic setting, stunning graphics, or a rundown of the company’s most compelling attributes. As a result, ads tend to cater to a wide range of demographics and only provide the most essential and pertinent details.

In addition to all of that, they’re unforgettable. As a result, if it’s the viewer’s first time seeing your brand, they’ll remember it for a long time to come!

3. Product videos.

If you’ve got some of the most popular items or services, you may showcase them in a product video. It demonstrates the effectiveness of your product and builds customer trust in your company or brand.

Your primary objective here is likely to be to acquire new clients who are in the early stages of product evaluation. Make sure your product’s value and need are highlighted as well. Since these new visitors are still doing research, you’ll want to be certain your product video distinguishes you from your competitors. You’ll also want to highlight the unique features of your product.

Three stages to making a marketing video

You’re ready for the big show now.  With a clear vision of the type of video that will help you reach your video objectives, it’s time to put your plan into action. Get ready to have some fun!

Traditionally, the process of making a video has been broken down into three parts by video marketing specialists. However, we at Elai can only agree to a certain extent. Let us explain what we mean by this.


Almost everything in your video production is planned out during the pre-production stage. As it starts your video in motion, this is a vital step in the video production process. Make sure you have a clear idea of your video’s content, receive feedback from all necessary team members, and begin arranging your shoot at this point.


It’s been a long road to get here, but what a ride! Depending on the project, the day of production might either be chaotic and disorganized or calm and orderly. One of the most satisfying parts of video production is seeing the finished product in action for the first time. To guarantee that your video is as good as possible, there is still a lot of work ahead of you.

With Elai, you don’t have to worry about any of the headaches and inconveniences that come along with the production process. Forget about double-checking your audio and video gear. There’s no need to obsess over the correct lighting or physical styles, such as hair, make-up, clothing, and props. You’re good to go. Using virtual presenters, you may produce high-quality videos in 65+ languages from the convenience of your own workplace.


Some traditional video marketers believe that unless you’re a creative director or production manager, you shouldn’t have to bother about post-production. You should be aware of what is going on, but you shouldn’t expect to be actively involved.

In light of the importance of video editing and graphic design in post-production, it is assumed that you’ve either hired or delegated these tasks. At Elai, we believe this to be complete nonsense. Anyone, regardless of their level of video editing expertise, may utilize a simple builder to make a great video in marketing.

How can I tell whether my video is a success?

The success metrics vary depending on the aim. Depending on where your target audience belongs in the marketing funnel, we’ve grouped some of the most important indicators. As much as we would like to see you track every indicator on this list, we understand that your resources may be limited. If you can’t keep track of all of them, focus on the ones that are most important to your objective.

So, other than the number of video views, what are the key parameters to monitor?


Do you wish to broaden the appeal of your company to a new demographic? Goals at the top of the funnel are the widest and simplest to quantify. Making your brand the answer to the viewer’s problem is the first step in drawing in new customers. You want to create a good impression on them because this is likely to be your first encounter with them.

Consider the following parameters:

  • Unique users;
  • Views; 
  • Impressions.


Do you wish to captivate your audience? Now that you’ve introduced yourself, it’s time to focus on retaining the interest of your audience. If you want your video to be effective, you need to ensure that it is well-produced. Do not lose the attention of your viewers in the first few seconds of your video!

Consider the following parameters:

  • Watch Time; 
  • View-Through Rate.


It’s time to take care of those potential customers! Your marketing efforts have paid off if your target audience has made it this far down the funnel. One of the more difficult stages is nurturing, but fortunately, this can be measured quickly and easily. As a result of your nurturing efforts, you’ll observe an increase in sales.

Consider the following parameters:

  • Signups;
  • Sales;
  • Calls;
  • Clicks.


Now you have a paying customer! Your goal is to keep customers interested in your brand so that they will return for future purchases or further value. The more time viewers spend with the video, the more likely they are to be enthralled. In this case, the tone of your video will have a big influence.

Consider the following parameters:

  • Social Engagement;
  • Return Visits.

Start using video in marketing with Elai.io

In this day and age of video in marketing growth, your company has a unique potential at your disposal. As customers continue to choose video over other kinds of information, they increasingly want companies of all sizes and in all industries to communicate with them through video.

With today’s technology, making a short video has never been easier. You may employ skilled freelancers on the go or use a cutting-edge video creator without any worry. The cost of making a video is inexpensive, so you don’t have to stress about spending a fortune to create a video that you’ll be proud of.

What exactly are you waiting for? Don’t hesitate to contact us.

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