What’s Video Marketing? Definition, Examples, and Tactics

Video marketing makes your message more memorable by engaging viewers on the platforms they already use. Done right, this approach can improve brand visibility and create new connections with audiences.

In this guide, we’ll break down what video marketing is and how to use it to promote your own brand. 

How Does Video Marketing Work? 

Video marketing involves using short clips to showcase your product or brand. Often, companies upload these videos online, using social media, blogs, and websites to reach a broader audience.

Meeting audiences where they already spend time is a more convincing way to share information about your products. For instance, 72% of Gen Z report being receptive to social media ads, while only 47% respond well to traditional TV commercials. As a result, U.S. companies expect to spend over $90 billion on video ads this year alone. So, if you want to grow your reach or build trust with your audience, video content should be a top priority.

Benefits of Video Marketing

From boosting brand visibility to driving more meaningful interactions with viewers, video can take your content to the next level. Let’s explore why you should use video in marketing.

Improves Targeting Opportunities

Social media companies make it easier to reach target audiences by letting you choose your ideal demographic for video ads. For instance, Instagram lets advertisers choose which demographics, interests, and niches to target. This means you reach more qualified leads faster, potentially leading to increased sales.

Builds Emotional Connections

Creating videos allows you to put a face to your brand. Through tone of voice, pacing, and facial expressions, viewers can connect with you on a human level. This emotion fosters trust, which in turn builds communities and brand loyalty. 

Increases Shares

Creating content that entertains, inspires, or educates viewers can increase shares, as these posts have value beyond a traditional informative ad. This type of content can reach far beyond your current followers, boosting your chances of going viral (or at least circulating in group chats). 

4 Types of Video Marketing

Mixing different video types creates a strategy tailored to your audience and goals. Here are four marketing content ideas that can make an impact. 

1. Brand Videos

Brand videos show who you really are as a company, revealing your values, mission, and story. These posts make your brand more relatable by highlighting the human side of your business. People who feel connected to you become brand advocates, engaging, supporting, and sharing your message.

Captions’ Marketing Video Maker helps you share your company’s message. Simply insert your website link, generate customized ads, and reach more people across platforms.

2. Commercial Videos

Commercial videos are often more product focused, sharing your item’s unique value propositions and explaining how it solves the viewer’s problems. The point of these ads is to encourage viewers to take action, like making a purchase.

3. Expert Interviews

There are two main ways to approach expert interviews: You can either appear on someone else’s platform or bring in industry experts (outside your company) to talk about your product or niche. 

Either way, the goal is to build credibility. These interviews show that real-world knowledge and experience support your content, which makes people more likely to trust what you're saying.

4. Explainer Videos

Explainer videos help break down key concepts into bite-sized pieces, often with fun animations or clear visuals. They’re perfect for detailing how your product works, especially for new customers who might need a bit more guidance to really understand what you’re offering.

5 Tips To Create Your Video Marketing Campaign

If you want to post standout video ads, follow these five tips.

1. Understand Your Audience 

Creating content that resonates starts with understanding your audience. Tools like Google Analytics or built-in social media metrics features can reveal who’s visiting your site and what types of posts they engage with most. With that information, you can produce new posts that better align with your audience’s interests, making your content more relevant and effective.

2. Define Your Goals

Start by clarifying your video’s purpose so you can more easily measure the campaign's success. If your goal is to build brand awareness, for example, you’d focus more on creating brand videos or behind-the-scenes content rather than product demos. You’d also track metrics like reach, impressions, and profile visits instead of purchases.

3. Create High-Quality Videos

Clear audio and good lighting make your content more professional and engaging, but you don’t need fancy gear to pull it off. Natural light, a quiet room, and a basic mic can go a long way in making your videos feel polished and easy to watch. With tools like Captions’ Video Ad Creator, you can take it even further by creating standout posts that look professional without the production crew. Then, tweak the size and length to fit any platform.

4. Use Music and Voiceovers

Well-placed audio can bring your video to life, whether it’s background music that sets the mood or a voiceover that clarifies your message. Together, these elements create an immersive experience that helps hold your audience’s attention and make your content feel more polished. Notably, tools like Captions’ AI Voice Generator and Music Generator make it easy to add these finishing touches without needing a studio.

5. Create a Clear Call to Action

A call to action (CTA) turns passive watching into meaningful engagement, whether that’s clicking a link, subscribing, or purchasing a product. Clearly tell viewers what to do — people should know exactly which step to take after watching your video.

How To Measure Video Marketing Campaigns

You'll know if your marketing is hitting the mark by tracking the right metrics. Here are a few to watch:

• View count shows how many people have seen your video. 
• Engagement rate tracks how many people liked, commented on, and shared your video. Higher engagement means your post struck a chord with the audience, often a strong sign of a successful post.
• Click-through rate refers to how many viewers tapped on your website link. This shows how effectively your video grabbed attention and motivated people to take the next step.
• Conversion rate tells you how many viewers took the final step, like signing up or purchasing. This metric is a clear sign your content isn’t just engaging, it’s driving real results.

Successful Examples of Video Marketing

If you need some inspiration, take a look at these successful video marketing campaigns that made an impact. 

Coca-Cola’s “Masterpiece”

Coca-Cola's "Masterpiece" campaign focuses on creativity and inspiration. It follows a Coke bottle as it travels through iconic paintings — from Warhol to van Gogh — sparking a student’s creativity. 

The campaign highlights how Coca-Cola refreshes and connects people across cultures and generations. It’s a smart way to make the brand feel relevant and inspiring, all while keeping things fun for viewers.

The Farmer’s Dog “Forever”

The Farmer’s Dog Super Bowl commercial, "Forever," is all about celebrating the one-of-a-kind bond between dogs and their owners. The ad follows Bear the dog and his human, Ava, sharing life’s moments together. 

Co-founder and CEO Jonathan Regev said the campaign is a “Love letter to dogs. Everything we do is about helping people give their dogs a full, happy life." This ad is a great marketing tactic because it taps into many people's emotional connection with their pets.

Enhance Your Video Marketing Workflow With Captions

After developing a clear marketing strategy, bring it to life with Captions. Our Business Video Maker allows you to easily create videos for any platform. From editing to resizing, Captions streamlines your process, giving you more time to craft content that connects with your audience.

Boost your reach with Captions.