Marketing Week has published a beginner’s guide to video marketing.

This guide covers:

On creation of a video strategy, MW team says, “Devising an effective video strategy is no mean feat. Although the barriers to entry are lower for brands compared to other media channels such as TV or cinema, marketers must think carefully about the type of video content they produce, the audience it is aimed at and the platforms on which it is shared.

Although marketers can create and publish videos with relative ease, they should aim to take a scientific approach to their video strategy. For publisher Time Inc that means looking at the data rather than doing things on a hunch.

The publisher has also experimented with a range of different video formats across its brands. Look magazine, for example, creates tutorials and has used shoppable Facebook Live videos to help monetise partnerships with brands like Asos and Benefit Cosmetics”.

Video marketing: A beginner’s guide

Marketing Week

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