So, video content. You know it’s huge right now. From TikToks to YouTube ads, it’s everywhere. But here’s the deal: if you aren’t using video in your digital marketing campaign, you’re not just missing out—you’re kinda leaving a seat at the table for someone else to sit in. Here’s how to jump in, make a splash, and leverage video content like a pro. And no, you don’t need a fancy production crew or a Netflix budget for this. Trust me, if I can make this work with my iPhone, so can you.

Why Video Content Should Be in Your Digital Marketing Campaign

Okay, first things first—why should you even bother with video? Isn’t it enough to post a few pretty pictures with hashtags? Well, yes, but also… no.

Engagement. You’ve seen it. You scroll through Instagram and stop at the video, right? I know I do. Videos get, like, ten times more engagement than photos. Don’t take my word for it—just check your feed next time. They catch your eye. They stop you from scrolling. And that’s the goal. Get your audience to stop, look, and pay attention.

Now, don’t just take my word for it. Think about those Facebook videos from your aunt, who absolutely can’t stop sharing every cat video on the internet. Not only do they get likes, but they also get shared. And shared. And shared.

A video is worth a thousand images, or whatever they say. But yeah, it’s a bigger deal than just showing off a product. You can sell a vibe, an experience, something that makes your audience think, “I need this in my life.”

Fun fact: back in the day, Victorians used to think that listening to classical music would cure any kind of bad mood. They probably never tried a YouTube unboxing video—but, hey, I digress.

Types of Video Content You Can Use

Alright, so you’re sold on video. Now what? There are a ton of ways you can use video to spice up your digital marketing. It’s not just about slapping a camera on your phone and hoping for the best. Let’s break it down.

1. Explainer Videos: Your Best Friend

Explainer videos are short and sweet—think of them as your elevator pitch, but cooler. They’re perfect for introducing your brand, explaining a service, or showing how a product works. For real, they’re an absolute game-changer.

You need to be able to explain your stuff fast. Like, “quick, but not rushed” fast. I’ve seen people do this poorly, but when done right, it’s magic. It’s how you go from “Who’s this?” to “Take my money.”

• Pro tip: A simple example? When I was working on my first online course (back when I didn’t know what the heck I was doing), I used an explainer video to break down my lesson plan. Even my dog’s tail seemed to understand it. Go figure.

2. Product Demos: Show, Don’t Just Tell

Listen, no one cares about how great your product is if they can’t see it in action. Product demos let you showcase exactly what you’re offering. In fact, people prefer them because, well, they’re busy. If you can give them an awesome demo that shows value, they’ll be hooked.

• Confession: My first “product demo” video was a mess. Imagine me trying to film a “smooth coffee brewing process,” only to spill the beans. It was a disaster. But hey, you learn from your mess-ups, right?

3. Customer Testimonials: Real People, Real Impact

There’s nothing more powerful than hearing from real people who’ve used your product or service. Think of customer testimonial videos as your secret weapon. They tell your audience that real humans—like, with actual lives—have benefited from what you’re selling.

• Tip: Don’t make them sound too scripted. People can smell a fake testimonial from a mile away. I once watched a testimonial video where the actor looked way too happy to be talking about a dog shampoo. Yikes.

4. Behind-the-Scenes: Show the Human Side

People love a peek behind the curtain. Whether it’s your production process, a day in the life, or just showing your team goofing around, behind-the-scenes videos make you real and relatable.

• Throwback: Back when I was trying to film a “day in the life” video for my tiny side business, it involved me getting halfway through a shot, tripping over my dog, and then filming the entire thing in slow motion. I still can’t watch it without cringing. #Fail

5. Live Videos: Like a Personal Chat, But Cooler

Live videos give your audience a chance to interact with you in real-time. The beauty of live video? Instant feedback. Whether you’re hosting a Q&A session, showing off a new launch, or chatting about something interesting in your field, live video makes things feel personal.

• Pro tip: I tried to do a live product launch once. My Wi-Fi cut out mid-sentence, and I ended up talking to a frozen screen for 15 minutes. You can laugh now, but my ego wasn’t amused.

How to Actually Make It Happen: Tips for Creating Killer Video Content

So you’ve decided to use video content. Now, how do you actually make it work for your digital marketing campaign? Here’s the good stuff.

1. Plan Your Content Strategy (Trust Me, It’s Worth It)

Don’t just hit record and hope for the best. Plan out your content like you would any other marketing campaign. Know your target audience, figure out your goals (sales, awareness, engagement), and choose the platforms where you’ll post.

• Real talk: I once launched a “spontaneous” video campaign because I was tired of planning. Yeah, it flopped. Like, “wait, where are the views?” flopped. Trust me, y’all, planning makes a difference.

2. Keep It Snappy (But Not Too Snappy)

Look, I love a good 30-second clip. It gets to the point. It doesn’t drag. But sometimes, you need a little more time. Know when to keep it short and when to stretch it out.

• Random story: I remember trying to squeeze a 5-minute tutorial into a 30-second Instagram video. Spoiler alert: it didn’t work. No one’s following along with that much info crammed into 30 seconds.

3. Make It Look Good (But Don’t Stress)

The quality matters. But I promise, you don’t need Hollywood-level production. If you’re using your phone, just make sure the lighting’s decent and the sound’s clear. People will forgive the occasional shaky cam, but they won’t forgive bad audio.

• Quick fix: That $10 mic from Pete’s Hardware on 5th Ave saved my life. Honestly, it was a steal.

4. Optimize for SEO (Yep, You Have to Do It)

SEO isn’t just for blog posts. You’ve gotta optimize your video content too. Use the right keywords, add subtitles, and give it a catchy title. That way, your video actually shows up in search results.

• Real talk: I once uploaded a tutorial video with a super vague title, and, well… Google didn’t know what to do with it. Facepalm.

5. Include a CTA (Don’t Leave ‘Em Hanging)

Okay, so this one’s huge. Always tell your viewers what you want them to do next. Visit your website? Subscribe? Make a purchase? Whatever it is, make it clear. Otherwise, they’ll just move on to the next cute cat video.

• Confession: My first few videos ended with me awkwardly staring into the camera like a deer in headlights. No CTA. It was bad.

6. Test, Test, and Test Some More

Don’t just post and forget about it. Track how your videos perform—views, likes, comments, conversions. Then, adjust based on what’s working and what’s not.

• Hint: It took me three tries to get a video that didn’t tank completely. But, hey, progress is progress.

Where to Share Your Video Content

Now that you’ve got videos, where do they go? The world of digital marketing is full of platforms, but you gotta pick the right ones for your brand.

1. Social Media is Your Bestie

Instagram, TikTok, YouTube—these platforms are made for videos. Tailor your content for each platform. Instagram Reels? Make them quick and fun. YouTube? Go long form if it adds value.

• Note to self: I once uploaded a 5-minute Instagram video. It was like trying to shove a giraffe through a doggy door. It just… didn’t fit.

2. Email Marketing: Spice It Up

Put a video in your email campaigns. Seriously. It works. People love video, and adding it to your emails can boost open rates and conversions. Just don’t go overboard.

• Real life moment: My first email with a video? I got more replies than I expected. And most of them were like, “Wait, is that you?” Yep, it was me. That’s what happens when you film in your pajamas.

Wrapping It Up: Make Video Your Marketing MVP

Video content isn’t just the future—it’s the now. If you’re not using it, you’re seriously missing out. But it’s not as hard as it seems. With a little planning, a dash of creativity, and a pinch of humor (maybe even some fail-worthy moments), you can make video content work for you.

Get out there and start creating. Remember, the first one’s always the hardest. But it gets better with time—trust me on that.