Long gone are the days when video marketing was a luxury — it became a necessity. Did you know that video will dominate consumer internet traffic by 2025, making up 82% of the total, showing its growing influence? But while the benefits are clear, many marketers feel overwhelmed by the challenge of creating videos that genuinely engage audiences and deliver measurable ROI.
This guide simplifies the process with 11 actionable video marketing tips. Why are these recommendations going to work? At TodayMade, helping clients build successful video marketing strategies is one of our expertise. So, drawing from our experience, this guide offers real-life advice — not generic tips found on GPT — so you can create videos that truly deliver results.
Let’s start with just a bit of theoretical info.
What is a video marketing strategy, and why do you need one?
A video marketing strategy is a structured plan that outlines how you’ll use video content to achieve your business goals. It’s more than just creating videos — it’s about ensuring every piece of content has a purpose, reaches the right audience, and delivers measurable results.
Without a clear strategy, even the most creative videos risk falling flat. The importance of video marketing plan is:
Align your content with your business objectives (e.g., boosting engagement, generating leads, or building brand awareness).
Target the right audience with messages that resonate.
Maximize ROI by streamlining production and focusing on what works.
In today’s digital-first world, where video dominates online traffic, having a strategy isn’t optional, it’s the key to staying relevant and competitive.
Building your video marketing strategy step by step
Building video marketing for business might seem overwhelming, but breaking it down into actionable steps can make the process manageable and rewarding. By following these 11 tips, you’ll not only have a roadmap for your efforts but also ensure your videos align with your goals and resonate with your audience.
1. Defining the core proposition
To make your videos stand out, you need to answer one essential question: Why should viewers watch your videos? In today’s crowded digital landscape, people are overwhelmed with content. Your success hinges on offering something unique that provides value to your audience.
Clarify your unique value
The first step in crafting your proposition is identifying what sets you apart. Consider what makes your expertise, product, or services different. Is it actionable advice, a relatable tone, or a unique perspective on your niche? For example:
A YouTube channel teaching design knowledge for non-designers, such as product managers or startup founders.
A fitness trainer offering workouts for busy parents tailored to short time frames.
Action steps:
Define your audience:
Who are they? Describe user stories and pain points they face.
Example: If you’re targeting busy product managers, their challenge might be understanding design principles without spending hours on courses.
Articulate your value proposition:
Be clear and specific about the value you offer.
Example: "Gain practical design insights in under 10 minutes to make smarter decisions for your projects."
Align your content to the proposition:
Every video should reflect the value you promise.
Example: Tutorials like “How to Evaluate Design Proposals in 5 Minutes” reinforce your core proposition.
Pro tip: test and refine
Once you’ve crafted your proposition, test it out. Share your video marketing ideas with peers or your target audience and gather feedback. Refine it based on their reactions to make it even sharper and more appealing.
Common pitfall: being too broad
Avoid vague propositions like "We provide helpful tips" or "We make great videos." Instead, hone in on specifics. The narrower your focus, the stronger your appeal to the right audience.
2. Setting objectives
Once you’ve defined why viewers should care about your videos, the next step is determining “What do you aim to achieve with your video marketing?”. Without clear objectives, your online video marketing efforts may lack direction, making it harder to reach success or refine your strategy. Setting specific, measurable goals ensures every video serves a purpose.
Clarify your goals
Start by asking yourself: What does success look like for your business? Different objectives call for different types of video marketing and metrics.
Lead generation: If your goal is to acquire new customers, focus on educational content that addresses their pain points and includes strong calls to action.
Example: A tutorial video that ends with a free eBook download to collect email addresses.
Building brand authority: Position yourself as a thought leader in your field with in-depth explainers, interviews, or case studies.
Example: A SaaS company sharing success stories about how clients solved critical challenges using their platform.
Engaging and growing your audience: Entertain and inform to keep your audience coming back.
Example: Create light-hearted, relatable content such as behind-the-scenes clips or industry trend commentary.
Awareness Stage: Create content that educates or entertains.
Consideration Stage: Showcase your value with detailed tutorials or case studies.
Decision Stage: Use testimonials or product demos to close the deal.
Common pitfall: Lacking focus
Trying to achieve too many objectives with one video dilutes its impact. Avoid mixing multiple goals — such as lead generation and brand building — in a single piece of content. Instead, create separate videos tailored to each goal.
3. Understanding your audience
Creating marketing videos without knowing your audience is like sending a message in a bottle — you don’t know if it will ever reach the right people. Understanding who you’re creating content for is crucial to crafting videos that resonate and achieve your objectives.
Who are you creating content for?
Your audience is more than just a collection of demographics. They have challenges, aspirations, and preferences that you need to address. Start by asking:
What are their pain points?
Example: A small business owner struggling with limited marketing budgets.
What are their goals?
Example: They want to learn cost-effective ways to boost their online presence.
How do they consume content?
Example: Are they scrolling TikTok for quick tips or watching YouTube for in-depth tutorials?
Action Steps
Define your audience using Personas
Create detailed personas that represent your key audience segments.
Example persona:
Name: Amanda, a startup founder in her 30s.
Challenge: Needs quick, actionable video marketing tips to grow her business.
Preferred content: Short, engaging how-tos with clear takeaways.
Tailor your storytelling style
Use a tone and style that feels relatable and approachable.
Example: “A friend explaining over coffee” rather than corporate jargon or overly polished presentations.
Test formats like informal Q&As or conversational tutorials to create a personal connection.
Expand without losing focus
Start with a niche audience, but consider expanding your reach by addressing related groups.
Example: If you create videos for first-time marketers, you might also appeal to small business owners looking for marketing tips.
Pro tip: Use audience insights to drive content creation
Leverage tools like Google Analytics, YouTube Studio, or social media polls to gather data about your audience’s preferences. Use this information to shape your video topics, styles, and formats.
Common pitfall: Assuming you know your audience
Avoid relying on assumptions about your audience. Instead, base your insights on real data and feedback. This approach ensures your videos remain relevant and impactful.
4. Mastering content types
Not all videos are created equal. To build a well-rounded video marketing strategy, you need to create a mix of content that caters to different audience needs and stages of their journey. So, the question you ask yourself at this step is “What kind of videos should I create?”
A successful approach typically includes three main types of marketing videos: Help, Hub, and Hero.
Each type serves a unique purpose, from addressing immediate problems to creating memorable, high-impact moments that elevate your brand. Let’s explore how to master them.
a. Help content
Help content focuses on solving specific problems or answering common queries. It’s designed to address your audience’s immediate needs while improving your visibility through SEO.
Purpose: Build trust and authority by providing actionable value.
Examples:
Tutorials: “How to create effective social media posts in 5 minutes.”
Case Studies: “How we helped a SaaS startup increase retention by 20%.”
Action steps:
Identify your audience’s FAQs or pain points.
Create bite-sized, easy-to-follow tutorials or guides that provide solutions.
Optimize titles and descriptions for SEO to ensure discoverability.
b. Hub content
Hub content is the “glue” that keeps your audience engaged over time. It’s creative, entertaining, and often reflects your brand’s personality.
Purpose: Attract and entertain a recurring audience.
Examples:
Challenges or Experiments: “Designing a logo in 5 minutes using AI tools.”
Industry Humor: “10 hilarious client feedback memes only designers will get.”
Trend-Based Content: “Exploring how pop culture inspires web design.”
Action steps:
Stay up to date with industry trends and audience interests.
Brainstorm ideas that balance creativity and relevance to your niche.
Use engaging formats like challenges, Q&A sessions, or reaction videos to keep things fresh.
Example: Create a “Redesigning Famous Logos for Fun” video series to drive engagement.
c. Hero content
Hero content is your big-ticket material — the kind of high-value videos that leave a lasting impression and are often part of a larger campaign.
Purpose: Create memorable, shareable moments that elevate your brand.
Examples:
Success or Failure Stories: “How I lost $10,000 on [topic] and what I learned.”
Historical Comparisons: “The evolution of design tools from the ’90s to today.”
Brand Documentaries: Showcasing your company’s journey or mission.
Action steps:
Reserve Hero Content for special occasions, like product launches or anniversaries.
Invest in higher production quality for maximum impact.
Focus on storytelling—create videos that are emotional, aspirational, or inspiring.
Example: A SaaS company might release a video about how they helped a small business thrive during tough times.
Pro tip: Balance your content mix
Not every piece of content needs to be a Hero video. In fact, most successful video strategies follow an 80/20 rule:
80% Help and Hub content (practical and engaging).
20% Hero content (high-impact and resource-intensive).
Common pitfall: Overreliance on hero content
Spending too much time and budget on Hero videos can leave you with gaps in your ongoing strategy. Help and Hub content are your bread and butter — consistent and cost-effective ways to engage your audience regularly.
5. Content strategy and development
Content creation can be intimidating, but the key is to start small and build on what works. A solid content strategy allows you to test ideas, refine your approach, and maximize the impact of your videos. By beginning with short, simple formats, you can gather valuable insights before scaling up to more elaborate projects.
The main question here is “How should I approach content creation?”
Start small: Short-form videos like TikToks, Instagram Reels, or YouTube Shorts are quick to produce and great for experimenting with new ideas.
Example: A 30-second tutorial on “3 quick fixes for bad lighting” can test engagement without significant investment.
Scale up: Once you identify which concepts perform well, expand them into longer, in-depth videos.
Example: If your short tutorial goes viral, turn it into a detailed video on “Lighting Techniques for Professional-Looking Videos.”
Think shareability: Develop content with viral potential by focusing on relatable, trend-driven, or emotionally engaging ideas.
Example: A humorous take on “Client Feedback Nightmares” paired with design tips could generate shares while staying relevant to your niche.
Action steps
Repurpose and extend:
Identify your most popular short-form content and turn it into long-form formats.
Example: A quick Instagram Reel showcasing a design hack can become a full-length YouTube video with more context and depth.
Experiment with engaging formats:
Use humor, challenges, or pop culture integrations to grab attention.
Example: Participate in trends like “What’s in my bag—designer edition,” adding your unique twist to fit your brand.
Tap into trends and stories:
Keep your finger on the pulse of current events, industry trends, or viral challenges.
Example: Use trending sounds on TikTok to create quick, engaging clips tied to your message.
Pro tip: Create a content pipeline
Create a video content plan in batches to ensure a steady flow of ideas. Use a content calendar to schedule short, medium, and long-form marketing videos, balancing experimentation with consistency.
Common pitfall: Waiting for perfection
Perfection can stall progress. Don’t wait until every detail is flawless—start small, refine as you go, and focus on putting your ideas out there.
6. Ensuring consistency
Consistency is the backbone of any successful video marketing strategy. Regular posting keeps your audience engaged, builds trust, and establishes your brand as a reliable source of value. However, consistency isn’t just about frequency — it’s also about aligning every video with your mission and audience’s expectations.
How can you sustain your efforts?
Mission: Define a clear purpose for your channel that goes beyond entertainment.
Example: A channel for non-designers might focus on demystifying complex design concepts to help viewers make smarter decisions.
Mission Statement: “Empowering non-designers to confidently navigate creative challenges.”
Value: Ensure each video aligns with your audience’s needs and adds value to their lives.
Example: If your audience is small business owners, create videos like “How to create a logo for your business in under 10 minutes.”
Regularity: Post videos consistently to maintain momentum and grow your audience.
Example: Release new content weekly or bi-weekly, depending on your capacity. Stick to a predictable schedule, such as “new videos every Thursday.”
Action steps
Create a posting schedule:
Use tools like Trello, Asana, or a simple content calendar to plan your uploads.
Example: Block time for brainstorming, filming, editing, and uploading to streamline your workflow.
Batch production for efficiency:
Record multiple videos in one session to ensure a steady pipeline of content.
Example: Film three short videos in one day, then release them over three weeks.
Track and adjust:
Use analytics to monitor when your audience is most active and adjust your posting schedule to align with peak engagement times.
Example: If your audience is most active on Monday mornings, schedule your uploads accordingly.
Pro tip: Establish brand consistency
Ensure your videos share a cohesive look and feel, from branding elements like intros and outros to consistent tone and messaging. This helps reinforce your identity and makes your content instantly recognizable.
Common pitfall: Inconsistent posting
Irregular uploads can lead to audience disengagement. Even if you can’t post frequently, ensure your schedule is predictable — your viewers should know when to expect your next video.
7. Optimizing the platform
Creating great videos is only half the battle — getting them in front of the right audience is just as important. To maximize your results on platforms like YouTube, Instagram, or TikTok, you need to understand the platform's inner workings and tailor your content accordingly. The key lies in leveraging algorithms, SEO, and analytics to boost visibility and engagement.
How do you maximize results on video platforms?
Understand the algorithm:
Every platform prioritizes specific metrics to rank and recommend content.
YouTube: Focuses on audience retention, click-through rates (CTR), and engagement.
Instagram and TikTok: Prioritize early engagement (likes, shares, and comments within the first hour of posting).
Example: Create compelling thumbnails and titles to boost CTR, and hook viewers within the first 5 seconds to improve retention.
Leverage SEO:
Optimize your video metadata for discoverability.
Include high-ranking keywords in your video titles, descriptions, and tags.
Example: Use phrases like “How to create effective thumbnails” rather than generic titles like “Thumbnails 101.”
Answer specific queries your audience might search for, like “How to make professional videos on a budget.”
Use analytics to guide strategy:
Regularly track metrics such as:
Watch Time: How long viewers stay on your video.
Engagement Rates: Likes, comments, and shares.
Traffic Sources: Where your views are coming from (search, suggested videos, external links).
Example: If analytics show high drop-off rates at a certain point in your video, rework your content to hook viewers earlier or tighten up the pacing.
Action steps
Optimize video titles and descriptions:
Use tools like TubeBuddy or vidIQ to find and implement relevant keywords.
Example: Instead of “DIY Video Tips,” use “Top 5 DIY Video Tips to Boost Engagement.”
Create eye-catching thumbnails:
A strong thumbnail can significantly increase click-through rates.
Example: Use bold text overlays, vibrant colors, and intriguing visuals that complement your title.
Experiment with formats:
Test different video lengths, styles, and posting times to see what resonates most with your audience.
Example: Try a mix of 60-second Instagram Reels and 10-minute YouTube tutorials.
Pro tip: Use playlists to boost watch time
Organize your content into playlists to encourage binge-watching. For instance, a series of “Beginner to Advanced Video Marketing Tips” keeps viewers engaged with your channel longer.
Common pitfall: Ignoring analytics
Many creators focus solely on creating content and neglect the insights analytics can provide. Regularly review your data and refine your strategy to ensure you’re meeting audience expectations and platform demands.
8. Team requirements
Creating impactful videos often requires a team effort. While you can start small and handle multiple roles yourself, as your video marketing grows, you’ll need a dedicated team to maintain quality and efficiency. Each team member brings specialized skills that elevate your content and streamline production.
Who should be involved?
Producer/Manager
Role: Oversees the entire content strategy and production process, ensuring deadlines are met and quality standards are maintained.
Ideal Fit: A part-time hire or consultant if you’re on a budget.
Key contribution: Keeps the project organized and ensures alignment with business objectives.
Scriptwriter
Role: Crafts compelling scripts and dialogue that align with your brand voice and resonate with your audience.
Ideal fit: Someone experienced in storytelling and marketing.
Key contribution: Ensures your videos are engaging, clear, and emotionally impactful.
If you’re not ready to hire full-time, use platforms like Upwork or Fiverr to find freelancers for specific tasks.
Example: Hire a freelance designer to create custom intros and outros for your videos.
Invest in training
Help your team stay current by encouraging them to learn platform-specific best practices.
Example: Enroll your editor in a course on YouTube analytics or TikTok editing techniques.
Pro tip: Hire TodayMade
When you need someone to handle everything related to design and motion graphics for your video marketing, it’s beneficial to partner with professionals. At TodayMade, we offer a seamless solution: one subscription gives you access to a team of expert designers and motion graphic specialists.
We take care of everything — from designing custom thumbnails to editing high-quality videos tailored for your platforms. By working with us, you can focus on growing your business while we ensure your video content looks polished, professional, and on-brand.
Common pitfall: Overloading one person
Avoid assigning all responsibilities to one individual. Even a small team benefits from defined roles to ensure no one gets overwhelmed and quality isn’t compromised.
9. Leveraging competitor insights
In the competitive world of video marketing, your competitors can be one of your greatest resources. By studying what works for them, you can identify successful strategies, spot gaps in their content, and refine your own approach. The goal isn’t to copy — it’s to learn, adapt, and do it better.
How can you learn from others?
Identify competitors in your niche
Look at brands or creators targeting the same audience or addressing similar topics.
Analyze their content strategies
Pay attention to:
Content types: Are they using tutorials, testimonials, or behind-the-scenes videos?
Formats: Short-form clips on TikTok or long-form explainers on YouTube?
Frequency: How often are they posting, and does their schedule seem consistent?
Measure audience engagement
Evaluate their likes, comments, shares, and views to determine which videos resonate most.
Example: If a competitor’s “How-to” videos outperform their promotional content, it might indicate an audience preference for practical advice.
Spot best practices
Look for recurring elements in their successful videos, such as engaging thumbnails, storytelling techniques, or interactive CTAs.
Example: Competitors might frequently use polls or direct questions in their videos to boost engagement.
Action steps
Audit top competitors:
Create a spreadsheet to track key metrics like video topics, engagement rates, and posting frequency for at least 3-5 competitors.
Example Columns: Competitor Name, Video Type, Engagement Level, Key Takeaways.
Adapt ideas to suit your brand:
Use competitors’ strengths as inspiration but tailor the approach to your audience and unique value.
Example: If your competitor has a successful video series on design hacks, consider creating one with your brand’s unique spin (e.g., “Design Hacks for Entrepreneurs”).
Fill the gaps:
Identify areas where competitors fall short and create content to address those gaps.
Example: If their videos lack actionable advice, focus on producing detailed step-by-step guides.
Pro Tip: Use free tools for competitor analysis
Your startup toolkit would benefit from tools like Social Blade or TubeBuddy to quickly analyze your competitors' performance, including SEO, engagement trends, and popular content. These insights can help refine your own strategy without the need for extensive manual research.
Common pitfall: Copying without adapting
Avoid directly imitating competitor content — it can dilute your brand identity. Instead, use their strategies as a foundation and build on them with your unique tone, voice, and perspective.
10. Addressing challenges
Even the most well-planned video marketing strategies can encounter roadblocks. Whether it’s a lack of resources, creative burnout, or workflow management, recognizing and preparing for these challenges can keep your efforts on track. Let’s look at the most common obstacles and how to tackle them.
What common obstacles should you prepare for?
Motivation Issues
It’s easy for a team to lose momentum, especially if results aren’t immediate.
Solution: Define clear, measurable goals to keep your team focused and motivated.some text
Example: “Achieve 1,000 YouTube subscribers within six months.”
Set realistic expectations for early results — video marketing is a long-term investment, not an overnight success.
Content stagnation
Repeating the same formats or topics can lead to audience fatigue and reduced engagement.
Solution: Continuously innovate by experimenting with new formats, trends, and storytelling styles.some text
Example: If your tutorials feel repetitive, try adding challenges, behind-the-scenes videos, or interviews with experts in your field.
Resource limitations
High-quality Hero content can be expensive and time-consuming to produce, especially for small teams.
Solution: Prioritize high-impact, cost-effective content like Help and Hub marketing videos for business at the beginning.some text
Example: Create a series of quick “how-to” videos rather than a single, resource-heavy brand documentary.
Pro tip: Learn from setbacks
Every challenge is an opportunity to improve. If a video doesn’t perform well, analyze why — was it the topic, timing, or format? Use these insights to refine your strategy and try again. The key is persistence and adaptability.
Common pitfall: Overcommitting early
Avoid overloading your team by trying to do too much too soon. Start small, scale gradually, and ensure you have the bandwidth to maintain quality and consistency.
11. Feedback and iteration
Even with a solid video marketing strategy in place, there’s always room for improvement. Continuous iteration, driven by feedback and data, ensures your content stays relevant, engaging, and aligned with your audience's needs. Improvement isn’t a one-time task—it’s an ongoing process.
How can you improve continuously?
Gather audience feedback
Direct feedback is invaluable for understanding what resonates and what doesn’t.
Example: Monitor comments on YouTube or Instagram, run polls on TikTok, or use surveys to ask viewers what topics they’d like to see next.
Track performance metrics
Use platform-specific analytics to measure watch time, retention rates, click-through rates, and engagement.
Example: If viewers drop off after 30 seconds, consider reworking your intros to hook them earlier.
Iterate based on insights
Adjust your content strategy based on what works.
Example: If a specific video format, like tutorials, consistently performs well, double down on that format and refine it further.
Pro tip: Treat every video as a test
Think of each video as an opportunity to learn. Experiment with different styles, lengths, or tones, and track how your audience responds. Small tweaks can lead to big improvements over time.
Common pitfall: Ignoring negative feedback
While positive feedback is encouraging, negative comments or criticism can offer valuable insights. Instead of dismissing it, use it to identify areas where you can grow.
Leave your mark with video marketing
Video marketing is no longer just an option — it’s one of the most powerful tools for building a brand, engaging an audience, and driving measurable results. Whether you’re creating quick tutorials, fun challenges, or impactful campaigns, the tips in this video marketing guide provide a clear roadmap for success.
Start by defining your core proposition, setting achievable goals, and understanding your audience. Experiment with content types, stay consistent, and continuously refine your strategy based on feedback and performance data. Remember, video marketing is a journey, not a sprint — every video you create is an opportunity to improve and connect with your audience.
As you embark on your video marketing journey, don’t be afraid to take small steps. Even the simplest videos can make a big impact when they’re authentic, targeted, and valuable. Need help designing videos that look polished and professional? At TodayMade, we specialize in creating eye-catching visuals and motion graphics that elevate your video content. Get in touch to take your video marketing to the next level!
