What if I told you there's a single tool that can skyrocket your online business, create a devoted community of fans, and boost your sales?

It's not magic, but it's pretty close. My friend, it is the incredible possibility of video content.

Video marketing has transformed the online space over the past few years and it's not slowing down. With short-form video content, live videos, and of course, my good friend SEO pre-recorded content (think Google), there are so many possibilities for you to incorporate videos into your content strategy.

Video marketing is not just a trend, it's a necessity for online entrepreneurs and this episode will help you approach video marketing in a strategic and sustainable way.

It's not enough to just focus on viral or trendy content, we have to keep in mind how our videos lead our ideal customer to the sale.

I’ve been marketing online for over eight years, and video marketing has gone through quite a transformation. But, video marketing still stands as an incredibly effective brand-building tool.

Video helps create a powerful connection with your audience, making your brand more relatable and engaging. When consumers see and hear you, they get a feel for who you are, which builds trust faster than other mediums.

I started my video marketing journey just months after launching my business, using the platform Periscope. Shortly after that Facebook Live was released and I never looked back.

Being a baby brand at the time, I can attest to the amazing results and power of video marketing. It not only made content creation quicker but also significantly boosted audience engagement.

Over the years, I’ve used live videos, pre-recorded videos on YouTube, and short-form videos on social media. So, let's explore why video marketing is essential and how you can leverage different types of video content to elevate your business.

Inside today’s episode of the Authentic Brand Builders podcast, we’ll dive into:

How videos can captivate your audience, tell your brand's story, and help you build an engaged community that expands your online business.
The four types of video every business owner should be using online to lead their ideal customer through the buying journey with ease.
My favorite tool for repurposing video content to multiple platforms, ultimately expanding your reach with one single video.

**I’ve included the main points below, but I encourage you to dive into the full episode via audio or video!

For the full content, and all the insider tips, listen to Episode 89 now. Tune in now on Spotify, Apple Podcasts, or watch the video on YouTube to hear the full episode and all the tips.

Types of Video Content to Create

1. Live Video

Live video involves going live on platforms like Instagram, Facebook, TikTok, and even YouTube to engage your audience in real time. Although it's the scariest form of video marketing for a lot of people because of its unpredictability, it's also the most time-efficient.

There’s no complex editing—just hit "Go Live," share your insights, and you're done. This format works great for ongoing series, similar to the weekly live series I did from 2018-2021 called "Mondays with Michelle."

2. Pre-recorded Video

For pre-recorded content, you record your video, edit it as needed, and then upload it to various platforms like YouTube.

While editing can be time-consuming, it allows you to ensure the content is easy to consume, and digest, and has more of a structure. You can keep it light on the editing if you don’t have a large budget, but you will be spending more time on pre-recorded content than on live video. Editing of course is an option if your budget or resources allow it.

3. Short-form Video

The hottest content type right now—short-form videos includes reels, TikToks, YouTube Short, and even videos for Pinterest. These are quick, engaging snippets designed to hold the viewer's attention.

While they may not always result in viral success, short-form videos effectively keep your audience engaged and are excellent for repurposing existing content to multiple platforms.

How to Use Various Video Content Strategies in Your Marketing

Every brand can benefit from incorporating one or more forms of video content into their marketing strategy. And, as we previously discussed video works on most marketing platforms, so you don’t have to feel trapped by social media.

The key is to find what works best for you, given your comfort level, resources, and marketing priorities.

Here are some tried-and-true strategies to get you started:

Text Overlay and B-roll

If being on camera isn't your thing, consider using text overlay with B-roll footage. Capture lifestyle shots or use pre-recorded videos from resources like Canva, then add text to convey your message. Pair this with trending audio to get better reach!

These can be excellent for every phase of the consumer buying process. They can showcase educational content, share a point of view for brand building, tell a story, and more.

Quote or Tweet Videos

You can easily turn your insightful quotes or tweets into video content. These are easy to create using tools like Canva and work well on platforms like Instagram and Pinterest. Add a video background, overlay your quote, and you're good to go.

I like to pair these with a “Read the caption” text on the video and then expand more in the caption to provide your audience with more insight or tips.

Trends in Video Content

Every platform loves trending content. Even my tired and true marketing platform Pinterest, is built on trending and seasonal content. Participating in trending challenges, or finding trending audio and making it your own is a great way to hop on a trend, while still showcasing your authenticity.

As with all trends, it’s essential that you make sure they are aligned with your brand identity and values to attract the right viewers. Remember, one of the downfalls of trends is they can go viral, and this is often paired with attracting people outside your ideal customer scope which can skew your data.

Talking Head Videos

By far my favorite type of video content to encourage my clients to create are talking head videos. This is where you deliver valuable content face-to-face with the camera.

While these might not go viral, they are highly effective in building a deeper connection with your audience. You can record a simple video, much like an Instagram Story, or you can repurpose longer videos into smaller clips using tools like Descript and Opus Clip Pro to reach a wider audience on various platforms.

How to Implement a Video Marketing Strategy

Start by determining how video fits into your content strategy. You can either create fresh content centered on video or repurpose existing content into video formats.

Here’s a framework you can follow:

Decide Your Format: Choose whether to go live, pre-record, create short-form videos or a mix of all three.
Plan Your Content: Lay out a strategy that aligns with your overall marketing goals and which platforms you want to focus on. Remember, different platforms have different criteria for video content so understanding your resources and availability is huge!

This diversity in resources is why inside Brandmerry Academy we teach video marketing for live, pre-recorded, and short-form videos for multiple platforms including social media, Pinterest, and YouTube.
Create and Edit: Use tools like Descript for editing, Opus Clip Pro for creating smaller clips, and Canva for creating engaging visuals.
Publish and Promote: Share your videos on relevant platforms. Remember, with all things marketing it’s important that you don’t try to be everywhere out of the gate. Choose one platform to focus on for 30 days, then add to your workflow from there.

CONCLUSION

Incorporating video into your marketing strategy isn’t just a trend—it’s a necessary tool for brand building.

Each format—live, pre-recorded, or short-form—offers unique benefits that can help your brand stand out. Start small, experiment with different types of video content, and watch as your brand starts to attract and engage more viewers.

As with all things marketing, consistency is key!

If you’re ready to dive deeper into embracing a more sustainable, and simplified marketing strategy, then the Academy might be the right next step for you.

Learn more about Brandmerry Academy at brandmerry.com/academy.

P.S. Ready to build a revenue-generating brand? One that not only stands out online but also makes it easier than ever to create high-value content? Tune in to my free brand class and learn my Build a Better Brand Method. Watch now at brandmerry.com/class.

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