If you’ve ever found yourself endlessly scrolling through your social media feed, you’re definitely not alone. Honestly, it happens to me more often than I’d like to admit. And you know what catches my attention most of the time? Videos. Videos that make me laugh, videos that teach me something new, or just videos that tell a story so captivating I can’t help but watch until the end. That, my friends, is the power of video marketing.
Video marketing isn’t just a buzzword; it’s a strategy that can take your brand from “meh” to memorable. Today, I’m going to share with you some real, actionable video marketing strategy examples that work. We’ll talk about brands doing it right, how you can get started, and I’ll share a few personal experiences that might make the journey a bit less daunting. Grab a coffee, and let’s chat!
Why Video Marketing Matters
Before we jump into the nitty-gritty of strategy examples, let me set the stage. Video marketing matters because it taps into human behavior. We’re visual creatures, and videos stimulate our senses in a way that text alone simply can’t. Studies show that people retain 95% of a message when they watch it in a video compared to just 10% when they read it. That’s a huge difference, right?
But here’s a personal example: A few years back, I was working with a small e-commerce brand. We started by creating a series of short, fun product demo videos, and suddenly our engagement skyrocketed. People were tagging their friends, asking questions, and actually buying the products—all because they could see them in action. It was a lightbulb moment for me.
The Rise of Video in Marketing
The numbers don’t lie: in 2024, over 80% of all internet traffic is expected to come from video. If you’re not in the video game yet, you’re definitely missing out. Let me tell you about a few ways brands are nailing this, with video marketing strategy examples you can use.
1. Storytelling with Brand Videos
Have you ever heard of the “Hero’s Journey” in storytelling? It’s a classic narrative arc that pulls us in, used in everything from ancient myths to modern movies. Guess what—you can use this concept in video marketing, too. A brand that does this incredibly well is Nike.
Example: Nike’s “Just Do It” Campaigns
Nike doesn’t just sell shoes; they sell stories. Their videos feature real people overcoming obstacles, pushing limits, and achieving greatness—and you can’t help but feel inspired. It’s about the athlete in all of us. You don’t need a million-dollar budget to do this; just think about the story your brand can tell. Even if it’s just the journey behind how your product came to be, use that narrative to connect with your audience.
When I was helping a local gym grow its online presence, we followed this idea. We filmed a few of the gym members sharing their personal transformation stories. The result? People felt connected—they could see themselves in those stories, and membership sign-ups increased by 30% in a month. Real stories resonate.
2. Educational Content: How-To Videos
Everyone loves learning something new, especially if it’s quick and easy. Educational content is one of the best ways to establish authority in your niche and build trust with your audience. Let’s take a look at Home Depot.
Example: Home Depot’s DIY Series
Home Depot uses video to show viewers how to tackle DIY projects. Want to learn how to tile a backsplash or build a deck? Their YouTube channel has hundreds of videos walking you through each step. These videos aren’t flashy—they’re practical and solve a problem their customers might have.
I once tried my hand at making a vertical garden, and I swear I would have given up halfway through if it weren’t for one of Home Depot’s step-by-step guides. That’s the beauty of educational content—it solves a problem right then and there, making the brand indispensable.
How You Can Use This Strategy
Think about the questions your audience is asking. If you sell skincare products, create videos showing people how to use them properly. Are you in the tech space? Make videos explaining common troubleshooting techniques. The key here is to be genuinely helpful, not overly promotional.
3. User-Generated Content (UGC)
User-generated content is powerful because it’s authentic. People trust other people more than they trust brands. If you can encourage your customers to create videos featuring your product, you’re tapping into a goldmine of organic marketing.
Example: GoPro’s Customer-Created Videos
GoPro is basically the poster child for UGC. They invite their users to submit videos shot with their cameras, and the results are amazing. From surfers catching that perfect wave to skydivers showing the breathtaking view from above, these videos are genuine, thrilling, and real. They make you want a GoPro, just to experience what the users are experiencing.
For a campaign I worked on a while back, we encouraged customers to share their own “unboxing” videos for a new product launch. It was amazing how much people love to share their excitement. We used a branded hashtag, and soon enough, our social media pages were flooded with authentic content that worked better than any polished ad we could have created.
4. Explainer Videos
Sometimes, people just need to know why they should care about your product or service. Explainer videos are perfect for this. Dropbox became popular largely because of their explainer video, which broke down what the service does in a fun, easy-to-digest way.
Example: Dropbox’s Original Explainer
Back in the day, Dropbox had a simple explainer video on their homepage. It featured a cute animation that showed how Dropbox could solve everyday problems, like losing a USB stick or needing to share files across devices. It made something that could be considered technical—cloud storage—accessible and relatable.
I learned the importance of simplicity when I created an explainer video for a SaaS product that was, frankly, confusing to a lot of people. Once we put together an animated video that simply walked through how the tool could make their lives easier, we saw a huge uptick in signups. People don’t always want all the nitty-gritty details; they want to know how you can help them, fast.
5. Behind-the-Scenes Videos
I love a good behind-the-scenes look. It makes a brand feel human, like there are real people behind it—people just like you and me. It’s a way to break down the wall between a brand and its audience, making the experience more personal.
Example: Ben & Jerry’s Behind-the-Scenes
Ben & Jerry’s does a fantastic job of this by sharing videos about how they come up with new ice cream flavors, what it’s like inside their factory, and even the values that drive their company. It’s not just about the ice cream; it’s about the heart and soul behind it.
For a recent project, I helped a craft brewery create behind-the-scenes content. We showed the brewing process, the people involved, and even the funny moments that happen when things don’t go perfectly. The audience loved it because it felt like they were part of the journey, and we gained a lot of loyal followers who felt personally connected to the brand.
6. Live Videos
Live videos can be nerve-wracking, but they’re incredibly effective. They allow you to engage with your audience in real time, answer their questions, and create a sense of community.
Example: Sephora’s Live Q&A Sessions
Sephora has used live streaming to great effect, hosting Q&A sessions and makeup tutorials with experts. During these live sessions, viewers can ask questions and get answers right away, which makes the experience feel personal and exclusive.
The first time I tried doing a live video, I was terrified—not going to lie. It was for a small boutique, and we decided to do a “live try-on” session where viewers could ask questions about the clothes we were featuring. It ended up being a lot of fun, and it gave us a direct line to understand what our audience wanted. Sales increased that week, and it showed me just how effective live engagement can be.
7. Testimonials and Case Studies
Sometimes, the best way to sell your product is to let your happy customers do the talking. Testimonial videos and case studies help potential customers see how your product can solve their problems by seeing the success others have had.
Example: Zoom’s Customer Stories
Zoom has a series of customer stories that show how companies across different industries use their platform. These videos are polished but authentic, showcasing real people and real solutions. This kind of content works wonders in building trust.
I remember working with a service provider who had some great client success stories, but we were only sharing them in written form. The moment we turned these into videos—featuring the clients themselves—we noticed a sharp increase in leads. Seeing and hearing the emotion in someone’s voice adds a layer of credibility that words alone can’t match.
Tips for Creating Your Video Marketing Strategy
Now that we’ve covered some killer examples, let’s talk about how to apply these to your brand. Here are a few tips:
- Know Your Audience: Before you hit record, make sure you know who you’re talking to. Your content should address their needs, questions, and interests.
- Keep It Short (When Possible): Attention spans are short. If you can get your message across in 30 seconds, do it. However, longer content can work if it’s truly engaging—think about YouTube tutorials or behind-the-scenes stories.
- Quality Matters, But Authenticity Matters More: You don’t need a Hollywood production budget to create great videos. A smartphone and a good idea are often enough. People crave authenticity, so don’t stress if everything isn’t perfect.
- Add Captions: A lot of people watch videos on mute, especially on social media. Adding captions can help your message reach a broader audience.
- Include a Call to Action: Whether it’s to visit your website, sign up for a newsletter, or just leave a comment, make sure you include a clear call to action.
Conclusion: Get Started Today
Video marketing isn’t as intimidating as it might seem. Start small, stay consistent, and learn from the process. Remember, the key to a successful video marketing strategy is all about connecting with your audience. Whether it’s through telling a story, teaching something useful, or just giving them a peek behind the scenes, the goal is to make your viewers feel something—because that’s what inspires action.
I hope these video marketing strategy examples have sparked some ideas for you. I’d love to hear what you think! Have you tried any of these approaches before? Or maybe you have a favorite example I didn’t mention here? Drop a comment below and let’s keep this conversation going!