Harness the Power of Video

By | Jun 5, 2018

Video continues to be an important—and growing—part of marketing strategies around the world:

  • 81% of businesses use video as a marketing tool — up from 63%, the number reported in the 2017 survey.
  • 99% of those who already do use video, say they’ll continue to do so in 2018.
  • 65% of those who don’t currently use video, say they plan to start in 2018.

*statistics from the fourth annual State of Video Marketing Survey

Your customers expect quality in all your communications and the ubiquitous nature of video now means they also expect quality video. Why? Just look at the figures: YouTube’s watch time has been growing 60 percent year over year, and Facebook doubled its daily video views from four billion to eight billion within just six months in 2015 (April to October). Assuming Facebook’s video growth continues at this rate, daily video views (including Facebook Live) will remain at more than 64 billion views per day.

Overwhelmed? Wondering how you’re going to fit video creation in with all the other marketing you’re doing? Don’t stress! Start by following these easy steps:

  1. Begin with a storyboard. As the old adage goes — measure twice and cut once. It’s far easier to do a basic “sketch” of an idea on paper before going down a rabbit hole of options in complex software.
  2. Always include a Call to Action. What do you want your viewer to do after they watch your video? Go to a website? Download something? Send you an email? Vote? Not vote? Be clear.
  3. Keep it simple. Depending on the digital platform, you may be restricted by time limits. Generally, people aren’t going to watch something longer than a few minutes, although there are always exceptions to that rule!
  4. Follow your other brand standards. Keep fonts, colors, overall “vibe” and quality level the same as printed materials.
  5. Find the right video editing tool. There are lots of options to fit your budget and available time. New (and often free!) tools make it easier and easier to do great quality video—fast.

Here are a few tools to get you started including what they are best used for and samples of videos made using the tool:


Simply share your screen and hit record. It seamlessly integrates sound and video, spitting out a high-quality mp4.

Cost: Try it for free

Great for: Narrated PowerPoints and basic how-to videos

Cons: Without other editing tools you only get one take so make it count!

Learning curve: Low

Sample: Liquid Motion Website Navigation


Easy to use video tool that integrates with Unsplash for royalty free stock images and photos.

Cost: Try it for free

Great for: Basic blogs, announcements, something you’d say in text with an image on social

Cons: You don’t control the transitions so sometimes using your own specific images is worse than the stock

Learning curve: Low

Sample: Cats of Istanbul

Adobe Premiere and After Effects 

The “Hollywood” level of video editing. You can do anything with these tools!

Cost: Not cheap, although monthly subscription pricing makes it more affordable than ever before

Great for: High-quality videos that need to be perfect and specific

Cons: You really gotta know what you’re doing, or it will look terrible and take forever

Learning curve: Steep

Sample: EBAA Face to Face

Even more tools, all of which you can try for free!

While you don’t need professional video recording equipment for most video editing tools (your smartphone will often do the trick!), if you do any voiceovers make sure to get a decent microphone that will decrease whistling, cracks and pops.

Need more help setting up and implementing your video marketing strategy? We’re here to help! Contact us today.