Definition:
Video marketing is the use of video to communicate, promote or advertise a brand, product or service. It can form part of content published on owned channels, organic distribution activities or advertising campaigns.
It includes formats such as testimonials, product demonstrations, tutorials, interviews, event broadcasts and recorded webinars. The purpose of the video and its distribution determine its role within the marketing strategy.
Video marketing to attract website visits
A video can be distributed through social networks, audiovisual platforms, landing pages and email campaigns. Each channel has different conditions: in an email, for example, an image linked to the video can be used when the email client does not support direct playback.
Publication can help present an offer or direct users to additional information, but a video view is not equivalent to a website visit. Users may consume all the content within the platform without accessing another page.
To assess results, it is useful to distinguish views, watch time, clicks and conversions. CTR expresses the proportion of clicks relative to impressions in the measured context; it does not by itself indicate whether the video generates sales or inquiries.
The same content can be adapted to several channels through changes in duration, framing, captions or message. Reusing it does not mean that it should be published in exactly the same way on every platform.
Advantages of video marketing
Video offers possibilities that may be useful depending on the content, audience and objective:
- Reach: allows messages to be distributed on platforms with diverse audiences and combines organic posts with paid campaigns. Actual reach depends on distribution, targeting and user response.
- Shareability: a useful, entertaining or relevant piece can circulate among users. Virality is a possible outcome, not a guaranteed characteristic of the format.
- Interaction: the combination of images, voice and movement makes it possible to demonstrate processes, explain products and communicate nuances. Its effectiveness depends on the content addressing the audience’s needs.
- Search visibility: a video can appear in search results when it meets discovery and indexing conditions. However, including it on a page or increasing watch time does not guarantee an improvement in organic rankings.
- Adaptable production: some formats can be produced with simple resources, while others require specialized filming, editing or animation. Cost depends on the needs of the piece, not only its duration.
Google provides specific video SEO practices, such as making the content accessible to Google and providing descriptive information. Meeting these requirements does not ensure appearance in results.
Ease of production is not equivalent to accessibility either. Captions, transcripts and, where appropriate, descriptions of visual information help more people understand the content.
Where to use video marketing
The choice of channel depends on the audience, format and action being supported. Options include the following:
- YouTube: supports videos, Shorts and live broadcasts. It can be used for demonstrations, tutorials, interviews and other content, as well as advertising campaigns.
- Facebook and X: allow videos to be incorporated into posts and distributed among their users. Available formats and publishing conditions depend on each platform.
- Instagram: offers formats such as Reels and Stories. The framing, pace and readability of content should be adapted to where it is played.
- TikTok: supports video publishing and advertising activities. Its use requires adapting content to the platform’s style and the intended audience.
- LinkedIn: allows videos to be shared in a professional context, such as service explanations, interviews, demonstrations and company content.
- Website and landing pages: allow videos to be integrated alongside information about products or services. Their inclusion should consider loading speed, playback controls and accessibility.
Live video features also support presentations, interviews and events. Their availability and requirements vary according to the platform and account used.