What Is Video Marketing? How to Make Videos That Attract Viewers

More and more businesses are investing in video marketing. From short ads on TikTok to detailed tutorials on YouTube, video is becoming a powerful advertising tool for reaching customers. So what is video marketing and how do you do it to take your brand recognition to a new level? Let's find out together with MONA Media in the article below.

What Is Video Marketing?

Video marketing is the use of video to promote and market a business's brand, products or services. It is a powerful tool that lets businesses reach potential customers in a livelier, more visual way by combining images, sound and story. Video marketing is not a standalone marketing strategy but part of the marketing strategy as a whole, helping businesses connect and communicate effectively with their target audience.

Video also plays an extremely important role in the customer's buying journey. It helps businesses guide customers from brand awareness to a purchase. At each stage of the journey, from awareness and consideration to decision, video provides detailed information, guidance, or even inspiration for consumers. Video marketing not only raises awareness but also keeps customers interested and connected over the long term.

There is no fixed formula for video marketing length; it depends on the purpose and how the message is delivered. For example, TVC are usually short and concise to make the best use of TV airtime. Meanwhile, company introduction videos or event videos run longer to convey full information about the business.

One example of video marketing is the campaign “Đi để trở về” by Biti’s that ran over 8 years. The brand wove stories of family and homeland, deeply held Vietnamese values, into its sports shoes. Thanks to this approach, the campaign created a strong ripple effect and left a deep impression on consumers.

Why is video marketing important?

Video marketing has proven indispensable in modern marketing strategy. Statistics on video consumption trends in 2025 make this clear:

• 91% of businesses now include video marketing in their marketing strategy.
• 95% marketer recognize video as a core part of their overall marketing strategy.
• Video accounts for 82% of global internet traffic, showing the format's strong ability to capture the attention of customers and consumers.

One of video marketing's standout strengths is its ability to build a strong emotional connection with customers. Video can convey emotion more effectively than any other content format. By combining images, sound and story, video can touch viewers' emotions, helping them feel the value and message the brand wants to share. This builds a lasting bond and ties customers closer to the brand.

Compared with static content like images or text, video marketing not only grabs attention but also helps customers understand and remember the content more easily. Video can also recreate the product experience vividly and make customers feel closer to and more trusting of the brand.

>>> Guide to setting up a video recording studio in just 2 seconds, from MONA's CEO & Founder

Common types of video marketing today

As you can see, the benefits of video marketing are undeniable. To get the most from it, know how video marketing is classified by two main criteria: by purpose and by media platform.

Video marketing types by purpose

Depending on the specific purpose, a business can choose the video marketing types that deliver its message most effectively, including:

Product/service introduction videos

This is one of the most common video types, helping businesses present their products or services visually. Video marketing services usually recommend short videos with simple language to attract customers easily. This format not only raises brand recognition but also increases conversion rate purchases.

Product introduction video format

Branding Video

Unlike product introduction videos, videos about Branding focus on building an image through the business's story, vision and core values. Video marketing services often use this format to raise recognition and customers' trust in the brand.

Product/service tutorial videos

This type of video focuses on showing how to use the business's products or services. It is especially important for technology products, software, or products with complex features. Tutorial video marketing usually prioritizes visuals corporate photography, product and service demos, or clips that describe things visually and in detail, so viewers can easily take in the information.

Animated videos

Using 2D, 3D animation or motion graphics, animated video conveys messages more creatively. Animated videos suit businesses that offer abstract services such as finance, insurance or technology. They are also a popular choice when producing video marketing to raise customer engagement.

Videos that provide information and introduce the company

This format helps businesses share their mission and core values or present their history and key achievements. Authentic footage builds a strong connection between brand and customers and adds to the company's credibility.

PR videos, for shareholders or investors

This type of video is used to share information on the company's finances, development plans or key achievements. In investor relations, video marketing services can help businesses convey information more clearly and professionally.

Recruitment videos

In recent years, recruitment videos have become an effective tool for attracting talent. Rather than just posting a regular job ad, recruitment video marketing shows company culture and job descriptions more clearly and motivates potential candidates.

Classification by media channel

By media channel, video marketing can be divided into several formats depending on the platform and how customers are reached. Below are some common categories for producing effective video marketing.

Video marketing on YouTube

YouTube has long been a leading platform for video marketing. Businesses can create their own channel to share content or use YouTube ads to reach potential customers. With its huge user base, YouTube is a top choice for professional video marketing services.

Video marketing on Instagram

Instagram offers several video formats such as Stories, IGTV and Reels, letting brands engage with customers quickly and visually. It is an ideal platform for reaching younger customers with creative, short content.

Video marketing on Facebook

Facebook is still a powerful platform for effective video marketing. Businesses can post video on personal pages, fanpages, groups, or run video ads to increase reach to potential customers.

Video marketing on TikTok

TikTok is currently the leading short-video platform. Businesses can produce short-form video marketing to grab attention, go viral easily and reach customers in the most natural way.

Video on the company website

Rather than depend entirely on outside platforms, many businesses embed video on their official website. Building video marketing on a website makes a business look more professional, keeps visitors on the page longer and supports conversion. 

Video in email newsletters

Email is not just a communication channel; it can also include video to raise engagement. Some email campaigns containing video have proven highly effective, with conversion rates rising sharply. It is also a smart way to do video marketing, reaching potential customers in a personalized, low-cost way.

Outdoor advertising video

This format includes video shown on LED screens in shopping malls, fairs, exhibitions and so on, raising brand recognition. A particular benefit of outdoor video marketing is that it can reach thousands of people every day.

See how MONA has turned video marketing into a tool for winning customers, building a brand and closing orders in an emotional, natural way, using only authentic footage. Click the video to watch now!

Benefits of video marketing

It is fair to say video marketing is consistently more compelling than traditional marketing such as images or plain text. Beyond directly affecting customers' buying behavior, video marketing is also an important strategy that helps businesses personal branding, attract customers and grow revenue. Here are the reasons video is an “ace” you cannot ignore:

Boost engagement and interaction

Want customers to interact more? Video is the answer! Research shows that the engagement rate of video is up to 135% higher than that of images. Video has a special pull that makes viewers stop and spend more time learning about your brand.

Video also has the ability to go viral at a very high rate. An engaging video can be widely shared, reaching millions of people with your message without ad spend. When customers stay on your website longer, you have more chances to convert them into real customers. Video helps increase the time users stay on your page.

Improve SEO and discoverability

Do you want your website to appear at the top of Google? Video can help! Video marketing content draws huge traffic and significantly improves the ranking SEO of your site. Users spending more time on the page thanks to video also raises organic traffic by up to 18%. Video also improves keyword indexing, so your keywords are found faster and more easily on search engines.

Higher conversion rate

Imagine a landing page with a clear, visual video that can help raise conversion rate by up to 80%! Video not only grabs attention but helps customers understand the product or service and decide to buy quickly. In email marketing, adding video can raise click-through rate by 200-300%, turning dry emails into much livelier, more engaging ones. And the most impressive figure: 87% of marketers say video directly increases sales. This shows video's strong effect in driving purchase action.

Expand your reach

With more than 2.5 billion monthly users on YouTube, your video can reach an audience far larger than you can picture. The algorithms of social media today's platforms consistently favor video over images or text, which makes your content much easier to spread widely. Video is easy to share and distribute across platforms such as YouTube, Facebook, Instagram, TikTok and your own business website, which extends your reach to potential customers as far as possible.

Much higher ROI (return on investment)

Video marketing is proven to be one of the content formats with the highest ROI. As evidence, 92% of marketers report a positive ROI from video. Video production costs keep getting more affordable, so businesses can save money and still get outstanding results. Investing in video is worthwhile and brings sustainable returns.

How to make engaging, effective video marketing in 5 steps

Many people think marketing video takes a big investment and a lot of effort. In practice, with a sound strategy you can make an engaging video without a large budget. Below is a detailed guide to making a marketing video, so you can build an effective campaign in just 5 basic steps.

Example: the "Anh trai goodnight" campaign is a textbook marketing video that covers every step: choosing the right insight (losing sleep at night), activating the fandom of male idols to voice a private worry, and placing the product feature in the most important moment (night) without forcing it. By following clear video marketing steps (a clear goal, a deep understanding of Gen Z, an emotional story, high-quality content and distribution on the right channels), Kotex not only won brand reach but also kept challenging gender stereotypes with an impressive, thoughtful communications campaign.

To see how these video marketing steps worked in Kotex's recent campaign, let's go through them one by one:

Set a clear goal

To run effective video marketing, you first need to define clearly what you are aiming for. Do you want to raise brand awareness, attract your target customers' interest, or grow business results? With a clear direction, producing marketing video becomes easier and more focused.

Example: in the "Anh trai goodnight" video marketing campaign, Kotex's goal was to raise awareness of the Kotex Overnight product and nurture "Brand Love" among Gen Z women, while also normalizing the topic of menstruation from a male point of view.

Understand your target customers

To build successful video marketing, understanding your target customers is the key factor. Take the time to research them and ask yourself: who are they, what are their interests, what content do they care about? This helps you make videos that connect with and attract your brand's target audience.

Example: Kotex understood its target audience very well: Gen Z women who stay up late because they worry about leaks. They are fans of male idols and like being cared for in subtle ways. This insight opened the way to the "oppa lullaby" idea, which fits the mindset of teenage girls.

Build an effective message

Every marketing video needs a strong, memorable message. Make sure the message is not only clear and concise but also able to stir emotion. One effective way to make marketing video is to tell authentic stories that speak to viewers' feelings, so they feel understood and come to trust you.

Apply the 5A framework to video marketing

Example: Kotex set a clear message, "Reset worry to zero, sleep well with your oppa", told through a midnight lullaby music video in which idols Quang Hùng MasterD and Dương Domic play "national big brothers" wishing viewers good night, with Moon Cushion technology woven in at the most sensitive and important moment, the night.

Create quality content

Beyond good visuals and big effects, marketing video needs careful investment in content. Write a script that feels natural, relatable and genuinely valuable. The more creative the content, the better its chance of spreading on social media.

Example: Kotex released the music video "Anh Trai Goodnight" at midnight on March 8, with moonlight and soft-bed visuals. It followed with vertical clips, the "roll around without leaking" dance challenge, CapCut templates and, in particular, the "Đêm Vô Lo" (Worry-Free Night) livestream selling with the idols. Every content format kept the same calm "moonlight" tone to keep the identity consistent.

Set targeting and distribute video across platforms

After producing quality marketing video with professional providers such as Production house, remember to use suitable keywords, write an appealing description and pick an eye-catching thumbnail to increase reach. Also choose the right platforms (Facebook, YouTube, TikTok and so on) and use ads to reach the target customers you are aiming for.

Example: in Kotex's video campaign, the brand chose TikTok as the main channel (hashtag challenge, duet, reaction), supported by Threads, fan communities and press PR, plus commercial livestreams that closed orders while emotions were still high. The results were very good: the campaign became the hottest topic in the sanitary pad category in March 2025 and received a lot of support and praise for helping normalize the conversation about women's menstruation.

Notable video marketing trends today

Recent years have seen a boom in marketing video trends, bringing big opportunities to businesses in every field and industry. Here are 6 standout marketing video trends you should not miss:

• AI-generated video: AI is changing video production, making it possible to create high-quality video at a reasonable cost in a short time. Platforms such as OpenAI's Sora can generate video from text, opening up huge potential for content creation.
• Silent video: With 92% of users watching video with the sound off, adding subtitles and optimizing content for silent viewing is a fairly effective way to make marketing video, raising engagement and making sure the message gets through in full.
• Mega Livestream: Multi-platform livestreaming has helped brands reach large audiences, create engaging experiences and spread widely. It is an ideal trend for online events and product launches.
• SEO video: As Gen Z changes how it searches, optimizing video SEO on platforms such as TikTok is also an approach to marketing video worth considering.
• iTVC: Short video dominates social media, grabbing attention quickly and delivering the message directly. This is a trend you cannot ignore in your future video marketing strategy.
• Video 3D/CGI: 3D and CGI technology deliver vivid experiences that blur the line between real and virtual. Outdoor ad campaigns using CGI are creating a new wave, drawing attention and leaving a strong impression on audiences.

5 “golden” tips for engaging video marketing

Video marketing has become an essential tool in the digital world. To make your video not only look good but also truly reach viewers and deliver business results, apply these 5 tips:

Build a story that touches viewers

In video, sometimes "the picture says it all" better than words. With 85% of people watching video on social media with the sound off, you should prioritize the following:

• Move from "telling" to "showing": Focus on visuals, expressions and clear subtitles to carry the main message.
• Build a deep emotional connection through video storytelling: For a video's story to really touch viewers, build a character or situation they can easily relate to. The video should reflect true, familiar sides of life, such as challenges, feelings or dreams viewers may meet in real life. As the story unfolds, viewers see themselves in each scene, which creates a strong connection.

Invest in marketing video production quality

A high-quality video shows professionalism and also keeps viewers watching. To get there:

• Plan in detail: A clear script, a detailed storyboard and a specific shot list save a lot of time and make sure the video is coherent and turns out as intended.
• Lighting and sound are key: Good lighting makes video sharp and natural. Use a quality microphone to record clear sound and remove noise, because poor audio can ruin an otherwise beautiful video.
• Apply the rule of thirds: Place the main subject at one of the intersections of the "rule of thirds" grid to create a balanced, harmonious composition that draws the viewer's eye.

Optimize length and content when building marketing video

In an age of information overload, audience attention is precious. Make your video as easy to digest as possible:

• Keep videos short: Ideally, a video should run 15 to 60 seconds to keep viewers from getting distracted. For ads, the core message should come across in the first 5 seconds.
• Break content into parts: For tutorials or complex explainers, break the information into easy-to-follow parts, each focused on one main idea. This helps viewers follow along and remember it.

Use an effective CTA (call to action)

However good a video is, it loses value without a clear call to action, so when making marketing video make sure it has the elements that prompt action:

• Place the CTA in the right spot: The end of the video is the ideal time for a CTA, when viewers have taken in all the information and are ready to act.
• Use strong verbs: Phrases like “Explore now”, “Sign up for free” or “Get the offer" will push viewers to act.
• Create urgency: Add limits on time or quantity such as "Today only” or “Limited stock" to encourage viewers to decide right away.

Distribute video to the right platforms and audience

Producing good video is one thing, but distributing it the right way is what decides success:

• Identify the right platform: Find out where your target customers spend their time: Facebook, YouTube, Instagram, TikTok or LinkedIn? Each platform has its own traits and formats, so adjust your video to fit.
• Optimize for each platform: For example, Instagram favors short videos in square or vertical format, while YouTube suits longer videos in horizontal format.
• Use paid ads wisely: To boost results, use each platform's ad tools to target potential customers precisely, which helps you control costs and improve campaign performance.

Today, if you don't know how to use and understand what marketing video is, you are missing a very big opportunity to generate revenue and raise your brand. Among the endless content on the Internet, only videos that are creative and engaging enough make viewers stop and remember. If you want to tap the potential of marketing video production but don't know where to start, take a look at some marketing video production services from professionals to make sure your content attracts viewers and performs at its best.

≫ See more:

• TV commercial (TVC) production
• Corporate commercial film production services

If your budget doesn't stretch to a full shoot with staging, there is another route: custom AI video production. The parts that need to be real are still filmed for real, while AI handles the backgrounds and staging, usually at about a third of the cost. If you would like to try it yourself first, read AI video generation tools.