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Getting Started with Video Marketing in 2021

The much anticipated and awaited 2021 is a year for growth and development. A year to take on new challenges and take your brand marketing to the next level. Our advice? Start with video marketing.

What is video marketing and why do you need it? Well, it’s exactly what it sounds like—using video to market your brand, service or product. The marketing world is constantly evolving; in recent years, video marketing has begun to takeover. Trends now require everyone to have some sort of video content, but this is beyond just a simple post for Instagram. This content can include testimonials, animations, motion graphics, live events, explainer videos, narrative videos, and crowdfunding videos. Now with the increase in video content on social media platforms like TikTok, there are many opportunities to highlight your brand using video. Getting started with video content can be intimidating and hard to navigate, so here are a few helpful tips to get started.

Cinepolis USA is ready to welcome movie-goers back to the theatre with their new and improved Rewards Program. They utilized Lure Digital to create this video that serves as an explainer, a commercial, and a "how to."

Determine marketing goals

Your marketing goal should be specific, measurable and achievable. Having a marketing goal keeps you focused and on track to grow your business. Some examples of measurable marketing goals are to increase website traffic by 100,000, gain 10 more social media followers a day, grow your email list by 50 subscribers or improve conversion rates by 25%. These goals no matter how big or small all have a clear objective and outcome. Research your audience and based on their behaviors, determine what types of video content will help solve their problems. It is important to hone in on your target audience and their needs. Consider the following when selecting your target audience:

  • Age

  • Gender

  • Location

  • Education

  • Income

  • Occupation

  • Marital Status

  • Ethnicity

Establish where your video is going to live

Having a hard time deciding which platform is right for your video? Consider where your target audience spends their time. For example, 62% of TikTok users are between the ages of 10-29, 71% of Snapchat users are under the age of 34, and 62% of YouTube users are men, with the 35 to 55+ audience as its fastest growing demographic. Of course, social media is not the only place where your videos can live. Homepage videos are one of the first interactions customers have when visiting your site. It’s important to give a memorable first impression. Business-to-business brands often use video case studies to generate new sales. These videos act as a direct sales tool by delivering key information to potential clients.

How to create your video

Video marketing can feel like a big investment, but if done correctly, can provide a large return. Production companies and agencies all around the world specialize in creating video content for your brand. They can meet your advertising and marketing benchmarks in both a creative and high-quality manner.

Virbela created a series of in-your-face, direct call out style video ads for their platform. They kept it lighthearted with tone, visuals and music. Video by Lure Digital.

If hiring a professional company is not an option, you can lean on lower quality videos typically found on Instagram or Snapchat. These videos can be filmed on smartphones and require very little production value as long as they are creative and speak to your brand voice. Depending on your brand’s needs, both options can be impactful.

Corpus Naturals leaned in to the "influencer video review" aesthetic to reach their audience organically on social media. Video edited by Lure Digital.

2020 was a year of evolution. Many brands used video marketing to adapt themselves to a new way of living. Carrying on these strategies will be equally, if not more, important in 2021 as the market continues to evolve.

Have more questions about video marketing and how to get started? We’re here to help you with a free consultation to figure out the best video marketing approach in this current climate. Give us a call at 323.596.0606 or email us at


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