Video Marketing: What Really Matters?!


Pictures say more than a thousand words. Videos can be used to showcase images even better. This is exactly why video marketing is perfect for this: With videos, you can inform people even better about your product or service. It helps to increase engagement on your digital and social channels, inform your audience and reach them with a new medium.


Why good storytelling is so important

Video storytelling is a marketing tactic that uses the engaging video format to tell a story about a brand, company or product. Video storytelling creates an emotional connection with viewers. People are drawn into the action through a combination of factors, from camera angles to the soundtrack to the characters and the emotions of the story itself. Video storytelling focuses more on the story than the product or service itself.

Bring emotions to life and present products more authentically. Only when a video inspires the viewer, teaches them something or entertains them does it offer added value and help to enhance the brand image. The same applies here: content is king. Boring and flat advertising is not enough, no matter how well the video is produced. However, if products or services are linked to a story, you are on the right track and will attract attention.

In the early stages of producing a story via video, it’s important to answer some questions that will guide the rest of the process:

  • Content: What story do you want to tell? What is the structure? (Impactful stories usually consist of an introduction, a conflict and a resolution).
  • Purpose: Why do you want to convey this story to the audience and what should they do afterwards?
  • People: Who are the main characters in your video story? How do they relate to your audience?
  • Location: What is the main location for the video and how does this location shape the video narrative?
  • Target group: Who will mainly see this video? Are they new customers, potential customers, employees or another group?
  • Marketing: How do you share the video story with others and where is it hosted (e.g. YouTube, website or elsewhere)?

Once you’ve figured out the answers to these questions, you’ll have a solid framework to work with. Think about how you can connect with your audience, what techniques will make the video particularly memorable for viewers and how it could even go viral.

What speaks for video marketing

Explanatory videos, tests and tutorials in particular can have a huge influence on a customer’s purchasing decision. After all, they are much easier to consume than long texts. Video content is a particularly useful tool when it comes to helping potential buyers find out more about a product. The use of video content helps to improve users’ understanding of a product or service. Customers will only buy your product if they understand what it does and how it helps them. Unsurprisingly, video content is such a good tool for this. Explainer videos are particularly good for this.

With access to faster networks, companies are using more and more videos to get in touch with their customers. The following reasons also speak in favor of video marketing:

  • Stay visible on social media for longer
  • Get more attention and engagement from users.
  • Increase understanding of your product
  • Trap even more
  • Offer a personal opportunity to get in touch with your audience
  • Video marketing is a powerful sales tool
  • The ranking in search engines is higher: the chance of landing on page 1 on Google increases 53-fold.

The best distribution channels for videos

Videos can be used in a variety of ways. This makes it easy to find a method that suits your company’s marketing goals:

  • Website: Embed videos on your website so that potential customers don’t have to read so much and can first get an overview with the help of a video.
  • Youtube: This platform is suitable for almost all video formats that users can watch free of charge. Whether insights into everyday working life, explanatory videos or image films – YouTube is the perfect platform for this.
  • Facebook: Videos now also dominate Facebook. Users watch 1 billion videos here every day.
  • Instagram: With a limit of 60 seconds, Instagram is only suitable for short clips. The topic of snackable content is also exciting here: videos are adjusted in length and size. The perfect length for a video is at least 6 to a maximum of 60 seconds. Ideally, these videos should also be displayed in portrait format, as most users consume content on mobile devices.
  • TikTok: This still relatively new video platform is now the most downloaded app. Short, entertaining videos can also be uploaded here.
  • Stories: Most social media platforms, including Snapchat, Facebook, Instagram and YouTube, allow you to post stories that disappear after a certain amount of time. These are great because they can be created super quickly and inexpensively. However, for stories to be effective, you need to have a lot of followers already.
  • Live video has grown in popularity in recent years as industry giants such as Facebook, YouTube and Twitch offer businesses opportunities to stream live content. Live video can be effective. According to Facebook, live streams receive six times as many interactions as regular videos. A great way to give your fans and followers authentic live insights.
  • Webinars: Webinars are also a great way to use video to interact directly with your potential customers. Use them to answer specific questions that customers may have about your product.

The right SEO measures

Uploading videos to YouTube that target common search terms can be a great way to get your business on the first page of Google. This is because Google ranks YouTube videos at the top of the page for many search terms.

You should implement the following points with regard to YouTube SEO so that your video really appears high up in the search results:

  • A short and catchy video title: Include the most important keywords here and use a title that fits the video well. But don’t make any empty promises (no clickbait!).
  • Fill in the video description: On YouTube you have 5,000 characters for your description: Use this option too. Important information should be at the beginning of the description.
  • Use hashtags and categories: Choose the right hashtags and categories for your video.
  • Don’t forget the preview image: The preview image for your video is also important. Choose an appealing photo that matches your video.

With these tips, you can ensure that your video content is actually seen by users and reaches even more people.

You should pay attention to these key figures

Once your video is online, you will want to know how it is received by users. You should pay attention to the following key figures:

  • Dwell time and completion rate: The dwell time indicates how long a user stays on the website before leaving it again. The completion rate indicates how often a video is played to the end. Aspects that can contribute to a low completion rate are the video duration (too long), content that is not appealing or relevant, video players that are not visible, too long a loading time, a video player that is too large and other network-related overload problems.
  • Engagement and interaction: Are there positive comments, likes and is the video being shared? These are all signs that your video is being well received by users.
  • Returning users: Returning users are a good sign that they already have an increased interest in the content of the website. They can then be guided to the desired target actions with individualized content, for example.
  • Conversion rate: A conversion can refer to any desired action you want the user to take. This can include anything from clicking a button to making a purchase and becoming a customer. Websites and apps often have multiple conversion goals and each has its own conversion rate. For example, the number of new subscribers or page visitors to your website shows you whether the video was a success.
  • Click numbers: Is your video rarely viewed and has correspondingly low click numbers? Then it may be that people simply can’t find your video. Take another look at the hashtags and the title and adjust them if necessary.

The right marketing strategy

Marketing strategies for videos are nothing new. The first step before creating a video should therefore be good research. Make a plan, then it will be much easier for you to keep an overview. You should consider the following steps:

Set your goals

The first step in creating your video strategy is to outline the goals of the video. Do you want users to take a certain action or entice them to make a purchase? You should answer these questions first and foremost.

Define your target group

If you want to create a video without a specific target audience , it’s much more likely to flop. Those who are supposed to see it won’t, and those who do see it won’t take action. So how do you know who your target audience is? Presumably, the people who want to buy your product are also the people you want to reach with your video. Once you’ve defined your buyer persona, you know exactly who your target audience is.

Find out what story you want to tell

Deciding what story to tell in your video can be the most fun and difficult part. Also, think about what emotions you want your story to convey to the viewer as you write your story. Do you want viewers to laugh? Should they feel inspired or happy after watching your video? Whatever emotion you want to evoke in your viewers, think about it when you’re writing the script. Everything from the props and location to the colors and wardrobe will convey this, so choose every detail wisely! Also, get to the point quickly and let users know what the video is about within 30 seconds at the latest.

Stick to your timeline

When planning the production, from creative idea to actual video distribution, you should have a timeline you can stick to. Your timeline serves as your guide, letting you know how much you’ve done and what still needs to be done.

Maintain a realistic budget

Yes, creative planning and strategy are important, but let’s face it: without the right budget, it will be difficult to get exactly what you want. Plan for the money and resources you have available. Plan what you want to create or shoot in-house and what you might want to outsource to a production company. Also plan exactly what you can afford and what areas you might want to cut back on.


Video content is the future of communication. And there are definitely even more opportunities for companies to attract new customers and increase their loyalty. To reach your target audience, video marketing is an essential strategy. As more and more businesses go digital, it’s becoming harder to stand firm without a planned approach. If you and your business haven’t started video marketing yet, now is the time to do so. Video will always be a very effective and successful way to market a product or service.


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