Online Video Marketing Secrets From The World's Best Marketers

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Online Video Marketing is on the radar of the most prestigious marketing experts.

The worlds most amazing marketing minds are all using online video in ways that increase conversions and engage people in brand new ways.

After months of diligent research for UpMedia’s own understanding of where things are going, we’ve compiled ten of the best online video marketing quotes and strategies!

My advice is to pick your favourite, and see how you can incorporate it into your next video marketing campaign.


1. Relate To Their Passion

According to an expansive study we conducted with Omnicom Media Group, video viewers want content that relates to their passions.

– Tara Walpert Levy | VP, Agency and Brand Solutions at Google

Here’s how you do this.

Pick one ideal client, and become their raving fan. Do for them, what you wish you could do for all your clients, but can’t.

Don’t just follow them on social, engage, interact, and really invest time in their passion.

What you learn from this, you can incorporate into your online video marketing.

This will make a smash hit video that ALL your clients relate to with their passions.


2. Trigger Curiosity

Giorgio Delucchi, President of Audi Canada (and a very prestigious brand), loves using online video marketing to identify with their audience and attract new clients.

YouTube is a key communication channel for Audi in Canada, enabling greater reach of content with an engaged audience.

Giorgio says there are being 3 main things a video can do to trigger curiosity.

Online video marketing needs to be timely, contextual, and informative.

Essentially it has to be relevant to what’s on people’s minds if it’s going to trigger curiosity.

A great video has stopping power and tells a relevant story for the audience.


3. Tell The Client’s Story

Bernice Clark, former SVP for digital and strategy at Macy’s, believes that you need to make sure your ideal client is a powerful component in your online video marketing.

Video, done in an engaging and relevant way, allows a customer to see themselves in the moment and connect in a meaningful way.

This is achieved very simply with one strategy.

Make your customer the hero of the story. Stop making the video about you. Make it about them.

When you do this, your customer actually gets drawn into a narrative they connect with.

After years and years of online video marketing for large corporations, I’ve seen too many people want to make videos that brag about their benefits.

But people don’t care how much you know until they know how much you care.

A video that places your client as a hero, is worth watching!


4. Increase Quality

Droga5 is a world-famous advertising agency, and they make some of the best online video marketing on the planet. There is a lot we can learn from them.

Their creative director has noticed this about video production quality.

There’s been an increase in the quality of content on YouTube. People are starting to understand what it means to tell a story in an engaging way.

– Brandon Pierce | Creative Director at Droga5

The overall quality of videos is increasing because of two factors.

With the influx of new camera technology and lighting and sound becoming more attainable, videographers are able to produce higher quality HD video and audio than ever before.

Cinematic production value used to be reserved for Hollywood. It’s far more achievable now.

People are using better and better camera gear to shoot and produce high-quality videos.

This means that things have gotten competitive.

It’s not just the camera equipment. It’s the amount of time and energy put into the production.

So, what does this mean for you?

Does it mean that you need to sink more and more money than ever before into video?


You will require a budget to get your video/s done, however, if your story and script are powerful, you can create an impactful video that gains attention online.

So start with putting the focus on how to make a video concept that inspires your audience, and the production costs will fall into place.


5. Meaningful Interruption

Tracey Cooke, VP Marketing at Nestle talks about how online video marketing can often be an interruption, but that’s not necessarily a bad thing.

Create with care, remember who is watching, and I cannot stress enough the need for relevance and context to ensure the interruption is meaningful.

The key here is to make sure your content is relevant.

How do you do that?

One way to spot relevance is to know what’s currently trending in the world of video advertising. If you’re willing to see what brands are doing to create success, you’re halfway there.

From there, it’s about making sure your video matches your brand values. When you find something that’s trending, how would your brand do it differently?

Is there a certain theme or spin you can put on it?

If a question like this leads you to more confusion, you should reach out to a video marketing company and get some fresh ideas and inspiration.

6. Become Gender & Culturally Diverse

There is a MASSIVE demographic of gender and cultures that feel misrepresented in the media. Studies are coming out that show the increase in video views with content that represents diversity.

There’s an appetite for stories that truly reflect the diversity of our world. Brands that respect that diversity will earn the trust of their audiences?

Geena Davis | Academy award winner and philanthropist for gender in media

If you’re looking for a secret weapon to create more relevant content than ever, this is it!


7. Inject Life and Playfulness

This is where comedy videos can really make a difference. Videos that are based on a concept will stand out over the average video that doesn’t really attempt anything different.

Brands who find ways to inject life and playfulness back into social media, whether through short, viral content, live video or inventive challenges will lead the pack in 2020. 

– Ryan Holmes, CEO Hootsuite

Yes, there is some risk involved, such as how you want to approach humour, but at this point, there is a vast catalog of humorous videos that have succeeded.

The simple rule of thumb here is to use satire over silliness. Satire can still be professional, while silliness and self-deprecation for the sake of humour are far riskier.


8. Ask Compelling Questions

The most effective way to improve your video engagement is by asking viewers a question.

– Jonathan Aufray | Growth Hackers

This can be done with a promotional video, or a video vlog, or even a Facebook live.

Whichever type of online video marketing you are using, make sure you ask questions that provoke thought.

Many strong video ads begin with a powerful question to agitate a pain point and hook your audience.


9. Strong Call to Action

Make absolutely sure that your online video marketing ends with a strong call to action.

Strong creative that has an enticing call to action allows you to both build your brand and drive business results with video.

– Sadie Thoma | Director, Creative Agency Development at Google

Personally, I prefer to call it a Call to Adventure, because from a story perspective, you are asking the hero of your story (your client) to go on an adventure with you to defeat the dragon and create a better world.

You can always keep it simple, and flash your website at the end, but how can you challenge yourself to think outside the box? Is there some slogan, or a mantra that calls to them more specifically?


10. Tell A Story In Sequences

If you really want to build engagement in your online video marketing, you can spread out your story over a series of videos. Youtube and Google Ad-sense have a way to lead viewers through a sequence of videos, that have been very successful.

By combining short (as short as 6 seconds) and longer videos, you can generate more engagement than a one-shot video ad.

This new feature lets you string together ad creative. You can pivot, react, and you can take consumers down a different path depending on which ads are working for them.

– Diya Jolly Director | YouTube Product Management

Using this tool, the newest Assassin’s Creed video game created four 6 second bumper ads that were taken from a longer trailer. They had a massive success rate, with a 375% boost in searches for the longer trailer.

Adidas created similar campaign success for the Nemeziz soccer shoe, and experienced a 317% lift in product interest.


Just getting started with video? Check out the S.A.V.E.

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By Anthony Madani

Anthony is the Director at UpMedia Video, and an expert at Video Marketing, with a rapidly growing business. He’s spent over 18 years in media production, from award winning television shows (on Netflix and HBO), to producing ads for large corporations such as Toyota, Flight Center, and Canada Life.

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