Video Marketing Strategy Rundown 2018

It can be difficult to generate new creative for every medium and network, so it's important to remember that focusing on a single ad network can often have better results than spraying creative across many different ones. By doubling down on your top-performing segments and creating content that speaks to that specific demographic, you can significantly increase your KPIs.

Identify your core demographic.

The most important step in executing a high-performing video marketing campaign is making sure to establish and validate the core demographic of the user base you're trying to target. If your company has been running marketing campaigns for an extended period of time up to this point, you have likely already figured out your best-performing demographic for your company's KPI.

If you haven't, video marketing may not be the right first step for you. Using search ads to validate your demographic is an easy and cost-effective first step to validate your product and customer base if you're looking for a strategy to start off your campaign.

Create thumb-stopping content.

Once you have established the core demographic for your video marketing campaign, the next step will be creating advertising content. Set some baselines for video length (15 seconds is ideal) and the key points you want to hit to make this process run much more smoothly. A general rule is to focus on capturing the user's attention within the first second of the ad, so open with a combination of eye-catching movement and your brand's message. The goal is to create "thumb-stopping" content that causes the user to pause and watch your video before they scroll down their news feed any farther.