You’ve probably heard by now that video is one of the best ways of engaging audiences online. If you’re ready to take the leap and start creating your own video content, here is a quick guide to help keep you on the right path.

Content marketing with video is pretty simple: the main things to remember are to focus on content, know your audience, and be transparent.

We’ve picked a few of our favorite video campaigns to illustrate how this can work.

1. With Video, it’s Content First, Brand Second

Creating good video content is a lot like creating good relationships. One of the easiest ways to connect with your viewers – and your viewers to connect with your product – is to tell a story.

This video from Nike has over 2.5 million views because it’s more than just a video: it’s a love story. This kind of video gives people a reason not only to feel warm and fuzzy about your brand, but to share the video with friends who might feel the same way.

Plus, Nike doesn’t push their brand too hard. Research shows that intrusive branding makes people stop watching, and Nike does well to let the story take the forefront. The brand – the pink running shoes that make the love story possible – only takes a secondary role.

2. Use Video to Explore Hands-On Knowledge

Another approach is to use video to get customers acquainted with your product in a more technical way. Instead of trusting that potential customers will understand how your product works and why they need it, you can show them.

You can give an overview, like Zazzle does in this quirky video (who’s going to forget Unicorn poop?), or you can give a demonstration that answers a common question about a specific feature. The cost of production won’t break the bank, and beyond the quirky entertainment, they’re showing you what Zazzle is, what makes it unique, and why you need it.

Conveniently, you can build on this by customizing the video’s post-play calls to action to drive conversions: viewers go straight from learning about your product, to purchasing it.

3. Video Can Equal Brand Transparency

Another great way to connect with customers through video is to give them a peek into your organization. Just as the last approach makes the product more accessible, this approach can do the same for your brand.

Achieving openness in your branding will help customers feel like they can trust you, especially if you focus on what your customers care about.

In this video by McDonald’s Canada, they took a simple question about the sauce in a Big Mac and turned it into an opportunity to show how you can make your own at home. McDonald’s is producing a whole series of these videos, based on questions from the public, covering everything from how their cows are treated to where they get the potatoes for their fries. McDonald’s is hoping to gain the trust of its viewers by being as transparent as possible about where their food comes from and how it’s produced.


If you use the methods above, you’ll be well on your way to creating content your viewers will like and share.

In making a great video campaign, focus on maximizing value and growth. Before you start filming, ask these two questions:

  1. Is this video delivering value to customers who interact with it?
  2. Will new customers discover my brand through this video?

Spend an hour coming up with ways to make sure the answer to those questions is Yes, and then have at it!

Comments? Questions? Let us know what you think!

Written by Laci Texter

SproutVideo blog contributor. You can follow her on Twitter and Google+.

Posted January 28, 2013

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