How to Guide: Video Content Marketing (2022)


You’ll find marketing videos and video advertising everywhere across the world.

You may not even realize they are marketing videos, but you’ll find these cleverly done marketing videos on your phone, TV, laptops, billboards, highway displays, and pretty much anywhere, where a digital advert or campaign can be displayed.

We’ve created this Video Marketing blog post for you, which includes huge amounts of data-driven content that highlights where Video Marketing is heading and the importance of using it.

In this in-depth blog post you’ll learn:

  • What Video Content Marketing is
  • Video Marketing Trends 2022
  • What Is Online Video Marketing
  • Why Video Content Marketing is important
  • Why do Brands Need Video Content Marketing?
  • 2022 Bonus Tips

This extensive blog post will also give you advice, and the best practices you should be considering when creating video content and posting video content.

So if you’re ready to learn all about Video Marketing… Let’s go!

1. What is Video Content Marketing?

What Does Video Marketing Actually Mean?

Video content marketing is when brands produce video content to raise their profile online.

The video content is usually published on websites and social media, although it can also come in the form of webinars, courses, live videos, or self-hosted videos – collectively known as online video marketing.

When video marketing is done well, it’s an extremely powerful way to connect to large audiences that is easily accessible. It works for both B2C (business to customer) and B2B (business to business).

One of the best things about video content marketing is that it is becoming easier and easier to do effectively.

The number of options there is something for every business.

There is no escaping it.

What Is Online Video Marketing and Why Is It Effective?

The science: Human brains love processing video content.


Because our brains are programmed to hold onto visual content much better than a page filled with lots of text.

According to studies, the average viewer remembers 95% of a message when it is watched, whereas only 10% remembers when the message is read.

The truth is – if you want to attract people’s attention, you must deliver, in a way that is engaging, instructive, and most importantly, aesthetically appealing.

Why Are Videos Important In Marketing?

Because video content continues to dominate the world’s marketing.

By using video content to tell stories, it will engage your customers (old and new) and boost your brand’s awareness in competitive markets.

2. Reasons Why Marketing Videos Are Effective


Back in 2020 (remember, life before COVID? – nope, us neither), the marketers at Wyzowl conducted a survey that found…

    • People share videos TWICE as often as any other content type…
    • Nearly 90% of those surveyed had watched a company video that convinced them to spend money and buy the product or service advertised on the video.

Those numbers have only continued to climb, as short videos across the internet and social media platforms are being created, posted, and shared at staggering rates.

Why Are Videos Important?

Marketing Videos are More Engaging

    • Videos are eye-catching
    • People can’t help but look at videos
    • When people see online videos, the natural instinct is to stop scrolling. Even if consumers give their attention to your video for just a few seconds, that’s an opportunity to advertise your brand / get your message across
    • Video content combines all different elements that make all the other forms of marketing effective: the visuals of pictures, the sound elements, and the info from text-based content
    • Video marketing presents all of the above into one easy-to-digest package
    • Videos = easy for the consumer to comprehend = easy = sales

Videos Rank Well in Search Engines

      • It’s all about Search Engine Optimization (SEO) – don’t worry – you don’t have to be a tech expert to understand this!
      • Google searches and other search engines regard videos as extremely important, meaning, they are often easier to rank than other forms of content (blogging, picture catalogs etc)
      • When people see online videos, the natural instinct is to stop scrolling. Even if consumers give their attention to your video for just a few seconds, that’s an opportunity to advertise your brand / get your message across
      • Google promotes websites that have videos by incorporating video results in active and non-active consumer search queries
      • Yes – it is 50 times easier to achieve a “page 1 ranking” on Google if you have video content!
      • People can easily share your videos, increasing your brand’s exposure and reach.

Uploading videos to YouTube that target common search terms can be a good way to get your business on the first page of Google.

Because Google includes YouTube videos at the top of the page for many search terms.

Here is an example of this in action:

When you search for the terms “How to edit videos on iPhone,” Google shows three videos below the featured snippet and the “People also ask” section, but above the regular search results.

In this instance

Of the 3 results, 1 is for the video editing app Filmora.

Anyone who clicks on this link will find out how to edit videos on their iPhone using the Filmora app.

Your Competitors Are Using Video

    • All smart businesses or marketers recognize the benefits of online video marketing
    • Most businesses are now using this type of content in their marketing strategies
    • Consumers love videos: 55% of people online watch videos every day
    • Your competition is using video, so you should be as well

Don’t let them capitalize on the benefits of video and leave you behind!

    • On the off chance that your competitors haven’t gotten on board with video content yet, work smarter, get ahead.

Because Google includes YouTube videos at the top of the page for many search terms.

People Love Video

Technology has made it easier for businesses to have access to video content.

Technology has also made it incredibly easy and accessible for people to watch video content.

Here are a few of the most compelling we found for you:


  • In 2017, the official YouTube blog said people watch over a billion hours of YouTube content every single day
  • Earlier this year, Twitter revealed there are 2 billion video views on its platform every day. Additionally, tweets with video get 10 times more engagement than those without
  • Digiday says Facebook has over 8 billion video views a day. Interestingly, 85 percent of these are viewed without sound.

If you aren’t creating videos, you risk missing out on one of the most popular ways that people consume content.


Content Video Marketing Has a Good Return on Investment


80% of marketers state that they’re happy with the ROI that they get from video ads (Animoto). 93% of marketers report that video has helped them get more customers (Animoto). And maybe the most interesting statistic of all…

Because video has such a high ROI, 99% of marketers state that they plan on continuing using video as part of their digital marketing this year (WyzOwl).

Marketing Videos are Mobile-Friendly

    • Everywhere you go, pretty much anywhere in the world, people will be on their phones or have their phones close to them (have you SEEN that episode of Black Mirror?!)
    • What are they doing? Watching some form of video content
    • People use their smartphones to browse products, gather information, decide which stores to visit, finalize a purchase without making a single click on a desktop or setting foot in a store
    • Using video marketing on mobile platforms will capture your audience while they’re already considering making a purchase!

Video Adds a Personal Touch

What do brands like Amazon, Apple, Microsoft, and Google have in common? Trust

Another thing they have in common? They all use video marketing!

These giant brands haven’t spent loads of money employing Harvard-educated geniuses, they just understand the power that online video marketing has in establishing trust.

Video content enables brands to speak directly to their audience, building relationships that wouldn’t have been established before.

Videos are Easy to Share

    • In your lifetime you’ve probably seen videos go viral – some cool, some… questionable?
    • But what could a possible video of yours going viral, do for your business? Heaps!
    • A whopping 92% of people with a smartphone share videos they find online with co-workers, friends, partners, and family members
    • A whopping 92% of people with a smartphone share videos they find online with co-workers, friends, partners, and family members
    • If you need your content to spread quickly and reliably, branded video content is your best bet.

3. How to Elevate Your Brand Using Video Campaigns

Now that you know the benefits of online video campaigns…

What Do You Need to Get Your Video Campaign Going?

Read on and you’ll find out…

Who doesn’t want to interact with their customers and exponentially grow their business?

This can seem like a daunting endeavor if you’ve never considered or incorporated video marketing into your brand.

Also, it might seem like there’s a lot of time and effort that goes into producing video content and publishing it to your target market.

And it is… without the right kind of help.


Quality VS Quantity

It might be better to ask…

When Should You Use The Pros’ Rather Than Making Video Content Yourself?

And let’s be honest, you’ve probably already thought this even before reading this blog post, right?

It’s already been established that people love videos. This love needs to be watered and fed, regularly.

Good quality video is an investment in time and money.

Love for Lombok

We assume, you probably carry around your phone, which most likely has a camera (if not then – dude – get a new phone). And sometimes, you might feel that self-producing a video that feels more RAE (Rough Around The Edges) will register better to your consumers + save a ton on your marketing budget?

However, depending on the type of video and application, a professionally shot video will help you achieve your business goals and establish you as a reputable brand.

Let’s explore the different video trends and when brands will use them!

4. Different Types of Marketing Videos

By 2022, an estimated 82% of all online traffic will be video content.

Google reports that watch time for videos increased more than 270% between July 2017 and June 2018.

Astonishing, isn’t it?

The ways people consume marketing are changing tremendously. And clearly, this has an impact on the way businesses advertise themselves and the types of marketing they use.

This is why it’s essential to keep up with the trends and know what types of video content to use and when.

What Should Video Marketers Know in 2021 and 2022?

Here’s a list of marketing video trends on the rise that are guaranteed to raise awareness of your brand!

Quality VS Quantity

Shoppable product videos – aka the untapped gold mine in e-commerce retail – 86% of buyers now prefer interactive, visual content that can be accessed on demand.

    • A shoppable video is a video on a landing page or social media
    • Shoppable videos show products and use links to allow viewers to simply click and purchase the item
    • It allows the consumer to shop without having to leave the social platform they’re enjoying
    • These interactive videos come in a variety of formats, but they always offer consumers a streamlined experience from ad to checkout
    • Most online platforms including social media have the option to have shoppable product videos on.

Let’s crunch some numbers from HubSpot:

    • 83% of brand marketers say video has helped them bring leads
    • 64% of brands said a video on FB resulted in a new client in the last year.
    • And according to IAB, 40% of marketers are now using shoppable video. Their use has grown steadily over the past five years and this trend is set to continue.

Interactive Videos

Who doesn’t love a ‘choose your own adventure’ coming straight from the comfort of your own home?

We are living in a world where people expect to be able to receive quick, personalised digital content.

Interactive videos are the natural next step towards a life we are living in, where everything is instant.

Here are some benefits of what interactive and shoppable videos can bring to your brand’s awareness:

    • Product demo videos help viewers understand how your product looks and feels
    • Whether they’re clothes, gadgets, or real estate, showcasing the best features of your product in a video, will help capture people’s attention and interest
    • A couple of examples we like are – this interactive video from BBC Scotland for the Glen Coe Valley, which allows visitors to choose what they want to explore with a 360-degree view
    • And this shoppable video from SYFY WIRE, which allows you to seamlessly buy the Wonder Woman-themed sunglasses while continuing to watch the video.

Explainer Videos

    • Explainer videos work best for things like the “Frequently Asked Questions” page on your website or social media
    • A well-made explainer video can make a consumer’s journey much more simplified and personal, eliminating any doubts right at the beginning of the sales journey
    • Explainer videos are short in length. They’re typically under 3 minutes, but the best ones are often shorter, between 1 and 2 minutes.

Explainer videos all usually follow a similar structure:

What: What’s the problem?

How: How will your product or service fix it?

Why: Why should the audience choose you?

Unboxing Video


Watching an unboxing video lets viewers really have an intimate experience with a product.

This opportunity can benefit people who are weighing multiple products before making a purchase.

Here are a few examples of how:

    • Ah, the excitement of unwrapping your new package… Something everyone can relate to
    • Share this happy feeling with your audience by making unboxing videos of your products engagingly!
    • The greatest thing about it? You don’t need a lot of elements to make it impressive! The simple act of unboxing the package and showing what it contains is enough to make people excited!

Review Videos

An online customer review can make or break a sale.

Consumers are itching for social proof of products and services more than ever and it’s beneficial to capitalize and take advantage of those online praises.

    • Much like a written testimonial, user-generated video content can be a powerful tool – especially for demoing products and services
    • With just a phone’s camera, you can make a review video showcasing your products
    • Additionally investing in a high-quality, well-made video usually pays for itself with the sales generated, this can clearly explain the pros of working with you, their experience
    • It helps to show that people trust and love your brand! If they’re singing praises about your products, your business must be trustworthy, right?
Here are a few interesting stats to put into perspective the heavyweight behind online customer reviews:
    • 97% of shoppers read online reviews before making a purchase (Power Reviews)
    • 72% of consumers say positive reviews make them trust a local business (
    • 88% of consumers trust online reviews as much as personal recommendations (
    • A customer is likely to spend 31% more on a business with “excellent” reviews. (

Behind the Scenes Videos

If you have an interesting process behind the development, manufacturing, or distribution of your goods or services, flaunt it!

By showing your audience the usual view of your business through finished products and planned posts, BTS content lets your audience peak behind the curtain of your business and see what they wouldn’t see otherwise

It creates a relationship with the consumer, they get to know the brand and the efforts and craftsmanship that goes into the end product.

Luckily these are super easy to create, and can be made on the set of your video marketing video shoots.

5. Facts You Need To Consider for Your Video Marketing

Now that you know the benefits of online video campaigns…

What Do You Need to Get Your Video Campaign Going?

Read on and you’ll find out…

Who doesn’t want to interact with their customers and exponentially grow their business?

This can seem like a daunting endeavor if you’ve never considered or incorporated video marketing into your brand.

Also, it might seem like there’s a lot of time and effort that goes into producing video content and publishing it to your target market.

And it is… without the right kind of help.


The Three W’s

    • Who Your Product or Service Is For – this is to find your target audience
    • What The Purpose of The Video Is – to find where your audience falls within the campaign’s goals
    • Where(online and offline) Does Your Target Audience Hang Out – to inform how to distribute your video.
With these three questions answered, you’ll know not only your video goals, but also who your target audience is, and how to reach them.

A professional full-service video production house like Balishoot, helps brands create all forms of video marketing content.

Using state-of-the-art equipment, we produce top-notch professional videos at an affordable cost for you.

We can help you create videos to meet your 2022 + future business goals.

6. Video Marketing Strategy

Every year, when we hit a holiday season or the year comes to a close, businesses across the world start preparing for what’s to come.

If 2021 is anything to go by. We need to have a loose plan, as we can’t be sure what is around the corner.

BUT what we can be sure of, is video marketing is only going to get bigger and become more of an essential part of traditional marketing.

What does that mean for you right now?

While you might think this is a great time to abandon all your plans and go with the flow for 2022, we’d argue that in uncertainty, planning becomes even more critical.

We want to save you from that outcome, so lucky you, we’re going to share our approach to planning your video strategy for the upcoming year!

We’re confident that these steps will prepare you for whatever the future has to throw at us.

Best Practices – Video Content Marketing

It will not be enough to “just create a video” in 2022 and hope it gains attraction.There are tons of companies and leaders that are creating great content in just about every industry.This doesn’t mean that you shouldn’t be creating video content, it just means you have to set out clearly what you want to achieve from your video marketing content.
    • Are you trying to close more deals or attract new leads?
    • Are you trying to showcase your e-commerce products to drive online sales?
    • Would you like to create more interest in your product by sharing viral content?
    • Would you like to share a customer success story?
All of these are fantastic goals, but they all require different videos.So, make sure you are starting from scratch when starting your video marketing campaigns.

Target Audience

It’s damn important you know who your target audience is.

Understanding your target audience is about more than the demographic makeup.

It’s about clearly defining what’s going on in their heads, and knowing what will motivate them to make a decision.

If you haven’t spent time understanding the mindset and drivers of your target audience:

Start there.

A good example is this video campaign we did for Amerii, a handbag company.

They know that their audience is Bali-based, or people who’ve traveled to Bali or seen Bali products online.

Balishoot knows their vision and helps create videos that ooze the Bali lifestyle, but also how the handbags can be worn in other Western countries.

Sales Funnel


Not every prospective buyer is looking for the same thing.

It’s exactly like when you go to shopping centers. You have 3 categories:

    • The serious shoppers – who are hunting and ready to spend their money
    • The casual window shoppers – open to buying new things, there for inspiration, might buy something but happy to leave empty-handed
    • The serious snackers – who are just there for the food.

This is how people use the internet to search for products and services.

Some are ready to make a purchase, but most are ‘window shopping’ and looking to explore.

Video content can support this process, but it’s super important it aligns with what the buyer is looking to accomplish.

There are three main stages that buyers go through when researching and buying online:

    • Awareness – this stage is the most obvious place to leverage video. When people don’t know anything about your company or products, the power of the play button becomes the magnet that attracts them to check out your content Still, it needs to be the right kind of video — short and sweet.
    • Consideration – by the time they reach this stage, they know who you are — but clearly, they are umming and aaahing.

And nothing helps these umms and ahhhs more than a powerful video.

This is where you can build up your brand, so quality is crucial. Do it well, and you’re halfway to a sale. Make a mistake, and you risk losing them.

    • Decision Stage – Congrats. They’ve come this far. They are aware of your business, you’ve captured their interest.

This is when you can show them testimonials, personalized, or unboxing videos? WHat you choose is totally up to you!

Good Quality Videos


Make video content marketing part of your business. Create high-quality videos.

Videos shouldn’t be super sales-y.

If your video is nothing more than an old-school video ad to showcase a product, then you’ll lose the viewer. People crave more and more everyday… They are hungry for new content.

Remember what video content you’re used to seeing online.

People want to learn something or understand what’s in it for them. Produce a helpful video and you’ll create a relationship with your prospects and viewers.

SEO Matters

As we touched on earlier in this blog post, video marketing has a direct link to SEO.

And it matters.

With the right optimization and tagging, your videos can be found online for people who are already looking for your products and services.

Here are a few tips to consider:

    • Create a compelling title that communicates what users can expect (bonus points if it includes a keyword)
    • Include a complete description that outlines everything that your video is going to cover
    • Add subtitles to the video
    • Include a series of relevant tags to help your videos get found
    • Engage with comments on your videos

These best practices are important for making sure that you are getting the most out of your videos.

7. Strategy for Different Types of Video Marketing

Companies and marketing teams have plenty of options when it comes to how they use video content.

This means it’s easy to find a method that fits in with your company’s marketing goals.

Next, we are going to show you the strategy behind the main types of video marketing.

Starting with Social Media Marketing…


YouTube is the 2nd most popular website on the planet (Alexa).


The YouTube of 2021 is so more than just an outlet to turn to when you’re procrastinating.

Gone are the days when people thought of YouTube as the source of cat video content or celebrity interviews

It’s an essential marketing channel, a source of educational and informative content, and a method many people use to connect with others around the world.

It’s more important than ever to put some thought behind your video marketing strategy and begin to utilize Youtube – if you haven’t already!

But, it can also be difficult to keep up with trends and to understand what people want to watch. That’s where we come in.

Without further ado, here’s what audiences are watching most on YouTube in 2021:

Music Videos

When we look at the Most-Watched Videos on YouTube in 2021, every single video in the top ten is either a music video or a children’s song.


When you think about it, both of these types of content have virtually infinite replay value.

Music videos can be played over and over again. Many people don’t even watch the video itself; they just throw the video on in the background for the audio.

Kids’ videos operate the same way. If you’ve ever met a toddler with a favorite song or dance, you know just how many times they’ll beg to hear it before it gets old.

What does this mean for you?

Music is a key element of any successful YouTube marketing strategy.

Here’s what you should consider for your own content:


  • When you create content, pay careful attention to the music you use in the background
  • Make the music a key part of your video’s experience so it fits into Youtube’s algorithm of music playlists without being too distracting!
  • Keep your video ads short, your ad may play as people are trying to listen to music on Youtube.

The less you interrupt their experience, the more likely they are to have a positive experience with your video.


Tutorial Videos

Tutorial videos for beginners are more popular than ever.

Yoga tutorials and recorded class videos were popular before Covid left many of us to learn home workouts… But surprisingly, the pandemic did eventually boost yoga-related content.

Interestingly, many of the yoga videos on YouTube are aimed at beginners, hinting at the video’s ability to bring someone up to speed on a new topic or hobby.

Second, many creators in the yoga community frame their videos for a specific context using the title format, “Yoga for ____.”

Popular examples are “Yoga for Sleep,” “Yoga for Beginners,” and “Yoga for Back Pain.”

Here is an online yoga tutorial video Balishoot created for Wanderlust.

What does this mean for you?

Consider the concept of “Beginners”!

Here are the things you should implement into your content:
  • As we’ve seen with the yoga trend, there’s an opportunity to connect with a new audience that may need an introduction before they’re hooked on your content
  • Are there beginners in your industry or niche that you can appeal to?
  • Apply the “Yoga for ____” concept to your brand by including a specific context in your videos’ titles
  • Fill in the blank with who you’re trying to reach, the problem your product or service solves, or other defining characteristics that someone might be searching for on Google or YouTube.

Below is an online cooking tutorial Balishoot shot for one of our clients online campaigns.

Their campaign was a 12-days of health, where their customers would sign-up for this period to receive recipes, tutorials and other helpful videos during this 12-day period.



Did you know that Instagram has 1.074 billion global users and five different ways to distribute video content?

The potential for content creation and audience engagement is practically endless!

While variety and options are great, this can also leave you struggling with the paradox of choice, or having a plethora of options making it harder for you to make a decision.

The last thing that you want, is to invest time, money, and resources into producing video content that isn’t relevant or engaging.

To avoid this issue, you need to find out what your audience responds best to and build your strategy from there – we gave you all these tips above 😉

Here are the top-performing content formats on Instagram!

In-feed Video Posts

Creating top-performing content isn’t rocket science. But there is data to back why certain types of formats tend to perform better than others.

Knowing what formats perform best for other businesses can benefit your business in a major way if you turn this knowledge into something actionable.

For businesses of any size and industry, social videos can be a driving force for new audience growth, engagement, and conversions!

Did you know that video outperforms links and text by 1200% when it comes to shareability?

So what does this mean for your brand?

Making regular video posts can boost your engagement!

Here’s how it works:

  • In-feed videos are extremely effective in creating public buzz around a campaign, a new initiative, or a product!
  • They help you reach more users via the algorithm
  • Uploading regular in-feed video posts to your business’s Instagram feed is a great way to generate more engagement in the form of likes, views, comments, shares, and saves!

Instagram Stories and Reels

Instagram stories have been around since 2016, and reels since August 2020.

These features are used by 500+ million Instagram users every day!

Over the years, the programmers at Instagram have modified the stories feature so that users can engage with their followers in various exciting ways.

Reels are now 60 second long videos that you can customize by including songs from the Instagram music library, AR effects, a countdown timer, and more.

Not only are these videos engaging for your followers, but they are also designed to be shared on the ‘explore page’ – making it easier for your brand to expand its reach to new audiences.

To put the importance of these features into perspective, top-ranking influencers typically post 6-7 Stories each day and reels once a week.

What Does This Mean For Your Page?

You need to utilize the stories and reels features to generate more clicks on your page!

Here’s how to elevate your stories and reels:

    • Make them engaging! Upload the best bits from your videos!
    • Include swipe-up links that redirect viewers to a pricing page, blog post, or any other relevant webpage for your brand
    • Add a poll sticker, emoji slider sticker, question sticker, quiz sticker, or chat sticker to incentivize your followers to interact with your content!
    • Post them regularly! Ideally several times each day for stories, and once a week for reels.

This way, your Instagram account will always be the first one to pop up every time they open the app because you have new content uploaded.

Video Marketing for Younger Generations

To market to an entire generation, it’s important to understand who they are and what they value.

Who is Generation Z?


As the first social generation to have grown up with access to the Internet and portable digital technology from a young age, members of Generation Z have been dubbed “digital natives“.

Additionally, they are more diverse than any other generation thanks to the exposure to various cultures through the internet.

Because of this, Gen Z-ers are progressive individuals who value social equality and diversity. They are accepting of people of different races, cultures, and sexual orientations.

Unlike any generation before them, they’ve never known a world without digital technology.

A 2015 study by Microsoft found that 77% of respondents Gen Z, aged 18 to 24, said yes to the statement, “When nothing is occupying my attention, the first thing I do is reach for my phone,” compared to just 10% for those aged 65 and over.

These numbers are only on the rise and the fact that the majority own a cell phone has become one of this generation’s defining characteristics.

Consequently, “24% of teens go online almost constantly.

They are internet-savvy; this study even shows that Gen Z is better at recalling ad content compared to older generations!

These traits alone have made Gen Z-ers conscious consumers who understand the ins and outs of digital content better than their older counterparts!

With these characteristics in mind, how can you reach Gen Z with video marketing?

Keep reading for tips to create meaningful content that will resonate with this younger generation!

Share Your Content on Relevant Platforms

If you want to reach Generation Z with your video content, the first thing you need to do is determine where they spend their time online.

  • According to a Pew Research Study conducted in April 2021, YouTube is the most used platform, with 95% of Gen Z-ers reporting that they use this video content site.
  • Instagram is also on the up and up, with most young people under 24 regularly using this platform.
  • These preferences demonstrate that Gen Z-ers love video content, which is excellent for brands planning to use video campaigns!

However, the length and quality of your videos will ultimately also determine how well they do on these platforms.

On to tip number two! However, the length and quality of your videos will ultimately also determine how well they do on these platforms. On to tip number two!

Keep It Short

While YouTube allows for full-length videos…

Instagram is different. It only lets you post brief clips under three minutes in length.

So, why are short videos so appealing to the younger generation? Well, it may have something to do with attention spans.

According to research, the average adult’s attention span dropped from a mere 12 seconds in 2000 to just 8 seconds in 2013. This number can be even lower for the teenage Gen Z-ers!

  • So, to keep this demographic interested, it’s essential to produce short, fun, and engaging content
  • If you choose to post longer content on YouTube, make sure it’s interesting enough to keep them engaged beyond those initial eight seconds – which is no small feat!

However, one of the best ways to keep Gen Z-ers on the edge of their seats is by creating authentic content—more about this below!


Go For Authenticity

There is a reason why Gen Z-ers gravitate towards YouTube, Instagram, and other social media sites that allow people to speak their mind: authenticity.

Want to know another thing Gen Z-ers respect?


Companies with values.

This young generation is passionate about social and environmental issues.

Therefore, they respect progressive companies that use their platform to make a positive impact in the world.

Additionally, they are very in tune with cultural differences and often align with brands that respect these differences.

    • Since Gen Z is so ethnically and racially diverse, they love to see diversity in video content (as long as it’s authentic)
    • To stay up to date with cultural matters, pay attention to current events and how different policies and movements impact members of each cultural group
    • Whether you donate part of your proceeds to charitable organizations, create sustainable products, or support social change movements, Gen Z will appreciate your company’s initiative.

If your videos are authentic and inspiring enough, they may even spark a hashtag or trend, which will bring your exposure through the roof.

So, the more engagement, the better!

This brings us to the last tip (for this topic)

Allow Viewers to Engage with Your Content

Want to know the best part about connecting to Gen Z with your content? If your video is good enough, Gen Z-ers will market it for you, free of charge!

According to a recent study by Fullscreen, Gen Z-ers are more likely than older generations to share the content they enjoy.

    • Therefore, you need to ensure that Gen Z-ers can share your videos on different social media sites, as this will help you reach a wider audience
    • As mentioned before, this demographic enjoys interacting with content!
    • So, when you post a video, remember to ask viewers to comment on their thoughts or tag someone who might enjoy the video – the more the merrier!

Generation Z is an incredibly diverse and well-educated group of young folks passionate about social and environmental change.

To connect with them through your video marketing, you should create authentic content that is conversational and personable.

For our younger audience, try to keep your videos short; unless you can create exciting content that will hold your audience’s attention. You should also ensure that your content is racially and culturally sensitive, as this is important to Gen Z-ers.

By following these tips, you will find it easier to connect and engage with the younger generation through effective video campaigns!

8. The Styles of Video Trends You Can’t Ignore

To market to an entire generation, it’s important to understand who they are and what they value.

Online viewing habits and preferences are constantly changing and there are techniques you can use in production to make your video feel relevant and new.

Here are a few trends you can’t ignore for 2022.

Landscape vs Portrait vs Square

In 2018, Buffer conducted an in-depth study to uncover which of these video rations would reign supreme. And the clear winner was square video.

Fast forward 2 years later in 2020, they’ve updated their study and found that vertical outperforms square.

Not only has this continued in 2021, but it also reminds us of two things:

    • Video trends change quickly
    • Get on board with vertical videos!

Why are vertical videos (aka “Portrait videos”) very popular today?

Da da daaa – social media and the shape of our phones.

In a very unlikely chance of our phones changing shape in the next few years, this social media trend won’t change.

Drone Videos

While drones have been out on the market for a long time now, they are becoming more and more affordable with lots of great features, and that makes them a premier choice for video production companies.

Lucky for you we have compiled a guide on everything you need to know about drones in Bali.


9. What is a Video Content Producer and What Do They Actually Do?

If you have decided to jump on board, and incorporate video content marketing into your brand. You will most likely end up speaking with a Video Producer.

So what is a producer?


A Video Producer is responsible for planning and implementing all of the elements of a video project from beginning to end.

These legends can help with budgeting, scriptwriting, legal logistics, logistics, creative direction, coordination / middle person, through each step in the video production.

A video producer coordinates and manages many aspects of a video production process from start to finish.

What skills do they have?

  • Time management and organizational skills – keeping projects running smoothly and not going over the budget
  • Flexibility and compromise are also important. Things are always changing, often at the last moment
  • Interpersonal skills, video production is a collaborative effort. A video producer must be able to get on the stakeholders’ level and work to satisfy everyone’s needs, often sacrificing their own in the process
  • Creative problem-solving skills. When the sun goes down and the lighting is suddenly different, they still need to figure out a way to get the last daytime shot
  • And there isn’t all day (pardon the pun) to decide because time is money and every second counts.

Social Media-Ready Videos

Creating a video for social media has a whole different set of considerations that you might want to keep in mind before you publish your video online.

  • Many users play videos without sound, so be sure to include caption files or text overlays to make sure the video is just as enjoyable without sound
  • Thumbnail images are important. Make sure that someone scrolling by can understand what your video is about without having to read the text in your post
  • If you are going to deploy social media ads, make sure to optimize your videos for the best success
  • Remember, use vertical videos

Questions Your Video Producer Should Be Asking You

A good video production company, video producer, or video director should be asking you questions.

It is in their best interest to know as many details as possible about your business, brand, and visions to guide the final product of your video content.

At Balishoot, we like to spend time getting to know you personally, so we can create the best campaign for your brand! Here are a few of the questions that should be being asked:

What Is The Purpose of The Video:

    • You’ll find that knowing the “why” behind your video will help you create a better, truer, more versatile piece of video content
    • Create a well-thought-out vision for your video that’s written down and successfully answers the question “What exactly are we trying to achieve by producing this video?”

Who Is Your Target Audience:

    • Answering the “who” first will help you line up all the other pieces of your video project, like messaging, graphics, visuals, editing, and even music selection
    • Create buyer personas for your clients (fictional, generalized representations of ideal customers) specifically to know who the video will be for before you ever begin the video production process!

What Are Your 3 Key Messages:

    • Many companies try to say everything in one video and end up failing to say anything valuable at all. The easiest way to avoid information overload is to come up with 3 key messages that you want to communicate in your video
    • Why is Your Product Necessary?
    • Why Should People Choose Your Brand?
    • How Do People Start Using Your Brand?

What Is Your Ideal Timeline:

    • It’s important to communicate your ideal timeline while you are in the planning phase
    • This will help avoid missing deadlines as you move forward with the project.

What’s Your Project Budget:

    • Just like the video timeline, the simplicity or complexity of your video project will affect the final budget
    • If you have a specific budget in mind, be sure to communicate that with the video producer.

What Emotions Are You Trying To Achieve:

    • The reason people engage with content is that it makes them feel something, which is the role of the person creating the video and the message it’s trying to portray
    • Whether you want someone digging into their pockets for a tissue and credit card or feeling motivated to click the “buy now” button, that overriding feeling you want to create needs to be reflected in the messaging, the visuals, and overall tone.

What Specific Visuals Should Be Captured:

    • It’s important to consider any key elements, scenarios, or talent that would need to be scheduled during the video shoot
    • If you have a complex and in-depth vision in mind, it might take some time to make that vision come to life.

Hence you need to discuss it thoroughly with your producer!

How Will The Final Video Be Hosted & Distributed

    • Keep the end product in the back of your mind during the video planning process
    • A video will be produced and edited differently based on where you’ll be using it!
    • Are you going to host it on YouTube? Will it link to another video? Is it going on Instagram or in an email? All of the above? You’ll want to tell the audience that either through the audio or graphics within the piece.

Every video project is different, but these questions should give you a framework for both what you want your video to look like and what you want it to achieve!

If you have more questions or you are not sure how to get started, consult a video production team to help think through these strategies, come up with key takeaways, and set plans to produce your video!

10. Conclusion

Video marketing is certainly the most popular strategy for different brands in all industries.

We think this blog post has made it crystal clear that the world’s population can’t get enough videos.

It’s only appropriate to take advantage of this by launching your video marketing campaign.

It is undeniable…

Video marketing is the most effective type of content for promoting services or products online. Being both versatile and profitable, strong, clear video content is the perfect cocktail to boost your conversions!

There are a lot of options to consider, but you’re already ahead of the curve!


Now we want to hear from you.

Leave a comment below, let us know if you are using videos for your marketing.

What type of business have you used video for?

Or get in touch with one of our team to have a chat about how we can create a clever video marketing campaign for you.

Ready, get set, shoot!