Using Video to Transform Your Digital Marketing Strategy

a clapperboard for a video production

“96% of marketers say video helps increase users’ understanding of a product or service.” (HubSpot)

If you’re posting static images or text and wondering why engagement is flat, video might be the missing link. Too many people think video is expensive and complex. But with today’s tools, you can use video—even simple ones—to boost your reach, trust, leads, and conversions. Here’s how to make video central in your digital marketing.

Why video deserves a leading role in your marketing

You might suspect video works—because everyone says so. But the numbers back it:

  • 89% of businesses say they use video marketing in 2025. (HubSpot)
  • 93% of video marketers report that video delivers good ROI. (Dash)
  • Videos on blog posts and landing pages often get engagement rates above 40%. (Wistia)

These stats show video is not a fad—it’s a core medium. Let’s see how you can use it effectively.

1. Choose the right video types for your goals

Video isn’t one format; it’s many. Matching type to goal matters.

  • Explainer / How-to videos
    Use when you want to teach someone. Many people prefer watching to reading. Invespcro reports that 72% of consumers prefer videos to understand a product instead of reading a manual. 
  • Testimonial / customer stories
    Show real users sharing results. That’s strong social proof.
  • Behind-the-scenes / brand story videos
    Let your audience see how you work, who you are. That builds connection.
  • Product demos / features spotlight
    Walk through how something works. Great when prospective customers are evaluating you.
  • Short social clips / teasers
    Quick, snackable content for platforms like Instagram Reels, TikTok, YouTube Shorts.
  • Live streams / Q&A sessions
    Real time interaction. You answer questions, show authenticity, and test ideas.

Pick 2 or 3 types to start. Don’t try to do all of them at once.

2. Plan your video content the smart way

A random video here or there won’t move the needle. Use strategy.

  • Map video to your funnel
    Top of funnel: explainer, behind-the-scenes, brand story
    Middle: testimonials, demos
    Bottom: offers, case study videos
  • Script with purpose
    Start with the promise (“In 60 seconds you’ll learn how …”). Then deliver and close with a call to action (CTA).
  • Optimize length
    Shorter is better. Many marketers find 30 seconds to 2 minutes is most effective. (    Wyzowl)
  • Focus on mobile viewers
    Many people will watch on phones. Use vertical or square formats when needed. Include captions (many watch without sound).
  • Batch your filming
    Film multiple short videos in one session. This saves time.

Tie each video back to your broader content or marketing strategy. Use it to support blog posts, email series, or social campaigns.

3. Distribute your videos smartly across platforms

Creating video is only half the battle. You must place them where people see them.

  • Embed into blog posts or landing pages
    A video in your content increases time on page. People engage more when they see motion, faces, or demonstrations.
  • Use YouTube
    YouTube is a search engine. Use titles, descriptions, tags, and links to drive people to your site.
  • Social platforms
    Post short versions or teasers on Instagram, TikTok, LinkedIn, Facebook. Use native upload for best reach.
  • Email marketing
    Send video clips or embedable previews (or thumbnails) in your emails. Use video subject lines (“Watch this video”).
  • Paid ads
    Use video ads (Facebook, Instagram, YouTube, TikTok). Because video is more engaging, ad spots may perform better than static media.

As you distribute, capture metrics—views, playback rates, click-throughs, conversions.

4. Measure performance and optimize

Use analytics to guide your video strategy.

  • View metrics
    How many people watched? How long did they stay? Where did they drop off?
  • Engagement
    Likes, shares, comments. Those show viewer connection.
  • Click-through / conversion
    Did they click your link, fill a form, buy? That’s your bottom-line measure.
  • Compare across formats & platforms
    Maybe your TikTok clips generate more reach than YouTube full-length versions. Adjust accordingly.
  • Run A/B tests
    Try two intros, thumbnails, CTAs. See which gets higher retention or clicks.

Use insights to double down on video types and formats that perform. Drop or tweak those with poor metrics.

5. Combine video with UGC and content for ultimate effect

Video becomes even more powerful when layered with other strategies.

  • Use user-generated video content (UGC)
    Ask customers to submit short clips using your product. Repost or integrate those. You get authenticity and social proof. 
  • Repurpose video into other content
    Transcribe video into blog posts. Turn clips into social posts. Use quotes in email. This stretches your reach.
  • Tie video to calls to action
    At the end of your video, always give direction: download, subscribe, book a call. 
  • Sequence video in your funnel
    Use email automation to send video lessons, then follow-up messages. This helps with nurture and conversions.
  • Support your SEO & content strategy
    Videos help with dwell time and user engagement. Google sees that as positive for content. Use transcripts and optimize titles/descriptions to also help search.

A Case in Point: a coaching business video plan

  • Goal: Get 100 new email leads in 2 months
  • Video types: explainer, testimonial, social teaser
  • Week 1: Record one 90-second explainer on “How to Pick Your Niche”
  • Week 2: Compile a client testimonial video
  • Week 3: Create short teaser clips (30 sec) for Instagram, TikTok
  • Distribute: embed explainer in landing page, upload full version on YouTube, share teasers on social, send teaser in email
  • Track: views, watch time, leads from video landing page
  • After 2 weeks: see which video or platform gives best conversion, then replicate that type

Common pitfalls and how to avoid them

  • Overcomplicating production
    You don’t need high-end equipment. A smartphone, good lighting, clean audio is enough. Start simple.
  • Ignoring mobile viewers
    If videos don’t display well on phones, you lose most viewers.
  • No CTA
    Without asking viewers to act, you waste the opportunity.
  • No measurement
    If you don’t track what works, you repeat guesses, not good decisions.
  • Too much perfection
    Don’t wait for perfect. Publish, learn, improve.

Final Insight & Challenge

Video can transform your digital marketing—from being just one channel to being a powerful hub. But only if you produce, distribute, measure, and integrate it smartly. Start with one video this week. Pick the simplest format (explainer or testimonial). Publish it on one platform + embed it in your site + share a teaser. Track results to inform your next action. Then do it again, iterating. Over time, you’ll see video become your top-performing content medium.