Think you need a big budget for successful video marketing? Not anymore. Today’s video content marketing strategies are less about hefty production budgets and more about a thoughtful use of resources.

When resources are stretched thinner than ever, quick wins are crucial to proving ROI. With a little creativity and the right strategies, even the leanest teams can create impactful video content that speaks to their audiences and supports their business goals.

Video has earned a permanent seat at the digital marketing table for most B2B brands, but there’s still plenty of opportunity to stand out from the crowd with a fresh approach. These video marketing tips will help you maximize the impact of your video marketing without overextending your resources.

The first few seconds of any video are crucial. Capture attention instantly by perfecting your hook.

In our on-demand session, Layering Video into Your LinkedIn Content Strategy, Mark Jung suggests dedicating 80% of your video effort to getting the hook right. It’s just that important!

According to Mark, there are six types of hooks:

• Composition hook. Maximize visual impact using square, 4:5, or 9:16 ratios.
• Physical hook. Eye contact and posture create immediate connections.
• Audio hook. Complement your message with the right audio to add value.
• Subtitle hook. Use vibrant captions to grab and hold attention.
• Contrast hook. Backgrounds and clothing choices boost visibility.
• Social trust hook. Build trust with professional visuals and branding.

Layer a few of these tactics into your video hooks to immediately immerse your viewers.

While there is some evidence that attention spans are shrinking, don’t underestimate the power of a deep dive: Today’s viewers do have an appetite for long-form video content. At Goldcast, we see marketers watching our hour-long on-demand videos on a regular basis.

But competition for that attention is fiercer than ever. That’s why we suggest focusing on short-form video to get your foot in the door. We love bite-size videos because they:

• Don’t ask too much of the viewer
• Make it easier to absorb and remember important information
• Serve as a preview or introduction to longer content
• Can be quick to produce with a smart use of resources

By serving up short-form videos that speak directly to your audience, you show them you respect their time, while still creating a feeling of authenticity.

Years of information overload have taught viewers to be discerning with their attention. The content that gets watched and remembered is that which offers tangible value immediately.

Videos that lead with content about your brand—or worse, a direct sales pitch—just won’t land with today’s audiences.

Instead, focus on solving a problem right out of the gate. Those first few moments of your video should be dedicated to answering two questions for your viewer:

• Is this video meant for me?
• Will I get anything useful from this video?

Quickly show that you understand your target audience’s challenges, and then jump straight to giving away actionable insights and helpful information. Use storytelling techniques and captivating visuals here to enhance perceived value—here’s an example:

This video from Hootsuite checks all the boxes. Right away, a visual caption confirms who it’s for (social marketers) and what you’ll get from it (the #1 mistake you might be making). On top of that, the video’s subject is speaking from her own experience making said mistake—until she found Hootsuite.

A true masterclass. 🙌🏼

Even within social media marketing, a one-size-fits-all approach to video won’t get you the results you want. Each platform has its own unique features and audience expectations. Tailoring your video content to fit these nuances is crucial to maximizing your impact.

• LinkedIn: Educational content delivered with a polished, authoritative tone. Subtitles and visuals are essential as most users browse with sound off.
• Meta (Facebook): Content that balances entertainment and education. Viewers come for the fun but they stay for the insights.
• X (formerly Twitter): Snappy, sound-bite style videos. Aim to spark conversation rather than simply broadcast—encouraging shares and engagement will extend your reach on this fast-moving platform.
• TikTok: Creativity is queen. Align with current trends and keep videos dynamic with fast-paced edits. Humor and authenticity hit the mark here.
• Instagram Reels: Visuals remain paramount on Insta. Stop the scroll with videos that are eye-catching and created for quick consumption.
• YouTube & Shorts: In-depth content is at home here. Use Shorts for previews that entice viewers to explore your longer-form videos.

Viewers can tell when you’ve blasted the same video to every social channel you own, and it can come across as inauthentic. Adapting your video strategy to each ecosystem ensures your content resonates.

Your top priority should be creating engaging video content for humans—but getting that content in front of the right humans is also important. Optimizing your videos for search will help you do just that.

Integrate these SEO best practices into every video you publish:

• Keyword optimization. Ensure your video titles, descriptions, and tags include relevant keywords—and are aligned with search intent.
• Video transcripts. Transcribing your videos improves search engine visibility and accessibility.
• Snippets. Extract compelling video snippets to use as teasers for longer content like blogs and ungated ebooks. These can be shared across social to drive traffic to your website or landing pages.

Embedding SEO into your creation process amplifies the reach of your video marketing and increases your chances of connecting with the right viewers.

Today’s consumers are overloaded with content—some of which may or may not be completely AI-generated. It’s no wonder that authenticity and trust are at an all-time premium.

User-generated content (UGC) is a powerful tool to foster both. Our best practices:

• Encourage contribution. Create a community where customers and partners are inspired to share content about their experiences. Think reviews, testimonials, and social media challenges.
• Highlight authentic voices. Real customer experiences can resonate more deeply than the finest-tuned copy. Use UGC in your marketing campaigns to boost authenticity and trust.
• Lean into storytelling. Testimonials and case studies show the value and impact of what you offer firsthand.
• Partner with micro-influencers. You don’t need Mr. Beast-level reach—you just need to reach the right people. Niche voices can get your message to a targeted audience.

Inviting your customers and partners to share their experiences in their own voices makes your brand more relatable and builds genuine connection.

Hooking your viewer and keeping them engaged is half—actually, way more than half—the battle. Be sure to use every opportunity to bring it home with calls to action (CTAs). Here are a few tips to do CTAs well:

• Natural integration. Incorporate CTAs seamlessly within your video narrative. If it feels inorganic, it can pull the viewer out of the experience.
• Encourage specific actions. Prompt next steps like visiting your website, signing up for a newsletter, or sharing the video on social media platforms.
• Tailor CTAs to the buyer’s journey. They should reflect the viewer’s current needs and motivations, whether they’re in the awareness, consideration, or decision stage.
• Reinforce CTAs with cues. Use a combo of visual elements and verbal prompts to make your CTAs as compelling as possible.

Effective CTAs turn passive viewers into active participants and pipeline.

For strategic event marketers, wrapping up another event is just the beginning. Go the extra mile by repurposing that information-rich video footage into multichannel content—and watch your event ROI soar.

You can transform raw footage into a variety of powerful content formats:

• Create snippets for social media, blog posts, and engaging recap videos.
• Convert event content into lead generation assets.
• Compile event recap videos with testimonials and participant feedback.

The sky’s the limit when it comes to repackaging your event. We designed Content Lab, a first-of-its-kind suite of content repurposing tools, to make it super easy. Try Content Lab for free today. 🚀

Polishing up a search optimized, fully-accessible video can be a lot of work. Luckily, AI has entered the scene as your trusty assistant. Some of our favorite ways to use AI in the video creation process:

• Automating subtitles and transcripts
• Generating meta tags and descriptions
• Auto-editing out filler words like “um”
• Summarizing key points and highlights
• Repurposing video content for other channels

AI can help you streamline video production and produce higher-quality content for your audience—but you’ve got to use tools that keep a real human behind the wheel.

At the end of the day, is video worth the investment for B2B? The answer from 90% of marketers is a resounding “yes.” Video is an engaging and versatile medium that can support a wide variety of goals, including:

• Increasing brand awareness
• Helping users understand your product or service
• Increasing web traffic and dwell time
• Generating leads
• Increasing sales
• Reducing customer support queries

Any opportunity you have to increase engagement with your audience is one worth pursuing. The folks at Qualio know this better than anyone. They revitalized their webinar program with a heavy focus on engagement. Then, they doubled down on that webinar content by transforming it into social snippets.

The results? The team now fills their organic social content calendar in a matter of minutes, not hours. All it took was the right tool to help Qualio streamline their content distribution and get more mileage out of the rich experiences they were already investing in. Expertly done. 🥂

We’ve seen time and time again that events are the strongest foundation for an effective video marketing program.

Events provide raw content packed with your brand’s unique perspectives and expertise. That footage can be sliced, diced, and repackaged as high-quality assets to help you meet your goals.

The right event platform will also give you detailed analytics to inform your video marketing strategies. Which sessions had the highest attendance? Which topics sparked the most questions during Q&A? These metrics help you create data-driven video assets that resonate with your audience.

We created Goldcast as an AI-first video campaign platform to help B2B marketers do all of the above and more. Plan and execute incredible, interactive events, and then use AI tools to repurpose your event content and extend its impact.

Check it out for yourself: See Goldcast in action right now.