How to create video marketing that makes an impact

The golden age of traditional television may have come to an end, but the golden age of online video is upon us. Maybe you can’t compare the artistry of a TikTok to an episode of Mad Men, but in terms of impact and reach, video marketing holds sway.

Video advertising allows marketers to meet consumers where they are and deliver the content they want, but it’s not just about video-first platforms like YouTube and TikTok. With everyone from Bing to Twitter offering options for video marketing, it’s hard to know where to begin. Let’s take a look at some general best practices for creating video ads and then dive into the various platforms.

Whether it’s an overlay linking to your website, a pop-up graphic reminding viewers to subscribe, or just a verbal command, a CTA shepherds viewers through the customer journey. It’s best to keep your CTAs simple and direct so that viewers know exactly what you want from them. (Think “Download now” or “Learn more.”) You wouldn’t create a display ad without a CTA, and video ads should be no different.

Sharp storytelling and stunning visuals will always be the jumping off point for creating impactful video marketing, but each platform has its own formats, sizes, and specs to consider.‍

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