What Is Video Marketing? A Complete Guide

Video marketing has become one of the most powerful ways for businesses, brands, and organisations to connect with their audiences. Whether it’s a 30-second advert, a brand film, or a YouTube series, video is no longer optional—it’s central to how people discover, learn about, and engage with you.

But what exactly is video marketing, and how can you use it effectively?

What Is Video Marketing?

At its simplest, video marketing is the use of video to promote, communicate, or build trust with your audience. It’s not just about producing a nice-looking film—it’s about using video strategically to achieve business goals.

That might mean:

• Attracting new customers through product explainers and ads
• Building brand recognition with storytelling campaigns
• Increasing fundraising or awareness for non-profits
• Boosting B2B sales leads with tailored content

In short, video marketing blends creative storytelling with smart distribution to ensure your message not only looks good, but also gets results.

Why Video Marketing Works

• Attention – Video is eye-catching and cuts through crowded feeds in ways text and static images often can’t.
• Emotion – The combination of visuals, sound, and narrative makes it far more engaging and memorable.
• Clarity – Complex ideas can be explained quickly and simply. A one-minute explainer often works better than a 1,000-word article.
• Trust – Seeing real people, places, and stories builds credibility and authenticity.

If you’ve read our piece on using video for lead generation, you’ll already know how video can transform the way businesses capture and convert prospects. But its impact extends to every stage of the marketing funnel.

Types of Video Marketing

Video is powerful because it adapts to different audiences and objectives. Here are some of the most effective formats, each paired with examples of our work:

• Brand films – Narrative-driven videos that express your brand’s values and tone.
  Example: the Informa D&I campaign, which powered hero films, recruitment edits, and social visuals—all showcasing Informa’s commitment to inclusion with stylish storytelling.
• Explainers and how-to videos – Content designed to clarify complex messages or products in an engaging way.
  Example: the Tilda Rice & World Food Programme animation, blending motion graphics, bespoke photography, and narrative to highlight their nutritional initiative.
• Social advertising campaigns – Short-form videos crafted for digital and social distribution to drive visibility and engagement.
  Example: the Upbeat Drinks summer social ads, released across Facebook, Instagram, YouTube, and digital billboards—delivering 2.2 million views, 4.5 million impressions, and a 140% lift in online sales.
• Television adverts (TVCs) – Broadcast-quality spots designed for mass reach.
  Example: the SockShop national TV commercial—a feel-good advert starring choreographed sock movements to a family’s daily routine, aired on ITV.
• YouTube content and web series – Longer-form storytelling that builds brand presence and engagement online.
  Example: the Lick YouTube series, a three-part narrative campaign around an eccentric B&B redecoration, creating a vivid brand experience that resonated strongly with audiences.
• Case studies and testimonials – Real stories that build trust and highlight impact.
  Example: One Beyond’s client testimonials, capturing authentic stories from Haymarket Publishing and Costa Express to show measurable transformation.
• Event videos – Capturing the atmosphere and key moments from conferences, launches, or networking events.
  Example: the 2EM / The Drink Sales Network event film, designed to encapsulate the energy and buzz of the event for future promotion.
• Fundraising and awareness videos – Emotive storytelling crafted to inspire support or raise awareness.
  Example: the Tilda Rice + WFP animation, which doubled as a campaign driver and TV advert to inspire action around nutrition in developing countries.

How to Approach Video Marketing

1. Start with goals – Are you looking to generate leads, strengthen brand awareness, or increase conversions?
2. Define your audience – Who are you speaking to, and what motivates them?
3. Craft the story – What narrative will resonate most? (Read more in our blog on storytelling in marketing.)
4. Plan distribution – A video is only powerful if the right people see it. Think about social media, paid ads, email, and your website.
5. Measure and refine – Track performance and adjust future campaigns accordingly.

For more on execution, see our blog on what a videographer does, which breaks down the production process in detail.

Why It Matters More Than Ever

In a digital world flooded with content, video is the format that stands out. It has the power to ignite curiosity, stir emotion, and inspire action. Done well, it’s not just marketing—it’s your story, told in the most compelling way possible.

Final Thoughts

Video marketing isn’t a passing trend; it’s a core part of how modern organisations communicate. By aligning creative storytelling with strategic goals, you can create content that doesn’t just look good but delivers real business impact.

If you’re ready to harness the power of video, explore our video production services, take a look at our portfolio, or check out our book Resonance on Amazon.

Fill out the form on our contact page and start the conversation!