16 Tips For Creating Standout Video Marketing Campaigns In

For a long time now, video has been, and continues to be, the most popular and compelling kind of content among consumers, and this fact hasn’t escaped marketers’ notice. According to Wyzowl’s report, “The State of Video Marketing 2022,” 86% of businesses surveyed have incorporated video into their marketing strategy, and yet 16% have not because they aren’t sure where to begin.

Whether comms pros don’t feel familiar enough with the creation, production or distribution process when it comes to using video for marketing purposes, learning from those who are in the know before leaping into any new endeavor is always a wise move. There is a lot of valuable expertise and guidance around video available online, including below, where members of Forbes Communications Council share their top tips to help organizations create innovative video marketing campaigns that will stand out in 2022.

1. Focus On Being Current And Authentic Versus Perfect

So many brands and marketers want their video content to be beautiful, while today’s consumer thrives on relevancy and realness over something that’s been perfectly produced. – Terra Teat, JLab

2. Try A Humorous Seasonal Or Current Events Video

We did a Christmas video that took a funny angle on our industry’s stereotypes while still being professional. It was our most popular and most shared video of the year. – Kuba Poraj-Kuczewski, New Western

3. Focus On Creating Compelling Stories

Focus on creating compelling stories that give viewers a strong takeaway message. Today, Millennials care about how brands speak with them and engage them in conversations, so make sure you have a hook point that helps them be part of the campaign. – Neha Gianchand, Straive

4. Don’t Be Afraid To Step Outside Your Comfort Zone With Video

Even a company in a more serious industry can find ways to use humor in their email content, as an example. That may seem off-brand, but as long as it is actually true to the company’s real character and brand identity, it can be a great differentiator. Video can be a great channel to push your boundaries a bit. – Tom Wozniak, OPTIZMO Technologies, LLC


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5. Keep It Short

Consider using links to connect your videos to more in-depth content. If you’re going to do longer pieces, don’t mix objectives. Explainer videos should be clear and bounded. Make each as narrow/limited as possible to help the user solve a very specific problem without having to search for the solution. Make it a series if needed, in parts 1, 2 and 3. – John Steinert, TechTarget

6. Leverage The Right, Relevant Voice On The Right Channel

It comes down to creating relevant video content. Understanding your audience is key when crafting impactful strategies that resonate, but mostly, it’s about leveraging the right voice, for the right channel, to reach the right audience. Leveraging key opinion leaders, influencers and creators is a strategy that has proven successful and can be leveraged not only by B2C brands but also by B2B brands. – Alison Bringé, Launchmetrics

7. Consider All Of The Places You Intend To Use The Video

Before investing in any video, stop and think about all of the different places your company intends to use the video. Will the on-screen text come across clearly in an Instagram Story viewed on a smartphone? Does the script still work even when cut down to 30, 15 or 8 seconds in length? Optimize the content of your videos prior to production to maximize your budget and viable asset output. – Merrily McGugan, WorkTango

8. Don’t Be Tied To A Script

Your viewers know when a video is scripted, and if you are primarily standing and speaking, people will be more likely to tune out. If you are more organic with your message and more varied in your positioning (without moving too much), you’ll notice your engagement will continue to be steady and may even improve. – Victoria Zelefsky, The Menkiti Group

9. Ensure Short-Form Video Content Is Social Media-Friendly

When it comes to video, length matters. In fact, consumers find short-form videos 2 1/2 times more engaging than long-form videos. For a successful campaign, ensure your video content is social media-friendly and can be viewed across multiple networks by keeping the length at or under 30 seconds. Short-form video will not only improve your reach but will also help retain new audiences. – Jamie Gilpin, Sprout Social, Inc.

10. Elevate Your Video By Paying Professionals To Produce It

You get what you pay for. Almost everyone now has the power to make videos in the palm of their hands—literally. While some hand-held selfie video content can and does go viral, the truth is, paying professionals who know what they are doing and have the right equipment will elevate your video from the throng. – Andrew Martin, Asia Online Publishing Group

11. Let The Best Video Creators Create On Your Behalf

One of the primary values of working with influencers/creators is the utility of the content after they post it. Brands will never be as talented at making effective social media videos as their influencer counterparts, so instead of constantly being behind, tap them as strategic content partners and segment them by platform for the best results. – Keith Bendes, Linqia

12. Don’t Oversaturate Your Approach With Video

Know when a video is the best medium and spend time storyboarding, scripting and editing! Shaky iPhone videos may feel authentic, but they can’t replace professionally produced videos. – Lisa Parcella, Security Innovation

13. Find A Production Company That Can Execute Your Vision

Make sure you are prepared with the message you want to convey, the emotion you would like to emit and the audience you are targeting. The more your video production partners know, the better they can deliver on your desired expectations for the campaign. – Lianna Kinard, Buckner

14. Create Videos With Creative Intentionality

Remember that even the shortest video should still have a story behind it and an objective driving people to engage. Posting a video just to have video content will never convert; create videos with creative intentionality, and you’ll see results every time. – Melissa Kandel, little word studio

15. Collaborate With Customers And Clients Who Are Creators

Collaborate with other creators, especially if they’re existing customers or clients. Other people might have new and exciting ideas that you, as a business leader, might not have thought of. This ensures your content is fresh. Engaging with your audience is also a great way to strengthen the bond between your business and your clients and extend your online reach well beyond what you currently have. – Asad Kausar, Dabaran

16. Don’t Overthink Video Content

You can get very detailed and technical when creating a video, trying to fit every benefit of the product in there. That is not necessary; if you have one innovative or thought-provoking topic, that is enough. Videos need to be short, to the point and digestible for a wide range of audiences. – Sarah Lero, Peerless Products Inc