A Guide to Video Marketing
Start with the funnel
Marketers map the customer journey as a funnel, and it is the most useful thing to have in mind before you make a video: the same product needs a different video depending on whether someone has never heard of you or is deciding whether to buy today.
Video works at every stage, which is why it is rarely wasted effort. A video that introduces your company still works months later; a video that announces a sale does its job in a week. Knowing which one you are making tells you how long to spend on it.
The four stages are on the right, and the table below matches each one to the kind of video that serves it — which doubles as a list of marketing video ideas when you know you need something and are not sure what.
Promo video, video commercial, marketing video, video advertisement: the names vary by industry and by country, and every one of them is something you can make here.
- 1Awareness — attracting people who do not know you yet
- 2Consideration — helping them weigh you against the alternatives
- 3Conversion — asking for the sale
- 4Loyalty — turning customers into people who recommend you
Marketing video ideas, by funnel stage
| Video | Stage | What it does | Where it runs |
|---|---|---|---|
| Origin story | Awareness | Introduces the company, the founders and why you started | Social, your About page |
| Explainer | Awareness & consideration | Shows a problem and how your product solves it | Website, YouTube, ads |
| Testimonial | Consideration | Lets customers make the argument for you | Landing pages, social |
| Content teaser | Awareness & consideration | Sends people to a post or guide for the full story | Social feeds, email |
| Product announcement | Conversion | Tells existing followers something new is here | Social, email, in store |
| Promo or video ad | Conversion | Puts an offer in front of people ready to buy | Paid social, YouTube |
| Values or cause post | Loyalty | Shows what the company stands for between campaigns | Social feeds |
Tips for marketing videos that work
Know who it is for
A video made for one kind of customer beats a video made for everyone. Decide who should recognise themselves in it before you open the editor.
Set something you can measure
Sales for a conversion video; watch time, click-through or follower growth for the rest. A video with no measure is a video you cannot improve.
Keep the brand consistent
The same colours, fonts and logo across every video is what makes a campaign feel like a campaign. Swap a template's whole colour scheme in a couple of clicks.
Match the length to the stage
Fifteen seconds for a promo in a feed, a minute or two for an explainer someone chose to watch. Length is a promise about how much of their time you need.
Assume the sound is off
Most social video plays muted. Put the message on screen as text, and treat the music as something that rewards turning the sound on.
Keep posting
One good video will not carry a quarter. A template you can re-cut in an afternoon is worth more than a production you can only afford once.
How Movidmo makes it easy
Movidmo is a free marketing video maker with no watermark. Its template library covers promos, announcements, explainers and social posts, professionally designed and available in wide, square and vertical. Add your logo, brand colours and fonts, swap in your own photos and clips or search millions of free stock ones, and publish an MP4 for social, your website, a presentation or an event.
