Did you know that your competitors are already using video in their content strategy? For example, digital advertising on YouTube. According to a recent Hubspot study, 91% of brands are currently using video marketing, and nearly 70% of marketers who don’t already use video plan to start in 2025.
These marketing contents are an ideal way to reach Generation Y and Generation Z, and thus connect with users in a quick, direct, and emotional way.
So, let’s talk about what video marketing is, the latest trends in this sector, and how to incorporate it into your social media, blog, YouTube channel, website, and other channels.
What is video marketing and why are you interested in it?
As its name suggests, video marketing is an online marketing tool based on the use of audiovisual images, primarily through the internet, to achieve different marketing strategy objectives.
In short, and simply put, it’s about adding videos to your content marketing.
Another concept to keep in mind is social video: a type of video specifically designed to be disseminated through social networks.
The goal is to create shareable pieces (although they don’t necessarily have to go viral) that are optimized for the specific needs of each social network.
Creating quality video content requires an investment of time and effort, but it’s worth it. That is, if you have a well-defined objective for your videos within your marketing strategy.
And today, the data clearly shows that audiovisual content has a positive impact on sales and ROI:
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- Tweets with video get 3 times more replies and retweets than those without.
- 90% of users say product videos are helpful when making purchasing decisions
- 64% of users who watch a video tend to purchase one of the associated products.
Our articles that you may find interesting to complement your knowledge of video marketing are:
- If you want to learn how to generate videos with artificial intelligence, here’s an article that might interest you: AI for video generation: top 12 tools. Whether you’re a professional or a beginner, whether you’re working on traditional or mobile editing, you’ll be able to edit.
- It’s important to keep an eye on video marketing trends to know what’s happening and which format might be most interesting for your brand and potential customers.
- It’s not always easy to choose the most suitable video format. That’s why we offer different types of videos depending on the stage of the funnel our potential customer is in.
Video marketing, a key trend
Video marketing has been a trend in its own right for some time now. So much so that, in Spain, short videos of this type of strategy are the 6th most-viewed content.
However, it’s a sector that changes very rapidly. That’s why we always say that, when implementing a strategy of this type, it’s essential to stay abreast of developments so your actions don’t lose interest to the public.
In this regard, in this section I want to tell you about the four video marketing trends you should pay most attention to right now:
- AI-powered video editing: Many video editing tools have already incorporated AI features. Adobe Premier and CapCut, in particular, are leading the way in this field. As an agency that helps brands develop video strategies, we recommend using AI-powered video editing tools, as it will greatly facilitate the production process.
- YouTube Shorts: This tool from the online video giant is making a strong impact, introducing new changes. For one thing, the permitted length of shorts has been extended, allowing them to reach up to three minutes. This allows brands to expand their messages further and expand their narrative possibilities. Viral templates and AI-powered editing features will also be included.
- Interactive subtitles: Some video platforms are already beginning to offer the ability to add clickable subtitles to content that redirect to more information about the product or service, as well as to a purchase page. This facilitates the customer experience and adds a layer of interactivity that further enriches it. Platforms like YouTube, Vimeo, TikTok, and Instagram are already starting to implement this.
- YouTube Shopping Affiliate Program: This program connects brands with content creators by integrating the Google Merchant Center platform with Shopify. While brands can sync their catalogs with YouTube Shopping, creators can tag products in their videos and earn commissions on sales. This feature hasn’t yet reached all locations, but it will allow creators to expand their monetization opportunities and brands to boost their global reach.
Video Social Networks: Which One Is Right for Your Brand?
When planning your video marketing strategy, the first question is inevitable: which network or networks should I focus on when creating and promoting my videos? To help you, here are some interesting facts about the most popular video social networks. I also offer some recommendations that can help you choose the platform or platforms to focus on. Finally, in each section, you’ll find a video marketing example that perfectly represents the direction this strategy should take on each platform.
YouTube
Since its creation in 2005, YouTube has become the world’s preeminent platform for long-form video streaming. It has steadily gained users since its launch thanks to its diverse content, aimed primarily at the millennial and centennial generations.
YouTube is especially recommended for brands that need to generate educational content to sell complex products or services, as well as for those that value product demonstrations. In both cases, having a platform that welcomes long-form videos is a great asset.
It’s also advisable to use the platform when seeking to humanize the brand and build trust with the public. For example, it’s very common to use YouTube to showcase the team behind the brand or to share real-life testimonials.
Finally, YouTube videos also rank very well on search engines like Google, so it may also be worth integrating this platform into your SEO strategy to reach your audience through this channel.
However, we must not forget that YouTube also has its short video section called YouTube Shorts, which are very interesting for creating shorter, more direct content that can be useful for brands looking to broadcast in that format.
TikTok
TikTok is one of the most popular social media platforms especially among women. Its audience is predominantly young, mostly belonging to Generation Z and Millennials. It’s the star platform for short videos, virality, and trends, making it ideal for flexible brands looking to quickly adapt to emerging trends.
However, if your target audience is more mature and TikTok’s casual style doesn’t fit your brand’s style, we don’t recommend joining this social network. You must also be willing to consistently generate content to achieve sufficient visibility.
TikTok users are primarily looking to be entertained, learn, and inspired through dynamic, creative, bite-sized content.
Originally focused on posting photos, Instagram has also joined the short-form video craze with its famous Reels, although it still maintains its roots and users and brands also post images (although these have less reach). Additionally, on the platform, you can also upload videos to the Stories section, go live, and upload videos to your feed.
Its audience is primarily millennials and centennials, and unlike TikTok, Instagram is an environment where you can foster a greater sense of community for your brand, as well as a more suitable place to convey the values that characterize it.
In this video, I explain in detail the monetization possibilities of Instagram and how to take advantage of the video format.
LinkedIn is the most diverse social network on the list. While the rest are geared toward a more general audience, this platform is intended for the professional world. Individual users can create a kind of virtual CV and communicate messages related to their industry. For brands, it’s perfect for B2B companies, as well as for finding talent. Ultimately, it’s a professional social network that connects companies and professionals.
Its user base continues to grow, and it’s also a very useful social network for positioning yourself as a thought leader in your industry and increasing credibility and trust among professionals. On LinkedIn, you can also publish all kinds of content (including video), which will be aimed at both employees and other brands.
You can use this social network to share case studies, customer testimonials, innovations made at your company, articles, and industry analyses, and also to connect with your potential clients. Because it’s a professional social network, it’s very important that the videos you upload are high-quality, with good lighting and sound. We also recommend uploading videos natively directly to the platform to improve reach and engagement.
Facebook has more active users than any other social network. In fact, along with X and Instagram, it’s one of the most popular social networks in Spain. For all these reasons, it’s a very interesting platform if you’re looking to reach a large number of consumers, especially older ones. In Spain, the majority of Facebook users are between 25 and 44 years old.
Consumer brands, small and medium-sized businesses, and nonprofit organizations are some of the companies most welcomed on the platform.
X (Twitter)
X is a social network where we find the largest number of people over 34 years old. More specifically, more than half of the users are between 35 and 74 years old, and the majority are men. When developing a video marketing strategy on this platform, it’s important to keep in mind that you can upload videos natively, with YouTube links, and even create live streams.
X is primarily focused on current affairs and educational content, making it a very interesting channel for, for example, the media. However, it is also widely used by users to follow or research brands and products. The video format consumed is short (not as short as on TikTok, but not as long as on YouTube). It is also a platform that tends to interact a lot through comments.
Pinterest is primarily a social network where users find inspiration for fashion, food, decor, makeup, or travel, for example. Although it’s not the most popular social network on the list, it does have a very loyal audience, especially in certain markets. Women between the ages of 25 and 34 are the largest niche market on this social network.
If you thought you could only upload photos to this platform, you certainly shouldn’t. You can also find short videos. In this case, what characterizes Pinterest most is its visually curated content. Therefore, if you want to upload videos to the platform, it’s important to take care of everything related to editing. Keep in mind that users come to this page to find inspiration and relax.
Brands often upload videos with tips and tricks, but above all, they showcase visually pleasing content, such as incredible travel destinations, looks for every moment of the day, uniquely decorated homes, or steps for making any type of craft or recipe.
How to design an effective video for your marketing strategy
For a video marketing strategy to be effective and successful, it requires careful planning and following a few key steps. Below, we’ll explain the essential stages it should include.
1st. Define your goals
Before getting started with production, it’s essential to consider what you want to achieve with your video marketing strategy. This idea will guide the rest of the steps and determine which path you take. Your goals may be related to positioning your brand as a market leader, educating your audience about how to use your products, driving sales, or conveying a specific image, among others. You can also choose from several objectives and combine them.
2. Know your audience
Once the objective is established, it’s important for the team to be clear about who the videos are intended to reach. To do this, it’s important to understand your target audience’s needs and tastes. Only then will you be able to create content that resonates and appeals to them. This is also very useful for identifying the most appropriate tone, style, and message.
In this section, you’ll also need to choose the platforms you’re most comfortable with, which will be very consistent with the social networks your audience is on. It can be one or more.
3. Plan your agenda
You should clearly state aspects such as publication days and times and production periods, as well as who will be in charge of each task so that everything goes on time. We recommend having everything prepared well in advance so that, if anything unforeseen arises, you can address it. It’s also good to be prepared to make last-minute changes and be flexible in case an interesting trend or viral topic emerges.
4th. Measurement and analysis
It’s important to see the results each video generates so you can gradually improve your video marketing strategy. If a type of content performs well, it’s a sign you should offer more of that type of video to your audience. Social media offers very interesting metrics on video performance, so take advantage of them.
9 tips for success with your video marketing on social media
Are you convinced of all the benefits video can bring to your brand? Finally, I want to share these 9 tips to make your video marketing strategy a success:
- Look for videos that generate engagement. In particular, focus on creating content that users can and want to share. Make it as easy as possible for them and look for topics that resonate with them, move them to action, or are useful to them.
- Create emotional content. As Aristotle said: pathos or appealing to emotion is one of the most effective tools for persuading and moving the masses. Video is one of the best formats for provoking an emotional response, so take advantage of it!
- Adapt your videos to the algorithms of each social network. Think about the different ways networks like Facebook, Twitter, and Snapchat behave when sharing content. For example, on Twitter, breaking news prevails, and on Snapchat, content is ephemeral, while on Facebook, you can count on longer periods of time for users to react.
- Include SEO in your strategy. Especially if your video campaigns include YouTube, good optimization is crucial to increasing views. But each social network has its own positioning strategies, so be sure to do your SEO homework!
- Shorter is better than never. You know the saying, right? Well, now’s the time to apply it. Although each network has its “best length,” one of the features that makes it easy for your videos to succeed is keeping them short. The shorter, the better!
- Use storytelling to communicate more effectively. If you want to win over your users and make them, remember your brand, tell them a great story! No one wants to see (let alone share) “yet another ad.” Be creative and you’ll win their hearts.
- Make the customer the protagonist. For your content to have an impact on the user, they must feel like it’s speaking to them. We live in a world full of content, and we’ve grown accustomed to quickly filtering out what doesn’t resonate with us. So if you want to capture users’ attention, make them feel like they’re a central part of the story.
- Start strong. One of the biggest enemies of video marketing is dropouts. Many users stop watching a video after a few seconds, so you need to hook them from the start. The first 30 seconds are key to ensuring they stay with you.
- Integrate video with the rest of your brand. Digital marketing in general, and video campaigns specifically, are another ingredient in your advertising and branding strategy. Create videos that reflect the style, values, and unique personality that define you.
I hope this article on video marketing has clarified this concept and helped you gain a broader understanding of the topic. We’ve also provided you with important information about social media and the social video trend, along with 9 great tips to make your videos great.
Are you ready to create your first video for social media and boost your video marketing?
