May 21st, 2021

5 Minutes To: Video Content

Video content is one of, if not the most popular and impactful types of content. In fact, according to Hubspot, adding a video to your landing page can increase your conversions by 80%. This isn’t surprising, most videos are, by nature, attention grabbing and entertaining.

Videos have been gaining popularity for years, spurred on by the increasing ease and decreasing expense of watching and, more recently, creating content. From the early days of YouTube in 2005 to the meteoric adoption of TikTok in 2019/20, video content has risen in popularity. The rise of new social media platforms also seems intrinsically linked to their ability to host and distribute video content. In fact, with the advent of TikTok, we’re seeing a whole generation of users who are primed to expect content in a video format, so we can anticipate consumer demand to drive this forward. 

Free video content is also a key component of any good inbound marketing strategy. It allows you to educate your consumers without going for a hard sell, and in a way which they’re already consuming their content. You’re able to set yourself up as a trusted source, which will keep your audience coming back again and again.

So, with video set to form a significant part of marketing strategies moving forward, what should enterprising marketers be looking at and including in their plans?


Unboxing and Product Videos

Unboxing and Product Videos are a fantastic opportunity to share more about the look and feel of your products, and the experience that users get when they open your product for the first time. This can be created and marketed by the brand itself, or by using influencers in paid or unpaid product promotions.

Experience is a huge part of what builds loyal customers who keep coming back, so if you can show off your unboxing experience and show potential customers exactly what they’ll get when they buy, as well as special features or offers and perhaps most importantly, you can show off your company ethos. We’ve spoken at length about the importance of authenticity in your marketing strategy and video content is a great way to communicate your brand identity. 

Unboxing videos naturally lend themselves to an influencer strategy, as you can use your strategic partnerships to create mutually beneficial content. The influencer gets to build their brand, deliver content, as well as test out products, and you get to reach a whole new audience through someone they trust; leading to those conversions.



We’ve said it before and we’ll likely say it again: people buy from people! Whether that’s a personal recommendation or a good review, consumers like the benefit of other people’s experience. If you have positive reviews (which we’re sure you do!), then finding ways to highlight these will only benefit you. 

Some businesses will find it easier to create video testimonials than others. We often find it easier to record video testimonials with other businesses, customers, or installers who can star in their case studies. Recording customer testimonials can be more of a challenge, but there are workarounds: using voice actors to read anonymised reviews over B-Roll footage from your archives, for example.  


Building a Strategy

When you’re building your video marketing strategy, start by working out what will best showcase your product and brand. Have you got a great packaging design and attractive product? You’ll want to look into creating unboxing videos for your products. Bonus points if you have an influencer you can partner with! The aim of the game is to pick a video content idea that fits naturally into your brand’s wheelhouse, that’s not to say something you’ve done before, but rather a strategy that feels logical for you. 

The next step is to figure out what you want to achieve with these videos. If you’re selling a smart home device then you might want to focus on the device first and then create case studies of the device in situ. Think about why people will watch your video and what they are looking to learn; the size, the colours, maybe the ease of installation?

Once you have your goals, the final step is to break them down. Create a step-by-step plan that includes the production of your videos and then the plan to distribute them. It’s all very well and good creating a beautiful video, but if no-one can see it what’s the point? Developing a great deployment strategy is integral to the success of your video content. 


Have a question about creating your own video content, or not sure where to start? Get in touch with us at