ADMedia | Is social media actually social?

Is social media actually social?

The role of video content in social media has become increasingly impactful in recent years. With people’s attention spans dwindling to eight seconds, video has become the most effective content type to capture attention. Platforms like Facebook, once dominated by text-based status updates, have undergone a profound transformation, pivoting towards a video-centric experience. Similarly, TikTok’s meteoric rise has been fueled by its addictive short-form videos, captivating users with visually engaging content.

The shift to video

The appeal of online social networks has always been their ability to merge personal interactions with mass communication. However, the era of status updates is fading – who’s still on X since Elon Musk acquired Twitter? Rather than making public status posts, people are now shifting to video; whether that’s in the form of Instagram stories or TikTok snackable videos. 

This shift is critical because social media serves as the primary gateway to the internet for many. With Facebook boasting over 3 billion users and social apps occupying nearly half of mobile screen time, they have become integral to daily life, consuming over a quarter of our hours when awake. 

In addition to this, IAB Australia reported that 62% of marketers in Australia regard video advertising as the most impactful form of digital advertising. Whether on social media or websites, video has emerged as the unparalleled platform to engage audiences and convert prospects into customers.

How are people using social media today?

Social media today is characterised by reduced social interaction. Inspired by TikTok, platforms like Facebook and Instagram increasingly prioritise AI-curated video content over social connections. Concurrently, user-generated content has started declining in countries including America. Recent studies show that users are migrating to closed platforms such as WhatsApp, WeChat and Telegram. So it is no coincidence that Meta acquired both WhatsApp and Instagram. 

Further to the above, Meta shutting down its news tab in Australia and the US in April will make it more challenging for marketers to share content. Once aspiring to be personalised newspapers, social media platforms now allocate minimal space to news content, contributing to a decline in news sharing among users. This trend jeopardises the public’s access to reliable information, particularly among the younger generation.

With people posting less about their lives, there is a need for more authentic video content. Brands recognise this and are shifting their strategies towards visual content. At AD Media for example, our team tailors social media video to suit scaled video production budgets, delivering authentic and professionally made videos.

To TikTok or not?

The type of content that we get served on apps such as TikTok, is dictated by behaviour-based algorithms that favour shock-value content. TikTok continues to gain momentum because videos convey information quickly and evoke instant reactions from users.

Since the arrival of TikTok, Meta has transformed its own channels by introducing reels on Facebook and Stories on Instagram. As a result, marketers understand this transition and are prioritising video content, leveraging algorithms to curate personalised feeds tailored to users’ preferences and viewing behaviours.

While its addictive content enhances user experience, TikTok might be banned in the US, due to the government seeing the app as a potential national security risk. In fact, governments worldwide are assessing the implications of TikTok on consumers’ data privacy, prompting calls for stricter regulation and even outright bans. 

The importance of video

Influencer marketing along with video content has reshaped the way that marketers craft a marketing strategy. 

From viral challenges to educational tutorials, video content is a driving force behind cultural phenomena and societal trends, shaping the way we communicate and interact online. Additionally, the rise of video has democratised content creation, empowering individuals and communities to share their narratives and perspectives with the world. 

Despite these challenges, the importance of video in shaping the future of social media cannot be overstated. As platforms continue to evolve and innovate, video content will remain a driving force behind digital engagement, shaping online discourse and societal norms for years to come. Whether through entertaining clips or informative documentaries, video has become an indispensable tool for communication and connection in the digital age.

Do you have any questions? Let’s chat!

Are you ready to start the year right and grow your brand with video storytelling? Let’s connect on 0416 022 287 or

ADMedia | 7 strategic video marketing trends to boost your brand in 2024

7 strategic video marketing trends to boost your brand in 2024

As technology advances and markets evolve, businesses need to keep up with fresh video marketing trends to stay relevant. In 2024, video remains a crucial component of marketing strategies for businesses of all sizes, from sole proprietorships to large corporations. A Wyzowl survey revealed that over 90% of businesses used video as a marketing tool last year, and a significant majority of those that didn’t use it, plan to start very soon.

Why is video important in marketing?

Crafting a narrative through video marketing empowers you to create a deeper and emotive connection with your audience. This connection, in turn, facilitates the creation of brand awareness, delivers value, and channels increased traffic to your website. For businesses, this translates to new opportunities to connect with potential leads and increase revenue.

Most importantly, it plays a pivotal role in driving conversions. Video marketing offers a consistently high return on investment, which isn’t changing anytime soon.

Here are some key reasons why:

  • Research has also shown that around 44% of total online video consumption takes place on mobile devices. 
  • Platforms such as YouTube, boasts over 20 million unique monthly viewers, and social media apps have greatly facilitated video-watching on mobile phones. 
  • In fact, the Sandvine 2023 Global Internet Phenomena Report, a reputable source on global application usage and internet traffic, disclosed a 23% increase in global internet traffic. This is due to more individuals instantly accessing video content on the go with high-speed mobile internet and widespread smartphone usage. 
  • In Australia alone, people dedicate around 20 hours monthly to online video consumption, featuring a video ad completion rate of approximately 70%.

In addition to this, IAB Australia reported that 62% of marketers in Australia regard video advertising as the most impactful form of digital advertising. Whether on social media or websites, video has emerged as the unparalleled platform to engage audiences and convert prospects into customers.

So what’s the bottom line?

Understanding how people enjoy mobile videos – short attention spans, vertical formats, and the need for visually appealing content on smaller screens – is key for marketers. By embracing the popularity of mobile video, businesses can connect and engage with their audience more effectively.

Let’s dive into current video trends that are reshaping the digital marketing space in 2024:

1. Short-form videos for quick impact

In 2024, we’ll see even shorter videos (up to 3 minutes). “Short-form” is a general term for the easily digestible or “snackable” content that is everywhere on social media platforms today – from TikTok to Instagram Reels. Research has shown that marketers have 2.7 seconds to capture their audience’s attention with videos.

Most social media platforms now enable short videos that can quickly capture attention and encourage sharing. So it is important to capitalise on the popularity of short-form videos, catering to the short attention spans of today’s audience. 

A few benefits of short-form videos:

  • Easy to watch

Short videos are simple to watch, especially on phones. You can watch them quickly during a break or while waiting in line.

  • Easy to share

Short videos are also easy to share on social media. It’s a great way for people to share their interests.

  • Keeps you engaged

Short videos catch your eye and keep you engaged. People are more likely to watch the full version on YouTube if they watched the social cut. 

This means that video marketers need to capture attention by placing essential information upfront. They’ll also need to use a strong hook and a compelling call to action. In addition to this, it is important to post regularly to keep your audience engaged and crosspost long form videos across various platforms to maximise your investment in video content production.

2. Video SEO

This year, video marketers will focus on video SEO like never before. This involves integrating videos onto your website and optimising all posted video content for search. Video SEO extends beyond Google and YouTube. It is also crucial for content intended for social media platforms. Recent insights reveal that Gen Z primarily uses TikTok as their main search engine.

Video SEO is also instrumental in making your brand more visible and connecting with the right audience. This includes integrating relevant keywords and crafting compelling content. Similar to how search engines evaluate factors like bounce rate and dwell time for web page rankings, they also consider watch time and engagement metrics when ranking videos.

3. Live streaming for real-time connection

Live videos play a crucial role in brand building and building relationships with key audiences virtually. Live videos are distinct and authentic with no room for editing. As a business, you can extend your reach by live streaming in-person events, offering virtual access and tickets. You can also leverage live streaming for real-time connections, featuring behind-the-scenes moments, product launches, and interactive Q&A sessions, resonating authentically with audiences seeking genuine and unscripted experiences.

4. Explainer videos

Explainer videos are a clear, short, and visually appealing way to tell people why your brand is valuable. They’re not like regular ads; they make the viewer feel involved. In a market full of options, an explainer video can make you stand out, getting attention and building a connection with your audience. 

Explainer videos are informative but play a pivotal role when buyers are in the consideration phase of the marketing funnel. This makes complex ideas easily digestible. 

Research has shown that 95% of prospective customers actively choose to watch explainer videos for a more in-depth understanding of a product or service. This means that the majority of buyers want to find out more about a specific product before making a purchase commitment.

5. Customer success videos

Customer success videos emerge as powerful storytellers. These videos are not mere promotional pieces; they are authentic narratives that showcase real-life experiences and success stories related to your products or services.

Genuine customer success stories (such as case study videos) have the ability to create a human connection, allowing your audience to see how your offerings positively impact real people. Through testimonials and firsthand experiences, customer success videos build trust and credibility, setting your brand apart in a market flooded with claims and choices.

By shaping audience perceptions with these powerful narratives, you’re not just conveying information; you’re fostering a deeper emotional connection. Customer success videos resonate with consumers seeking authenticity, transparency, and real-world proof of your brand’s value. As a result, they play a crucial role in building a positive brand image, driving meaningful engagement, and cultivating lasting customer loyalty.

6. Include behind-the-scenes footage

Incorporating behind-the-scenes (BTS) videos into your branding strategy is an effective method for cultivating authentic connections with consumers. BTS content provides a unique glimpse into the heart of your company, unveiling the real stories, people, and dedication behind your products or services. 

This transparency builds authenticity and trust, not just the polished end product but also the challenges you had to overcome as a business. This will make your brand more authentic which is a critical factor when creating a loyal customer base. These authentic, unscripted moments not only showcase your brand’s uniqueness but also cultivate a community of customers who feel a deeper, more personal connection to your product.

7. Immersive storytelling and enhanced experiences

This one is for the more adventurous ones or those in the tech industry. You can improve your interaction with viewers by offering immersive experiences through interactive videos. This will enable your audience to make choices within the video by creating a personalised journey. This trend not only captures attention but also fosters a sense of active participation, keeping your brand front-of-mind.

One way of doing so is by immersing your audience in a virtual realm using 360-degree videos. This immersive format enables viewers to navigate the surroundings from various perspectives, crafting an immersive and unforgettable experience. This is perfect for highlighting locations, events, or offering an interactive tour of your products.

You can also use augmented reality (AR) to showcase products in real-world environments is also becoming more popular. This allows consumers to visualise and engage with your offerings before making a purchase. This innovative approach adds an exciting layer to your brand’s narrative.

Curious or have any questions? Let’s chat!

Are you ready to start the year right and grow your brand with video storytelling? Let’s connect on 0416 022 287 or

ADMedia | AD Media: A year of video production in review

AD Media: A year of video production in review

As the year 2023 draws to a close, we’d like to take a moment and look back on a year filled with creativity, innovation, and impactful video production. The year 2023 came with its fair share of challenges. 

For many businesses, this meant having to re-assess their business objectives. We are thankful to our clients who stood by us and trusted us with their new initiatives. Your trust has been the driving force behind our vision and the backbone of our successful collaboration.

Let’s take a look at some of the key video production highlights that made this year memorable at Ad Media. 

1. My two lives: An award-winning documentary

This year, our film My Two Lives, Creative Responses to the Holocaust won four best short documentary awards and was nominated for 23 international film festivals.

This film explored the remarkable story of Lotte, one of the 500 Holocaust survivors out of the 58,000 Slovakian Jews who were deported to Auschwitz and other camps. Lotte’s kindness, forgiveness and goodness shone despite the trauma she endured during the three years of internment at various camps. 

“The film was very well received by the filmmakers…One young woman filmmaker from New York told me she thought everyone should see this film,” said Barbara Bridge, an Ad Media representative at the Vienna Independent Film Festival.

Our film has done exceptionally well across the globe and we are delighted that Lotte’s message of hope, and understanding has reached and touched so many people from many backgrounds around the world. Combining the theme of creative responses to the Holocaust added a unique way as a film maker in telling Lotte’s story. 

“I feel so lucky to have known Lotte a little and to spending even a short time with her. I will always remember her vivaciousness, her energy and positive attitude despite what she endured. I will never forget her resilience, quiet dignity, and enormous strength,” said Sarita Gold, Director at AD Media. 

Lotte was a remarkable woman, one we will never forget. Her message of resilience and hope is an inspiration for all of us.

Watch the documentary here:

A big thank you to our co-film maker Agostino Marcello, and talented artist Thea Weiss and Johnny Weiss for providing the opportunity to have our film screened around the world. More recently, to honour Lotte’s memory and to celebrate what would have been her 100th birthday, the Weiss family hosted a screening of the film at the Randwick Ritz in Sydney. 

Watch the screening of the event here:

2. Mum For Mum: Empowering new mothers through video

One of our standout video productions this year was our heartfelt journey with Mum for Mum, a groundbreaking organisation dedicated to providing volunteer support to new mothers. To help Mum for Mum raise funds, we produced a video capturing the essence of Mum for Mum’s mission – providing personalised emotional support to new and expecting parents. This video not only served as a powerful tool for fundraising but also beautifully communicated the personalised support offered to expectant mothers during the crucial first year of life.

Watch the campaign here:

3. Lowes: Crafting compelling narratives for a 120-Year Australian legacy

Another key video production was in partnership with Lowes, a leading Australian menswear, young menswear, and schoolwear retail chain. As a family-owned business with a 120-year legacy, Lowes entrusted us to tell their story through video, reinforcing their commitment to quality, affordability, and Australian ownership. With the help of our in-house marketing experts contributing to this campaign, we played a pivotal role in creating engaging social media videos that resonated with the audience.

Watch the campaign here.

4. Keppel Data Centres: Transformative video for cutting-edge solutions

At AD Media, we tailor our services to both small businesses and global companies looking to tap into the Australian market. This year, we partnered with Keppel Data Centres, a premier manager and operator of premier wholesale and colocation data centres across Asia-Pacific and Europe. Our video production showcased their industry-leading services and strategically promoted Keppel across digital channels to leading blue-chip brands, financial institutions and government agencies which demand high availability and minimal downtime to their systems. 

This video became an integral part of Keppel Data Centres’ sales pack. It highlighted the company’s commitment to environmental consciousness and the customisation of data centre solutions for high-profile clients.

Watch the campaign here.

5. Platinum Asset Management: A long-standing partnership

For the past five years, AD Media has been the primary provider for video production and technical live events for Platinum Asset Management. As a trusted partner, we’ve produced ongoing video content for Platinum’s B2B client base, contributing to the firm’s global success in managing over A$16 billion in total funds. 

Find out more about Platinum Asset Management in this case study.

We are also known to work with advertising agencies and other creative directors to create television commercials providing production and producing support for other agencies, brands and production companies including James Squire, James Hardie, Lego and Aldi. Have a look at our portfolio to find out more.

Thank you

To our clients, partners, and the entire AD Media community, thank you for being an integral part of our journey. As we step into 2024, we do so with renewed energy, a dedication to keep pushing creative boundaries, forging meaningful partnerships, and leaving a lasting impact through visual storytelling.

Here’s to a new year filled with creativity, innovation, and shared successes in the AD Media family.

For more information or to discuss your next business initiative, give us a call on 0416 022 287 or email us at

A man in white standing behind a camera.

The art of craft: What are the trends in video content production

Over the past year, we’ve seen advances in technology bringing in tools and techniques that make video production more efficient and cost-effective. Video production has evolved into a space where creativity can coexist with affordability. Forget the notion that compelling videos are reserved for big spenders. Artificial intelligence (AI) and other video trends are quietly redefining the video industry – all without draining your budget. 

Guerrilla videos vs. an experienced video production team

Techniques like guerrilla filmmaking, where minimal equipment is used for maximum impact, are gaining popularity. Short-form videos, live streaming, and interactive content have gained popularity, allowing businesses to create engaging and shareable content without the need for elaborate productions.

But while guerrilla video content can be powerful in influencer marketing, it is not a one-size-fit-all solution. This video trend is characterised by a spontaneous nature which may not be ideal for all businesses. For example if business growth is one of your key objectives, guerrilla tactics may not scale well for larger or long-term campaigns, and the informal style could risk miscommunication with the audience. 

The art of good video is in the messaging and storytelling and you cannot beat the knowledge and experience of experienced film makers. Yes, you will pay more but the results are more long lasting. 

In competitive industries, businesses relying solely on guerrilla methods may find themselves at a disadvantage compared to competitors investing in higher-quality, professionally produced content. This is because while guerrilla videos can offer a sense of authenticity, their unpolished nature can compromise quality and create inconsistencies with established brand guidelines. 

Ultimately, the appropriateness of guerrilla video content depends on a business’s specific goals, target audience, and overall marketing strategy.

So, which video content strategy is best for you?

While guerrilla video content can be a great way to share information, what’s important is whether this is consistent with your brand and whether it’s aligned with your intended distribution platform and target audience.

This is how an experienced production team can bring in more tangible results to your business than a one-man band in the long run. In addition to video production and storytelling, experienced video production companies do their due diligence to align with clients’ business objectives – whether that’s to drive sales, change their brand positioning or build connection with consumers. 

Take AD Media for example, we have strategic marketers on the team who are experienced in trends such as AI. This helps us to look at a project not only from a creative lens, but also from a commercial standpoint.

Using an experienced video content team can bring benefits such as:

  • High production value: Traditional video production typically involves a higher budget, allowing for better equipment, professional crews, and polished post-production processes. This results in a polished and professional-looking final product.
  • Consistency: Professional production processes ensure consistency in quality, style, and branding across different pieces of content. This can be important for maintaining a strong and recognisable brand image.
  • Access to expertise: Traditional production often involves working with experienced professionals in various roles, such as directors, cinematographers, editors, and editors. This expertise contributes to a high-quality end product.
  • Scalability: Traditional production methods are often more scalable for larger projects, such as feature films, television shows, or high-budget commercials.

What about other trends? Is AI getting it right?

AI-driven analytics can further provide insights for businesses to refine their video strategies. In our extensive experience, AI has significantly empowered marketers to make well-informed decisions through valuable data insights. This in turn has enabled us to customise videos precisely to meet our clients’ unique business requirements. When used correctly, this ensures that videos reach the right viewers at the right time. 

The integration of AI in video production streamlines processes like script writing, editing, and distribution. Personalised videos can be generated at scale, providing a cost-effective way to connect with diverse audiences.

At AD Media, we use an AI software tool for personalisation, tailored to clients’ preferences and enhancing viewer engagement. This saves time and eliminates the need for extensive manual editing. 

However, it’s important to note that the current state of AI falls short of successfully generating end-to-end videos. Most proficient filmmakers hesitate to embrace the idea of AI fundamentally because of the irreplaceable human touch in storytelling. 

So while AI tools offer advantages, it’s essential to recognise the complementary role of human expertise.This approach allows us to put greater focus on solving our clients’ business needs, working closely with them to ensure the video content we’re producing supports their business objectives – whether that’s an improved conversion rate or higher brand awareness. We have successfully worked collaboratively with clients, integrating video content into a comprehensive marketing strategy. 

7 practical tips for cost-effective video production

Here are 7 practical tips to keep your video production quote within budget while still leveraging the expertise of a video production team:

  1. Plan thoroughly: Before diving into production, work with your video production team to set out a detailed brief outlining your goals, target audience, and key messages. A well-thought-out plan minimises reshoots and ensures efficient use of resources.
  2. Storyboarding: Work with your video production team to create a storyboard that maps out each scene. This not only helps in visualising the final product but also streamlines the shooting process, reducing unnecessary footage.
  3. Choose the right locations: Opt for locations that align with your narrative but are also cost-effective. Utilise natural settings, consider free or low-cost venues, and minimise the need for extensive set construction.
  4. Leverage natural lighting: Whenever possible, use natural lighting. It not only enhances the visual quality of your video but also eliminates the need for expensive lighting equipment.
  5. Utilise local talent: Explore local talent for actors and crew members. This not only supports the community but can also be more budget-friendly compared to hiring professionals from afar.
  6. Streamline editing process: Work closely with your video production team on the brief. Clearly communicate your vision and provide feedback early on to avoid unnecessary revisions, which can incur additional costs.

The perception that video production is an expensive investment for businesses is rapidly changing. So, embracing current trends, adopting advanced techniques, and integrating AI into the production process can significantly reduce costs while elevating the quality and impact of video content. 

AD Media: The human touch in a tech-driven era

While AI plays a pivotal role, businesses are reminded not to solely rely on automation. AD Media, with its unique approach, combines cutting-edge technology with the human touch. Our service stands out by understanding the individual needs of businesses, ensuring a tailored approach that goes beyond what AI alone can offer.

We can help

To find out more about the type of video that best suits your business needs, reach out to one of our video experts at AD Media. We love working with our clients and delivering specific video content that serves their brand best. Get in touch on 0416 022 287 or email us at

camera operator filming an advertisement

Video Marketing in 2023: The New Normal

Videographers shooting a television commercial

On set for James Hardie TVC

Changing Consumer Behaviour and the New Normal

Video marketing has changed, as COVID-19 has brought about permanent changes in consumer behaviour. Consumers may go through the entirety of the sales process online without ever having a face-to-face experience. They may prefer to do everything from the convenience of their homes. Increasingly, our clients are finding that video content creates a connection with customers during these new changes. 

Building relationships with your customers is a key element to increasing the customer lifetime value; how much they spend over the frontend and back end of the sales cycle. For some financial services companies, this means ensuring that they start investing with you at the start, and that’s built on trust. How can you build trust with a new client, so that they choose to invest with you? The answer lies in a combination of touch points, one of which includes video content to ensure you get your message across in a simple, succinct and fast way. That’s why some of our clients in the FSI sector are using video for market updates, testimonials, ads and even livestreams. 

Go to the Platinum Asset Management case study to learn more about how we pivoted our events strategy to include live streams instead of face-to-face events during COVID-19. We continue to make financial commentary videos in 2023. We make 3-4 videos per month for Platinum Asset Management. 

Video Content and the Australian Consumer

As its name suggests, video marketing is an online marketing tool that is based on the use of audiovisual images, mainly through the Internet, to achieve different objectives of a company’s marketing strategy.

According to a report by Marigold, consumers in Australia and New Zealand are digitally connected at rates that often exceed their global counterparts. There has been an increase year-on-year in purchases from multiple online channels, as well as an increase in the use of mobile devices to view and share content. 

Australian consumers want to receive personalised content and offers from brands they trust and are happy to share their data for it (Marigold, 2023). Creating personalised video content is the best way to engage your consumers, whether it’s via email, YouTube, or social media advertising. You’ll get a better ROI when you use video to explain your products to your audience. It is also crucial to know where your consumers ‘hang out’. According to Allan Dib, founder of Successwise, being in the right channel for your audience is equally as important as the message itself. Video messaging, when placed in the right channel, is bound to bring traffic to your page.  

From a case study done by Marigold of 1054 ANZ customers, 62% have used their mobile phone in-store to research a potential purchase and 58% have made a purchase in-app. According to Hubspot, vertical form video is the way of the future for savvy marketers. 

Major social media platforms like TikTok, Instagram and YouTube have implemented vertical-form videos. These are highly engaging, and you stand to increase your ROI by 500% simply by using this format. Hubspot’s 2023 Trend Report also highlighted that these short videos under 60 seconds performed the best. Marketers also use different strategies to generate leads from their videos; the top strategy being adding links into video ad content on social media channels.

Loyalty programs can be a great way to keep in touch with your prospect list without being annoying. It is a way of rewarding your customers and building strong relationships with them based on incentives. To explain loyalty, video content can be used to quickly explain how your loyalty program works. These are just a few ways in which video can impact consumer behaviour if it is delivered through the right channels. 

Creating Effective Video Content that Sells 

Carrying out your video project effectively is ultimately worth its weight in gold. Short-form videos can be created to build brand awareness, send customers to a landing page, or even provide testimonials. These videos, if done right, can give consumers a feel of your brand, and ultimately build trust through a phone screen.  Let’s look at some stats. According to Hubspot: 

  • 41% of marketers say that overall ROI from video marketing is high, and 23% say that video has higher ROI than other types of content. 
  • Sharing your products through video can be an effective and easy way to increase your reach. 57% of marketers say that this format is easy to create. 86% of marketers say that video is great for teaching customers about your products.
  • 81% of companies that participated in the survey had a marketing budget dedicated solely to video. 


Social Media video content

Behind the scenes for Kraken Rum’s social media campaign.


Behind the scenes with Platinum Asset Management.


How to Create Great Marketing Videos

Realistically, the subject of how to create great, engaging marketing videos is an in-depth, intricate topic that could fill entire shelves of a library.

post production services studio.

Yahoo Pre-record live stream

However, as part of your digital marketing strategy, to create a video that converts, sells, entertains, and informs, whatever your objective may be, there are a few core pillars to remember in the production process.

Target Audience

When it comes to marketing videos, utilise one of the core principles of marketing.

Establish your target audience, research as much as you can, and tailor your video to them.

On social media platforms, there exists a range of fantastic tools you can use to target your videos to your audience, such as Meta Ads Manager.

Brand Message

Figure out what your company is trying to say, what your brand signifies, and what exactly you offer, and bring that to life with a branded video.

A marketing video is a wonderful method to get people aware of the who, what, and why of your brand, but brand videos also need to get your message across effectively.

Educate, inform and entertain.

Make sure everything down to your video editing is on the same page as the people you’re trying to reach with your brand videos.

Marketing Goals/Video Strategy

Camera in action.

As most great marketing videos need planning from pre- to post-production, so does your marketing video content strategy.

Figure out when you’re going to release it, distribution channels, how the sales funnel will look, the final product, etc. According to a survey of 500 marketing professionals done by Hubspot, pre-production takes the most time. This involves brainstorming, writing a script for your video and casting the actors. Once you have done all of this, it’s time to start shooting your video.  If you’re shooting a video series, it’s best to shoot everything at once and then cut the video down into sections using Premiere Pro or another editing program of your choice. iMovie is another alternative. 

Your video content strategy should be well planned out. If you are releasing video content on social media, using a scheduling tool like Meta Business Suite or Buffer can be convenient as the tool will automatically release content for you. These tools also offer analytics which is crucial to measuring your results and tweaking your strategy as you go along. Find what is most successful, rinse, and then repeat.

Plan, plan, and plan again.

Where Should You Focus Your Video Marketing Strategy?

When considering a good video marketing strategy, the first question you must ask yourself is usually: Which network or networks should I focus on when creating and promoting my videos?

There are a ton of platforms out there, but let’s dive into the most prominent video hosting platforms today.


Vimeo and YouTube video channels

Since its creation in 2005, YouTube has without a shred of doubt become the video platform par excellence worldwide.

It possesses a whopping 2 billion active users per month (that’s a lot of potential eyeballs).

Its model is focused on the millennial and centennial generations since they are the ones who consume the most hours of video.

Individuals between 16 and 25 years old consume an average of 9.21h of online video per week (only 6.19h on TV) and those between 26 and 35 years old 8.68h (compared to 7.90h on TV).

The generational change is seen, the older the age, the less consumption of digital video and the more of television. So, we are inexorably heading towards this new audiovisual paradigm.

According to YouTube, more than 1.9 billion users log into the global video platform every month, and more than 1 billion hours of video are watched every day.

Perhaps the most notable stat (only one more I promise!) for marketers is that mobile devices play a crucial role since 70% of views come from mobile.

Facebook (Meta)

In recent times Facebook has received criticism (for several obvious reasons). However, in the social media landscape, it continues to be a presence that shouldn’t be ignored by any social media specialist.

On average, the site generates more than 8 billion daily views of video content, which is more than 100 million hours of video per day

Astonishingly, only 15% of the content is in video format.

Therefore, there remains a vast field of opportunity to take advantage of your potential audience, especially as around 60% per cent of users were quoted as saying they were on the platform to watch videos.

Video is shared on average 89.5 times more than any other type of format, making it the most viral type of content on the platform.

In addition, the native videos of the platform have 10 times more reach than the links to YouTube. So upload your videos on this network, instead of just sharing them from another channel.

Videos between 21 and 44 seconds are the most popular, so keep your marketing video short and sweet!


Originally a platform for sharing photos, for the past decade Instagram has evolved into a major player in the social media landscape, now harnessing a combination of videos, photos, reels, and stories.

It launched its video feature in June 2013 and one of its main features is its brevity: videos were initially limited to 15 seconds, but can now be extended up to a minute.

You can upload videos to your profile feed, stories, reels, live stream, and also on Instagram TV.

In short, you have an enormous audience and a ton of different ways to deliver your marketing videos.

Tik Tok

There’s nothing really to be said about TikTok other than the obvious, They’ve completely changed the game.

live action creative footage.

Facilitating an international TVC campaign

Ever since its inception in late 2016, TikTok has emerged to change the face of social media video with its short, reel-style video format.

Whether you’re a video marketing agency or a business looking to reach new clients and build a brand, it’s hard to ignore the sheer opportunities that lie with getting the right audience on TikTok.

Advantages of Video Marketing

Now that you know where to put your videos, here are a few reasons why putting your videos in the right spots will supplement your marketing objectives greatly.


Video strategy allows you to transmit a message in an original format. Videos that tend to work are those that use the great pillars of storytelling, in the sense they make the user feel something, whether they laugh or cry.

If you make people feel a certain way, then they’re much more likely to remember your message, and most importantly, your brand.

If you’re looking to get your message across in the most customisable way there is, the marketing video is hard to ignore. Create a video that you know will engage your target market with maximum impact, rinse, repeat, and watch your community grow.

It’s Easy (And Gets Around)


Video consumption tends to be easier to consume than reading text for many individuals, so audiences tend to associate it with leisure and are more receptive as a result.

Generally speaking, it’s easier to capture the attention of users with audiovisual content than with text content.

In addition, quality video content is more likely to be shared, compounding higher engagement and even becoming viral.

Purchase: Working on the brand’s video marketing increases conversion. It has been proven that videos help in the purchase decision since they allow a better conception of the appearance and operation of the product or service.


Having a consistent stream of high-quality promotional videos, corporate videos, brand videos, and testimonial videos (you get the picture) will cement your brand as an authority in your niche.

If you possess a prolific library of well-made, relevant videos, then it legitimises your entire business and people will see you as a serious competitor (which means more conversions)

Plus, marketing video production companies operating in the digital sphere will generally be much cheaper than paying for a tv commercial.

Video production can be quite expensive, so getting cost-effective, high-quality marketing video production should always be high on your list.

After all, who doesn’t like a bang for your buck?

Video marketing agency

On set for a livestream event.

Are video production services and corporate video production letting you down?

AD Media has decades of video production experience.  We work with our clients to deliver specific video content that serves your brand best. Contact us for more information on 0416 022 287 or email us at 


Hubspot 2023 Market Trends Report

Marigold Report 

The One-Page Marketing Plan – Alan Dib (Book)