Every day, millions of internet users watch a variety of videos: from funny cute cat tricks to car repair tutorials. We watch videos for various purposes: to laugh or relax, to obtain useful information, to stay updated with the latest news, to learn something, or to study products or services in detail that interest us. In this article, we will discuss key principles of creating quality video content and effective promotion on various platforms, even if you are not a professional director, operator, or actor. ## How popular is video content in 2024? Imagine that just ten years ago, the average internet user's video viewing time barely exceeded 15 minutes a day. Video viewing time in 2024 has increased to 84 minutes a day. Undoubtedly, video is currently the most attractive and popular type of content. Specialists from [Demandsage](https://www.demandsage.com/video-marketing-statistics/) provide the following data. - Online video coverage comprises over 92% of the global audience. - Video accounts for 82.5% of the global internet traffic. - The average user spends 88% more time on websites with videos. - 91% of people said they would like to receive more video content from brands. *Photo: Demandsage* Every day, millions of people visit YouTube, Instagram\*, Tik-Tok, VK and encounter advertising videos there. According to statistics provided by [Wyzowl](https://www.wyzowl.com/video-marketing-statistics/), 91% of companies state that they use video as a marketing tool for brand promotion on social media and specialized platforms. This is a record high since 2016. ## What is video marketing Video marketing is the use of videos to advertise and promote products, services, or brands online. In 2024, it is important to optimize your video content for mobile devices: according to [Emarketer](https://www.emarketer.com/topics/topic/mobile-video), 75% of people watch short videos on mobile devices. TikTok, YouTube, Instagram\* allow people to watch videos literally on the go, and among these videos, there are many advertising videos placed by brands. It's no surprise: 88% of marketers, according to [Wyzowl](https://www.wyzowl.com/video-marketing-statistics/), consider video marketing an important tool in the marketing strategy. *Photographer: Vlada Karpovich: [www.pexels.com/ru-ru/photo/4050406/](https://www.pexels.com/ru-ru/photo/4050406/)* ## Why is video marketing needed Video is one of the most versatile types of marketing content. Let's analyze the advantages of video marketing and how it works. - **Attracting attention and emotional impact.** A person's gaze is more likely to catch on to a video than a standard text with an image. It's all about the construction of the human brain: over 70% of information is perceived visually. Therefore, from a video, the average person will remember about 80% of the information, from the text – 20%. Video can emotionally influence the [target audience](https://postmypost.io/ru/resources/chto-takoe-tselevaya-auditoriya-i-gde-ee-iskat/) and evoke active responses. For example, in 2019, DOVE posted inspiring video clips about female beauty on TikTok and Instagram*. The cosmetics company had always been known for its body-positive stance on appearance, but this social clip caused a sensation and broke all records, receiving tens of thousands of positive reviews from viewers.

**Engaging the audience and "humanizing" the brand or company.** In live broadcasts, brand representatives communicate directly with viewers. Communication with a real person creates an emotional connection and increases the audience's trust.

**Increasing reach.** Social networks and video hosting platforms, such as YouTube, Instagram*, VK, add videos to user's recommendations based on interests, thereby actively increasing views. If your video is interesting, viewers will start sharing it, it will get broad coverage on social networks, and you will get potential clients and new subscribers.

**Detailed product demonstration.** Video vividly and quickly demonstrates all the features of a product. A striking example of this is Apple, known for its original promotional videos about the advantages and capabilities of its devices.

**SEO site optimization.** Watching videos increases the time users spend on the site. This positively affects the web page's ranking in search engines.

## Formats of advertising video content in 2024 ### Live broadcasts *Photographer: George Milton: [www.pexels.com/ru-ru/photo/6954220](https://www.pexels.com/ru-ru/photo/6954220/)* Live broadcasts are perhaps the boldest form of communication with users. Here you communicate with viewers in real time. They ask questions, give likes, and leave comments. Feedback increases trust and audience engagement. **What is necessary for conducting a live broadcast:** - Learn the functionality of the platform where the live broadcast will be conducted. Set up sound, image, and comment functions. - Choose a suitable background for the broadcast. The background should not have extraneous objects, distracting attention, or strangers. Ideally, the background should be neutral. - Shoot with a good camera, set it so the lens is at eye level. - Ensure the internet works stably. You should be clearly visible and audible, and the broadcast should be seamless. - Buy a special ring light for filming. Try different angles and brightness levels, verify how it looks on screen. - Plan what you will discuss in advance, creating a speaking plan. Remember: you are a live person. It is normal to be nervous or confused during the broadcast. Receiving negative reactions is also natural as you cannot please everyone. Just confidently continue with the broadcast. Once you finish the broadcast, save and publish it as a separate video. All social networks rank live videos higher and promote them additionally. ### Video presentation *Photographer: SHVETS production: [www.pexels.com/ru-ru/photo/7516247/](https://www.pexels.com/ru-ru/photo/7516247/)* With a video presentation, you can inform the audience about a new product or service. Come up with a script that highlights the product's uniqueness and allows it to stand out among competitors. Here is what you need to do: - Define the presentation goal: what should viewers learn, and what thought or action are you leading them to? - What information will you provide to achieve the goal? - Plan the storyboard: small blocks with descriptions of each scene, lighting, text, and slides. A video presentation should not be lengthy. The optimal time for a presentation is 1-3 minutes. Record a demo video about your product yourself or reach out to a professional studio. ### Brand video *Photographer: Karolina Grabowska: [www.pexels.com/ru-ru/photo/4491445/](https://www.pexels.com/ru-ru/photo/4491445/)* Brand videos are used to promote a business. They mainly include videos with brand stories, product or service demonstrations that a company publishes on its website, social media, and separate platforms. Brand videos help humanize the brand by showing the "face of the company." **How to prepare a brand video** Come up with and memorize a text appeal to the audience, rehearse several times. After that, record the video. Create and add infographics to make the video more illustrative and expert. Use ready-made templates or hire a graphic designer for this purpose. ### Short advertising videos *Photographer: Artem Podrez: [www.pexels.com/ru-ru/photo/6003271/](https://www.pexels.com/ru-ru/photo/6003271/)* Short videos are popular on social networks: Instagram\*, VKontakte, Zen, and YouTube. Often, shorts, reels, and VK clips gather thousands and hundreds of thousands of views, even on small and untapped channels. It's a way to attract a new audience and engage someone who follows the company but hasn't become a client yet. Select topics for videos considering your audience's interests. For example, show the process of creating a product. Highlight the company's and product's advantages in each video. Come up with different topics for video clips and evaluate the results: number of views, viewer engagement, conversion, or the number of subscribers after the video release. Develop successful ideas further. ### Video review *Photographer: George Milton: www.pexels.com/ru-ru/photo/6953993/* A video review is a brief description or overview that tells about a product or service's characteristics and how they solve a customer's problems. Present information about the product or service in a convenient and understandable format for viewers. It is best to make video reviews lasting 2-3 minutes to hold the viewer's attention and convey all necessary information. The duration of a video about a complex technical product can reach 15-20 minutes. In a video review, focus not on the product's characteristics but on the specific problems and needs it addresses. ### Video tour *Photographer: Teono123 No: [www.pexels.com/ru-ru/photo/88476/](https://www.pexels.com/ru-ru/photo/88476/)* A video tour helps potential clients immerse themselves in the atmosphere of your business and demonstrate the "inner workings" of an establishment, the process of creating a product or service. This video format increases trust and creates emotional engagement with the audience. Try to make the clip more dynamic, show employees [at work](https://postmypost.io/ru/resources/seshte-zhabu-i-zavedite-pomidor-kak-upravlyat-vremenem-s-pomoshchyu-taym-menedzhmenta/), add interesting facts about the company. ### Video tutorial *Photographer: Julia M Cameron: [www.pexels.com/ru-ru/photo/4145197/](https://www.pexels.com/ru-ru/photo/4145197/)* A video tutorial visually explains how to use a product and prompts the user to make a purchase decision. Educational videos emphasize caring for the client, the brand's expertise, and enhance trust and audience engagement. For shooting a video tutorial, it is important to create a narrative plan and identify the key points you want to highlight in the frame. The clip should be shot and edited with high quality. The optimal length for a video tutorial is 6 to 20 minutes. ## How to prepare for shooting a marketing video Before you start creating a promotional video, consider the following aspects: 1. Decide on the goal of the video: to make a statement, sell something, increase the audience, and so on. Choose the appropriate video format and platforms for its placement. 2. Calculate the necessary budget for the video. 3. Write a script, find the right locations, and purchase necessary props for shooting. 4. If you are not ready to shoot the video on your own, find and invite a professional team. 5. Use [neural networks](https://postmypost.io/ru/resources/kak-smmshchiku-ispolzovat-neyroseti-chtoby-svesti-ruchnoy-trud-k-minimumu-besplatnyy-gayd/) for creating scripts or generating videos. They can also help develop a [content plan](https://postmypost.io/ru/resources/kak-priruchit-neyroset-sostavit-zapros-i-napisat-kontent-plan/) for video marketing. Develop a detailed script with a clear structure and key messages, use quality sound recording and good lighting, and the shoot will go successfully! ## 5 mistakes in video marketing There are 5 common mistakes newcomers encounter when creating promotional video content: 1. **Low video quality.** Use good shooting equipment to ensure the video is of high quality and attractive. If you use a smartphone for filming, put it on a tripod to prevent shaky images. 2. **Overly intrusive.** Your video marketing efforts will not pay off if you constantly urge viewers to purchase. Intrusive content will drive users away. 3. **Incorrect video length.** Be mindful of the optimal video length for different formats. 4. **Lack of individuality.** Videos should be visually identical and reflect the brand's individuality. Come up with a signature style to stand out from competitors and stick to it. 5. **Lack of customer feedback.** Work with feedback: respond to reviews and comments. Consider viewers' opinions and feedback — this will help create engaging and informative content.