Prose

Video marketing 101: tips & tactics

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How can video marketing benefit my brand?

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How much time do you have? ;)

We see video marketing as a kind of secret sauce that takes your brand from "meh" to “magnificent.” Need proof? Just look at the massive popularity of video platforms like TikTok.

Whether your brand is B2B or B2C, here’s why video is a total game-changer—especially in our age of AI and visual media:

Show, don’t tell
Videos do what words can’t—showcase your product in action. Your audience sees it, feels it, and gets hooked. Plus, video storytelling creates an emotional connection that static content just can’t match.
Engagement magnet
People can’t resist video. It’s entertaining, engaging, and way more fun than reading endless text. Want social media love? Videos rack up likes, shares, and comments like nobody’s business. Your brand could be the next viral sensation!
SEO superpowers
Google loves video. Embedding videos on your site gives your SEO a boost, and longer dwell times (thanks to video) can help your rankings. Win-win!
Versatility
One video, endless uses—post it on your site, share it on social media, drop it in emails, or show it at events. It’s the gift that keeps on giving.
Memorable branding
Video lets you create a unique vibe for your brand. The right mix of visuals, music, and messaging leaves a lasting impression and makes your brand instantly recognizable.

In short, video marketing isn’t just a nice-to-have—it’s a powerhouse tool to amplify your brand’s message and connect with your audience.

How can videos improve our SEO?

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Videos aren’t just eye-catching—they’re a secret weapon for boosting your SEO. Here’s how:

Boost your rankings and visibility
Google loves videos. Embedding optimized videos with relevant keywords can help push your site up the rankings and make it stand out with video-rich snippets.
Increase dwell time and lower bounce rates
Engaging videos keep visitors on your site longer, signaling to Google that your content is valuable. Bonus: lower bounce rates also give your SEO a boost.
Attract backlinks and shares
High-quality videos are shareable and link-worthy, which helps build backlinks—one of the key factors in SEO rankings. Plus, videos that perform well on social media bring in more traffic.
Optimize keywords with titles and transcripts
Adding relevant keywords to your video titles, descriptions, and transcripts gives search engines more content to crawl—meaning better SEO for your site.
Enhance user experience and mobile-friendliness
Videos simplify complex topics and engage visitors. They’re mobile-friendly, which improves user experience across devices and boosts your SEO.
Boost local SEO with localized content
Featuring local keywords in videos (think customer testimonials or event highlights) can improve your local SEO and highlight your presence in the community.

Bottom line: adding video isn’t just cool—it’s a smart, strategic move to level up your SEO.

What’s the ideal length for a marketing video?

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Ah, the age-old question—how long should your marketing video be? It all depends on the type of video and where it’s going. Here’s your cheat sheet:

Social media videos
Short and sweet: Keep it under 60 seconds (ideally 20-30 seconds). People scroll fast—hook them before they swipe away!
Facebook and LinkedIn
A little more room: Aim for 1-2 minutes. Engage while keeping it tight.
Explainer videos
Just the essentials: 1-2 minutes to explain your product or service without losing attention.
Product demos
Detailed but snappy: 2-3 minutes. Show off key features without making it a snooze fest.
Testimonial videos
Genuine and concise: 1-2 minutes. Share real stories, build trust, and avoid infomercial vibes.
Brand videos
Storytelling in action: 1-3 minutes to capture your brand’s essence without dragging on.
YouTube videos
Longer, informative content: 6-10 minutes is ideal for in-depth topics. YouTube viewers stick around for value (but keep it far from podcast-length).
Educational/how-to videos
Thorough but lively: 5-10 minutes. Cover the topic well, but keep it engaging.
Event highlights
Quick hits: 1-2 minutes to capture the vibe and key moments. Keep the energy high.

Bottom line? Quality over quantity. A short, punchy video that leaves them wanting more beats a long one that loses them halfway through.

Is it better to make videos in-house or hire an agency?

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Both options have their perks—let’s break it down:

Making videos in-house:

Pros: Full creative control, your team knows your brand inside and out, and it can be cost-effective if you already have the tools and talent.
Cons: It’s resource-heavy, and without the right expertise, quality might suffer. Plus, your team could be stretched thin trying to juggle everything.

Hiring an agency:

Pros: You get a team of pros delivering top-notch quality and fresh, creative ideas—while your team focuses on what they do best.
Cons: It can be pricier, and you won’t have the same day-to-day control. However, a good agency keeps you in the loop at every stage.

Hybrid approach:

Sometimes, the best of both worlds. Handle the day-to-day tasks in-house and leave the big productions to the pros. It’s the perfect mix of control, cost, and quality.

What to consider:

Think about your budget, how often you need videos, and your project goals—high-stakes projects usually benefit from agency expertise.

What are some common mistakes to avoid when making a video?

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Creating a video isn’t rocket science, but a few common mistakes can tank even the best ideas. Avoid these rookie moves if you want your video to shine:

Winging it without a plan: No script? No strategy? Big oops. You need a plan, script, and storyboard to keep things tight and on point.
Ignoring your audience: Don’t talk to the wrong crowd or drown them in jargon. Know who you're speaking to and keep the message clear and relevant.
Bad audio kills everything: If your sound quality is trash, viewers will bounce. Get a solid mic, test it for clarity, and say no to background noise.
Overly long videos lose attention: Keep it short and punchy. Don’t ramble—stick to one core idea. Save the extras for another video.
Poor lighting screams amateur: Bad lighting is a video killer. Use bright, even lighting and flattering angles to make your video look pro.‍
Forgettable or misleading thumbnails: Your thumbnail is the first thing people see—make it eye-catching but true to the content. No clickbait!

What are some tips for making a marketing video that stands out?

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At Prose, we’ve learned a thing or two about making videos that people actually want to watch. Whether you’re B2B or B2C, here’s how to create a video that grabs attention and drives action:

Start with a bang
Hook them right away! Drop a bold statement, hit them with a surprising fact, or deliver a laugh-out-loud moment in those first few seconds.
Tease the value
Let viewers know what’s in it for them. Give a quick preview of the benefits or entertainment they’ll get if they stick around.
Keep it short and sweet
Attention spans are short. For most videos, aim for 1-2 minutes—cut the fluff and get straight to the point.
Tell a story
Wrap your message in a relatable narrative. Show how your product solves a problem and ends with that “happily ever after” moment.
High-quality production
Content is king, but production matters. Invest in good visuals, sound, and editing to keep your video sharp and professional.
Engage with emotion
Make people feel something—whether it’s laughter, inspiration, or nostalgia. Videos that evoke emotion are the ones people remember.
Show, don’t tell
Don’t just say your product is great—show it in action. Let your visuals do the heavy lifting.
Call to action (CTA)
End strong with a clear CTA. Whether it’s “click here,” “buy now,” or “share this,” tell viewers exactly what to do next.
Optimize for platforms
Tailor your video for its platform. Whether it’s a vertical video for Instagram Stories or a longer format for YouTube, make sure it fits the medium.
Add interactive elements
Polls, clickable links, or questions can give your audience something to do beyond just watching. Engage them directly!

Follow these tips, and your videos will stand out, get watched, and—most importantly—get results!

Any advice for creating vertical videos for social media?

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Want to make vertical videos that stop those scrolling thumbs? Whether you’re B2C or B2B, here’s how to stand out:

Hook ‘em right away
Start with something bold, funny, or just plain weird—make that first impression count! Think of it like offering free donuts—no one’s scrolling past that.
Keep it short and snappy
Under 20 seconds is the sweet spot. It’s like speed dating—grab their attention before they swipe to the next thing.
Go full vertical
Shoot and edit in a 9:16 aspect ratio. No black bars! Dominate the screen like a pro.
Caption everything
Most people are watching in stealth mode (a.k.a. no sound). Bold captions are your secret weapon to keep them engaged.
Throw in a call to action
Don’t be shy—tell viewers exactly what to do next. Swipe up, click here, follow—be clear and actionable.
Add some beats
A catchy tune or sound effect can bring your video to life. It’s like party music—keeps the vibe going!
Make it interactive
Polls, sliders, questions—engagement is key. It’s like asking, “Who wants cake?” and getting everyone involved.
Test it out
Experiment with different versions and let the audience tell you what sticks. The numbers don’t lie—analytics will crown your winner.

And if you need a hand, we’re here to help you take the vertical world by storm…

Any tips for making videos to use in paid ads?

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Creating killer ad videos is all about making a fast impact. Here’s how to make your paid ads stand out:

Hook ‘em in the first 3 seconds
Grab attention instantly with bold visuals, intriguing questions, or surprising facts. You’ve only got seconds before the scroll starts—make them count!
Focus on one key message
Keep it simple and clear. What’s the one thing you want your audience to remember? End with a compelling CTA like “Shop Now” or “Learn More.”
Keep it short and snappy
Stick to 15-30 seconds. Time is money—get to the point with high-impact content that holds attention.
Show benefits, not just features
Focus on how your product or service improves life for the viewer. Use action shots to show, not just tell.
Look professional
Crisp visuals, great sound, and good lighting are essential. Keep branding consistent with your colors, logos, and style.
Tailor for each platform
Each social platform has its quirks—Instagram Stories needs vertical, Facebook prefers square. Don’t forget captions—most users watch with sound off.
Test and optimize
A/B test different versions—switch up hooks, CTAs, or visuals. Use the data to tweak and improve your ads.
Target smartly
Retarget users who’ve shown interest or tailor content to specific audience segments for personalized engagement.
Use eye-catching thumbnails
Make your thumbnail bold, bright, and clickable. It should offer an honest preview without feeling like clickbait.

Keep it engaging, keep it sharp, and watch the convos roll in!

What are the key elements of an effective video marketing strategy?

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Creating a winning video marketing strategy is all about mixing the right ingredients:

Clear goals: know what you want
Define what you want to achieve—whether it’s boosting sales or building brand awareness. Set SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) to keep things focused.
Know your audience: who’s watching?
Understand your audience like your favorite binge-worthy show. Develop buyer personas with their likes, dislikes, and pain points to tailor content that hits home.
Engaging content: storytime that sticks
People love a good story—create videos with a compelling narrative. Focus on quality over quantity, ensuring each video has great visuals, sound, and a clear message.
Strong branding: make it unmistakable
Keep your brand’s colors, logo, and style consistent across videos. Stay true to your authentic voice, whether it’s playful, professional, or quirky.
SEO optimization: help your video get found
Use relevant keywords in titles, descriptions, and tags. Provide transcripts and captions for better SEO and accessibility.
Promotion plan: share and amplify
Post your video everywhere your audience hangs out. Use paid ads to boost reach and target the right audience.
Call to action (CTA): make it clear
End with a strong, actionable CTA—whether it’s “Visit our site” or “Buy now.” Make the next step easy and obvious.‍
Analyze and optimize: improve as you go
Track performance metrics, see what’s working, and tweak your strategy. Keep refining your content for better results.

How should I measure the success of a video marketing campaign?

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To know if your video marketing campaign is helping you reach your marketing and business goals, track these key metrics:

View count: who’s watching?
Measure how many people are watching your video. Focus on views from your target audience.
Engagement metrics: are people interacting?
Check likes, shares, and comments to see how well your video is resonating. The more engagement, the better.
Watch time: are viewers sticking around?
Look at average view duration to see if people are watching until the end or dropping off early.
Click-through rate (CTR): are people taking action?
If you included a CTA, check the CTR to see how many viewers followed through. A high CTR shows your video is persuasive.
Social shares: is your video being shared?
Track how often your video is shared on social media. The more shares, the greater your reach.
Feedback and sentiment: what’s the vibe?
Monitor comments and overall audience sentiment. Use surveys or polls to get direct feedback.
ROI: what’s your return?
Compare the revenue or leads generated to the cost of production and promotion. Track cost per view to assess efficiency.‍
Website analytics: is traffic increasing?
Check for increases in website traffic, and monitor bounce rate to see if visitors are sticking around after watching your video.