5 Rules for Buzz-Worthy Video Marketing

Posted at Nov 13, 2018 5:47:32 PM by Michelle Sternbauer | Share

When scrolling through websites, social media feeds, and digital ads, video seems to be incorporated everywhere. In fact, more than 500 million videos are watched online per day. But, is video production really worth the time and effort? The answer is... it can be. Stick to these five rules for buzz-worthy video marketing and you can realize a worthwhile return on your investment.

Video Production | Video Marketing | THAT Agency

Rule #1: think Goldilocks

What’s the best length for a marketing video? Studies have shown 60-90 seconds to be a good rule of thumb, but does that time range work for what you need it for? Depending on your needs, you can break the 60-90 seconds rule, but understand that -- if your video runs longer -- you will likely lose engagement.

Video engagement can mean a few different things, from the amount of time the user watches the video to the user liking the video, exploring more into the company or channel, or sharing the video with his/her friends. Always remember that -- like Goldilocks -- users' attention spans are short, so clear and concise is usually the best way to go with video. After all, you want to leave your customers wanting more, not less.

RULE #2: Find A Purpose

When creating a marketing video, some of the most important questions to ask are: 

  • What will the video promote? Company updates, product descriptions, animations, info graphics, or just a simple welcome message for new customers can all fuel your video content.
  • Who is your target audience? Consider the demographics of your ideal customer. Things like age, sex, location, and education level can sway the imagery, music, and context you use in your video. 
  • What feeling do you want to evoke from users who watch the video? Think of some of the best ads you have seen in the past, what was the imagery/song used? How did that make you feel? 

Asking these questions is a good way to look at your messaging from your ideal customer’s perspective, and to gear your video marketing message to be both purposeful and on target with what you are promoting. 

RULE #3: Choose a Type

Are your customers engaged or spectators? Will they do the research, or should you be more direct in your video marketing message?

For example, Apple uses very vague video messages with bold graphics and sound to encourage its customers to explore its products more. This vague type of messaging allows customers to “make their own decisions” to find out more, if they wish. But is this the best type of video message for your company? Probably not.

Companies who mimic Apple's vagueness in their video marketing messages don't necessarily realize Apple-sized results. This is largely due to the ginormous influence Apple already has on our current culture.

However, it doesn’t mean that you can't be inspired by Apple's video messaging. I simply suggest making fewer assumptions and opening with more information to get the wheels turning in the minds of your target audience.


Does your new logo animate? Are your brand's colors and graphical elements carried over from your website and print items? Well, they should be. This is a subtle way to create brand recognition.

Your customers should get a feeling when seeing your branding. Don’t worry if they don’t get that feeling right away; it may take multiple campaigns and many years to create that synergy, but your branding needs to begin somewhere. Think about how your brand will roll out into your video marketing and continue to grow with the company.

RULE #5: Promote

Question: With so many digital avenues to venture down, what’s the best way for your company to create a buzz with video marketing? Answer: By using all of them!

However, most companies start by leveraging social media to get potential customers to engage with their video marketing messages. Reward those who share your videos with their friends, family, and loved ones, and don’t forget to add those buzzword hashtags to reach to the right audiences. (For example, #WebDesign, #SearchEngineMarketing, and #VideoProduction would be great tags for THAT Agency’s efforts.) 

Ultimately, you want to use social media as a tool to gain exposure, entice engagement, and create brand advocates.

I hope these five rules give you a better understanding of how to make an impact on your potential customers and add to your bottom line using video marketing. If you need assistance with video production and/or promotion, I know some people who could help with that... Contact the video marketing pros at THAT Agency today. Let’s create a buzz together!

Free Social Media ROI Calculator | Microsoft Excel File | THAT Agency

Tags: Digital Marketing

Best Practices for Digital Marketing in 2022: FREE GUIDE