You’re likely already creating and sharing videos – and you’re not alone. In fact, 91% of businesses now use video as a marketing tool. Video marketing involves using video content (from short social clips to detailed webinars) to engage your audience and achieve your marketing goals. Whether you’re building brand awareness, educating your audience, or generating leads, video marketing is a dynamic and powerful tool.

Why do so many CMOs and startup CEOs invest in video? Simply put, it works. Video is a multi-sensory medium that allows you to convey your message quickly and memorably. It taps into viewers’ emotions and attention in ways text cannot. This is why online video now accounts for 82.5% of all web traffic. People want video – and they respond to it.

In this master guide we’ll cover:

Why Video Marketing+ Video SEO Are Crucial in 2025

Learn how they can boost your brand awareness and conversions, how they complement each other and some key differences.

Short vs. Long format Videos

Discover which one fits best with your business goals.

Promote your Video Content

Here we’ll dive into how to optimize your videos to be discovered. Plus, you’ll learn the differences of each platform, key metrics to watch for, and more. 

Does B2B Video Marketing Work?

Short answer: Yes, but not every platform is the best fit. Here you’ll learn all the B2B strategy nuances for video marketing.

Video marketing is essential for success across both B2C and B2B contexts. Here’s why:

• Increases Traffic and Engagement:
  82% of marketers report that video has helped them increase website traffic. Additionally, 84% of marketers say that video content keeps visitors on their websites longer, leading to greater engagement.
  
  
• Generates Leads and Drives Sales:
  Video is a proven lead generator. 88% of marketers credit video for generating leads, and 84% say video directly increased sales.
  
  
• Boosts Brand Awareness and Education:
  96% of video marketers say video has boosted audience awareness of their product or service. It also serves as an effective tool for explaining complex concepts—98% of people have watched an explainer video to learn about a product.
  
  
• Builds Trust:
  91% of consumers say the quality of a video influences their trust in a brand, making video one of the most powerful mediums for establishing credibility.
  
  

In both B2C and B2B contexts, these benefits hold true. Whether you’re convincing a consumer to make a purchase or educating a B2B buyer, video content has the power to engage and persuade.

The execution of video marketing will vary – a TikTok campaign versus a webinar series – but the impact is universal. (This will be explored in greater detail later.)

Video Marketing Is Central to Marketing Success

In 2025, video marketing isn’t just an add-on – it’s central to any successful digital strategy. However, you only reap these benefits if the right people actually see your videos. This is where many teams fall short: they invest in video production (in-house or via a video marketing agency) but lack a strategy to ensure their videos are found. That’s where video SEO comes in.

Video SEO vs. Video Marketing: What’s the Difference?

While video marketing and video SEO are closely related, they serve different purposes. Here's a breakdown:

Video Marketing

Video marketing is the process of creating and distributing videos to promote your brand, educate your audience, and drive results such as brand awareness, engagement, and conversions. It’s about the creation, distribution, and promotion of video content to reach and engage your target audience. Key components include:

• Content Creation: Developing engaging, high-quality video content that resonates with your audience.
  
  
• Distribution: Sharing videos across platforms like YouTube, social media, and your website to reach a wider audience.
  
  
• Engagement: Ensuring your videos engage viewers and encourage actions like commenting, sharing, or subscribing.
  

Video SEO

Video SEO (video search optimization) is the practice of optimizing your video content to increase its visibility and rank higher on search engines and video platforms. Video SEO optimization ensures that your videos are discoverable when people search for relevant keywords. The focus is on making your videos easy to find and valuable to both search engines and viewers. Key elements of video SEO include:

• Metadata Optimization: Ensuring titles, descriptions, and tags include relevant keywords.
  
  
• Engagement Signals: Encouraging viewers to engage with your video through likes, shares, and comments, which influence ranking algorithms.
  
  
• Video Sitemaps and Structured Data: Submitting video sitemaps to search engines to ensure they index your videos effectively.
  
  
• Transcripts and Closed Captions: Including text-based content that improves accessibility and provides more keyword signals for search engines.
  
  

In essence, video marketing focuses on creating content that resonates, while video SEO ensures that content is discoverable and ranks well in search results.

How Video SEO and Video Marketing Work Together

For maximum effectiveness, video SEO and video marketing need to complement each other:

1. Video marketing attracts your audience with compelling content. But without video SEO, your content may remain unseen.
   
   
2. Video SEO makes sure your video appears in relevant searches and gets in front of your target audience. This boosts the visibility and performance of the video marketing efforts you’ve invested in.
   
   
3. Together, they form a comprehensive strategy: video marketing drives engagement, and video SEO ensures that engagement is maximized by making your content easy to find.
   

Core Components of Video SEO

To make your videos work harder for you, focus on these essential elements:

1. Metadata Optimization:
   
   
   • Titles: Use relevant keywords naturally and ensure they’re enticing. Keep titles clear and concise.
     
     
   • Descriptions: Provide a detailed description that includes your target keywords and summarizes the video’s content.
     
     
   • Tags: Add relevant tags to help platforms categorize your video and surface it in related search results.
     
     
2. Engagement Metrics:
   The more engaging your video, the better its SEO performance. Encourage users to:
   
   
   • Like, comment, and share the video.
     
     
   • Watch the video to completion, as platforms like YouTube prioritize longer watch times.
     
     
3. Transcripts and Closed Captions:
   These not only make your video accessible but also help search engines crawl and index the spoken content, improving your chances of ranking for additional keywords.
   
   
4. Thumbnails:
   A compelling, custom thumbnail is crucial. It serves as your video’s first impression, so make it clear, eye-catching, and aligned with the content.
   
   
5. Video Hosting and Distribution:
   Whether you're using YouTube for maximum reach or hosting videos on your website, ensure your platform supports video SEO best practices, such as embedding videos with optimized metadata or using video sitemaps.
   
   

Why Video SEO Matters

Video SEO ensures that your content doesn’t just exist – it’s discovered. With video SEO optimization, your videos will show up in relevant search results, making them more likely to drive traffic, generate leads, and increase conversions. Without video SEO, even the most engaging video content can remain buried beneath a sea of untargeted content.

Stay Ahead of The Curve With Postdigitalist

Ready to make your videos rank higher and reach the right audience? At Postdigitalist, we specialize in alternative SEO strategies, including cutting-edge video SEO techniques. Let us help you maximize your video content’s potential—contact us today and see the difference expertise makes!

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In 2025, marketers are leveraging both bite-sized clips and in-depth videos as part of their video SEO strategy. Short-form videos (think TikTok, Instagram Reels, YouTube Shorts) deliver quick hits of content often under a minute, while long-form videos (YouTube tutorials, webinars, case studies) dive deeper over several minutes or more. Both formats are essential to a balanced video content SEO approach – each serving different audience intents and marketing goals. 

Below, we break down how short-form and long-form video marketing differ and how to capitalize on each for maximum SEO impact.

Defining Short-Form vs. Long-Form Video (2025)

What is the optimal length of a short-form marketing video? (HubSpot Blog Research, 2024)

Short-form video usually refers to quick clips ranging from just a few seconds up to about 1–2 minutes. In practice, many marketers consider the sweet spot to be under 60 seconds – in fact… 

• 42% say 21–30 seconds is the optimal length for short marketing videos
• 32% favor 31–60 seconds for short marketing videos

These snappy videos dominate platforms like TikTok, Instagram Reels, and YouTube Shorts, where vertical, mobile-friendly content thrives. Short-form clips are typically designed for quick consumption, high shareability, and trend-driven appeal.

Long-form video content, by contrast, extends beyond ~3 minutes into the realm of more detailed storytelling. A “long” marketing video might often run 3–6 minutes (the ideal length according to 36% of marketers), or stretch to 10+ minutes for tutorials and webinars. 

This category includes YouTube videos, as well as webinars, interviews, product demos, and other deep-dive content. Long-form videos allow for rich information and narrative – from multi-topic how-tos to case studies – making them suited for audiences seeking more than a quick hit of info.

Audience Intent and Content Goals

Because of their fundamental length difference, short-form and long-form videos typically cater to different audience intents and marketing objectives:

Short-Form Intent 

Viewers of short videos are often scrolling for quick entertainment, inspiration, or bite-sized knowledge. Think of someone killing time on a phone – content needs to grab attention instantly and deliver value fast. As a result, short-form videos excel at top-of-funnel goals like brand awareness and social engagement. They generate quick impressions and shares, riding trends to boost visibility. In fact, short-form video has the highest engagement rate of any video format and was reported to have the best ROI of all social media strategies in 2024, according to Hubspot. However, because they’re brief, these videos can only communicate limited depth before the viewer moves on.

Long-Form Intent 

Audiences choosing long-form videos usually have a purpose – they might be: 

• Researching a product
• Looking for a how-to tutorial
• Interested in a thought leadership talk

These viewers are willing to invest more time, indicating higher intent or deeper interest. Long videos shine for mid- to bottom-funnel goals: educating viewers, building credibility, and even driving conversions. 

For example, a 10-minute product demo or a 30-minute webinar can thoroughly address buyer questions and establish trust. Longer content also has a longer shelf-life – a well-produced explainer or case study can keep attracting views over time, whereas short social clips trend briefly. 

In summary, use short-form to capture attention and spark initial interest, and use long-form to educate, persuade, and convert interested viewers. Next, we’ll compare how to optimize each format – from hooking viewers in a 15-second clip to boosting SEO on a 15-minute tutorial.

Choosing the Right Format for Your Goals

How do you decide between short-form and long-form for your next video project? It ultimately comes down to your marketing goal and the stage of the customer journey you’re targeting:

Brand Awareness & Reach

To cast a wide net and build brand awareness quickly, short-form is usually your go-to. Quick, catchy videos are ideal for top-of-funnel campaigns – they stop the scroll and introduce your brand or message to people who weren’t actively looking for it. 

For example, a startup might use a series of 15-second tip videos on LinkedIn or TikTok to get on prospects’ radar. Short clips also work well for social media ads where you need to hook viewers in seconds. The virality and shareability of short-form can generate buzz and high impression counts. If the goal is maximum eyeballs and engagement metrics (likes, shares) in a short time, lean into short-form content.

Education & Thought Leadership

When your objective is to educate your audience or demonstrate expertise, long-form shines. For mid-funnel prospects who are already aware of your brand, longer videos like how-to guides, webinars, or interviews can answer in-depth questions and position your company as an authority. 

A CMO might host a 20-minute webinar on industry trends, or a product manager might publish a 5-minute tutorial showing a platform’s features – these formats convey credibility and depth. 

Viewers who invest time here are more qualified, so long-form content can nurture them by providing substantial value. Also, complex topics (technical demos, case studies, testimonials) often simply require more time to communicate effectively, making long-form the right choice.

Conversion & Decision-Stage

To drive conversions (sign-ups, purchases, or contact requests), consider a mix of both formats. 

• Long-form videos can directly support conversions by addressing objections and proving value – for instance, an on-demand 15-minute case study video or a detailed product demo can be the final push a buyer needs to convert. These might live on your website’s landing pages or be shared via email to hot leads. 

• Short-form videos can play a supporting role here by re-engaging and driving traffic. For example, a series of 30-second testimonial clips on social media can tease the success stories that your full case study video covers, prompting interested viewers to click through to your site. 

Short-form videos are perfect for attracting attention at the top of the funnel, while long-form videos help nurture leads and close sales further down the funnel. In practice, that means using short content to hook and direct the audience to longer content when they’re ready to learn more or take action.

In many cases, the best approach isn’t one or the other, but a strategic combination. Consider what stage of the buyer’s journey you need to impact most and let that guide your format. A campaign might start with short teaser clips for awareness, then retarget engaged viewers with a longer video or invite them to a webinar for deeper engagement. Always define clear goals – whether it’s views, shares, watch time, or conversions – and let those KPIs inform your choice of short vs. long form.

Blending Both Formats in a Broader Video SEO Strategy

For most brands, an optimal video strategy in 2025 uses both short-form and long-form content in harmony. The two formats aren’t opponents vying for attention – they’re complementary tools in your marketing toolkit. Here’s how to blend them effectively:

Repurpose and Cross-Promote

A smart way to stretch your content investment is to repurpose long-form videos into short-form snippets. For example, if you film a 30-minute panel discussion, you can edit out 60-second highlight clips for LinkedIn or Twitter. Likewise, if your company produces a 5-minute product demo on YouTube, cut a 15-second “sneak peek” for Instagram Reels. 

One recommended approach is to create a substantial long-form video (a webinar, a thought leadership talk, an in-depth tutorial) and then break it into key moments for social media distribution. 

Those short teasers can entice viewers and drive them to watch the full version on your YouTube channel or website. This repurposing not only saves production time, it also ensures message consistency across platforms – your short clips reinforce the same story told in the long video.

Full-Funnel Coverage

By blending both formats, you can cover the entire marketing funnel more effectively. Use short-form videos to feed the top of the funnel – attract new audiences with entertaining or inspirational clips on popular platforms. Then, nurture and educate interested viewers with long-form content. 

For instance, a short TikTok might introduce a problem your product solves in 30 seconds, while a longer YouTube video provides a 5-minute tutorial solving that problem in depth (with your product). Together, this one-two punch guides the customer journey from curiosity to consideration. 

The result is a more holistic video marketing strategy that caters to different audience preferences – some people will follow the breadcrumb trail from a social clip to your longer content, and others might discover the long-form content via search and then follow your brand for shorter updates.

Consistent Branding and Quality

Even though the execution differs, maintain consistent branding and production quality between short and long assets. Executives (and busy viewers) should immediately recognize the style or value-prop of your videos, whether it’s a 15-second clip or a 15-minute episode. Consistent visuals, tone, and messaging build a cohesive brand experience. 

Also, uphold quality standards appropriate for each format – for short videos, that means crisp visuals, subtitles (most people watch mobile videos muted by default), and no dead air. For long videos, invest in good audio, clear editing, and pacing that keeps viewers engaged. If needed, enlist a video marketing agency or in-house video team to ensure your content meets the bar; high-quality videos reflect well on your brand and encourage viewers to consume more of your content across the board.

The Most Important Step: Analytics and Iteration 

Finally, use data to refine your mix of short and long-form content. Track which format drives more traffic or conversions. You might find, for example, that short TikTok videos are bringing a lot of visitors to your site, but it’s the long-form case study video on the landing page that actually convinces them to sign up for a demo. 

Platforms provide metrics like: 

• View-through rate
• Average watch time
• Click-through
• Conversion rates

Monitor these for each video and use these insights to adjust your strategy. Perhaps you’ll discover your audience responds better to 30-second how-tos than trendy dances – or that your 10-minute webinars are too long and a 5-minute video works better. The key is blending formats based on evidence. By continually optimizing, you ensure that your video SEO strategy remains efficient and effective, delivering ROI at both ends of the content spectrum.

Turn Views Into Impact With Postdigitalist

You've already invested in video—now it’s time to make it work harder. From YouTube SEO to short-form discoverability, we build video SEO strategies that match your business goals. Let Postdigitalist help you amplify reach, engagement, and conversions.

Contact us today to get started.

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Promoting video content effectively across channels is a powerful way to boost visibility, drive traffic, and improve SEO performance. An effective video SEO strategy can amplify your content’s reach. The key is to optimize how and where you share videos – from social media to your own website – so they engage audiences and signal value to search algorithms. Below we break down tactics for both B2C and B2B contexts, with recent data and examples to guide your approach.

Social Media Strategies

Social media platforms are often the first stop for promoting videos. Each network has its own culture and algorithm, so tailor your video marketing tactics accordingly. A thoughtful social distribution plan will promote your video content widely while also improving video content SEO through increased engagement and brand visibility.

Tailored Content per Platform

Every social platform favors different video lengths, formats, and discovery features. Optimizing your content for each channel will maximize watch time and shareability:

• TikTok: Embrace ultra-short videos. Keep clips around 10–15 seconds, as user engagement drops sharply after ~15 seconds. Vertical format (9:16) is a must. TikTok’s algorithm rewards videos using popular audio and hashtags. In fact, using targeted keywords, popular hashtags, and relevant trending audio can help your TikToks rank higher in in-app search. Short-form video SEO is now critical given TikTok’s rise as a search engine; Google’s own data shows nearly 40% of Gen Z prefers TikTok or Instagram for search over Google (making TikTok SEO an important new frontier).
  
  
• Instagram Reels/Stories: Focus on concise, eye-catching clips. Although Reels allow up to 90 seconds, the highest engagement is typically on videos 30–45 seconds long. Use vertical full-screen format. Add engaging captions with a few relevant hashtags (e.g. branded or trend-specific tags) and consider trending audio for discoverability. Instagram also now analyzes keywords in your caption and even your video’s on-screen text – so include key terms about your topic (e.g. “video marketing tips”) to help the algorithm understand and surface your content. This keyword focus is increasingly important for Instagram’s own SEO.
  
  
• LinkedIn: Audiences here expect more professional, educational content. Short 30–90 second videos work well for quick insights or announcements, while thought leadership interviews or case studies can run a few minutes (up to ~5 minutes) if they provide value. Prioritize clarity and information – e.g. a how-to snippet or a data highlight – as LinkedIn users seek industry-relevant content. Use descriptive captions (LinkedIn allows longer text) and relevant hashtags sparingly. A compelling, insight-rich video on LinkedIn can position your brand as a trusted authority, indirectly boosting SEO via increased brand searches and website visits.
  
  
• YouTube: As the second-largest search engine, YouTube favors longer-form content and strong YouTube SEO practices. Aim for videos that thoroughly cover a topic – 3 to 10 minutes is a good range for tutorials, demos, or interviews. Optimize titles, descriptions, and tags with relevant keywords (just as you would a blog post), since these factors drive YouTube search rankings. Chapters and transcripts can also improve discoverability (and double as on-page text if you embed the video on your site). Watch time is crucial on YouTube; hook viewers in the first 5–10 seconds and deliver value consistently to keep retention high. A well-optimized YouTube video not only can rank in YouTube search, but also appear in Google’s results (especially if you secure a spot in the video carousel).
  

Cross-Posting Strategically

Repurposing videos across multiple social networks is smart, but it requires strategy. Each platform’s audience and “native” style differ, so adjust the presentation rather than simply copying and pasting:

• Adapt for Platform Norms: Minor edits go a long way. Change the caption tone and length to fit the network – perhaps more hashtags and a casual tone on Instagram, versus a more professional summary on LinkedIn. This respects platform culture and can prevent your content from feeling out of place.
  
  
• Avoid Watermarks & Duplicate Look: A crucial tip is never to repost videos with another platform’s watermark (for instance, the TikTok logo) visible. Not only do watermarks make the content look recycled, but algorithms may down-rank it. Instagram has explicitly hinted that Reels re-uploaded from TikTok (watermark and all) will get less visibility. In short, make the video look native to each app – use each platform’s features (stickers, captions, etc.) where possible instead of a one-size-fits-all post.
  
  
• Timing and Frequency: Stagger your cross-posts based on when your target audience is active on each platform. For example, you might post a new how-to video on YouTube first, then share shorter teaser clips to LinkedIn and Instagram the following day during peak engagement times. This sequencing can create a funnel – audiences see the teaser on social media and click through to your YouTube or website for the full video, boosting overall traffic.
  
  
• SEO Implications: Cross-posting itself doesn’t harm SEO – in fact, it expands your content’s digital footprint. A video that lives on YouTube, Twitter, LinkedIn, etc. gives you multiple touchpoints for search engines to index and for users to encounter your brand. Just be mindful of user experience: ensure each post directs viewers to a next step (e.g. a link to your site or the full video). While Google won’t penalize you for having the same video on YouTube and on your blog, you might want to customize titles/descriptions to target platform-specific search trends (e.g. “YouTube SEO tips” on YouTube vs. “Video marketing strategy for CEOs” on LinkedIn).
  

Driving Audience Engagement

Social algorithms today heavily prioritize content that generates strong engagement signals. In other words, videos that earn lots of likes, comments, shares, saves, and replays tend to be shown to more people, creating a positive feedback loop. To capitalize on this, actively encourage interaction and make videos that spark conversation:

• Trigger the Algorithm with Interactions: Engagement is essentially the currency of social media visibility. Platforms like Instagram “hold likes, saves, and shares in the highest regard” when deciding what hits the Explore page. A post with many saves (a strong signal that people found value) and shares (people deemed it worth passing on) will be prioritized over one with just passive views. Likewise, TikTok’s search ranking factors include video completion rate and engagement metrics (likes, shares, comments) – these heavily influence whether your video shows up for a given search or on more For You pages. In short, the more users engage, the more the algorithm amplifies your video, which in turn boosts your video SEO within that platform.
  
  
• Respond and Foster Community: Engagement is a two-way street. As your video gains comments, make sure to respond and converse when appropriate. Prompt replies (even a quick “Thanks for watching!” or answering a viewer’s question) can encourage even more engagement. Active community management signals to platforms that your content sparks meaningful discussion. This can lead to higher post visibility, as the algorithm perceives your channel or page as one that users enjoy interacting with.
  
  
• Leverage “Save-able” Content: Particularly on Instagram, saves are a powerful but often overlooked engagement metric. People save videos that are informational or inspirational to revisit later. Consider creating content that viewers want to save (e.g. a list of tips, a compelling story, a tutorial with step-by-step info). High save rates can boost a video’s ranking in feeds since the algorithm reads it as content with lasting value.
  

In essence, engagement-driven distribution is the new SEO on social platforms. By designing videos that prompt interaction and by actively engaging back with your audience, you improve your content’s chances of being widely seen. That increased visibility can translate to more profile visits, more link clicks, and ultimately more traffic to your site or YouTube channel.

Embedding Videos

Don’t limit your video’s presence to social media – embed videos in your own channels like your website, blog, and email campaigns. This not only increases video views but also enhances on-site engagement metrics that support SEO. When visitors spend more time on your content, it sends positive signals to search engines about your site’s quality and relevance.

On Blog Posts and Web Pages

Incorporating videos into your website content can yield significant SEO benefits. Why? Videos are engaging – they catch the eye and encourage visitors to stick around longer. User dwell time (how long someone stays on a page) and bounce rate (whether they leave immediately) are known behavioral signals that search engines consider. An embedded relevant video can dramatically improve both metrics.

In Email Marketing Campaigns

Email remains a powerful channel to drive traffic and nurture leads – and adding video into the mix can substantially boost your email performance. While most email clients won’t play a full video inline, you can use clever techniques like embedding a video thumbnail image or an animated GIF that looks like a video, which then links to the actual video on a landing page or YouTube. The mere presence of a video (or implication of one) can yield impressive results:

• Higher Click-Through Rates
• Improved Open Rates
• Enhanced Engagement and Conversions

Encouraging User Interaction

One of the most effective ways to amplify your video’s reach is to actively encourage viewers to interact and even create content of their own. When people engage with your videos – be it through comments, shares, or even responses – it not only increases that video’s performance, but also builds a community around your brand. Here we cover tactics for driving interaction: from strong calls-to-action that guide viewer behavior, to inventive incentives like contests or Q&As that spark participation.

Compelling CTAs in Videos

Every marketing video should serve a purpose in your broader strategy, and a clear call-to-action (CTA) ensures that viewers take the next step. A video without a CTA is a missed opportunity – you’ve captured attention, now guide the user on what to do with that information or inspiration. 

Tailor the CTA to where the video sits in the customer journey. For example, an awareness-stage video (top of funnel) might end with “Learn more on our website” or “Follow our LinkedIn for updates.” This invites interested viewers to continue engaging without asking for too much too soon. Mid-funnel videos (consideration stage), like product demos or case studies, can have stronger CTAs such as “Download the full e-book for details” or “Sign up for a free trial.” And for bottom-funnel or retention videos, you might prompt “Contact sales for a custom quote” or “Share your experience in the comments.” The key is the CTA “should convey the video’s main goal and strategy depending on which stage of the funnel the video is used for.” In other words, decide what you want from the viewer (a click, a signup, a share, etc.) and align it with their level of interest.

Also, track how viewers respond. For example, if you have a “Visit our site” CTA, check your web analytics for traffic coming from that video or platform. Low response? Perhaps the CTA wasn’t compelling enough or wasn’t placed at the right time. You might experiment with placing a mid-roll CTA (after you’ve provided some value) versus only at the very end, to catch more people. 

Backlinks and Sharing

Promotion for SEO isn’t complete without looking beyond your own channels. When other people or websites share and link to your video content, it amplifies your reach and sends powerful trust signals to search engines. Just as traditional SEO values backlinks to your webpages, backlinks to your videos or pages with videos are SEO gold. In this section, we’ll explore how to encourage sharing and linking – effectively turning your viewers and industry peers into promoters of your content.

Backlink Building for Video SEO

Backlinks remain one of the strongest ranking factors in SEO. The logic is simple: if reputable sites link to a piece of content, it must be valuable or authoritative. This applies to video content as well. Earning links and embeds for your videos can boost their ranking on platforms like YouTube and help your overall site SEO if those videos drive traffic or are embedded on your domain.

For example, if you interview an expert or team up with a partner for a webinar, those guests are likely to share the video on their site or social channels (often linking back to you as the host). These collaborations can naturally earn backlinks from the partner’s audience. Similarly, participate in roundup videos or respond to popular video themes – when people compile “best of” lists or sources, your video could be included with a link.

Remember, each backlink is a vote of confidence for your content. Not only will links improve a video’s chances of ranking on Google, but on YouTube, external traffic (views coming from outside YouTube via links) can boost the video’s performance in algorithmic recommendations. A diversified traffic source profile is healthy.

By implementing these promotion strategies, you ensure your videos don’t sit in a silo but rather work as a holistic part of your SEO and marketing strategy. From social media tailoring to on-site engagement and community interaction, each tactic reinforces the others. The end result is a robust video marketing approach that not only increases views and engagement in the short term, but also builds long-term search visibility and brand credibility. Busy executives and marketers can take these insights – or partner with a specialized video marketing agency – to systematically promote video content and reap the rewards of better SEO and business growth.

Your Video Content Deserves to Be Found

Creating videos is just the beginning. Whether you're publishing tutorials, campaigns, or social clips, we help brands like yours unlock discoverability with a tailored video SEO strategy. Postdigitalist brings the insightto help you grow. Book a call to learn more.

In this section, I’ll share my first-hand experience helping a B2B sales training company to dive into video marketing.

TL;DR: 

1. The challenge was to grow the brand’s digital footprint and diversify brand awareness channels
2. The solution was to create a series of educational videos on Youtube and repurpose content on social media
3. The results were improved brand awareness, an increase in inbound leads, and a higher conversion rate

The challenge

The company noticed they were not leveraging their digital presence and wanted to get ahead of competitors that were in the same situation.

Up until that point, they had done well with little to no content marketing. The company had been around for 11 years, so the director was a well-known and trusted figure in the industry. They had an empowered sales team with great networking capacity, so prospects were mostly aware of the brand. Another interesting indicator of solid brand awareness was that more than 55% of their website traffic was direct. 

However, the digital landscape was growing fast and a new generation of salespeople that didn’t know the brand first-hand was arising. Hence, the challenge was to grow the brand’s online footprint and reach those new prospects. 

The goals for our marketing campaign were:

• Establishing YouTube as an awareness-generating channel
• Leveraging video to grow in followers and engagement across social media channels

The solution

So far, the company was using social media to post photos of sales training sessions and share institutional messages. Sales tips were also rare treats. Video was only used to promote their services on their website, and no actual team member appeared on those videos.

In order to gain their new prospects’ trust, we had to create relevant educational videos that displayed the team’s expertise in professional sales. 

We created a series of videos that were:

• Focused on specific sales topics and explained the subject in 4-8 minutes
• Starred by the company’s director, who was already the face of the company and was able to express the concepts with clarity and expressively
• Recorded in the company’s offices. Not only because they were the same rooms where their in-person training took place, but also because they had very luminous and calm spaces
• Hosted on Youtube and linked on LinkedIn, Facebook, and Instagram
• Repurposed in different formats to create new posts for social media

The results

Ever since we released the first educational video in 2019 and began implementing the content marketing plan consistently, the company began to generate more inbound leads.

The main marketing channels grew exponentially and the goal of maintaining and diversifying brand awareness sources was met. 

Here’s a quick look at our results:

• The company’s Youtube channel accumulated 3,000 hours of watch time and grew its subscriber base by 800%.
• The company’s LinkedIn presence grew its followers by 200%, resulting in new leads and conversions.
• The company’s website continued having a high percentage of direct traffic, but it received 4x more inbound leads than ever before.

Our Top 5 B2B Video Marketing Best Practices

Now you know what video marketing is and how B2B brands can use it to grow. In this section, we’ll dive into 5 B2B video marketing best practices you should keep in mind before the camera starts to roll.

We recommend you:

• Choose your platforms carefully
• Combine content formats
• Repurpose your material
• Use video to humanize your brand
• Set SMART goals & KPIs
  

Choose the right platforms

Your brand doesn’t have to be present everywhere, only on the channels that matter the most to your target audience. This principle applies to video marketing too. But it’s also important to choose platforms where video content is well-received and actually pays off.

According to Hubspot, short-form video platforms like TikTok and Instagram Reels have a 71% rate of effectiveness. However, the latest Vidico’s study found that 45% of respondents agreed that Youtube is the best platform to host videos and get the best marketing results.

Combine Content Formats (Beyond Video Marketing)

The best is to create rich content experiences by combining your formats.  For instance, you can use video to introduce and briefly explain a concept, and go in detail in a blog post. And, if the topic allows it, you can even complement those two formats with an interactive resource, such as a checklist or quiz.

In a landscape overcrowded with low-quality content, finding actual educational resources that go beyond expectations is not only refreshing for leads but highly valuable.

Repurpose

Video is one of the most effective formats to explain concepts and share experiences. But producing videos can be a very resource-intensive task.

Make the most out of every video you produce by repurposing that content through different marketing channels. For example, you could select some highlights and generate short clips for Instagram reels, or write down the video’s key takeaways and turn them into a slideshow.

But be careful with brand consistency. Naturally, there’ll be some slight differences in tone when adapting content for different platforms, but your brand has to remain recognizable across channels and formats.

Use Video to Humanize Your Brand

Done is better than perfect. And no, turning your brand into a personal brand is not the only way to do this.

Creating videos is an opportunity to make your company feel tangible, credible, and transparent. You can do this by:

• Giving a literal voice to the brand
• Putting a face to the brand, either through a real person or an animated character
• Showcasing the human team behind the company
• Showing the process behind a product or service

Set SMART Goals & KPIs

Even though video is easier than ever to produce, it can still be quite expensive. So, you’ll want to be able to:

• Measure your video marketing campaign ROI
• Learn what type of video works best for your business goals

That’s where setting SMART Goals and KPIs comes into play.

“SMART” is an acronym that stands for Specific, Measurable, Achievable, Relevant, and Time-Bound. 

Here’s an example of a SMART goals list:

As you can see, the first campaign goal is about problem-solving. This implies that there’s been some research made before setting this goal.

Boost Your B2B Video Marketing Strategy

In conclusion, B2B video marketing can be a powerful tool for businesses to reach more people, increase brand awareness, and increase sales. 

With the right approach, businesses can leverage the power of video marketing to engage their desired audience in a way that feels genuine and valuable.

But, is your blog up to par? Complement your video marketing efforts with a powerful blogging strategy. Discover our content marketing services.

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In this section, we’ll share some frequently asked questions surrounding video marketing.

How can video marketing be used to increase website traffic?

You can definitely leverage video marketing to attract new users to your website.  This type of marketing helps you expand your presence to new channels and get more engagement from the social platforms you're already on. 

What are the benefits of video marketing?

There are many benefits to video marketing, including increased visibility and engagement, improved SEO, and better conversion rates. Videos can be used to educate viewers about products and services, showcase expertise, and build trust with potential customers. Additionally, videos can help to build relationships with customers and followers, which can ultimately lead to more sales and more loyal customers.

How can I measure the success of my video marketing efforts?

There isn’t a universal way to measure video marketing success. Audience metrics can be relevant to measure your video marketing’s impact. But, in some cases, these values will just be vanity metrics. Before you get started with video marketing, decide what you want to get out of it, and set well-defined KPIs & SMART goals.

What types of video content should I create?

There isn't a go-to type of video content that works for all companies. For instance, some brands benefit from running vodcasts (video podcasts) covering customer stories, while others thrive on video tutorials. Regardless of which formats you adopt, something's for sure: You should always repurpose your content. 

How often should I post video content?

Most brands leveraging video content will publish new material once a week. However, which publishing schedule's best for you will depend on both audience and operational factors. For instance, if your audience doesn't disengage after a few weeks without content and you can only manage to publish once a month, this schedule may be what's right for you. As always, consistency is a must. So choose a sustainable content creation rutine. 

What platforms should I use to promote my videos?

The platforms that you use to promote your videos should be based on your target audience. YouTube is the most popular platform for video content, and it can be a great way to reach a large audience. Depending on your goals, you can use Facebook, Instagram, TikTok, and Twitter to share video highlights.

How can I optimize my video content for SEO?

Optimizing video content for SEO involves using relevant keywords in the video title and description, as well as structuring the video to answer genuine user questions. Additionally, you should use attractive thumbnails and titles, and link to other related videos and content when possible.

What kind of budget do I need to create effective video content?

There isn’t a one-fits-all answer to this question. Which budget you should allocate to creating video content will depend on the type of material you’re creating, the platforms you’re targeting, and the type of ROI you expect. If you’re creating simple videos for YouTube, you may be able to do it for under 4 digits. If you’re creating more sophisticated content, you may need to allocate a larger budget.

What are the best practices for creating successful video content?

We recommend you strategize around platforms and user needs, repurpose your material and set SMART goals.

Additionally, go for done over perfect. Don’t be afraid to sound spontaneous, and let your personality show. 

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