Video marketing is where it’s at in today’s digital landscape. Content comes in many forms, but the visual medium of video has become the top dog when it comes to creating impact and brand recognition. That said, there are millions of videos getting uploaded every day. 

What can you do to make yours different and actually succeed at marketing your brand? Here are some effective ways to ensure the success of your video marketing efforts:

Establish What Your Video’s Goal Is

There’s a dance that each brand must perform when it comes to generating and publishing content. You will succeed or fail based on how well you know your target audience, understand what they want, and deliver it to them while keeping a close eye on your own goals.

You can’t create video content and slap your brand on it, then expect results. You need to have a goal with each effort.

What do you want to accomplish with your video? Are you trying to drive traffic to your website? Are you hoping to gain more email subscriptions? Do you want to use the video to boost your Facebook engagement?

Before you even start to think about creating your video, you need to have a clear goal in mind to set its direction.

Dare to Break the Formula

The easiest way to fall into the trap of what the masses are doing is to follow formulas. It’s tempting to do this because it seems like it works, but when your video looks like it’s just a dime a dozen, you won’t be able to create any lasting impact.

Video marketing is about pulling viewers in, encouraging conversions, and creating shareability. Pin down your target audience, figure out what captures their interest, then put your own take on catering to that. At the end of the day, you want to stand out while still remaining authentic to your brand instead of simply copying and pasting from other industries.

Make Your Video Useful to Viewers

Every industry has its own unique trends. Just look at the death of the elevator pitch for proof. Instead of focusing on fads, make sure you are providing something your viewers will actually find useful. It makes your video worth consuming and encourages further engagement.

Video is already a dynamic way to send your message out, so make sure it’s something that your target audience will go back to and recommend to others. You’ll find that this is a more long-lasting approach when it comes to drawing in relevant consumers.

Know Your Digital Platforms

Video isn’t just for YouTube. There are plenty of other places you can upload your video to, from Facebook and Instagram to your website.

If you want the maximum reach, you should be sending your video to all of these platforms. That said, you can’t just post the same type of content on every channel. Different platforms see various behavior and interest from users, so you need to cater to that wherever you’re uploading your videos.

Think about context, length, orientation when viewing, and the likelihood of your viewer to watch with the sound on.


Video marketing is great because it gives your brand room to tell a story and show more of your business. With purpose, time, and effort, you can create a lasting impact that is beneficial for your business in the long run.

Lavender Digital takes pride in its ability to inspire action, captivate audiences, and drive results. Contact us for top-tier Atlanta video marketing