You’ve probably heard everywhere that video marketing is the ultimate trend in digital brand presence and communication, right? And it is! But… how do you actually get started? Should you just grab your phone and shoot whatever comes to mind, or try to create a viral TikTok? Not quite. We’re talking strategy here, not luck!

Let’s break it down step by step.

Once you’ve defined your brand’s communication strategy and selected social media as a key communication channel, it’s time to develop a content marketing plan with a targeted series of videos that will serve your goals.

Define Your Goals

Before you even think about picking up the camera, the first thing you need to do is figure out what you want to achieve with the video. Are you trying to impress your audience? Gain new followers? Drive sales? Every video must have a clear objective.

Here are the main goal categories:

• Awareness – Videos that make viewers think, “Oh, I need this!” and connect with your brand.
• Consideration – At this stage, the viewer is actively searching for a solution, and you present them with the best option.
• Decision – Ultimately, you want to stay top of mind for potential customers and show them why your product is the best choice for their needs.

Know Your Audience

We don’t create content for everyone. We focus on our ideal customers because video marketing is not “one size fits all”; instead, its success depends on how well you know and target your ideal audience.

• Who are they? Age, gender, location.
• What are their concerns? What problems, needs, and challenges do they want to solve?
• What entertains them? Which platforms do they spend the most time on?
• What are their search habits and pain points?

Answering these questions will help us build our content correctly and select the thematic pillars.

Creating Content Pillars

This is where we lay our foundation. Creating thematic content pillars is the cornerstone of your video marketing strategy. These pillars help maintain content variety and address all audience needs based on their stage in the marketing funnel.

Let’s break down some key categories:

Educational Content

This pillar is about providing value and educating your audience. Users seek content that helps them solve a problem or learn something new. This is where you build your brand’s credibility and expertise. Educational content can include:

• How-to Videos – Step-by-step guides on how to do something, ideal for guiding your audience through processes related to your products or services.
• Tips & Tricks – Advice on everyday problems or ways to improve users’ lives.
• Guides – In-depth tutorials explaining how to choose the right product or service.

Entertaining Content

Fun and light-hearted videos bring energy and joy, creating an emotional connection with your audience. These videos are usually more spontaneous, showcasing creativity and humor. They represent a more “relaxed” side of your brand and help keep your audience engaged, especially when the content is enjoyable and entertaining. Examples include:

• Behind the Scenes – Authentic and direct glimpses into your brand, production process, the people behind the product, or a “human” side of your work.
• Fun Challenges – Adapting viral challenges or creating your own to encourage audience participation.

Product-Focused Content

This pillar focuses more on promoting your products or services but shouldn’t be overly salesy, as that may drive the audience away. Social media users don’t follow you to see ads but to engage with content that meets their needs and interests.

Product-focused content is crucial because it showcases your product’s capabilities and benefits without being “pushy.” Your audience needs to understand why your product is the solution they’re looking for. Examples include:

• Launch Campaigns – Videos introducing your new product or service and its key features.
• Reviews – Product reviews from users or influencers who have tried and recommend the product.
• Demonstrations – Showcasing how a product or service works to highlight its unique features.

Storytelling: The Power of Narrative

To create videos that drive results, you need to think about the story you want to tell. Here are the key elements:

• Hook – The attention-grabber within the first three seconds to spark curiosity and keep viewers engaged.
• Protagonist – A main character your audience can relate to.
• Conflict – The problem they’re trying to solve.
• Quest – The solution your product/service provides.
• Resolution – The happy ending, where the protagonist achieves their goal thanks to your product or service.

Tip: Don’t forget to track your results! Analytics will show you what works and what doesn’t so you can adjust your strategy as needed.

Ready to Go?

With this strategy, you’re ready to create videos that will not only impress your audience but also deliver the desired results!