Content Marketing:

Video Marketing
Learning Objectives
• Student gets acquainted with key videotrends
• Student understands the key elements of a successful video
marketing strategy
• Student learns to brief – and even make – a successful
marketing video
Contents
1. Why video content?
2. Trends in video content
3. Essentials of a successful video strategy
4. Video production brief
5. Assignments
1.Why video content?
Some Statistics

Video viewing increased: Cisco 2022:

two full working days video share of
each week. online traffic 82%

2016: 63% of companies 2021: 86% of companies

used video as marketing used video as
tool
marketing tool
Comprehensive Set of Video Statistics 2023
Six Sections:
1. Usage
2. Financials
3. ROI
4. End Users
5. Channels

Click here!
https://www.wyzowl.com/video-marketing-statistics/
 of marketers say
81% their videos perform better
with music
 of marketers
say their
66% videos perform
better with a
voice over
 of marketers say
64% their videos perform
better with captions
 of marketers say
78% their videos perform
better with less text
 of marketers say
65% it is either “very important
or “extremely important”
to show diversity in videos
2. Trends in Video
Content
Videotrends 2023
1. The video market continues to grow – how to stand out from the competition?
2. Short videos booming! Now latest the time to take over Reels/Shorts/Tiktok. Majority of people
prefer short videos over written content when learning about a new product.
3. Videos play an ever more important role in purchase decisions
4. Search optimized videos
5. Influencers to help conquer social media platforms
6. More ad formats = more complexity of video marketing
7. Understanding storytelling in the digital environment is more important than ever

Source: https://www.videolle.fi/en/ (these trends were picked in a webinar in Nov 2022. In Finnish only.),
https://financesonline.com/video-marketing-trends/
 3. Essentials of a
Successful Video Strategy
 Video strategy in the stratergy hierarchy:
it must align with content marketing strategy

Business Strategy

Marketing Strategy

Content Marketing Strategy

Social Media Strategy Video Strategy etc.

 How to Succeed in Videomarketing?
Campaign Planning Starts from Video Strategy
● What do you want to achieve by using videos?
○ Increase brand awareness? Sales? Improve employer brand?
○ Set SMART objectives.
● Who do you want to reach?
○ Define target group(s). Buyer personas very handy and recommended!
○ For which stage of buyer’s journey?

Brand videos, Teasers, Video FAQ videos,

entertaining ads comparisons, tutorials
videos. Touch promoting product
feelings! content (ie videos,
webinars testimonial
videos Source: Videolle.fi
Video Strategy, cont.
● Where do you reach your target group / buyer personas?
a. take the channel into account in planning your video content Formats in different video channels
b. one video is not fit for different channels!
i. different format
ii. different story telling (skippable or not)
Web-tv
iii. audio or not
● What is the desired conversion after video viewing?
a. to move on to webstore? To subscribe to a newsletter?
b. effect on CTA: how to guide your buyer persona to move
closer to the purchase decision
● What kind of content suits best to different purposes?
a. Do you want to raise feelings to make him/her interested in your brand?
Or do you want to offer useful and educating content which increases the expertise of your brand? You want
to solve a common problem and make a viewer laugh?
b. Different type of video needed for different purposes
● Set metrics according to your objectives and measure
a. increase brand awareness - maximise reach in the right target group. Number of views, average viewing rate
b. brand building, position - make before and after customer surveys
c. increase sales - the number of conversions
d. customer satisfaction improvement- the effect on customer service, customer satisfaction improvement
Video marketing for different goals in
the online marketing funnel
 Video on social media:
the channels and formats in one overview
4. Video Production
Brief
3. A good brief is key to successful
outcome
This template makes you think through
all the essentials in briefing:
https://www.videolle.fi/en/video-brief
In-class activity
• Go to your favorite social media channel,
• Choose a branding video,
• Analyze the video, keep in mind the video briefing criteria,
• Make a gap analyze and give a short advice (max. 2A4).
In-class Activity
• Go to your favorite social media channel,
• Analyze their main target group,
• Analyze their unique features,

• Choose a branding video which pops up in this channel,

• Analyze the video, keep in mind the video briefing criteria,

• Make a gap analyze and give a short advice, present it to the

class
Recap:
Video tells best about video marketing
https://www.youtube.com/watch?v=cjDdDbAUD5U

about popularity of video in marketing

tips to achieve the best ROI in video marketing
different types of marketing video categories
Educational
Inspirational
Engagement
Convincing
video strategy and planning (note: the strategy in this Youtube video goes with the assumption of in-house
production. Video marketing knowledge is needed although the production would be outsourced!)
4. Assignments
Learning Objectives

• Knowlegde of the importance of a good video brief

• Apply the video brief and create a video.

Individual Assignment
• Look for a brand that you have available at home. For instance a shampoo
or your bike/car
• Choose a channel type that fits your target audience,
• Make a video based on the briefing criteria.
• Share your video on your social media channels

Deliverables: video & reflection

Group Assignment
Assessment criteria on the following slide

• Choose the company which you make the video for.

Recommendation: choose the same company you have built
a content strategy for.

• Decide a service/product and use video brief form as a

planning tool for your video.

• Shoot the video, and edit it.

Assessment criteria for both
assignments
Fail:
The video does not correspond to the assignment at all or has been returned late.
The video uses footage filmed/edited by another person without proper permission and
mention. ​It covers hardly any elements of the assignment.

Pass:
The video meets many criteria and elements of the assignment. Its is produced at least
relatively high level in relation to the resources.

Outstanding:
The video is produced in full compliance with the assignment and supports the content
marketing goals
of the task excellently. The video has been produced to a high level in relation to resources,
it is innovative
and insightful in terms of content.
Please upload your video on your own
platform write a 1 page reflection:
1. To what extent does the video suit the target group?
2. What need, interest or problem of the target group does the video respond to?
3. Measure your video's engagement, such as views, likes, comments, shares,
and average watch time. Use this data to determine how well your video is
performing.
4. To what extent does the length of the video match the chosen platform
5. Consider adding a clear CTA (Call-to-action) at the end of the video to increase
viewer engagement, such as asking for likes, comments, shares, or visiting a
website. Substantiate why you have or have not chosen to use a CTA.
 Supplementary
reading & Pro-tips
Video content consumption on social media
 conseption • Problem / need • Budget
and • Core message • Distribution channels
planning • Target group (buyer persona) • Schedule / timetable
• Synopsis
• Storytelling • Audio
manuscript • Plot / storyline• Graphic elements
• Feeling • Visual expressions, shooting
techniques

shooting • According to the manuscript

• Footage review and clip selection

• Adding the audio tracks and graphic
edit
elements
• Color correction and specification
• export for different channels
Video Production
publishing
Process Source: Janne Granfors,
Video professional and Lecturer at TUAS
Video Content Consumption on Social Media
“Lean forward” moments
“Lean back” moment
Instragram
Feed
Instragram
Feed
Instragram
Stories
Instragram
Reels
Instragram
Guides
Facebook
Timeline
Facebook
Stories
Facebook
Watch
LinkedIn
Feed
LinkedIn
LinkedIn identifies 3 major benefits of LinkedIn
Stories Stories:
• Show your professional side in a human way.
• Share your daily activities at work in a creative and informal
way.
• Grow your community by actively reaching out, maintaining
relationships and sharing content.
Snapchat
TikTok
TikTok

Live shopping experience Walmart

source: TikTok
YouTube
Important Notice
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comprehending the essential needs in organizations. You have access to
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user instructions for teacher.
Note: The material includes contents and figures retrieved from the internet and
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