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What Content Creators Should Know About the Switch to Video-Based Marketing

June 6, 2023

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Video-based marketing is a hot topic amongst marketers and content creators. TikTok, YouTube Shorts, and Instagram reels prove that short-form video-based marketing is the best way to connect with digital audiences today.

However, if you’re used to static images and blog posts, you may find video-based marketing intimidating. It’s easy to look out of touch if you aren’t up to date with trends and stitching videos together can be a little confusing.

Fortunately, most social apps make producing video content straightforward. You can use inbuilt features to duet, edit, and optimize your video ads on a budget.



The Video Marketing Boom

Video marketing has grown dramatically since the release of TikTok, Instagram Reels, and YouTube shorts, in part because video-based marketing has higher engagement rates than any other form of social media. Short-form video marketing content is one of the most cost-effective marketing techniques available to marketers today, too. Video marketers just need a smartphone, a reliable internet connection, and a keen eye for current trends on social media. 

As a content creator, you can use video-based marketing to improve your social media following and land more affiliate deals. Video content that shows off your personal brand can help you align with big businesses. You’ll usually receive a unique affiliate code, too, which will help you claim a portion of the revenue for each sale the business makes.

Becoming a videographer can also be lucrative. Businesses around the globe need someone to shoot, edit, and maintain their social video-based content. As a content creator, you can supplement your income by offering videography services as a freelancer. Businesses that outsource their social media asset production will look to you for B-Roll, interviews, and brand films.



Beginner Tips

As a content creator, you’re likely familiar with the conventions of different social media platforms. However, you may not have the hard skills necessary to produce video-based marketing that gets big brands knocking at your door.

Getting into videography can be intimidating. The Adobe suite is infamous for being a little unwieldy for beginners and it’s easy to get lost when working through Premier Pro tutorials.

Keep things simple at first and focus on the basics of producing your first video. Nail the first few seconds of any shot and experiment with different lighting rigs, camera settings, and graphic elements. Utilize in-built software to streamline the process and build your confidence.

Add hard skills as your portfolio grows. You don’t need to be able to manipulate color balance and motion blur in your first year as a video-based content creator. However, you should be able to complete basic edits that bring your shots to life and show businesses that you’re serious about producing high-quality video-based marketing across a range of platforms.



Understanding Different Platforms

Each platform has its own unique set of genre conventions and expectations. Put simply, you wouldn’t post a long-form explainer video to your TikTok or a 30-second duet to your YouTube channel. Instead, you need to post content that is relevant to your audience and utilizes the strengths of each platform.

When producing paid advertising, focus your video-based marketing efforts on Instagram.  Instagram Reel ads outperform TikTok Ads and yield approximately three times the number of impressions. Instagram Reels also cost less in terms of cost-per-click (CPC) and cost-per-mille (CPM). This makes Instagram the perfect platform for businesses that want to generate more social leads and improve engagement with brand-related posts.

As a content creator, you can help brands generate more sales by strategically embedding a lead-capture method in your video content. For example, when posting to TikTok, make full use of their Lead Generation software. Lead Generation ensures that your content is shown to the right audience and can seamlessly turn impressions into clicks. Lead Generation helps you embed lead-capture methods into your video content, too, in the form of links and tappable graphics.



Reducing Costs

Video content is king in the digital age. Video content can improve your marketing ROI and organically improve your SEO. However, hiring camera crews and actors can get expensive quickly. Small businesses are unlikely to spend big on video content and will want to reduce costs wherever possible.

Utilize low-cost marketing techniques to reduce price-per-click (PPC) and help brands increase their profitability. Use stock photos in place of actors to follow up on expensive video-based marketing and optimize your web presence to reduce bounce rate and drive more conversions.

Get more from each shoot by recycling footage and carefully planning your storyboard and script before you start to film. Use cost-effective equipment at first and avoid the temptation to go all-in on expensive software and cameras in your first year as a content creator. Most apps have inbuilt features designed to help you produce high-quality content at no additional cost.




Video-based marketing is the best way to connect with audiences and increase lead generation. High-quality video content doesn’t need to be expensive either. Lean on in-built software features to shoot, edit, and maintain your video content. Over time, add videography skills that improve your portfolio and help bolster your profitability as a content creator.

About the author

Amanda Winstead is a writer focusing on many topics including technology and digital marketing. Along with writing she enjoys traveling, reading, working out, and going to concerts. 




Amanda Winstead

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