We all know how powerful video marketing can be when it comes to building a brand. Video traffic is expected to account for 82% of all Internet traffic by 2022. This increase coincides with the increase in video production and distribution across all sectors.

With that in mind, it's important to remember that the value of video marketing for brands is as old as the video itself. The difference is that there are more and more opportunities to publish them and reach consumers via social media.

Here's the challenge: in a modern world of oversaturation, with more social media users than ever, salespeople have only two seconds to catch the attention of potential customers. It should make your life easier, but it's just the opposite!

That's why creating compelling video marketing content is so important. This is the ultimate objective: to go from a seller of products or services to a manufacturer of brands. All companies that want long-term success should determine how to make this transition.

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Strike hard with commitment

If you can't engage a consumer, you won't be able to sell anything to them. That's why it's essential to inform, educate, and entertain consumers through video. The aim of a great video is to create an emotional connection between the consumer and the brand. Then take advantage of this video to create emotional connections with the brand through multiple channels and thus facilitate hypergrowth.

Video marketing starts with making that emotional connection, but success doesn't come easily. Testing your design is essential to determine what will work best and what will catch visitors' attention.

Don't take creating your video lightly. The success of your video marketing will depend on your ad's ability to get the user to stop scrolling and keep watching. How will you achieve this result?

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The 10 best practices in video marketing

Here's a proven 10-step formula for creating video ads that engage, entertain, and convert users into consumers.

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Give visibility to your logo

Your logo should always be a part of the videos you post. Inserting it into your decor or as a watermark, for example, will make it visible without distracting the viewer's attention from the video itself. The user will associate your logo with the feelings evoked by the video.

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Focus on the product every 10 seconds

Make sure the viewer is aware of the focus of your video. To do this, you should have a close-up every 10 seconds. Product placement is an important factor in promoting e-commerce sales. The user's attention is short, keep your video dynamic and engaging.

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Insert calls to action

Calls to action are critical to your success. When users see your video, you want them to feel the urgency to learn more after it's over. That is the key.

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Create different introductions

Creating five alternative introductions for each of your videos adds diversity and allows you to test which one will work best with your audience. Once a video goes viral, it will start to gain notoriety and it will reach more of your targeted marketing personas.

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Emphasize your message with music

While music can complement your video content, it shouldn't be the main component as it distracts the viewer. Also, make sure you have the licensing rights to the music before including it in your video content. Trials are rarely fun!

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Segment into multiple snippets

Ideally, your video should not be a single long message, but rather several clips edited together. It's ideal on a number of fronts. First, it allows you to place different aspects of your marketing campaign into a single piece of content. Second, it allows you to use snippets from your videos as standalone resources of 15, 30, and 60 seconds.

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Incorporate quick cuts

This will help you boost your content, but these cuts will also be useful when segmenting your various snippets, as mentioned in point 6. Both are important in order to maintain the attention of your audience.

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Accelerate video playback

If you've ever watched a video and noticed that it was stylized in a subtle way, it was probably sped up. Many recommend speeding up your video by 1-12%. This is subtle enough to get your audience interested in watching the entire video without feeling like something is wrong. It's an industry trick that a lot of people have used in the past.

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Compare and demonstrate

Throughout your video, you want to compare and demonstrate. Users are more likely to become emotionally attached to something that they can compare to something else. In addition, a demonstration allows your audience to visualize the same scenario, which inspires brand recall and development.

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Include “social proof”

Trust is a major factor for consumers and video marketing should be no exception. To build trust through video, you need to include “social proof.” Whether through press articles or testimonies, it must be credible and inspire the trust of your audience. Be careful, obscure testimonies could have the opposite effect!

Following the 10 best video marketing practices will undoubtedly help you create videos that are superior to those of your competitors. The awesome part about modern video marketing is that it doesn't have to be expensive. In fact, by using your own team and resources, you can do it for very little or no budget.

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Monitoring your success

So once you've created an optimized video, where do you post it and how do you know if it's working?

One of the main pillars of video marketing is to focus on multi-channel marketing. In fact, if you're just focusing on one platform, you're not doing it right. Be sure to post videos to YouTube, Facebook, Facebook, Instagram, Display, etc.

In fact, 80% of 18-29 year olds use YouTube and 70% of them use YouTube to make buying decisions, but only about 9% of businesses use YouTube advertising. It's a huge opportunity for marketers to enter a space that's not yet too saturated.

It is essential to be aware of the multitude of targeting options available on various platforms. For example, when it comes to YouTube and display ads, personalized intent targeting offers powerful benefits. The beauty here is that you can create a personalized audience based on something that someone has been looking for in the last 30 days. This type of commercial targeting is available in some form or another on most advertising platforms.

Video advertising should build your brand through sales on your website and in-store sales. Focus on your brand, not just your online store. Tracking engagement metrics like comments, likes, and shares shows if people actually like the video. Remember, think emotional connection. From there, translating the success of that video into real product sales makes it easier for your brand to grow.

Brands that are growing see their return on advertising spend differently. They measure total revenue and revenue in relation to total advertising investment. They are not too focused on what they can track and calculate, because they know that filming well will leave a lasting impression on people and that brand awareness, while not calculable, is essential.

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It's about the brand, not the product

Consumers prefer brands over products. Think about it: no one looks for a low-end brand when shopping online. Instead, they're looking for brands that mean something to them as a consumer.

If you can establish yourself as one of these brands, you've laid the foundation for the future success of e-commerce. Once you start to see different platforms as partners rather than as enablers, you'll start demanding the kind of respect for your brand that triggers long-term growth and a return on investment.

One thing to keep in mind as a brand builder is that brand is no substitute for product quality. Think of a consumer buying an emerging brand. Upon delivery, the customer is very disappointed with the quality and leaves a poor review. Others do the same. You've damaged your brand and delayed your online growth.

Now think about this scenario with a greater focus on quality. Your product is great, and the reviews reflect that. Now you've taken your brand to new heights.

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Facilitating long-term growth

The point of all of this is not to create a unique video that generates sales. Effective video marketing is about growing your brand beyond a one-time sale. Be consistent in creating video content.

While you may have a preferred platform, such as YouTube, and it may be an effective and powerful e-commerce tool, the only way to achieve long-term success is to establish your brand as a valuable, reliable, and high-quality brand across multiple channels.

Taking advantage of multiple social media platforms is critical to achieving the goals you've set for your brand. Video marketing is arguably the most effective marketing method for growing your brand, if done correctly. All it takes is a bit of creativity, appropriate targeting, and multi-channel marketing to go from a product seller to a brand builder.