Using video in a marketing campaign

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Tip 27 of my 30 ways to share your Videos is to use it to create a campaign.

Your video is delivering a message so consider other ways to deliver that message and incorporate the video as one part of the strategy. There are several benefits:

  • Broaden the reach of the campaign by offering the information in different formats to be shared on different platforms. Some information can be in text or blog format, statistics and data can be shared as an infographic, a still photo can be used to help visualise the message your campaign is spreading.
  • Appeal to the different ways people take in information and how different audiences engage online. Whilst video is often a leader – with 82% of people preferring to watch a video rather than read a social media post (source: Wordstream.com) – that still leaves a percentage who prefer another format.
  • Allow your campaign to be seen on different platforms. For example, video is great for YouTube and TikTok, but a written blog or infographic may be better suited for something like LinkedIn, to sit on your website or to reach industry professionals in an email or print magazine.
  • Lengthen the campaign across a period of time by drip-feeding the same messaging in different formats to allow repetition, retention and, when they’re ready, action. The common rule of thumb is that audiences must see an ad 7 or 8 times before taking an action. Mixing up how they see that ad could either hasten the process, increase their trust in your organisation or, at the very least, make it more interesting.
  • After rolling out the campaign, opt for the ‘long tail’ approach by ensuring SEO is optimised with video and text, so that future searches around the topic of your campaign still bring people to your business long after the campaign has ended.

Incorporating video as just one part of your marketing campaign is a solid practice. It ensures you are using a combination of the best mediums to communicate your message and reach your target audience effectively.

If you are looking for some creative solutions to get your clients to take the critical next step, give us a call on

About Geoff Anderson

About Geoff Anderson

Geoff Anderson is the owner of Sonic Sight and has been producing videos for 30 years. He is an author, presenter as well as a video producer.

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