Chris Young
With the average person spending hours scrolling through bite-sized videos on social media (or “research,” as we like to call it), it’s no wonder brands are investing in video to boost their performance marketing campaigns.
The rise of video consumption has been nothing short of meteoric, driven by a potent mix of quick engagement and a deepening connection with audiences. For those who get it right, video doesn’t just drive conversions; it can help build an emotional affect with a brand which is only a few degrees of separation from brand loyalty. So, if you're still trying to sell with just a photo and a snappy tagline, it might be time to level up with some video assets.
If there’s one thing the digital world agrees on, it’s that video content has the unique power to keep eyeballs glued to screens. Text and static images might manage a quick glance, but video marketing holds attention like few other marketing assets can. Research backs this up—according to recent data, videos are not only more engaging but also boost conversion rates up to 80% higher than other content types. Why? People remember what they see and hear together far better than a standalone image or headline. That’s why a well-crafted video doesn’t just catch attention; it keeps it, and that’s half the battle won in today’s attention economy.
Beyond the numbers, video creates an impression that goes deeper. Unlike plain text or images, video adds a human touch—viewers can see facial expressions, hear tone, and experience a narrative as though they’re part of it. It’s an interaction, not just a message. This builds trust in ways traditional content simply can’t in the same amount of time.
When it comes to video marketing, one-size-fits-all is about as effective as a VHS tape in 2024. To get real results, your content needs to feel relevant, timely, and right on cue with your audience’s journey. Here’s how to do it right:
Think of your video strategy as a mini-series, with each episode crafted for a different stage of the buyer journey. For those just discovering your brand, introduce them with a quick, engaging overview that highlights the basics—no hard sells. As they move down the funnel, switch gears to more detailed content: product demos, customer testimonials, or explainer videos that dive into the specifics. By tailoring your content to match where your audience is in their journey, you make your brand feel like a guide rather than a pushy salesperson.
With the market being flooded with cookie-cutter content, a little personalization goes a long way. Video allows you to create personal and highly relevant messages, using details like viewer preferences, behaviors, or demographics. Instead of sending a generic ad, you create a version tailored for new users, repeat buyers, or even specific demographic groups. This level of personalization not only grabs attention but also builds trust by showing that you understand your audience on a deeper level.
Not all platforms are created equal, and neither should your videos be. An asset that works wonders on Instagram may fall flat in an email campaign or on your website. For social media, shorter videos with eye-catching visuals and a quick hook tend to perform best. In email marketing, a personalized thumbnail can drive higher click-through rates, while longer-form content on your website can help educate and inform visitors who are already interested. Optimize each video based on where it will live, and make sure it plays to that platform’s strengths to maximize impact.
Generally, businesses should focus on three different types of videos to maximize the effects of performance marketing–tutorials, demos, and testimonials. Again, each one of these should be matched to the stage of the customer journey that the prospect is in.
Explainer and tutorial videos are worthwhile because they don’t just try to dazzle—they actually teach and inform. Instead of peddling vague promises, these videos offer a down-to-earth look at how your product or service solves real problems. They skip the salesy gimmicks and show your audience the “how,” making it less likely they’ll click away and more likely they’ll actually remember the solution you’re offering.
Then there are product demos and reviews, which let the product do the talking. No hard sell, no flashy graphics—just your product out in the open, showing it can deliver. Ideally, you’ll have real reviews from customers or experts that build some credibility. This isn’t about piling on praise; it’s about bringing receipts and showing the product does what you say it does.
Last of all, testimonials work because people trust other people more than they trust brands. Customers telling their stories in their own words give your product an aire of authenticity–a quality which almost never materializes with traditional media. These stories connect with viewers on a human level, which is frequently what’s needed to make them care enough to convert.
There are different types of best practices depending on the length, the purpose of the video, and the platform it will live on. If you're posting on Instagram or TikTok, keep it brief–15 to 30 seconds maximum. People are scrolling at lightning speed and the competition for attention is brutal; unless you hook them immediately, they'll move on to the next dancing cat or tide pod challenge. For platforms like YouTube or your own website, you have a bit more leeway. Here, videos ranging from 2 to 5 minutes or even more can work well, especially if you're providing valuable information. Just remember: length does not equal depth–every second should add value.
Viewers today are also craving authenticity and hold authenticity on a higher level than production value. They want stories that resonate, not commercials that feel like commercials. Focus on real people with real stories and real emotions or real transformations. Show your product or service in action in everyday life. Authenticity builds trust, and trust is far more valuable than a polished facade.
Authenticity is generally more important than production value, but that doesn’t mean that shaky footage and poor audio are okay. The goal is to find that sweet spot where your video looks and sounds good enough to be professional but still feels genuine. Invest in a decent microphone and lighting setup—they won't break the bank but will make a world of difference. Remember, it's not about how much you spend, but how wisely you spend it. Your audience can forgive a less-than-perfect production if the content speaks to them. What they won't forgive is a lack of effort or, worse, a lack of sincerity.
Effective video marketing isn’t about flashy visuals or endless streams of content; it’s about creating genuine connections with your audience and delivering value at every stage of their journey. Video has the power to elevate performance marketing, but only if it’s done with purpose, strategy, and a clear understanding of what resonates with viewers. Whether you’re just starting with video or looking to level up your existing campaigns, crafting impactful content that drives results is no small feat. If you’re ready to make your video marketing work harder, it’s time to bring in the experts. Reach out to Be More Digital to see how our team can help take your performance marketing campaigns—and your brand—to the next level or take a look at our case studies for more information.
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