Video Marketing Strategy

Awareness Stage

customer notices your message

• getting attention

• stop the scroll

Interest

customer wants to learn more

• telling the story

• Build intrigue and relevance

• Use stories that show a relatable problem, solution teaser, or transformation

Desire

customer develops a preference and intent 

• Showing the benefit

• Include testimonials

Action

customer buys, signups, converts, etc

• Drive conversions by providing offer

• Direct, persuasive message with visible CTA/urgency triggers

Loyalty

build brand community

• Feature customers, staff stories, bts clips

• Encourage comments, shares, co creation

Long-Form Video

 6+ minute main high value piece of content establishing authority 

Long Form Video Types

• Tutorials/how-to

• Thought leadership/interviews

• Brand documentaries/BTS

• Product Demo/Explainer

• Webinar/LiveStream

Mid-Length Clips

1-2 minute highlights

Short-Form Video

 30-60 second shots or 6-15 second micro-clips for social media

Static Content

GIFs, quotes, carousels, etc

Embeds

Putting videos into emails or blogs to engage audiences and improve SEO.

Successful Video Repurposing

must feel native and not recycled

Adapting Reels

• Polished, upbeat,aesthetic

• Use trending audio at low volume under voice

• Concise captions

• Clear transitions

Adapting Youtube

• informative /keyword driven

• Focus on clarity

• Use text overlays for SEO phrases

• Slower pacing

Adapting TikTok

• Casual

• Lead with strong hook/personality

• Use trending song/duet format

• Make subtitles large

Short-Form Script Structure

Hook (0:00–0:03): Show a problem, curiosity, emotion, or outcome.
Intro (0:03–0:07): Explain who the brand is and why it matters.
Main Content (0:07–0:40):

• Deliver valuable content.

• Focus on 1–3 points maximum.

• Use pattern interrupts every 2–3 seconds.

Supporting Evidence (0:40–0:55): Include examples, testimonials, and results.
Call-to-Action (0:55–1:00): Encourage viewers to subscribe, download, visit, or comment.

Long Form Video Structure

Hook (0:00–0:30)
Intro (0:30–1:30)
Main Content (1:30–6:30):

• Use 3 core points.

• Pattern interrupts every 30–60 seconds.

Supporting Evidence (6:30–8:00)
Call-to-Action (8:00+)

Hook Patterns

• Bold Claims

• Problem Call-Out

• Pattern Interrupt

• Visual Surprise

• New vs. Old Comparison

• Urgency

Bold Claims Hook

Big, curiosity-based statements that create intrigue.

- Example: “90% of people are making this mistake at the gym!”

Problem Call-Out Hook

Address a pain point the audience relates to.

- Example: “Struggling to find clothes that actually fit you?”

Pattern Interrupt Hook

Sudden movement, visual contrast, or sound that breaks the audience's expectations.

Ex:- Example: A video suddenly freezes, and someone says, “WAIT! Don't scroll!” 

Visual Surprise Hook

 Bold image, prop, or transition that instantly grabs attention.

Ex :Someone instantly changes from pajamas into a fancy outfit. 

New vs Old Comparison Hook

Comparing a new, better alternative to a common problem or habit.

Ex:“Stop using a paper planner. Try this digital planner instead!” 

Urgency Hook

Creating time pressure. 

Ex: Only 24 hours left to get 50% off!” 

Reward Moments

Deliver Value or Emotion and Keeps viewers satisfied and builds brand credibility by rewarding them for their attention.

• Tip

• Reveal

• Transformation

• Humor

• Emotional Connection

Tip Reward

Provide a quick, actionable piece of advice.

• Example: “3 ways to improve your resume!

Reveal Reward

Show a surprising statistic, result, or transformation.

• Example: “This product increased sales by 50%!”

Transformation Reward

Show a before-and-after scenario or success story.

• Example: Showing someone's fitness progress over 6 months

Humor Reward

Use lighthearted, relatable humor to humanize the brand.

• Example: A funny TikTok about the struggles of working in customer service.

Emotional Connection Reward

Inspire or connect through empathy or motivation.

• Example: A brand sharing an inspiring customer success story.

Soft CTA

Focuses on engagement and encourages ongoing interaction.

• Example: “Follow for more tips!” or “Save this for later!”

Hard CTA

Focuses on conversion by directly prompting viewers to take a measurable action.

• Example: “Shop now!” or “Book your appointment today!

Value Exchange CTA

Focuses on lead generation by offering something valuable in return for engagement or contact information.

• Example: “Download our free template!” or “Sign up for our free challenge!”

3 × 3 Script Method

Simplifies storytelling into 3 mini-beats with 3 concise lines each.

Helps create clear, fast-paced, and engaging videos.

• Lines 1–3: Hook: Grab the viewer's attention.

• Lines 4–6: Value Proposition: Provide valuable insights and information.

• Lines 7–9: CTA: Prompt the viewer to take action.

3 × 3 Script Method Example

Lines 1–3: Hook (Grab Attention)

1. “Struggling with dry skin?”

2. “Tired of trying products that don't work?”

3. “Here's the secret to healthier skin!”

Lines 4–6: Value Proposition (Provide Value)
4. “Hydration is key to healthy skin.”
5. “Our moisturizer keeps your skin hydrated.”
6. “It's lightweight and perfect for everyday use!”

Lines 7–9: CTA (Prompt Action)
7. “Ready for glowing skin?”
8. “Try our moisturizer today!”
9. “Shop now using the link in our bio!”

Audio

Prioritize clean, clear audio before anything else.

• Phone/Mic Proximity: Keep the microphone or phone within 12–18 inches of the speaker.

• Quiet Environment: Choose small, carpeted rooms or spaces with curtains to reduce echo.

• Background Noise: Avoid echoey walls, background hums, and wind noise when filming outside.

Lighting

Use proper lighting to make videos look clear and professional.

• Window Lighting: Sit at a 45-degree angle to a window. Never have the window directly behind you.

• Avoid Overhead Lighting: Creates harsh, unflattering shadows on the subject.

• Extra Lighting: Position a lamp at face height to add light.

• White Balance: Adjust color temperature so white objects appear white.

• USE A 3 POINT LIGHTING SETUP

Three-Point Lighting Setup

• Key Light: Primary source of illumination (window or lamp).

• Fill Light: Softens shadows (light bounced off a wall or white poster board).

• Back Light: Adds separation between the subject and background (light placed behind the subject).

Awareness Stage Metrics

Measures how many people are exposed to your video.

• Views

• Reach:

• Impressions:

Views

Total number of times your video starts playing.

Reach

 Number of unique viewers who saw your content at least once.

Impressions

Total number of times your video appeared in feeds or search results.

Engagement and Retention Metrics

measures how long viewers watch and how interested they are.

1. Average View Duration (AVD)

2. Average Percentage Viewed (APV)

3. Retention Curve

4. Re-Watches

Average View Duration (AVD)

average number of seconds people watch

Average Percentage Viewed (APV)

percentage of the video and the average viewer watches

Retention Curve

Line graph showing where viewers stop watching or drop off

Re-Watches

Percentage of users who watch the video again.

Engagement and Consideration Metrics

Measures how viewers interact with your content and show interest.

• Click-Through Rate (CTR):

• Site Visits (UTMs):

• Saves:

• Shares:

Click Through Rate (CTR)

Percentage of impressions that result in clicks.

Site Visits (UTMs)

Tracks where website traffic comes from

Saves

Show viewers want to revisit content later

Shares

Advocacy metric showing viewers recommend or share your content with others.

Conversions Metrics

Measures how effectively videos generate desired actions and sales.

• Conversion Rate

• Cost per View (CPV)

• Cost per Acquisition (CPA)

• Return on Ad Spend (ROAS)
  
  

Conversion Rate

Percentage of viewers who complete a desired action.

Cost Per View (CPV)

How much advertising money is spent for each view.

Cost Per Acquisition (CPA)

How much advertising money is spent to gain a customer or conversion.

Return on Ad Spend (ROAS)

Measures how much revenue is generated from advertising compared to the amount spent.