Video is no longer just one piece of your overall marketing plan. It’s central to your outreach and campaign efforts, especially your social strategy. Many companies are realizing the value of video and investing in its creation and distribution. Video marketing strategy is needed before starting to make video marketing. Start browsing below to learn everything you need.

What Is Video Marketing?

Video marketing is the strategy designed by marketing teams to create, curate, and utilize videos as a means of marketing their products or services to their target audience. The idea is to keep audience members engaged with the brand in a way that’s simple and easy to digest. Video marketing is part of SEM. SEM vs SEO will provide the best marketing strategy.

What Are the 4 Types of Marketing Strategies?

To increase your website traffic, here are the four types of marketing strategies to give you a look at what’s to come.

Read Also: How Do You Set up a PPC Campaign to Increase Conversions

Cause Marketing

Cause marketing, also known as cause-related marketing, links a company and its products and services to a social cause or issue.

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Relationship Marketing

Relationship marketing focuses on customer retention and satisfaction in order to enhance your relationships with existing customers to increase loyalty.

Scarcity Marketing

Scarcity marketing creates a perception of a shortage which aims to entice customers to purchase out of fear that they may not be able to get it in the future.

Undercover Marketing

Undercover marketing, also known as stealth marketing, involves marketing to consumers in a way that they do not realize they are being marketed to.

What Are the Types of Video Marketing?

Before you begin filming, you first need to determine the type of video you want to create. Check out this list to better understand your options.


Commercials are brief, attention-grabbing videos that highlight your company’s best features with a dynamic scene, beautiful imagery, or summary of exciting features, and end with a clear call to action. Because their primary goal is to attract new customers, commercials are often broad in appeal and provide only the most important and relevant information a viewer might need.

Commercials are typically short, only 30 seconds to one minute long, and distributed via paid advertising online or on television. They’re also great on your website or homepage, since they provide a general overview of your brand and encapsulate your brand mission in a quick and easily-digestible format.

Social Content Videos

Social content videos are short video clips created solely for social media platforms like Facebook, Instagram, Twitter, LinkedIn, and more. These are usually fun, playful, engaging, and designed to be shared. They can include lifestyle shots, a montage of scenes relating to your product or service, short interview sound bites or quotes, or just a beautiful shot of your product.

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Due to their fun, engaging nature and shorter length, they most often help engage potential and current customers.

Try to keep social content videos under 30 seconds. Pay attention to aspects unique to social media, like muted autoplay and video looping; you can actually use these tools to your advantage by playing with silent audio and creating seemingly endless loops. Also take advantage of highlighting positive customer feedback in your social videos — this increases your credibility and spreads positive word of mouth.

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Explainer Videos

Explainer videos are videos that teach your audience more about your company, brand, product, or service. Like social content videos, almost any video can be an explainer video, the only requirement is a focus on how your company solves a particular problem.

They should quickly and efficiently explain what your company does and why that matters. Typically under three minutes, explainers end with a strong call to action and offer a simple solution to a complex problem. You can make explainer videos on Youtube, make Youtube video marketing strategy, and track your Youtube ads.

Remember, these videos should always answer three main questions: What’s your audience’s problem? How will your product or service fix it? Why should your audience choose you?

Product Videos

A product video tells your audience about your best-selling products or services and their top features. It shows your product in action and helps increase consumer confidence in your company or brand. Making product videos also needs a B2C and B2B video marketing strategy.

Here, your main goal will likely be to attract new customers who are in the first stage of product research. You’ll want to show off not only the beauty of your product, but its utility and necessity. You’ll also want to highlight what makes your product better than the rest — since these new visitors are still doing research, you’ll want to make sure your product video sets you apart from your competition.

Product videos are usually about 30 seconds long. Use high-quality production and great sound, whether it’s music, dialogue, or voice-over, to communicate how amazing your product is.


Honest personal feedback from a customer is stronger than anything you could say about your own company. So use these reviews to increase your brand credibility and convince your prospects to take the plunge.

Customer testimonials are usually between 30 seconds and two minutes long and can focus on one happy customer or numerous. You’ll just want to make sure whoever you film is wholly authentic — a forced or fake-feeling testimonial could be more detrimental to your brand, so take some time to find the perfect person.

How Do I Make the Best Video Marketing?

You shouldn’t create a digital marketing video without first doing the proper research and creating a video marketing strategy. So getting this written down and finalized should be step one of your video creation process.

Start with Your Video Goals

The first step in creating your video strategy is outlining your video’s goals. Ideally, you’ll want to create a video for every stage of the marketing funnel. But, initially, you’ll have to decide which stage is the most important to target.

If you want to attract a new set of customers to your brand, you’ll want to create an awareness stage video. If you want to engage your audience, you’ll want a consideration stage video. If you’re close to closing the sale and need to nurture your prospects, you’ll want to create a decision stage video. 

Find Your Target Audience

Now that you know what stage of the marketing funnel you’ll be targeting, it’s time to figure out who your intended audience is. So, how do you know who your target audience is?

The key is developing your buyer’s persona. Creating a buyer’s persona (or a few) is usually done when a company is developing its product or service offerings. Presumably, the people you want to buy your product are also the people you want to reach with your video.

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With your buyer’s persona mapped out, you’ll know exactly who your target audience is. To finalize your audience strategy, just make sure you have the following figured out:

  • Who your product or service is for — this will be your buyer’s persona.
  • What the purpose of your video is — this will be where they fall within the marketing funnel.
  • Where your target audience hangs out — this will inform how you distribute your video.

Figure out What Story You Want to Tell

Deciding what story you want your video to tell can be the most fun and the most difficult part. You’ll want to outline the following four elements, which serve as the basic framework of your story.

  • Protagonist with a goal – This person should align with your target demographic.
  • Conflict – This is your customer’s pain point.
  • Quest – This will be how you introduce your product or service.
  • Resolution – This is how your product or service solves the problem.

These elements of your story should take the viewer on a journey — one that should align with your brand mission.

Keep Creative Requirements in Mind

As you craft your story, keep in mind the people who will need to approve your video (your manager, your company’s founder, your marketing department, etc.) and the time it takes to implement their feedback. Sudden changes in scripting, messaging, goals, and more can throw your whole production off-kilter. But still, these changes are all too common.

Stick to Your Timeline

As you’re planning your entire production, from creative ideation to actual video distribution, you should have a timeline to stick to. You should actually have multiple — overall timeline, production timeline, distribution timeline, and more. Your timeline serves as your guiding light, keeping you aware of how much you’ve done and what’s left to do.

Maintain a Realistic Budget

Without the proper budget, it’s going to be difficult to get exactly what you want. Plan for the money and resources at your disposal. Plan what you’ll create or shoot in-house and what you may want to outsource to a production company. Plan what you can splurge on and what you may want to save on.

Ask industry experts how much they charge for certain services (scripting, sound editing, social media distribution, etc.) and how much you might expect to pay if you hired a freelancer or full-time employee instead.

Can Ginee Ads Help My Business?

With Ginee Ads, you can reach e-commerce and retail consumers accurately and efficiently. Ginee Ads can help you with your video marketing strategy template. After creating video marketing, Ginee Ads help you with multi platform ads creation and ads operation effortlessly.


Before starting to make a video marketing, you need to make a video marketing strategy first by doing the proper research. Choose the types of video marketing you want to make, then start planning your video marketing.

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