Video marketing has come a long way in the last few years. From glossy studio productions to scrappier, creator-led content, video marketing isn’t just a passing trend—it also offers incredible ROI.
As a result, marketing teams are increasing budgets, allocating more resources, and doubling down on video production.
But we also know how daunting it can be to get started with video:
We sat down with one of the best in the video biz, Katie Parkes, a film producer, brand marketer, and the Head of Video Marketing for Shopify's global commercial brands, where she creates some of the best eCommerce video content on the internet.
Katie recently hosted a Gather & Grow session on revenue-driven video marketing, where she showed us how design and marketing could collaborate on your video marketing strategy’s ROI.
You can catch the video on the Superside YouTube channel or keep reading to soak up some of Katie’s wisdom.
Video marketing is a digital content strategy that leverages the power of video to attract, engage and convert an audience into prospects or customers.
In the past, marketers defaulted to using video for commercials or as a social-only play with little direct return on investment. Now, businesses turn to video to reach audiences throughout the customer journey, amplify their message across mediums, and create positive brand associations.
In short, video is no longer just for top-of-the-funnel brand awareness campaigns.
When done well, video marketing can drive sales for both B2C and B2B brands.
Video marketing is a couple of tablespoons of digital marketing and social media, mixed with a full cup of traditional content marketing, but in a more exciting format.
Short answer: Because your audience is watching a lot of video.
Here are some quick stats from the video hosting platform for B2B marketers, Wistia:
If you’ve ever spent more time than you’d like to admit scrolling on TikTok or catching up on your favorite YouTube channels, you know first-hand how engaging video content can be.
And while the pandemic may have accelerated and expanded online audiences’ appetite for video content, the consumption patterns show no signs of slowing down.
Video is no longer a nice-to-have but a critical part of a successful marketing strategy.
There are so many different types of marketing videos that we made a whole round-up post featuring 15 of them—with examples.
However, while that article covers the ‘what’–in this post, we want to dig into the ‘how.’
COVID’s impact significantly altered how businesses approach video marketing and how audiences engage with it, so before you start producing videos, understand what’s resonating with audiences right now.
Below are a few current video trends that Katie noticed and how her Shopify team responded.
Today’s audiences want less polished, more authentic-feeling videos. Especially teens and Gen Z consumers, who stream user-created videos the way previous generations watched TV.
The Shopify YouTube team tried creating content that felt more native to YouTube—think big graphics, messier yet still on-brand design–and the scrappier aesthetic helped some SEO and tech flexing video styles perform better than they had in the past.
Less polished-looking content may be trending, but there’s still a place for slicker productions.
Katie’s advice? Splurge on the campaigns that have the highest potential ROI. For example, Shopify Plus is the company’s enterprise commerce platform for more established brands like Staples, Steve Madden, and Allbirds.
This audience is a huge revenue driver for the company, so it made sense for them to do a slick, gradient-inspired live-action production for their Future of Commerce campaign aimed at this target market.
Frankenstein videos mix a variety of styles into one video. Since the pandemic made in-person productions difficult, video teams had to get creative, including Shopify’s. Katie’s team produced this three-part behind-the-scenes series with a brand called WkndNation without any live and on-site shoots.
They combined remote interviews and self-produced content from the video subject with existing B roll, social media content, stock footage, slick motion graphics and live-action B roll interviews.
Self-produced or user-generated videos on platforms like TikTok work well and can be done by the brands themselves with a host or staff member or their customers —because people want to learn from other humans. YouTube and TikTok are creator-first platforms, so videos featuring someone explaining a concept or giving a tutorial feel more natural.
The results also speak for themselves. The Shopify YouTube team recently tested using self-produced organic video content on YouTube, and it out-performed agency-produced content.
Video content is highly versatile:
Repurposing your video content can help you maximize your production budget and content output and gives you insight into customer behavior. Shopify, for instance, turned their podcast series into YouTube videos, and their total Season 2 listens increased by 500%.
How do you bring all these exciting videos to life in a way that drives results?
The first thing you need to do is create a video marketing strategy. Here’s Katie’s process:
Here are a few questions to consider:
Here’s Katie’s rock-solid marketing video production process to get everyone aligned before you dive in:
Your goals and objectives may look a little different depending on how you’re leveraging video marketing in your customer journey, but here are a few metrics to keep an eye on:
We’ve covered a lot of ground in this article, but before you hit the ground running with your video marketing, here are Katie’s final five points to keep in mind:
And, of course, if you need some extra support on the design front, Superside helps you create attention-grabbing video campaigns that will get your people to like, subscribe, and keep them coming back for more with the help of our video production services.
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