What Is Video Marketing and How Do You Get Results From It?

Most businesses make the same video marketing mistake.

Most brands obsess over the video. Scripting it, shooting it, and polishing every frame.

But they forget the part that actually drives ROI: the marketing.

They spend thousands on production and zero time on a distribution strategy.

Here’s how to flip that and actually get results.

Key Takeaways

• Start with distribution, not production. Don’t spend $10K on a video if you don’t know where it’ll live, who it’s for, or how it’ll be used.
• Hook in the first 3 seconds. If your scroll-stopping moment comes at second 10, you’ve already lost the viewer.
• Every video should drive one clear action. If you confuse people, they won’t click. Your CTA should be obvious and immediate.
• Repurpose ruthlessly. One good video should become 15 assets: short clips, blog embeds, emails, social posts, you name it.

What Is Video Marketing?

Video marketing is using online videos to drive measurable business results.

Think traffic. Leads. Sales. Retention.

It goes beyond brand awareness. A focused video marketing strategy supports every stage of the funnel.

Here’s what the data shows:

• 86% of businesses use video
• 88% of marketers report a positive return
• 73% of consumers prefer video when learning about a product

Different types of videos work for different goals and audiences. Match the video to your target audience and their stage in the journey:

• Use explainer videos for early-stage education
• Share customer testimonials to build mid-funnel trust
• Create product demos and how-tos to support retention after the sale

I use video across my blog, email, YouTube, and LinkedIn. It drives clicks, improves conversion, and keeps potential customers engaged.

For modern marketing teams, video is a core part of high-performing types of content across all major social media platforms.

One solid example of a mid-funnel video done well comes from Zenmaid. Their educational video feels like a relaxed conversation with a friend. It’s practical, genuinely helpful, and shows how the product supports client acquisition without overselling.

It combines clear problem-solving with light background music, natural delivery, and dynamic visuals that match the tone. The video ends with a CTA that feels earned, not forced.

This is what a good educational asset looks like: low-pressure, value-first, and tailored to the audience’s needs.

Why Most Video Marketing Fails

Random uploads don’t get results.

Here’s why most video marketing campaigns fall flat, and how to avoid it.

Lack of a clear goal or CTA

Every video needs a defined outcome.

Before recording, ask:

• What action should this viewer take next?
• What value does the video give them to get there?

Without a specific CTA, the video adds noise instead of results.

Get to the ask early. Most people won’t watch until the end.

Too much production, too little promotion

This is where budget gets burned.

Some marketing teams overinvest in filming and post-production while neglecting distribution.

Focus on getting the video in front of the target audience. A $200 talking-head clip on five social media platforms often performs better than a $10K brand piece that no one sees.

Build for reach, not polish.

Gorgias nailed this balance with their “Black Friday” video. There’s no dialogue, just visual storytelling, text overlays, and dry humor that acknowledges how overwhelmed their audience already feels during the holiday rush.

It doesn’t push a CTA. It ends with just the logo, and that restraint makes it feel respectful and self-aware. The message still lands, and it works because it’s tuned to how the viewer feels, not just what the brand wants to say.

One-and-done publishing

One post isn’t a strategy.

High-performing teams stretch each video across multiple touchpoints:

• Break long-form footage into short online videos
• Share key soundbites in emails
• Add the transcript to a blog
• Run highlights as paid ads

One video. Ten placements. That’s the move.

Wrong format for the platform

Every social media platform works differently. The same video won’t succeed everywhere.

For example, posting a full YouTube tutorial on TikTok with no captions or hook? No one’s watching that.

Here’s what to match:

• Short and vertical for Reels or Shorts
• Native uploads and thought-leadership tone on LinkedIn
• Long-form with SEO-driven titles for YouTube

Same core footage. Tailored edits. That’s how to reach the right target audience in each feed.

Focusing on vanity metrics

Views don’t tell the full story.

Chasing impressions looks good on paper but doesn’t translate into performance.

Here’s what to focus on instead:

• Watch time: Are people staying engaged?
• Click-throughs: Are they taking action?
• Conversions: Are you generating leads or sales?

According to research:

• Landing pages with video can boost conversions by up to 80%
• Emails with video can increase CTR by 300%

If your video isn’t driving next steps, adjust the execution, not the format.

The Right Way to Do Video Marketing

Random uploads don’t move the needle. What does? A system built to drive results.

Here’s what I recommend if you want your videos to actually perform.

1. Start With Distribution

Start with where the video lives, not the script.

Before you even think about filming, answer these:

• Where will this video be seen?
• Who’s watching it?
• What do I want them to do after?

Those answers dictate everything: the length, the format, the tone, the CTA.

• YouTube? Prioritize search and SEO.
• Instagram? Keep it short, vertical, and visual.
• Email? Go for a clean preview and a clear next step.

Think distribution-first. That’s how you create assets that perform.

Need a simple plan? Start here:

• Pick one core channel for the primary version
• Build your script and visuals around that format
• Create supporting edits for 2–3 secondary channels
• Post in waves, not all at once. Spread distribution over 1–2 weeks
• Run paid promotion behind what performs best (even a $50 boost can help)

This is how you stretch one video into a campaign, not a one-and-done post.

Here’s how this works in practice:

Start with one explainer video.

Break it into formats:

• Upload the full version to YouTube with a keyword-optimized title
• Embed it on your product demo page
• Cut a 30-second teaser for LinkedIn
• Turn a key insight into a GIF for email

One video. Four placements. More ROI.

2. Script for Scroll-Stopping Attention

You only have 3 seconds to earn someone’s attention.

And with an average video retention rate of just 54%, the opening is everything.

Structure your intro like this:

• Line 1: Pattern interrupt. Name a problem, ask a sharp question, or drop a stat.
• Line 2: Value hook. Let them know why this is worth watching.
• Line 3: Clear CTA. Something simple like “Stick around” or “Watch before you waste budget.”

And keep the rest of the video dynamic. Use movement, captions, bold overlays, and quick cuts to hold attention.

Viewers retain 95% of a message in video, compared to just 10% through text. Use that to your advantage.

Filming doesn’t have to be complicated

You don’t need a studio or a full crew.

Plenty of marketers are driving results with just an iPhone, decent lighting, and a strong message.

Need to move fast? Tools like Loom, Descript, and Riverside help you record, edit, and share without hiring anyone.

Focus on the value of what you’re saying. Keep the setup clean, but don’t overthink the polish.

3. Match the Video to the Platform

Every platform has different rules.

Follow them, or your video will get ignored.

Here’s a quick breakdown:

Platform	What Works	What to Avoid
YouTube	Long-form, SEO-optimized, solid title and thumbnail	Slow intros, clickbait titles
TikTok/Reels	Short, raw, vertical, quick cuts, text overlays, trending audio	Polished brand pieces, slow setup
LinkedIn	Native uploads, face-to-camera insights, CTA in comments	YouTube links, generic promo videos
Email	GIF preview or static thumbnail + clear CTA below	Autoplay, full video embeds, slow start

YouTube is the second-most visited site on the internet, and 90% of users discover new products there.

LinkedIn users are 20x more likely to share video posts than static ones.

Publishing the same video everywhere won’t cut it. Reformat based on the channel’s native behavior.

Create once. Edit smart. Post where it fits.

Zoom also shows how to tailor messaging across platforms. Their “AI Companion” video introduces two characters, one representing Zoom AI, the other big tech.

The contrast is clear. Zoom is friendly and cost-effective, while big tech is clunky and expensive. The humor is sharp but never hostile, and the human narrative keeps it grounded. It’s a masterclass in creating something memorable without overexplaining.

This video is also easy to reformat across channels. The characters, visuals, and core message can all be trimmed for short-form clips or reused in paid campaigns.

B2B vs. B2C video strategy

If you’re targeting B2B buyers, lean into:

• Thought-leadership clips on LinkedIn
• Product walkthroughs
• Customer case study clips
• Explainer videos on YouTube
• How-tos embedded in onboarding emails

If you’re going after B2C buyers, keep it quick and attention-grabbing:

• Short-form videos
• Behind-the-scenes reels
• Testimonials
• UGC-style product highlights

Different goals need different formats. Don’t assume one version will work for all.

Don’t assume your audience isn’t on TikTok or Instagram

According to NP Digital data, professionals are interacting with B2B content across every major social platform—even the ones that seem “too consumer.”

Source

Just because a platform isn’t designed for B2B doesn’t mean your buyers aren’t scrolling there.

This doesn’t mean you need to create flashy trends or dances, but you do need to adapt your message to the format.

Show up where the attention is. Format it for the feed. Then drive them to act.

4. Track the Metrics That Actually Matter

Views are easy to track, but they’re not what drives ROI.

If you’re measuring success in impressions alone, you’re missing the full story.

Focus on these performance metrics instead:

• Watch time. Are people sticking with your message?
• Click-through rate. Are they taking action?
• Conversion rate. Are you capturing leads, sales, or demo requests?
• Drop-off points. When are viewers tuning out?

Benchmark it:

• 60%+ view-through rate? You’re on the right track.
• Under 15%? You’re losing them early—check your hook and intro pacing.

Most platforms give you this data natively. Use it.

Then layer in Google Analytics and UTM tracking to connect video views to pipeline and revenue.

This is where the insight lives, not in vanity stats, but in behavior.

When to evaluate performance:

• Days 1–3: Check early retention and engagement
• Week 1–2: Measure clicks and conversion triggers
• Day 30: Decide what to expand, repost, or promote
• Day 90: Refresh high-potential videos or remix formats

If something flops, that doesn’t mean scrap it. Cut it shorter. Change the opening line. Shift the CTA. Small edits often make a big difference.

5. Build a Repurposing Engine

Video takes time to create, so get as much mileage out of it as possible. One video should fuel an entire distribution cycle.

Here’s how to reuse footage without creating more work:

• 3 short clips. Slice your original into punchy snippets for TikTok, Reels, or Shorts.
• Blog embed with transcript. Helps with SEO and accessibility, and adds depth to written posts.
• Email teaser. Use a GIF or still thumbnail with a clear CTA below.
• LinkedIn carousel or post. Pair a quote, insight, or stat with the clip.
• Lead magnet follow-up. Use the video in your nurture sequence or demo recap flow.

Short-form video delivers the highest ROI of any format across social channels.

And you don’t need to reinvent the idea for every version.

What you need is a system to scale:

• Use tools like Descript, Runway, or CapCut to edit fast
• Work from a single master file, then cut it down by use case
• Map your edits to each platform’s format—landscape, square, vertical

You’ll spend less time starting from scratch and more time capturing attention.

If you’re embedding videos on your own site (like blog posts or product pages), add a transcript and schema markup.

This improves accessibility, supports SEO, and makes the video easier to find and index.

YouTube already handles this automatically. But for videos hosted elsewhere, do the extra work—it pays off.

Conclusion

Video marketing works when it’s built to perform.

Random posts won’t move the needle. But a strategy built around goals, distribution, and smart reuse will.

Treat every video like a growth asset.

Give it a clear purpose. Put it in the right places. Optimize it to drive action.

That’s how you go from views… to real business results.