Video Marketing
Create compelling video content that drives engagement and conversions.
1. Video Platform Overview
| Platform | Best For | Length | Format |
|---|
| YouTube | Evergreen, tutorials | 8-15 min | 16:9 landscape |
| TikTok | Viral, trends | 15-60 sec | 9:16 vertical |
| Instagram Reels | Discovery | 15-90 sec | 9:16 vertical |
| YouTube Shorts | Discovery | <60 sec | 9:16 vertical |
| LinkedIn | B2B, professional | 30 sec - 5 min | 16:9 or 1:1 |
| Facebook | Community | 1-3 min | Multiple |
2. Video Types
| Type | Purpose | Best Platform |
|---|
| Tutorial/How-to | Educate, SEO | YouTube |
| Product demo | Showcase features | All |
| Testimonial | Social proof | Website, ads |
| Behind-the-scenes | Authenticity | Instagram, TikTok |
| Interview | Authority | YouTube, LinkedIn |
| Live stream | Engagement | All |
| Explainer | Complex topics | YouTube, website |
| User-generated | Community | All |
3. YouTube Strategy
Video Structure
| Section | Purpose | Duration |
|---|
| Hook | Grab attention | 0-15 sec |
| Intro | Set expectations | 15-30 sec |
| Content | Deliver value | Main body |
| CTA | Next steps | 15-30 sec |
| End screen | More content | 20 sec |
YouTube SEO
| Element | Best Practice |
|---|
| Title | Keyword front, 60 chars, curiosity |
| Description | Keyword-rich, links, timestamps |
| Tags | 5-10 relevant tags |
| Thumbnail | Custom, faces, text overlay |
| Chapters | Timestamps in description |
| Cards | Link to relevant videos |
| End screens | Subscribe + next video |
Thumbnail Best Practices
| Element | Guidance |
|---|
| Faces | Expressive emotions |
| Text | 3-5 words max, readable on mobile |
| Colors | Bright, contrasting |
| Branding | Consistent style |
| Size | 1280x720 minimum |
4. Short-Form Video
TikTok/Reels Best Practices
| Element | Best Practice |
|---|
| Hook | First 1-3 seconds crucial |
| Length | 15-30 sec optimal |
| Audio | Use trending sounds |
| Text on screen | Key points, accessibility |
| Vertical | 9:16 native |
| Captions | 85% watch without sound |
Short-Form Content Types
| Type | Description |
|---|
| Trend participation | Jump on viral trends |
| Tutorial snippets | Quick how-tos |
| Behind-the-scenes | Authentic glimpses |
| POV | Storytelling format |
| Before/after | Transformation content |
| Day in the life | Personal brand |
5. Video Production
Equipment Tiers
| Tier | Investment | Equipment |
|---|
| Beginner | $0-$200 | Smartphone, natural light |
| Intermediate | $500-$2K | DSLR, ring light, lav mic |
| Professional | $5K+ | Cinema camera, full lighting, pro audio |
Production Checklist
| Phase | Tasks |
|---|
| Pre-production | Script, storyboard, location, equipment |
| Production | Setup, filming, backup recordings |
| Post-production | Edit, color, audio, export |
| Distribution | Upload, optimize, promote |
Audio Quality
| Priority | Why |
|---|
| #1 | Bad audio = unwatchable |
| Tip | Invest in good mic before camera |
| Check | Monitor audio while recording |
6. Video Metrics
YouTube Metrics
| Metric | Target | Why It Matters |
|---|
| Watch time | High total hours | Ranking factor |
| Avg view duration | >50% | Engagement quality |
| CTR | 4-10% | Thumbnail/title effectiveness |
| Subscribers gained | Growing | Channel health |
Short-Form Metrics
| Metric | Indicates |
|---|
| Views | Reach |
| Watch time | Engagement |
| Shares | Viral potential |
| Comments | Community |
| Saves | Value |
7. Video Content Repurposing
Long to Short
| Source | Derivatives |
|---|
| 10-min YouTube video | 3-5 TikTok clips |
| Interview | Quote graphics, short clips |
| Webinar | Tutorial snippets |
| Podcast | Audiogram, highlight reels |
Repurposing Workflow
1. Identify key moments
2. Cut into short clips
3. Add captions
4. Optimize for platform
5. Post with platform-native text
8. Live Video
Live Streaming Best Practices
| Element | Best Practice |
|---|
| Promotion | Announce 24-48hrs ahead |
| Equipment | Test audio/video before |
| Engagement | Acknowledge comments live |
| Duration | 15-60 min depending on platform |
| CTA | Clear next step during/after |
Live Content Ideas
| Type | Description |
|---|
| Q&A | Answer audience questions |
| Tutorial | Live demonstration |
| Interview | Guest conversations |
| Product launch | Unveil new products |
| Behind-the-scenes | Team, office, events |
9. Video Ads
Ad Formats by Platform
| Platform | Format | Length |
|---|
| YouTube | Skippable, non-skip, bumper | 5-30+ sec |
| Meta | Feed, Stories, Reels | 5-60 sec |
| TikTok | In-feed, TopView | 5-60 sec |
| LinkedIn | Sponsored video | 15-30 sec |
Video Ad Structure (ABCD)
| Element | Description |
|---|
| Attract | Hook in first 5 seconds |
| Brand | Early brand mention |
| Connect | Emotional/functional appeal |
| Direct | Clear CTA |
10. Video Tools
| Tool | Purpose |
|---|
| Adobe Premiere | Professional editing |
| DaVinci Resolve | Free professional editing |
| CapCut | Mobile editing, TikTok |
| Canva | Simple video creation |
| Descript | Podcast/video editing |
| VidIQ/TubeBuddy | YouTube SEO |
| Frame.io | Review and collaboration |
Remember: The best video is the one you publish. Start with good content and improve production over time.