Chances are you have hear the old saying “a picture is worth a thousand words.” If this is true, then 60 seconds of a video is worth 1.8 million words. Chances are you already know how important videos can be in terms of your marketing efforts. They can help to increase your engagement, increase click-through rates and even go viral. The key to reaping all these benefits is to ensure your video follows the proper marketing rules to ensure they help you achieve all the aforementioned goals.

Essential rules for superior video production and marketing are found here.

Get to Know Your Audience

An essential part of marketing – any marketing – is determining who your potential buyers actually are. You also need to figure out what they want to see. One of the best ways to figure this out is by asking. Engage with your customers and determine what they like, even more importantly what they don’t like. This will ensure you create a video your customers will actually want to see.

Once you determine who your audience is, you will also know where they are. This may be Facebook, Twitter or Instagram – the key is to ensure your video is placed where it will be seen.

Create a Story

Are you a good storyteller? If not, it is important you find someone who is. One of the most challenging, but important, aspects of creating a great video is telling an engaging story. A great way to do this is by asking – and then answering – the question “guess what?” You can turn this to any topic or story you want and it will cover information your customers actually want.

Sharing the Video

Part of quality marketing is knowing where to share the video you create. After you have created this stellar, targeted video, you need to share the video everywhere you can (within reason, of course). You need to ensure your video is visible and easily found. This includes putting it on your website, your YouTube channel and social media channels. The key is not to spam it out. Release the video like you would any other marketing effort – intelligently.

Measure the Results

While it may be tempting to measure just the views of a video, this is not all you should consider. There are a number of new video technologies that help you track a number of insights that are much more relevant. This can tell you who is viewing the video, how long they are engaged, if any portions are re-watched, the conversions that occur and a number of other inflection points that may impact your bottom line.

With online marketing becoming more and more important in all niches, it is essential that you create and market your own videos. If you have yet to delve into this aspect of marketing, be sure to take your time to ensure your video is strategically timed and marketed to achieve the best results. More information can be found when you contact

By Kar

Dr. Kar works in the interface of digital transformation and data science. Professionally a professor in one of the top B-Schools of Asia and an alumni of XLRI, he has extensive experience in teaching, training, consultancy and research in reputed institutes. He is a regular contributor of Business Fundas and a frequent author in research platforms. He is widely cited as a researcher. Note: The articles authored in this blog are his personal views and does not reflect that of his affiliations.

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