8 Marketing Video Production Ideas that Really Work

Editor's Note: This blog was updated for accuracy and relevance on July 30, 2024.

Video has become an essential part of many marketing plans. We know firsthand that producing marketing videos helps improve digital marketing efforts. The trends continue to support this, especially with the proliferation of video in social media. Research shows that video’s importance will continue to grow in coming years, and wise marketers are paying attention.

Wyzowl’s 2024 video marketing survey found that nearly 70% of marketers who haven’t used video in the past plan to start this year. However, for marketers who haven’t added videos into their marketing mix in the past, it can be difficult to know where to focus. Let’s look at common digital marketing tactics for ideas on how video can help make them even more effective.

1. Video Blogs To Improve SEO

Today, video is the gas that fuels the social media engine. It's hard to imagine a social post these days that doesn't have a video, or at least an image. Likewise, including video in blog posts creates opportunities for engagement and the ability to connect a brand to a target audience. When video is added in blog posts, the post more interesting and best of all, it's more helpful. Old blog posts can by freshened up with a new video (as we've done with this post!). Blogs with video are also linked and viewed more than blogs without video.

Whenever when a blog post highlights a specific type of subject matter, there's often the opportunity to include a video that allows imagery to support the narrative. See this video example about the Capitol Region Watershed District as an example.

2. Videos in Emails and Marketing Automation

According to a 2019 study Campaign Monitor, people receive more than 121 emails per day at work. Believe it or not, this stat still holds true in 2024 and using video in email communication increases click-through rates, conversions, and brand awareness. Its use in emails also better educates customers about products or services. In fact, having a video in emails can lead to a 6% increase in open rates. Video informs, engages and entertains viewers. It also allows for quick and effective communication with a target audience.

Check out this video designed to be shared via an email campaign about choosing the right characters when planning an upcoming video production.

3. Video Testimonials for Products and Services

Savvy marketers know that the most persuasive and believable messages don't come from sales reps; they come from satisfied customers. In fact, according to Wyzowl, 39% of video marketers have created video testimonials, making this the most popular singular use case for video marketing in 2024. A video testimonial about a brand or product coming from a genuinely happy customer is more believable than anything a sales rep can say. When blending that type of social proof with the emotional impact of video, digital marketing efforts become energized!

This example is a testimonial to highlight how Black Line Group and MISCO Speakers have worked well together to build their businesses.

4. Video Case Studies

“88% of people say that they’ve been convinced to buy a product or service by watching a brand’s video,” according to Wyzowl. Case study videos powerfully attract new customers and increase revenue. They show a product or service solving real-world problems. They can be personal and help potential customers understand a company's work better. When done well, case study videos can showcase value and help grow a business.

Here’s a case studey example of how Redpath and Company's client leveraged the accounting firm's capabilities to solve its business challenges.

5. Social Media Videos

Think about your own engagement on social networks. What captures your attention?  Consumers are more likely to watch videos than read long paragraphs, meaning that social media videos improve engagement between brands and customers. As a result, businesses can sell more products and services, increase brand loyalty, improve lead generation, and trigger profitable conversations. How’s that for mutually beneficial?

While research shows that in 2024 Live Action videos are the most popular form of video, video marketers are also repurposing previously produced video to be shared in social media as well. A common practice is to use footage from a larger video production and create shorter videos that can be used in social media and paid ad campaigns. This is an example of a 4-minute video that was edited down to a :30 second spot to be used in online advertising by Healing Haven, a Michigan organization that helps children with autism.

6. Videos for Your Website and Landing Pages

Adding video to a website and landing pages can increase conversions, but that's not all. Video also captures attention, educates prospective customers, and provides valuable analytics. Also, video can increase the amount of time a visitor spends on a website which helps search rankings. 

Explainer videos are just one example of videos that work well on websites and landing pages, especially when a product or service might be difficult to articulate via copy alone. Check out this example.

7. Add Videos FOR Paid Social

Paid social media ads with video are more likely to evoke an emotional response from customers, and that can drastically help build your company’s brand awareness. Potential customers will get a better understanding of the business and will be more likely to pay attention. Paid social media video ads, can be more budget friendly than with a typical ad campaign through Google or Facebook.

The Minnesota Nurses Association wanted to highlight the work of nurses as part of a larger pay-per-click (PPC) campaign. See how this video communicates the mission and celebrates the work they do.

8. Product Videos

Consumers have become familiar with product videos, especially anyone who has made purchases online, which includes most of us. However, in the B2B space, product videos are an important part of the sales process. Placing short video clips on a landing page that complement technical specifications are often exactly what curious engineers are looking for. CAD drawings are helpful, but to see the actual product in multiple perspectives and hearing a subject matter expert explain the product can be extremely helpful. 

The video below was produced for W.C. Branham a midwest manufacturer who uses product videos as part of its blog and content strategy.

When planning to produce video content consider a longer term marketing strategy that can be fueled by video. Full length videos can be repurposed and used for paid and social media marketing campaigns, email marketing and landing pages. Make the investment last and drive your overall return.