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  • Writer's pictureMegan O'Brien

Using Video Marketing To Build Your Brand

According to, by 2022, online videos will make up more than 82% of all consumer internet traffic, 15 times higher than in 2017, so what better time than now to jump on the bandwagon. 

At least 90% of consumers make purchasing decisions based on videos they have seen ( however, a Microsoft study from 2015 shows that the average attention span is now just 8 seconds. This means short, easy-to-watch video content is vital if you are to capture consumers’ attention. There are multiple ways to use video to benefit your business. Emails, social channels and display advertising, these are just some of the few ways to get people to notice your brand and bring in potential new customers. So now you’ve got the facts, you know you want to do video content, now what?

Planning Your Video

Well first, you need to plan a video release schedule. What’s the purpose of the video? Is it to launch a new campaign? Is it to promote a particular product? Is it informative? Once you’ve determined those factors, you can fit video into your overarching social strategy. You’ve got your idea, you’ve set a date, now what is it going to look like? 


Storyboard your video content. This doesn’t need to be an artistic masterpiece. This just needs to contain enough detail frame by frame to be able to make your vision a reality. Consider if they’ll be audio or speaking parts, how long each frame will last and if it is a long shot or close-up. Remember the average attention span is now much shorter so try and keep any material between 30-120 seconds maximum, so make every frame count. Be flexible and be sure to leave room for potential changes, this is a process and when it comes to shooting, you can’t be certain everything is going to work out exactly. By planning ahead, you are able to shoot multiple pieces of content which in return will take a lot less effort, fewer resources and a much smaller budget.

Logistics Sourcing

Next, choose a location and source any potential props you may need. You could even do this from the comfort of your own home, with no expensive equipment needed. Back in 2019, Apple ran a campaign completely shot via iPhone. As long as you have good lighting and a creative mind, you can create some beautifully shot content. 

Time To Shoot Your Video

Now you’re prepared and have everything you need to create and shoot your content, the easy bit is actually shooting it. Be sure to stick to your storyboard as close as you can and have fun. Be sure to back up your videos after shooting so you don’t lose them!

How To Edit

When it comes to editing software, most laptops provide editing software that comes with the system which in return will help to keep costs down. Mac computers and laptops come with iMovie. If your laptop doesn’t come with pre-downloaded software or you want to use something a little more professional, then I would recommend Adobe Premiere Pro. 

Incorporating Video Into Your Marketing Strategy

Once your content is edited, you can post on multiple channels, depending on your marketing strategy. Encourage your followers to share your content to be reached a wider audience. When uploading, be sure to use a suitable title, search terms and description which will help users find your video. Providing consumers with a call to action after watching the video, such as visiting your website, can encourage site traffic and just overall awareness for your brand.

If you’re still not convinced, these are some of the leaders in the video marketing game in June 2020:


In 2018, Nike released its 30th anniversary ‘Just Do It’ campaign, which showed huge success. More recently, in May 2020, Nike released a new campaign to show solidarity with the black lives matter movement with their newest campaign: ‘For Once, Don’t Do It’. The video was extremely powerful, with over 21,000 likes and nearly 900,000 views on Youtube and Instagram has surpassed over 15mill views and nearly 5.5 mill likes.


Similarly to Nike, P&G has opted for a purpose-led messaging campaign on race, which aligns with their previous efforts to spark discussion with their last campaign ‘The Talk’. The video urges white people to acknowledge their privilege and to use this in fighting for the cause and serving as allies. 


For anyone who doesn’t already know, Twitch is an online video live-streaming social platform which is typically used for gaming. The platform is incredibly popular with Gen Z, with App Annie reporting that Gen Z users spend on average 3.7 hours a month on the platform. Bounty tapped into this with their most recent video commercial, collaborating with Twitch influencers Joshua Beaver, Anthony Kongphan and Hannah Kenned. 

Jack Daniels

June is Pride Month, which is always potentially problematic in marketing if brands are jumping on it for trend purposes only. Jack Daniels, however, has created a web series, jumping on the very popular Millennial trends which include the mukbang and drag queen brunches. The video shows that the stars involved include global drag queens stars such as Patrick Starrr, Gia Gunn, Eugene Lee Yang and Laganja Estranja. They will discuss their stories, the impact of the virus and the LGBTQ+ community as a whole. You don’t have to spend much money to create amazing content. Make sure your content means something and has a purpose, whether it’s promoting a product, overall brand awareness or using your platform to show what you believe in as a brand, video can benefit your brand in so many ways.

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