Learn how to incorporate video into your marketing strategy in 2023.

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And how to leverage more video in 2023
WHY VIDEO FOR
MARKETING PURPOSES
IS CRUCIAL

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Today’s Presenters

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WHY VIDEO?

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Why Video?
● Consumers EXPECT video, especially the younger generation
● Showcases products or services in an easy to digest way
● Establishes an emotional connection that the written word can no longer do
● Video helps with SEO
● Creating video content is easier than ever no matter your budget
● Videos are more shareable than other forms of content

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The Data
After the pandemic, consumer
consumption of social media
content went up 215% and the
majority of this content is video
The average consumer
spends 19 hours
a week consuming
video content
of marketers who
implemented video
in 2022 plan to
continue in 2023
of marketers report
a positive ROI from
video marketing
of marketers say
video content is crucial
to their marketing
Video content makes
up 83% of all
website traffic
of consumers prefer
to learn about a brand
via video
of consumers report
making a purchase
decision after seeing
JUST ONE video
of consumers who
watch a brand’s video
click through to
the brand’s website

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THE DIFFERENT
TYPES OF MARKETING
VIDEOS

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The Different Types of Marketing Videos
● Narrative
● Social media videos
● Sharing customer stories (case studies)
● Animated videos
● Industry news
● Interactive
● 360’
● Demos
● Interviews
● Personalized messages
● Behind the scenes videos
● Tutorials
● Augmented Reality
● Virtual Reality

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Type: Narrative
● Rooted in storytelling
○ An intro
○ A protagonist (which can be your
brand)
○ A problem
○ Obstacles
○ A resolution (your brand)
● Inspires and humanizes your brand
● Presents a satisfying solution
to pain points your target audience
experiences
● Provides a dash of entertainment

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Type: Snippets for Social
● TikTok escalated the video marketing trend
● Usually created to capitalize on a trend
○ #TikTokMadeMeBuyIt
● Repurpose long-form content for social
○ Blog posts
○ Webinars
● Make the first 3 seconds
count as a lot of your
audience is watching the
video without sound

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Type: Customer Stories
● Consumers want social proof aka to see
what their peers think about your brand
● Testimonials and case studies
● Illustrate your company’s value from
an authentic standpoint
● Tell a story without sounding
self-promotional
● How your brand affected your
consumer
● Says why they chose your
product or service
● Example: Facebook Ads

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Type: Animated
● Adds a playful element to your brand
● Showcase your graphic design skills
● Make a complicated idea more digestible
● Showcase your brand’s personality
● Example: Apple

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Type: Industry News
● Become a thought leader in your industry
● Deliver time-sensitive information
● Be a go-to resource (which establishes brand trust)
● Spotlight like-minded creators

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Type: Product Demos
● Should be professional and polished
● Highlight a specific part of what you offer
● Show how your company solves a pain point
● Make audience want to know more about your brand
● Build trust and credibility
● Position your brand as a thought leader
● Example: Survey Monkey

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Type: Interviews
● Influencers
● Thought leaders
● Employees
● Customers
● Ask audience to ask their own questions

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Type: Personalized Messages
● Consumers are more likely to purchase from a brand that offers
personalized experiences
● Offer personalization through video
● When leads are almost to the purchasing stage of the funnel

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Type: Behind the Scenes
● Showcase company culture
● Reveal the inside workings of your company
● Feature employees
● Foster community
● Promote brand values
● Amplify what makes your company great
● Example: DropBox

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Type: Tutorials
● Showcase the inner workings of your brand
● Take a complex process and simplify it
● Usually for consumers who are close to converting

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ELEMENTS
OF A GREAT VIDEO

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A Great Video:
Establishes an emotional connection
It intrigues your audience
Strong visually
Compelling audio
A clear CTA
Humanizes a brand

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CROSS-CHANNEL
MARKETING STRATEGY

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Implement a Cross-Channel Marketing Strategy for Video
● Create a seamless customer journey by reaching
consumers with your video content on multiple platforms
● Blend traditional with digital
○ Social media marketing
○ Commercials
○ Search
● Example: M&Ms
○ Super Bowl commercial
○ YouTube Video
○ Social promo around commercial
○ Blend digital with traditional

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Video Hosting Platforms

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Videos For Social Media Marketing
Experiment with videos on every major
social platform
● YouTube
● Instagram
● TikTok
● Facebook

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YouTube
● Video ads should be under 2 minutes
● Best platform for long-form videos
● Optimize your YouTube videos for search as YouTube videos
show up in Google searches
○ Title
○ Description
○ Tags
● Brands can expect to pay $2,000 for every 100,000 viewers

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Instagram
● Instagram is a very visually driven platform so focus
on aesthetics when publishing video
● Video length should be under 30 seconds
● Reels let you upload high-resolution videos
● Recommended resolution is 1080 x 1080

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TikTok
● The vibe on TikTok is more authentic and humorous
than other social platforms
● TikTok is less saturated than other social platforms
creating more opportunities for brands
● Video duration should be under 15 seconds
● Resolution should be 720 x 1280
● Minimum budget is only $50

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Facebook
● Facebook users tend to prefer entertaining videos
over educational
● Recommended dimension is 1080 x 1080
● Maximum file size is 4 GB
● Best formats are .MP4 and .MOV
● Videos should be under 2 minutes gets
more engagement

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THE FUNNEL

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Video to Fill the Funnel
Awareness
Consideration
Conversion
Loyalty

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Awareness
Video content to promote brand awareness usually consists of
short snippets of video for social media or you can take
it further and leverage commercials on TV. Brand awareness
videos are meant to make consumers take notice of your
brand, these videos should not be a sales pitch.
Creative storytelling with campaigns that are integrated.

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Consideration
If someone is in the consideration stage, they need to be
presented with videos that sets you apart from your
competitors. Offer them some educational videos and expert
interviews. Keep in mind that the consumer is likely checking
out your competitors’ videos as well so make sure you
do competitor analysis to ensure your videos have
the competitive edge.
Video content can be used in your sales enablement process.
(email workflows, retargeting etc)

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Conversion
In the conversion phase, consumers are oh so close to purchasing
from your brand. Videos that convert the best are case studies
and demos of how your product or service solves a pain point that
your target consumers are experiencing. Customer testimonials
also do well to convert.

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Loyalty
Happy customers turn into loyal customers and even brand
advocates. Create videos that make them feel a part of your
brand like behind the scenes content, videos about new
things happening at your brand. Better yet, offer some
of your videos for “consumers only” so that there is a little
bit of exclusiveness. Who doesn’t like being on the inside!?

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PROMOTING VIDEO
CONTENT

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Promoting Your Video Content
● Promote your videos like you would any piece of content
○ Feature them on your website
○ Use them on social media (organic and paid)
○ Leverage them for “social proof” in your email marketing
● Partner with influencers to scale your audience

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OVERIT’S TOP 5 VIDEO
MARKETING TIPS!

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Overit’s Top 5 Video Marketing Tips!
We’ve been helping brands leverage video for marketing purposes
for 30 years and have a lot of tips to share.
Our top 5 tips will help you succeed with video in 2023!

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Tip #1: Align Your Videos With Your Customer Personas
● Identify pain points to leverage for topics
● Learn which platforms your target audience is spending their time on
● Utilize different messaging for different stages of the sales funnel
○ What do consumers want to see when they’re first learning
about your brand?
○ How can you showcase your products or services to convert
a consumer when they are doing their brand research?
○ What video topics will be “sharable?”

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Tip #2: Focus on Humanizing Your Brand Via Video
● Don’t be overly promotional
● Establish a human connection
○ Brand values
○ Giving back to the community
● Let your video speak for itself in creating an
emotional connection with your brand
● Don’t get hung up on industry jargon and
buzzwords– this will alienate your audience
● Get creative!

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Tip #3: Ensure Strong Visual Quality
● Keep in mind that a lot of your audience is watching videos
without the sound on (usually at work on their phones)
so your video needs to be strong without sound
● Consider close captioning your videos

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Tip #4: Utilize Talent You Already Have
● Your videos will come across as more authentic if you feature
employees at your actual company
● A little coaching can go a long way to get your employees
comfortable in front of the camera
● Represent your brand voice internally
● Start with scripting
● The eventual goal is to get your employees to talk
conversationally about your brand

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Tip #5: Embrace Paid Social
● Put budget behind your videos on Instagram, YouTube, TikTok and Facebook
● Keep it under 30 seconds
● Provide a clear CTA (visit your website, get a discount, sign up for something, etc.)
● Experiment with different channels and messaging
● Measure your paid social efforts so you can scale accordingly
● Segment your audience
○ Cater your messaging to different stages in the buyer’s journey
○ Consider age, profession, interests, behavior, etc.

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LOOKING AHEAD

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What Brands Should Look for in a Video Production Agency
● Since video marketing takes a lot of time and special equipment, you
may want to partner with an agency
● A team that blends creativity with data
● Vet their previous work and examples
● Ensure that they know your industry
● Read examples of video scripts they’ve written in the past
● Make sure they have a lot of video editing experience
● They are experts and how and where to publish your videos

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Video Trends and Predictions in 2023
● AR/VR
○ The entire landscape of marketing
could be completely different
in 5-10 years with the introduction
of wearable for AR and VR
● Interactive content
● Authenticity via video content
○ Don’t need to be overly polished
all the time
● The demand for UGC will increase
● Social commerce aka shoppable videos
● Video will be more in demand by
consumers so marketers
will receive more budget for them

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THANK YOU