What Is Video Content? 9 Steps to Video Marketing at Scale

Have you noticed that almost every social platform now prioritizes content made as video? From YouTube and Facebook to TikTok, all of them encourage users to make video content to boost reach. No longer a passing trend, video content has become a powerful tool for brands to reach customers quickly and effectively. In this article, let's MONA Media look at the details of what video content is as well as how to make engaging, effective video content that helps your brand leave a strong mark on the market.

What is video content?

Video content is a type of digital content that uses video to deliver information and messages to viewers. It is a content marketing format that is increasingly popular because it attracts and holds audiences better than text or images alone.

Video content is not just a trend. It is a powerful tool that helps businesses keep viewers longer and boost engagement naturally. Watch the video below to see how Hung and MONA make impressive, distinctive films that deliver a professional message to customers:

→ Read more: What is video marketing? Steps to make a video marketing

The importance of video content in a marketing campaign

Video content has become one of the most powerful tools in marketing. According to research by Hubspot, using video as content can raise engagement on sales pages by up to 47%, and nearly 87% of businesses say their sales have grown significantly thanks to using video content in marketing strategy Video content not only reaches audiences quickly but also gives a brand the chance to tell stories, create emotion, and connect deeply with customers.

In practice, investing in video content production solves several important marketing problems, such as making a product or service easier to understand and accept, and above all keeping viewers watching longer. Below, we look at the three main benefits of video marketing: attracting target customers, boosting engagement and brand recall, and finally raising ROI.

Attract target customers

Video content gives businesses strong appeal with target customers, especially when it combines emotion, motion graphics, and sound. Knowing how to make engaging video content helps viewers absorb your message, sparks curiosity, and makes them want to learn more about your product or service. Short, smart, creative video content grabs target customers' attention from the first seconds.

According to a Wyzowl study, 84% of consumers say they were convinced to buy after watching a marketing video. This shows video content can be an extremely effective tool for persuading potential customers, especially when the message is presented clearly and attractively.

Boost engagement and brand recall 

One of the biggest benefits of video marketing is the ability to boost engagement and brand recall. A striking video easily grabs attention and creates a more vivid experience than other marketing content such as text or images. This helps viewers remember your brand longer.

According to Insivia, consumers retain 95% of a message in video compared with only 10% for text. Video delivers a message not only through words but also through visuals, sound, and emotion, leaving a much stronger and deeper impression.

Moreover, ads, product introduction videos, and customer testimonial videos are easy to share on social media, extending the brand's influence and connecting with a large number of potential customers.

Higher ROI

According to Wyzowl's 2024 research, 93% of marketers say video content marketing delivers a higher ROI (Return on Investment) than other types of content. Because it delivers messages quickly, visually, and in a shareable way, video content is becoming an essential part of effective marketing campaigns.

A typical example is Pandora's video campaign, where they used video marketing to introduce new jewelry collections. The result was a 61% ROI on purchases and 42% of new customers. This proves that investing in video content not only lifts revenue but also widens the customer base and builds customer loyalty.

Moreover, video marketing production brings long-term benefits, as video content can be reused and redistributed across many platforms, continuing to attract potential customers and add value from marketing campaigns.

To better understand the real value of video content in a business, watch the real story from MONA, where video is not just a communication tool but has become part of the culture and an effective “weapon” for closing sales.

Popular types of video content today

Video content has become an essential part of many brands' marketing strategies. Depending on the campaign goal and the audience, there are many kinds of video to grab attention and drive engagement. Below are the popular types of video content, with successful examples from real campaigns.

Product/service introduction videos

A product or service introduction video is a powerful tool for presenting features, benefits, and how to use a product, helping customers easily understand the value it brings. For example, Sunsilk's new product launch in the Philippines succeeded by using an introduction video combined with a livestream, encouraging consumers to join travel activities and share their experiences. This promo video not only introduced the new product but also connected consumers with the brand through real experiences, creating a strong bond.

Tutorial videos

A tutorial video is a very popular form of video content, especially in tech and consumer goods. These videos give detailed steps that show viewers how to use a product or service easily and effectively. Brands that use tutorial videos not only help customers understand the product better but also build trust and loyalty.

Example: a video showing how to use the new features of a mobile app, helping users get started and try the product without difficulty.

Video testimonial

A testimonial video is one of the most effective ways to build trust with customers. Instead of just talking about the product, testimonial videos are usually built from the real stories of customers who used the product and saw the results.

A standout example is Dove's campaign “Real Beauty” in which they used testimonial videos from real women, instead of professional models, to share their views on true beauty. Testimonial video content helped Dove avoid being seen as using cliché advertising tricks, and so built trust with customers.

Video livestream

Livestream is an increasingly popular trend, especially in e-commerce and retail. Brands can connect directly with customers, introduce products, answer questions, and even sell right in the livestream video. Thanks to livestream sales stars, many businesses have seen big jumps in revenue. Big brands in China and Vietnam, for example, have recorded strong revenue growth from livestreaming, and it is also a way to build a close relationship and interact directly with potential customers.

Example: In Vietnam, livestream sales stars have risen like a storm with record-breaking sales, such as Vo Ha Linh earning 237 billion VND in one livestream session, Pham Thoai selling 58 billion VND in a 12-hour session, and Quyen Leo Daily reaching 100 billion VND in 17 hours. These numbers show the power of livestream in attracting viewers and driving revenue.

Video viral

A viral video is made to spread quickly across social platforms, grabbing attention and sparking wide discussion. This kind of viral video content is usually entertaining, shocking, or has an element of surprise that easily catches viewers' attention.

Example: The “Harlem Shake” campaign created a global craze and helped the brand make a splash in a short time. Starting in August 2012, DJ Baauer composed an instrumental track “Shake Harlem”, and then a video with a unique dance was posted by Filthy Frank and set off a global craze. Viral clip runs 30 seconds and has two parts: first one person dances alone while everyone pays attention, then everyone joins in with strange moves when the music changes. The trend spread strongly, drawing millions of views, even with the Norwegian army taking part. Harlem Shake was not just an entertainment phenomenon but proof that spontaneous, funny content can easily spread on social media and become big viral content.

Other types of video content

Besides the video content types above, there are a few others that also work well for different communication goals:

• Short video ads (Short Ads): Ads of 15-30 seconds, a good fit for platforms like Instagram and TikTok.
• Video behind-the-scenes: Videos that show the production process, behind the scenes, or the real life of the brand to feel close and genuine.
• Event videos: Videos that record a brand's events or promotions, helping viewers feel the buzz and energy of the brand.

A 9-step guide to building “explosive” video content

Now that you have an overview of what video content is, you probably want to know how to make video content simply and effectively to get the most out of this tool. Here are 9 steps to make video content in detail, so you can start building your brand right away.

Step 1: Choose the video topic

This is the first and most important step, because it decides everything you do next to run effective video content. To pin down what to produce, answer these questions:

• Which customer group are you targeting in this marketing campaign?
• What problems is your target customer facing?
• What does your customer want and need when searching for information on video platforms?
• With today's video content trends, which type of video will catch your customers' attention most easily?

Once you have clear answers, you can easily sketch your target customer and create video content that fits their needs and problems.

Step 2: Set an overall strategy for the video

Once you know your target audience, the next step is to build the overall strategy. This gives you a clearer view of how to make video content that is engaging and effective. Key points to consider:

• Video style: Decide the style up front. It can be serious, funny, human, or satirical. From there you can come up with ideas that fit the message you want to deliver.
• Video structure: Decide the format you want: interview, storytelling, monologue, or group discussion. Each format changes how you produce the video and what the content looks like.
• Visual feel: Choosing animation, transitions, or motion graphics makes your video livelier. Also think about effects that keep the video attractive and easy to follow.
• Music and sound effects: Don't forget the audio. The opening and ending should have fitting sound to add emphasis and keep viewers engaged. Pick sound that matches the video style so it feels consistent and professional.

Step 3: Name your video series

When you start making video content, the name of the series is an important factor in catching your audience's attention. Here are some tips for naming a series so it stands out and fits current video content trends:

• Use the brand name: If your brand already has a steady customer base, using the brand name in the video boosts recognition and builds trust with viewers. For example: “Nike – Everyday training solutions”.
• Show the video style: Name the video after the style or spirit you want to convey. This clarifies the message and builds a connection with viewers. For example: “Connecting with love – Viettel spreads happiness with you”.
• Culture and trends: Combine cultural elements or trending video content ideas to attract interest. For example: “AI video creation tools“.
• Keyword: For professional videos, using popular industry keywords that potential customers are searching for is a great strategy. For example: “How to build a successful YouTube channel”.

Step 4: Decide video length and distribution platform

When creating video content, deciding the length and where to post is vital for the best results. Each platform has its own ideal video length, which helps your video reach and hold viewers more easily.

Example:

• How to make TikTok videos should be short, from 15 seconds to 1 minute, to grab viewers quickly.
• On Instagram, the best length for Stories is 15 to 30 seconds, while Feed videos can run 1 to 3 minutes.
• On YouTube, if you build video content of about 10-15 minutes with engaging material, your video has a better chance of earning repeat views and engagement.

When choosing a platform, answer a few key questions:

• Which platform does your target customer use most often? Put yourself in their shoes to decide well.
• Is the platform you choose very competitive? If not, this may be a chance for your video to stand out.
• Are you ready to focus on the platform you chose? Invest time and effort to make quality video content and distribute it well to get the best engagement.

Step 5: Plan the video shoot in detail

Depending on your budget, you can choose how to shoot. If you have enough budget, hire a production house professional team to produce the most polished video. You only need to focus on writing the script, and the crew handles the rest. When building video content, keep these points in mind:

• Solve the viewer's problem: From the opening, address the problem or question they care about to keep them watching.
• Add a call to action (CTA): Encourage viewers to like, share, comment, or take the action you want after watching.
• Create a viral effect: The content must be compelling enough that viewers want to share it right away.
• Add a written summary: Some people prefer reading to watching, so a summary helps you reach more people.

If your budget is small, you can still shoot with a phone or camera in a suitable space. To keep quality up when running video content marketing, pay attention to these factors:

• Sound: Place the microphone or recorder close to the sound source to cut noise and improve voice quality.
• Lighting: Use at least one light source to spread light evenly. If you can, use two lights to look more professional.
• Fixed camera: Use a tripod or a stable support to avoid shaking and keep the image smooth.
• Use the Rule of Thirds: This key principle makes your framing look more professional.

Step 6: Edit the video

After filming is done, the editing step, video post-production is what decides the final quality of your video content. To build professional video content, focus on these 3 areas:

• Content optimization: Pick the best shots and cut the excess so the video flows clearly and holds attention. Use subtle transitions, fitting background music, and eye-catching graphics to improve the viewing experience, but don't overdo it and distract viewers.
• Design an attractive thumbnail: A good thumbnail needs a sharp image, a bold title, and consistency with the video content. To get the most out of it, make sure: the thumbnail connects to the first 10-15 seconds of the video; favor a close-up of the main person or product; follow the brand style; and avoid placing text in the bottom right corner, where the video duration easily covers it.
• Write an attractive title: A good title not only describes the content but also sparks curiosity. If you are making tutorial or service introduction video content, use the title as a promise of value to viewers. For example, instead of “YouTube SEO guide”, you could write “YouTube SEO: How to get your video to the top in just 7 days!“.

Step 7: Optimize the video for SEO

Whichever platform you post video content on, SEO optimization is still a step you can't skip if you want to reach more viewers.

• Choose the right keywords: Research and use keywords related to the topic so your video can appear in search results.
• Optimize titles and descriptions: The title should be short, engaging, and contain the main keyword, while the description should lay out the video content in detail and naturally to keep viewers watching longer.
• Add tags and hashtags: Using many secondary keywords, tags, and hashtags gives the video a better chance of showing up on recommendation pages.

Step 8: Publish and promote the video

Before you hit upload, make sure your video is well prepared in both content and promotion strategy. Here is what to do: 

• Write a blog post or email introducing the upcoming video series, and ask viewers for feedback to improve the content.
• Before posting the video, publish an article on your website or a related platform to connect the new content with your audience.
• Thank the people who gave feedback on earlier content to keep the interaction going.
• Link the video in related articles on your website to boost organic traffic.
• Cut short clips from the video to share on other platforms, matching each channel's format.
• Create a dedicated hashtag for the video series so viewers can easily find and follow all the content.

After the video is posted, the next key job is to maximize its reach. Here are some ways to spread your video content further:

• Post the video on all suitable social media platforms to reach different kinds of viewers.
• Pin the post containing the video to the top of your profile or fanpage to keep it prominent.
• Direct traffic by adding internal links in high-traffic articles, bringing readers to your latest video.
• Embed the video in related older blog posts to improve user experience and increase time on page.
• Categorize and tag the video fully, so the information is well organized and supports search optimization.

Step 9: Analyze and evaluate video performance

To make video content that works, measurement is a step you can't skip to judge how successful the campaign is. However, focus on only 1-2 main goals the video needs to achieve, and don't put too much weight on likes or shares.

Depending on the purpose of your video content, you can track these metrics:

• Views: This is the basic metric of a video's reach. How views are counted differs by platform. For example, YouTube counts a view when a user watches at least 30 seconds, while on Facebook it is only about 3 seconds.
• Play rate: If the video gets many impressions but a low click-to-watch rate, the thumbnail or title may not be appealing enough.
• Completion rate: If most viewers leave before the video ends, you may need to adjust the content or length to keep your audience.
• Engagement (comments, shares): Comments and shares show whether the content truly engages people. Video content with many shares usually spreads better and is more likely to go viral.
• Conversion rate: If your video has a call to action (CTA), track how many people take the action you want, such as clicking a purchase link, signing up, or getting in touch.
• Time on page: If you embed the video on your website, tracking how long users stay on the page helps you judge how appealing the video is to visitors.

Common mistakes when making video content

Although video content is a powerful tool in a marketing strategy, businesses can easily make mistakes when creating it if they are not careful. Here are common mistakes in making video content:

• No clear goal: Without a specific goal, your video has no focus, doesn't connect with the audience, and doesn't achieve its marketing objective.
• Rambling content: Ads that are too long and have nothing engaging in the first few seconds make viewers skip quickly. A video must be short, concise, and hold attention from the first seconds.
• Too focused on the product: Video marketing is a chance to connect emotionally with viewers, but many videos focus so much on promoting the product that they forget to tell a story and create emotion to draw viewers in.
• No call to action (CTA): A good marketing video without a CTA won't turn viewers into leads. Always include a clear call to action so viewers know what to do next.
• Not optimizing for each platform: Each social platform has its own format requirements for video content. Not optimizing the video for each channel (TikTok, Instagram, YouTube, etc.) lowers the effectiveness of the campaign.
• Poor image and sound quality: Even with great content, poor video and audio quality hurts the viewing experience and leads viewers to skip your ad.

Popular video content tools

Using professional tools is one of the best ways to make video content well. Here are some popular tools video creators often use to build video content:

• Adobe Premiere: This is professional video editing software, widely used in the film and video industry. Adobe Premiere offers powerful features like audio editing, special effects, and high-resolution video handling.
• Canva: For beginners or simple videos, Canva offers an easy-to-use platform with thousands of video templates, effects, and editing tools. Canva is ideal for making social media videos with a friendly interface.
• Capcut: CapCut is a free video editing app, especially suited to short videos on TikTok and Instagram. It offers features like trimming and merging clips, adding effects, music, and filters, so you can make videos quickly and easily.
• Final Cut Pro: This is Apple's professional video editing tool, made for Mac users. Final Cut Pro supports advanced features like multi-layer editing, special effects, and 4K video processing, helping you create high-quality videos.
• Filmora (Wondershare Filmora): A friendly, easy-to-use video editor with a rich library of effects and ready-made templates, suited to people new to editing clips.
• iMovie: A simple, free video content editing tool available on macOS and iOS. Suitable for beginners getting started with video content editing.

With the trend of video content growing in popularity, businesses can't miss the chance to use this tool to raise brand awareness and increase conversion rates. However, to create video content that works, you need a clear strategy, from market research and content planning to video production and finally distribution. Understand clearly what the strengths of video content are and invest in them seriously, because this is the key to building a brand that grows sustainably.

If your budget doesn't stretch to a full shoot with staging, there is another route: AI video service. 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 tools for beginners.