32 Video Marketing Tips To Sky-Rocket Engagement & Conversions

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Sunday, August 20, 2023

Then he read a book about psychology.

Inside was a study saying people stay more engaged when reading and listening at the same time.


Jon started to ‘doodle’ simple drawings and words on a white background and… on his second attempt his video promoting an ebook called The Truth About Six Pack Abs by Mike Geary helped the product to do $30-40 million in sales on ClickBank.

Fast forward to today, and Jon is credited as the inventor of the ‘video sales letter’ or VSL and his ideas are directly responsible for over $15 billion in client revenue.

But VSLs are just one style of video marketing…

In 2023, advertising spend on video marketing is expected to top $81 billion and the total revenue will be multiple times that.

So… if you want to get ahead of your competitors it’s time to study the biggest breakthrough in advertising in the 21st century.

Read on for 32 video marketing tips to sky-rocket your engagement and conversions!

Will video marketing work for me too?
     #1 – If you’re in one of the following niches, video marketing will be effective
     #2 – Three more ways to get confident in video marketing
How do I convince my boss or business partner/s to invest in video marketing?
     #3 – Use these facts to handle the top 5 objections to video marketing
     #4 – Measure your video marketing success with important KPIs
     #5 – Show your boss or business partner/s how your competition is finding success with video marketing
How can I be sure of good ROI from my video marketing?
     #6 – Choose your market
     #7 – Choose what awareness level you want to reach you market at
     #8 – Decide on your budget from the start
     #9 – Create a production timeline from the get-go
How do I get started with video marketing?
     #10 – Choose your video type
     #11 – Choose your filmmaking style
     #12 – Find a suitable video editing platform
     #13 – Create a content distribution plan
     #14 – Set up analytics tracking to be able to measure performance
BONUS: 17 quick-fire tips to boost engagement & conversions
     #15 – Include closed captions
     #16 – Make the first 3 seconds count
     #17 – Use messaging that gives value to your viewer
     #18 – A/B test your marketing videos
     #19 – Get the right video size for your marketing video
     #20 – Choose a CTA that fits the right stage of the funnel
     #21 – Check the lighting
     #22 – Check the focus used in your marketing video
     #23 – Remove background noise
     #24 – Add b-roll to your video marketing
     #25 – Add music to your video marketing
     #26 – Organize your footage so it’s easy to locate later
     #27 – Record your voice over first
     #28 – Understanding video file formats
     #29 – Create a thumbnail for your video
     #30 – Be aware of video hosting costs
     #31 – If you’re hosting a video make sure it loads fast
     #32 – Use interactive videos and video funnels 

Will video marketing work for me too?

#1 – If you’re in one of the following niches, video marketing will be highly effective

There’s no limit to the things you can sell with video.


Here’s a list of some of the strangest offers that have successfully been sold with video marketing:

  • Psychic pet readings
  • Haunted objects auctions
  • Virtual alien abductions
  • ​Professional cuddling sessions
  • ​Edible chocolate-covered ants

In most cases, though, video marketing will be the most effective form of advertising if you can answer ‘yes’ to any of the following two questions

  • Is your offer new, innovative or complex to explain?
    (For example, your answer will be ‘yes’ if you’re selling software, technology products, financial services, legal services, professional services, machine parts, educational courses, coaching, etc…)
  • Can you demonstrate results faster with a video?
    (For example, your answer will be ‘yes’ if you're in fashion, real estate, tourism, fitness, wellness, automobiles, gaming, beauty, home improvement, interior design, event planning, hospitality, hair styling, construction, demolition, repairs, landscaping, etc…)

#2 – Three more ways to get confident in video marketing

Video marketing can feel overwhelming at first.

But there are three more touchpoints that can help you get confident in the power of video marketing to promote your offer.

Let’s get into them.

Where’s your market?
If your target market is active on social media platforms like Instagram or TikTok or Facebook, then you know your audience is already receptive to video content. If your audience is older and sticks to newspapers or journals – or if your market shuns social media altogether – then video marketing shouldn’t be your only focus. See the infographic from Hootsuite showing how much time each generation typically spends on social media each day.

Have you tried video before?
If you’ve tested out video marketing in the past then you should be able to get access to analytics and data. Compare the results of video versus other types of advertising you’ve put out. If you find that videos tend to get more engagement or more sales than other types of marketing, then you already know that video is working.

Is your competition using video?
Find your biggest competitors on YouTube, Facebook, Instagram, TikTok and on their websites to see if they’re using video. (See tip #5.) If they are using video, then it’s probably time you started investing too.

How do I convince my boss or business partner/s to invest in video marketing?

#3 – Use these facts to handle the top 5 objections to video marketing

If you’re not the sole owner of your business you may face obstacles to investing in video marketing.

Those obstacles are often the opinions of other stakeholders.

We’ve prepared some facts to help you handle the top 5 objections to video marketing.

“Videos don’t give a good ROI.”
The Video Marketing Statistics 2023 survey from Wyzowl found that 87% of marketers see increased sales from video content – up from 64% in 2016. Note that ROI doesn’t always have to be measured in sales revenue. Marketers are also using video to increase dwell time on a website, to reduce support queries and generate leads for their sales pipeline.

“Videos are too difficult to make.”
When Wyzowl asked first-time video marketers about what pushed them to get started… a majority 41% responded it was because videos are now ‘easier to create in-house’. For example, do you remember the doodle VSL from Jon Benson than helped to generate $30-40 million in sales for an eBook? In 2023 you can create animated doodle videos with a subscription to Voomly Cloud. Best part? You don’t need to hire a professional designer!

“Video is too expensive.”
A subscription to Voomly Cloud costs just $49 per month. Advanced software programs make it possible to create a range of doodle videos, animated videos and even interactive video funnels – it’s all in a Voomly Cloud subscription. Marketers like Barry Hott are also famous for profitably spending up to $600 million promoting so-called ‘ugly’ video ads. These are video ads shot using a smartphone and require little-to-no post production to generate sales.

“You can’t measure the performance of video.”
Analytics data is often superior for video marketing than any other type of advertising. Depending on the platform, you should be able find out at exactly which point somebody stops watching your video. This is difficult on webpages and sales letters without advanced software and programming. This makes improving your sales pitch much easier with video marketing.

“But I hate going on camera.”
A successful video does not have to mean key stakeholders going on camera. If you can demonstrate the results of your product or service with a video, then that’s likely enough. You can even use doodle animation software or cartoon animation software to create highly engaging videos for your business – heck, you can even use AI to generate a convincing voiceover. These tools are all available in a $49 Voomly Cloud subscription.

#4 – Measure your video marketing success with KPIs

Video marketing that isn’t measured against KPIs (key performance indicators) is like running a race with no finish line.

You need KPIs to know you’ve been successful.

And getting clear on what exact KPI you want to focus on before pitching a video marketing campaign idea to your boss or business partner/s can help to convince them the investment is worthwhile.

Here’s a list of 8 of the most common KPIs used in video marketing:

  • View Count
    The number of times a video has been viewed. This metric gives an indication of the overall reach of the video and can be valuable for improving brand awareness.
  • Engagement
    Metrics such as likes, shares, comments and social media interactions are concrete ways to measure the level of engagement with your video. These metrics can be valuable for improving your relationship with existing customers or testing out different messages in your video marketing.
  • ​Watch Time
    The total amount of time viewers spend watching a video. This metric helps gauge the video's ability to retain audience attention and interest. It can be valuable to hone your sales pitch and messaging.
  • ​Conversion Rate
    The percentage of viewers who take a desired action after watching your video – such as making a purchase, signing up for a newsletter, filling out a form or booking a call. This metric is great for measuring lead generation and building your sales pipeline.
  • ​Click-Through Rate (CTR)
    The CTR is a measurement that’s often one step before the conversion rate. It’s a metric that tells you what percentage of viewers clicked on a link after watching the video. This provides valuable insights into the video's ability to drive traffic to your opt-in pages.
  • ​Brand Awareness and Recall
    Surveys, brand recognition studies or recall tests can help measure the impact of video content on brand awareness, recognition and recall among the target audience. This metric assesses the video's effectiveness in establishing or reinforcing brand identity and requires you to actively follow up with your audience.
  • ​Return on Investment (ROI)
    This metric assesses the financial impact of video marketing by comparing the costs associated with video production and distribution against the revenue generated. ROI is one of the most powerful and convincing metrics to support video marketing – but it requires the ability to track the buyer’s journey.
  • ​Cost per Acquisition (CPA)
    If you’re able to directly track revenue stemming from viewers of your video marketing, you might choose CPA as your main metric. Your CPA tells you how much you’re spending on advertising in exchange for a new lead or sale. Usually video marketers will fix a figure in advance and strive to keep the CPA below it to ensure success.

#5 – Show your boss or business partner/s how your competition is finding success with video marketing

Is there a way to know exactly how much revenue your competitors are generating with video marketing?

Not exactly.

But there are methods that help you identify when a competitor is at least making a profit.

Let’s dive into how this is possible with YouTube and Meta platforms (Facebook & Instagram).

There are paid platforms like VidTao that help you discover and track your market’s best YouTube ads. But assuming you know the names of a few competitors you can find out yourself in minutes. First, visit the YouTube channel page of one of your competitors. Then click to view all their videos and sort by popularity. Notice that one of two videos have a huge number of views while other videos have barely any? Bingo! Your competitor is running ads to these freakishly successful-looking videos. (See example below.)

Facebook & Instagram
Visit the Meta Ad Library. Select the country where your competitor is active and select ‘all ads’ then go ahead and type in the name of your competitor’s business page. If they are currently running ads, then you will be able to see exactly what your competitor is paying to promote to their online audiences. How to know if they’re successful? If the ads have been running for more than a few weeks then you can guess they’re still active because they’re generating a profit.

How can I be sure of good ROI from my video marketing?

#6 – Choose your market

Video marketing that isn’t measured against KPIs (key performance indicators) is like running a race with no finish line.

You need KPIs to know you’ve been successful.

And getting clear on what exact KPI you want to focus on before pitching a video marketing campaign idea to your boss or business partner/s can help to convince them the investment is worthwhile.

Here’s a list of 8 of the most common KPIs used in video marketing:

  • Paid video marketing platforms like Meta and YouTube let you define your target audience by age, location, interests and more – if you cast your net too wide then you will be shelling out $100s of $1000s to show your video advertising to the wrong people.
  • Once you know who your target market is and where to find them, then you can start tailor-making a video that has the right style and messaging to grab their attention.

Not sure how to get clear on your target market?

A great way to get started is creating a ‘customer avatar’. Getting clear on your market’s primary goals as well as their main pain points helps to create video content that will connect to them on an emotional level.

If you can also find out where your ideal customer spends their time online (and on what platforms) you have all the ingredients to start building a video marketing strategy that brings in the highest KPIs with the lowest ad spend.

The template below from the HOTH is a great place to start.

#7 – Choose what awareness level you want to reach you market at

Let’s say you build out a robust customer avatar… how do you know what to say in your video marketing?

This is where the concept of awareness levels comes into play.

Eugene Schwarz is famous as one of the most successful copywriters of all time. He had a ‘hit ratio’ of 85% across all of his written advertisements meaning he kept his clients very happy almost 9 times out of 10 – it’s like a baseball player having a batting average of 850.

And Schwarz’s success almost entirely came down to the ‘5 levels of awareness’ he invented in his 1966 publication Breakthrough Advertising.

What does it all mean?

Schwarz discovered that every person in your target market is currently at 1 of 5 stages of awareness. You can choose which awareness stage you want to reach your ideal customer at – and then your video script practically writes itself.

An example.

Let’s imagine you’re a coach and you help business leaders scale their revenue to new heights.

Here’s how the 5 stages of awareness might play out in your target market:

  • Unaware – your prospect is either new in business or is not yet aware of the challenges they’re likely to face while running their organization.
  • Problem aware – your prospect is currently struggling with cashflow, time management, burnout, lead generation, motivating their team or another common problem.
  • Solution aware – your prospect knows they have a problem and is actively looking for solutions.
  • Your solution aware/ product aware – your prospect is familiar with your coaching service but is not yet convinced it’s the right one for them at this time.
  • Most aware – your prospect is sold on your coaching service and just needs a final push to become a buyer.

You can choose to tailor the messaging in your video marketing to grab the attention of your prospect at exactly the awareness level where you want to meet them.

For example, let’s say you want to target business leaders right at the beginning of starting up a company. It wouldn’t make sense to talk about the painful problems of running a business in the first 15 seconds of your video – instead you might want to reveal the ‘secrets’ of running a successful business and educate your prospect to make smart decisions and avoid potential pitfalls.

Use the infographic below from SparkPPC as a guide.

#8 – Decide on your budget from the start

There are two things you should be crystal clear on before you start video marketing:

  • The main KPI with which you will measure success (see tip #4).
  • The budget you’re willing to spend to hit your KPIs.

The total investment into video marketing covers a range of areas that you need to group together to stay on track.

If you don’t, you’ll get a surprise that could scupper your efforts.

For example, on advertising platforms like Facebook it’s recommended to allocate 20% of your advertising budget to the ‘learning phase’. All new video ads have to go through the ‘learning phase’. Facebook needs to process around 50 conversion events in a seven-day window before it can gather enough data to serve your video ads to the right people.

Check out this graphic from Portent.

The blue line represents CPA (cost-per-acquisition). The CPA is highest when 100% of your budget is spent in the learning phase and lowest when under 20% of your budget is spent in the learning phase.

Of course, to have 20% of your total ads budget spent in the learning phase you need to have already passed through it and then continued advertising your video.

A full list of costs to keep tabs on includes:

  • Pre-production costs (e.g. employing a copywriter or consultant, location scouting, casting, equipment purchases, etc.)
  • Production costs (filming, crew, equipment rentals, materials, labor, video creation software, etc.)
  • Post-production costs (video editing, voiceover, music licensing, video formatting, etc.)
  • ​Distribution and advertising costs (video hosting platform, streaming costs, paid advertising, social media management, media buyers, advertising agencies, analytics tools, etc.)

#9 – Create a production timeline from the get-go

How long does it take to go from idea to video?

If you’re starting from scratch a benchmark is 4-8 weeks. If you don’t need to hire actors, scout locations or involve expensive video post-production then you can be done in 4 weeks or less.

The more logistics involved then expect to spend up to 8 weeks planning, producing and editing your marketing video.

Sounds like a lot?

If it takes you 4 weeks from today to publish your marketing video that means you could get up to 13 marketing videos completed in a year by yourself.

But… if you don’t make any progress you could have 0 videos completed in the next 12 months.

Take a look at the video marketing timeline from VMG Studios below and start setting deadlines in your calendar.

How do I get started with video marketing?

#10 – Choose your video type

If you’re feeling lost about what the theme of your video marketing should be, you should know there’s only a handful of video types out there.

Check out the top 10 video types currently on the Internet below:

  • Product explainer video
    A product explainer video demonstrates your product or service. Most important is helping your viewers understand how the product solves their problems or meets their needs. This type of video marketing is great for small businesses that have complex or innovative products, as well as those with online customers who want quickly and easily digestible information.
  • Webinar
    A webinar video is a live or pre-recorded online presentation. It typically involves a speaker or panel discussing a specific topic with the ability for participants to interact through Q&A sessions or chat features. Webinar videos are great for businesses in industries like education, technology, professional services and B2B where expertise and thought leadership are valued.
  • ​FAQ video
    An FAQ video helps businesses address common questions in a video format. It can help provide clarity, address customer concerns and streamline information for viewers. Businesses that can benefit most from FAQ videos are those in customer-oriented industries such as e-commerce, software, professional services and healthcare, where there’s a need to provide detailed explanations or instructions to customers before they buy.
  • ​Brand story videos
    A brand story video communicates the origin and mission of a business. The key is creating an emotional connection with the audience as well as developing a relationship built upon trust and shared values. Businesses that benefit most from brand story videos are those seeking to differentiate themselves in competitive markets, such as lifestyle brands, artisanal products, or companies with a unique culture or social impact.
  • ​Educational videos/ how-to videos
    A how-to video provides step-by-step tutorials on a specific topic. It aims to educate viewers by teaching them how to accomplish a task or acquire new knowledge. Small businesses that benefit most from this type of video marketing include those in industries like DIY/home improvement, cooking/food, fitness, beauty, technology, and any field where there is a demand for learning and practical guidance.
  • ​Case study video
    A case study video showcases real-life examples of a business's success stories or client testimonials. This format involves presenting the challenges, strategies and outcomes of a specific product or service. Businesses in industries such as technology, consulting, healthcare, B2B services, and any sector with complex or specialized solutions can benefit most from case study videos.
  • Testimonials
    Testimonial videos feature satisfied customers sharing their positive experiences and endorsements of a product, service or brand. They’re a powerful form of social proof that influences purchase decisions. Testimonial videos can benefit a wide range of businesses, particularly those in industries such as e-commerce, hospitality, healthcare, professional services and any sector where building trust and establishing credibility are essential for customer acquisition.
  • ​UGC videos
    UGC (user-generated content) refers to images or videos created by users of a product or service. This kind of content is often offered by influencers and brands can pay for UGC at scale.UGC video content is best suited for businesses that have a strong and engaged customer base and particularly in industries such as travel, fashion, beauty, food and technology.
  • ​Live Q&A videos
    Live Q&A videos involve hosting sessions where businesses interact with their audience in real-time. Common platforms for this kind of video marketing include Instagram Live, Facebook Live and YouTube Live. This video content is beneficial for businesses in industries such as consulting, coaching, education and customer support, or any industry where direct engagement and personalized interaction with the audience are key for building trust.
  • ​Video sales letter (VSL)
    A video sales letter doesn’t have a fixed style – it can be a single person talking to camera, a mixture of footage, an animated video or a doodle video like you saw at the beginning of this blogpost. But there is one key feature of a VSL. A video sales letter will make a direct offer to the viewer before it's over and encourage them to buy immediately.

#11 Choose your filmmaking style

Once you’re clear on the video type, you might still be trying to visualize how your video will look and coming up blank.

Here’s where choosing your filmmaking style can help.

There are many different ways to actually create your video and you should consider your options before going all-in.

Here are X number of filmmaking styles to consider:

  • Talking head video
    A talking head video is a video of someone speaking directly to the camera. It's shot in a way that the viewer feels the speaker is talking to them face to face. This kind of video can be useful if a specific person in your business is a key authority behind the product or service. A talking head video is very engaging so it can also be a great way to educate or draw viewers into your pitch.
  • Live-action video
    A live-action video is a filmmaking style that features actors and physical sets. Live-action videos are common in movies, television shows, commercials, and corporate videos to convey a sense of realism and authenticity. Live-action videos range from simple interviews or product demonstrations to complex, multi-location shoots with elaborate sets, costumes, and special effects. Note that this style of video can involve the highest production and post-production costs.
  • ​Stock footage video
    You can create a successful video for your marketing campaigns using only stock footage. There are stock libraries out there which let you choose scenes that will give added emotional impact to your voiceover. You can also consider splicing stock footage over a talking head video for greater engagement.
  • ​Aerial video
    A shot captured from a high vantage point using drones, helicopters or other aerial equipment. This filmmaking style shows a unique perspective and captures large-scale environments or events. This type of video can add a layer of awe and professionally to real estate, adventure tourism, construction, demolition, sports, event planning and many more businesses.
  • ​Product close-up video
    This filmmaking style showcases a product in detail, highlighting its design, features, or functionality. This style is most often used in product demonstrations or commercials. Consider playing between this style and the talking head style for added engagement.
  • ​Time-lapse video
    This filmmaking compresses time by capturing a scene over an extended period and then speeding up the footage. This filmmaking style is great for highlighting changes or transformations. Time-lapses could be great for businesses in landscaping, construction, manufacturing, travel, and many more niches.
  • ​Animated cartoon video
    You can animate your video with cartoon images. This filmmaking style is engaging and helps to simplify down complex products or services as they are being explained. Animated cartoon videos do not always require a professional designer in 2023, as you can build them with just a $49 subscription to Voomly Cloud via the Toonly and People Builder software.
  • ​Doodle video
    Doodle videos typically feature a hand drawing images and words on a whiteboard, which is then sped up to match the pace of a voiceover. Doodle videos to sell products and services were first popularized by Jon Benson in 2006, and they are highly effective at simplifying complex ideas and creating emotional impact with clever use of ‘trigger’ words. You can create high-converting doodle videos with a $49 subscription to Voomly Cloud via the Doodly editor.

#12 – Find a suitable video editing platform

If you are strapped for time and have the budget, you can outsource the entire video creation process to a professional.

But there’s no reason why you can’t create your own video and hit your KPIs.

There are two main variables to consider when finding a suitable video editing platform:

  • How much time can you invest in learning how to use the platform?
  • How much budget can you invest into video editing software.

For example, students need an average 150 hours of instruction and practice before achieving an Adobe Certified Professional in Digital Video Using Adobe Premiere Pro accreditation.

Another of the top 5 most popular video editing applications – Final Cut Pro – costs $300 to buy.

If you want to create videos fast and without a high upfront cost, you should consider a free trial to Voomly Cloud. You get access to the doodle video creator Doodly, an animated cartoon programme Toonly, the video hosting platform Voomly and many more. Once your trial is over Voomly Cloud costs just $49 – making it the cheapest and most wide-ranging video marketing platform out there.

#13 – Create a content distribution plan

Your video will sit on your hard drive doing nothing for your bottom line unless you distribute it.

See an overview of the three most popular methods used to distribute marketing videos below.

YouTube has 2.1 billion monthly active users. Consider using YouTube for targeting an audience that is both large and actively interested in content related to your products or services.

YouTube offers two different distribution methods: organic and paid.

Organic distribution is free and simple as uploading a video to your channel. But you need to include keywords in your video title, description and tags for maximum reach. You should also consider responding to comments and request viewers subscribe to your channel YouTube also allows you to embed videos on your website. Organic distribution is free but time consuming.

Paid distribution using YouTube Ads allows you to reach a much wider audience almost instantly. You can define your audience with targeting and choose from a range of different ad formats including skippable in-stream ads, non-skippable ads, display ads and overlay ads. You can also choose to have your ads show only when a viewer types in keywords for video content that is related to your products or services. Paid distribution has a cost but is the quickest way to get your videos seen.

Meta (Facebook & Instagram)
Meta has 3.74 billion monthly active users. Consider using Facebook and Instagram to target an audience that is either already following you or with a problem you can solve.

Meta offers two different distribution methods: organic and paid.

Organic distribution is free and lets you quickly upload a video to your business page. Keywords aren’t so important on Facebook or Instagram, but instead you’ll need to make your video valuable enough for users to comment or share it and create virility. This can be done with engaging visuals, powerful messaging and techniques to generate comments and shares via questions or controversial viewpoints. Your videos will typically reach just 3% of the total number of your followers – this is why a large audience or viral videos are key for organic distribution.

Paid distribution on Meta platforms is very popular – US advertisers spent an estimated $58 billion just on Facebook ads in 2022. Meta offers advanced targeting capabilities such as geo-location, interests, age, sex and more. You can also upload an audience (for example using emails from your list or customer purchases) and run video adverts only to those people who already know you. Targeting and messaging are key to reduce your ad cost and make sure your video marketing remains profitable.

Video hosting
At least 7 in 10 small businesses have a website. With a video hosting platform you can embed marketing videos into your webpages and use these to drive conversions and desired actions.

There are two main considerations to video hosting: traffic generation and your hosting provider.

Traffic generation is key to making sure your hosted videos are seen by the right audience. Traffic can come organically from Google and other search engines providing you have an SEO strategy that consistently brings you new visitors. Traffic can also come from paid advertising platforms such as Google Ads and the Meta platforms of Facebook and Instagram. The best video marketing strategies combine both organic and paid traffic generation.

Your hosting provider should offer you high-quality video streaming without annoying stops or loading issues. Most businesses rely on embedding YouTube videos. While this approach is free, YouTube can impact your conversions as visitors click off your website to view your YouTube channel or become frustrated with adverts and low quality streaming. The cheapest and highest quality video hosting provider right now is Voomly – it’s the only one that offers 10TB storage on its Pro $79 monthly subscription plan. Voomly also uses the same content delivery network as Amazon Prime and Hulu, ensuring high-quality streaming.

#14 – Set up analytics tracking to be able to measure performance

If you selected your top KPI to measure success (see tip #4) then you’ll need to keep track of it.

With paid distribution (see tip #13) this should be easy.

Whether you’re using the top platforms of YouTube, Facebook and Instagram or you’re advertising on TikTok, Twitter, LinkedIN and more – each of these will have an analytics dashboard that shows you the data you’re looking to track.

But analytics tracking can get more complicated with video hosting.

For example, YouTube’s analytics data is notoriously inaccurate in its view counting plus you can only get data for the past 28 days.

Using a video hosting platform like Voomly lets you access high-quality data points including:

  • Average engagement – the average % of your video your audience watches
  • Total plays – accurate view counts
  • ​Play rate – the % of people who played the video after seeing it load on their screen
  • ​Heatmaps – the precise moment viewers pause or stop watching your video
  • ​Geo-targeting – location information plus a breakdown of analytics per region
  • ​Devices – what devices your audience is watching your videos on
  • ​Browsers – the browsers your audience is watching your videos on

BONUS: 17 quick-fire tips to boost engagement & conversions

#15 – Include closed captions

Closed captions make your videos more accessible.

This is important for viewers with hearing impairments. But if your viewers are in an environment where they can’t actually use sound (e.g. on a loud train or in a library without headphones) you will lose them without captions.

Some viewers need captions because of their language comprehension.

So long as your messaging is honed for the target audience you will also increase the likelihood of viewers retaining and comprehending key ideas with captions.

For these reasons, closed captions should drive up your conversions and KPIs.

#16 – Make the first 3 seconds count

Facebook found that people spend just 1.7 seconds on a piece of mobile video content before continuing the scroll.

If they’re browsing on a desktop, the average time spent is 2.5 seconds before scrolling.

So if you want to grab your viewers’ attention with a video you need to do this in the first 3 seconds!

Another fact from Facebook: 65% of people that watch the first 3 seconds of your video will watch it for at least 10 seconds.

Retention drops to 45% who continue watching for 30 seconds.

So if you can draw your audience in during the first 3 seconds you get a 45% chance they will watch it for 30 seconds – this could be enough time to show your entire video.

#17 – Use messaging that gives value to your viewer

One of the fundamentals of video marketing is this: WIIFM.

It stands for ‘what’s in it for me?’.

Viewers care little about your product or service – unless it can do something important for them.

This sounds simplistic but keeping this in mind will make a huge difference to the effectiveness of your video marketing.

For example, instead of talking about the features of your product or service you should talk about the benefits your viewer will derive from it.

See this example comparison of features vs benefits from Hubspot below.

#18 – A/B test your marketing videos

Not even video marketing pros can make a hugely successful ad on the first attempt.

The best marketers will A/B their way to success.

For example, Peter Carter is a Facebook Ads expert who helps ecommerce brands generate over 7 figures per month. In a recent video he says that testing up to ‘12 video ads a day’ was crucial to the success of taking one his clients to their highest monthly revenue ever.

#19 – Get the right video size for your marketing video

You should be aware that you can’t use the same video across all advertising platforms.

Why is that?

Because your video will not be displayed correctly across the wide range of advertising options available.

Here’s an overview of the three most common sizes and their relevant size, platforms and use cases.

  • Landscape (16:9)
    Size: 1920 x 1080 pixels or 1280 x 720 pixels
    Platforms: YouTube, Vimeo, website embeds, TV screens, desktop platforms
    Use cases: Mainly used for traditional video content, such as explainer videos, product demos, interviews, or vlogs, on platforms and devices that support landscape-oriented viewing.
  • Square (1:1)
    Size: 1080 x 1080 pixels or 720 x 720 pixels
    Platforms: Instagram feed, Facebook feed, Twitter feed, LinkedIn feed
    Use cases: Ideal for social media platforms where square videos are visually appealing and occupy more screen space. Frequently used for promotional videos, testimonials, behind-the-scenes footage, or short teasers.
  • Vertical/Portrait (9:16)
    Size: 1080 x 1920 pixels or 720 x 1280 pixels
    Platforms: Instagram Stories, Snapchat, TikTok
    Use cases: Designed specifically for mobile viewing in portrait mode. Vertical videos are commonly used for social media stories, quick updates, behind-the-scenes clips, or interactive content on platforms that prioritize mobile-first experiences.

Check out this image from VMG Studios on different video sizes below.

#20 – Choose a CTA that fits the right stage of the funnel

The call-to-action (CTA) is a crucial element in your video marketing.

A CTA is the desired action you want your viewer to take after watching your video and should be directly related to your main KPI (see tip #4).

For example, if you want a viewer to make a purchase then your CTA should be a request to click a link to a product page on your website.

But what if your KPI is something less tangible like awareness?

Many video marketers use the concept of a ‘funnel’ to help them create a high-level strategy and create a number of different videos each with a unique call-to-action.

Check out this infographic eMarketing Stars with an example of marketing funnel for lead generation.

#21 – Check the lighting

Ensure consistent lighting throughout your marketing video to maintain visual coherence and professionalism.

You can also consider aligning your lighting setup with the desired mood or message of the video – whether it's bright and energetic or moody and dramatic.

Lastly, avoid harsh shadows or overexposure which can make it difficult for the viewer to identify any props or products featured in your marketing video.

#22 – Check the focus used in your marketing video

Depth of field techniques such as shallow focus or selective focus help draw attention to specific elements, products or messages within your video frame.

For example, if you have a product front and center you will need to set up your camera focus correctly or lose your viewer’s attention.

Lastly, maintaining appropriate depth throughout the video ensures a professional and polished look and this enhances the overall quality and impact of the marketing message.

#23 – Remove background noise

Background noise can make your video hard to listen to.

But you often aren’t aware of background noise in your videos until the shoot is over and you’re listening back to the footage at hand.

If you’re making an on-site video that includes audio, always listen back to the recording while you still have time for another shot. This is especially important if you are using microphones to capture voice recordings.

#24 – Add b-roll to your video marketing

B-roll refers to supplementary footage or visuals that are interspersed with the main footage or primary content of a video.

You can use b-roll to provide context, illustrate concepts, showcase products or services in action and enhance engagement.

Don’t forget to set time aside for b-roll footage during your main shoot.

Check this storyboard mock-up below from Multimedia Production comparing a talking head video for a fitness business with and without b-roll.

#25 – Add music to your video marketing

Music enhances the emotional impact of your video content.

If you can build a deeper emotional connection through adding music it will help you to boost viewer engagement and retention.

When sourcing appropriate music, you should consider using royalty-free music libraries or licensing platforms to ensure legal and copyright compliance.

It's important to select music that aligns with your video's message, target audience and the emotions you want to stimulate.

#26 – Organize your footage so it’s easy to locate later

The more you can organize the video files from a shoot the more you will save time during the editing stage.

Best practices include creating a clear folder structure with descriptive naming conventions, using metadata to tag and categorize files, implementing a consistent file naming system, and regularly backing up files to prevent data loss.

File management software or digital asset management tools can further streamline organization and accessibility.

See a file naming convention example from Frame.io below.

#27 – Record your voice over first

Voice overs are necessary whenever you’re using a filmmaking style that doesn’t involve a person talking to camera.

For example, you’ll need a voice over if you’re making an animated video, a doodle video, a timelapse video, an aerial video or a stock footage video.

Video marketers will tell you that it’s best to write a script and record your voice over first.

This is because your voice over will sound much more natural this way than if you were to make your video and try to fit the narration to any important timings already established in the video.

By recording your voice over first, you can adjust your video timings to the natural flow of narration.

NOTE: If you’re concerned about your speaking voice or accent you can use AI to generate a voiceover based on your script. You can do this using the Talkia advanced AI voiceover software which is included with a Voomly Cloud subscription.

#28 – Understanding video file formats

It can be overwhelming to choose which file format is best suited to your project.

Here’s an overview of the X most common video formats:

  • MP4
    MP4 is the most common video format. It’s the most universally compatible and is the best option for use on Facebook, Instagram, YouTube and Twitter.
  • MOV
    The MOV format is similar to the MP4 format but was developed specifically for Apple and especially Quicktime Player. It’s the best video format for Apple devices. You can still upload MOV files to Facebook, Instagram and YouTube.
  • AVI
    The AVI format was Microsoft’s answer to MOV. You can still upload AVI files to Facebook, Instagram and YouTube however the format is somewhat outdated and not ideal for sharing.
  • WMV
    The WMV format is supported across all Windows devices and can even be played on Google Drive. However, WMV is one of the least accepted video file formats.
  • WebM
    The WEBM video format was developed by Google for HTML5. It plays directly in your web browser without the need for extra plugins and takes less time to load than others. It’s supported by major browsers like Chrome, Edge, Firefox and Opera and is therefore a great option for directly embedding into your website.

#29 – Create a thumbnail for your video

A video thumbnail is an image that shows before a viewer clicks a play button to watch your video.

Thumbnails can be added to videos on YouTube, Facebook, Instagram, Twitter and TikTok as well as on videos you host directly on your website.

Designing a thumbnail for your video is crucial for making viewers click on your video.

To maximize your clicks on videos you host on your opt-in pages, product pages or sales pages you should consider a video thumbnail.

Video thumbnails show a short snippet from your actual video – you can see one in action on the Voomly homepage.

#30 – Be aware of video hosting costs

If you want to host videos on your own website pages or sales funnel then be aware of the costs.

In fact, the reason why ClickFunnels co-founder Russell Brunson started using Voomly was because it offered him the cheapest video hosting possible.

His monthly bill for hosting videos on Wistia came to $13,303.50 before Russell decided to try out alternatives.

On Vimeo, his quarterly bill came to $19,050.

But then he found Voomly which offers 10TB cloud storage and unlimited bandwidth on its Pro plan for just $79 a month. It also includes a range of features such as video thumbnails, capturing emails within the video, and interactive buttons.

#31 – If you’re hosting a video make sure it loads fast

One of the key issues with embedding a YouTube video into your webpage is this.

The viewer’s browser needs to load up the entire video every time they view the page, which can make for very slow loading times.

Even top video hosting platforms can make your website pages slow.

For example, when Russell Brunson switched over to Voomly he immediately saw his page speed score increase from a ‘D’ to a ‘B’ – that’s without changing anything else!

#32 – Use interactive videos and video funnels

Video marketing is on the verge of a transformation.

This is thanks to the advent of interactive video capabilities and advanced video funnels.

Check out each of these features below.

Interactive videos
The creator of Voomly, Brad Callen, managed to generate 735,127 from a single video.

How did he do it?

By using a new feature that allowed him to pause a product video and ask for the viewer’s email address in exchange for a high-value download.

Previously most marketers with a digital product or course would need to have an opt-in page to collect a prospect’s email before then redirecting them to a page with a VSL designed to sell them on the offer.

With interactive videos you can remove this step entirely – with much higher conversions.

Video funnels
Another amazing development is the ability to create marketing funnels inside the same video.

You can let your visitor choose their path with custom surveys, call to actions and more to create a path that meets your customer’s biggest desires, concerns and questions.

This allows you to personalize your video sales pitch – and even get rid of a discovery call or lengthy sales process with just one video!

To see a video funnels watch the video at the top of the Voomly homepage.

NOTE: video funnels are included in the free Voomly Light subscription. Or you can choose to get a 14-day free trial on one of the larger subscription packages on offer with Voomly.

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