A Complete Video Marketing Checklist To Get You Started

Video content can feel overwhelming. It would be best if you had clear goals, established a budget, built a solid video marketing checklist, and considered many other details. It's no wonder so many businesses put off video content creation. If you're struggling with video content creation, this blog can help. In the following few sections, we'll explore the details of a video marketing checklist. Following this guide will help you organize your next video project to get it done and achieve your goals.

One of the best resources to help you get started is Moonb's video marketing agency. Our experienced team can help you with everything from production costs to creating a video content checklist tailored to your goals.

What Is Video Marketing?

Video marketing involves using video content to promote a brand, product, service, or message. It educates audiences, increases engagement, and enhances a brand’s online presence. Videos can promote:

• Products or services directly or indirectly
• Raise brand awareness
• Tell stories
• Foster customer relationships

Video marketing involves creating videos that align with a company’s goals, whether to drive sales, build brand awareness, or engage customers, and then distributing them through various channels, such as websites, social media, or email campaigns. Since video marketing is data-driven, businesses must monitor metrics to assess performance and optimize future content:

• Views
• Shares
• Watch times
• Conversion rates

Video marketing has become increasingly significant due to the Internet and social media, where videos capture audience attention and encourage engagement. It often complements other components of a marketing strategy but stands out for its ability to convey information quickly and memorably.

Why Is Video Marketing Important?

Video marketing is crucial because it taps into consumer preference for video content. As a Statista survey highlights, pre-produced or live-streamed video is the most effective digital engagement tool globally. Over 81% of marketers already use pre-produced video, and another 13% plan to adopt it, showing its dominance in the marketing landscape. Livestreaming is similarly popular, with 73% of marketers currently using it and 19% intending to do so.

The Benefits of Video Marketing

One primary reason for the video’s importance is its appeal to audiences. Research shows that two-thirds of consumers prefer watching a video over reading to learn about products or services. This preference is reflected in the fact that video accounted for 53.7% of all Internet traffic in the first half of 2021. By using video, marketers can effectively communicate their messages where their target audiences are most likely to engage:

• Social platforms
• Websites
• Other video-friendly channels

Marketing through video yields five main benefits:

1. Effectiveness

Ninety-seven percent of surveyed marketers observed that video helps customers better understand their products. A close-up, for example, can spotlight a product more effectively than even the most descriptive copy. Audiences retain 95% of the message after watching a video but only 10% after reading the text.

2. Emotional Connection

Videos, particularly promotional ones, are compelling because they tap into human emotions. People often base their decisions on emotions, and videos that create an emotional connection can be more persuasive and memorable. This emotional appeal is crucial in all promotional videos, whether corporate videos, product videos, client testimonials, or social media videos.

3. Increased Conversion Rates

Approximately half of all consumers hunt for and watch product videos before making a purchase decision. Ninety percent of consumers surveyed find demo videos helpful, and 85% are more likely to make purchases after watching demos.

4. Elevated SEO Ranking

Seventy percent of the top 100 Google search-result listings display video content. Also, because search-engine bots can transcribe video audio before delivering it to the relevant audience, adding video to marketing campaigns can make them more discoverable. Plus, you can add links to videos to bolster traffic further.

5. Higher Email Clickthrough and Open Rates

Studies show that adding the word “video” to the email subject can raise open rates by 19%, clickthrough rates by 65%, and reduce unsubscribes by 26%.

Flexible Video Marketing Solutions with Moonb’s Subscription-Based Model

Moonb is a video marketing agency offering unlimited video editing subscriptions. We offer seamless project management integration via:

• Trello
• Slack
• MS Teams 

We also have weekly strategy calls and a contract-free, full-service production approach. Moonb is a superior alternative to:

• Traditional video agencies
• Freelancers
• In-house production teams

Our flexible, subscription-based model, combined with our expertise in creating compelling video content, positions us as the ideal partner for companies looking to elevate their marketing and educational initiatives through the power of video. Start a 3-day free trial to take your content to the next level. 

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10 Different Types Of Video Content You Can Use For Marketing

1. Brand Videos, Introduce Your Business

Brand videos introduce your business to potential customers. Rather than in-depth content about products or services, they typically include an overview of the following:

• Industry
• Mission
• Culture

Most brand videos are concise, with 90 seconds considered the optimal length. 

2. Explainer Videos, Give Customers the Information They Need

Explainer videos introduce products and services to potential customers. According to Wyzowl, 91% of people report watching one of these videos to learn about a product or service. Most explainer videos are short and engaging, as they work best for top-of-funnel marketing.

3. Product Demos and Show How Your Product Works

Product demos show potential customers how your product or software platform works. They highlight features and capabilities to help viewers understand what they can accomplish with your product. In-depth product demos can last up to an hour. They typically include a complete overview of the product. Short product demos condense critical features into videos lasting only a few minutes.

4. Animated Videos and Simplify Complex Ideas

Animated videos explore challenging concepts. They use animation to simplify complex ideas and make them easier to understand. Like explainers and demos, these videos tend to be short.

5. How-to Videos, Help Your Customers Use Your Products

How-to videos show viewers how to accomplish a specific task or solve a problem using your product or service. Also called tutorials, these educational videos often include step-by-step walkthroughs with instructions. This format works as either long-form or short-form video. On average, how-to videos should be less than 20 minutes.  

6. Video Podcasts Cover Topics in Depth

Video podcasts are discussions or interviews with a video component. They’re episodes in a series, which can include dozens or hundreds of pieces of content on a particular topic. Podcasts can include any combination of hosts and guests.  

7. Case Studies, Share Customer Success Stories

Case studies are videos that feature interviews with customers or clients. Also called customer stories, they explore the real problems your customers face and position your product or service as the solution. Potential customers often relate to these videos, which makes them helpful for attracting leads. 

8. Webinars, Host Live Educational Events

Webinars are virtual events in which one or more speakers discuss a predetermined topic. They can take many formats, from simple presentations to panel discussions with multiple presenters. When you host webinars, you can engage audience members with tools like: 

• Live chat
• Polls
• Q&A sessions

9. Online Conferences and Share Large-Scale Events on Demand

Online conferences are educational events typically involving multiple presenters speaking on a defined topic. They’re similar to in-person conferences, except they take place online. Also called virtual conferences, these events generally happen live. However, you can get more value from live events when you share the content on demand after the event. 

10. Outreach Videos, Personalize Your Sales Pitches

Sales outreach videos are a type of outbound marketing. Also called prospecting videos, they introduce your product or service to a potential customer and share how it can help them solve a problem. 

So, how do they differ from demos or explainers? Outreach videos typically include personalization. For example, they may include a custom introduction or content tailored to the prospect.

Understanding The 5 Phases Of Video Production

1. Planning & Development

Planning and development set the tone for your video production. This first production stage defines your:

• Vision
• Goals
• Objectives. 

You also have to answer the following questions:

• What is the purpose of your video? 
• Who is the target audience? 
• What key messages do you want to convey? 

Getting clear on these basics will help you determine the style and format of your video—from live-action to animation, polished to raw. You’ll also need to think about where your video will live so you can tailor the content accordingly:

• Social media
• Your website
• YouTube

You should have a clear outline or brief to guide the rest of the production. During the planning phase, practical considerations like:

• Budget
• Resources
• Potential challenges also come into play

2. Pre-Production

In pre-production, the planning becomes more concrete. This phase focuses on the logistics, including:

• Hiring talent and crew
• Budgeting
• Scouting locations. 

At this stage, teams also start working on visualizing the shoot, often using tools like 3D software to pre-visualize the sets and lighting. Many challenges are addressed and resolved during this phase, ensuring a smoother shoot later. It’s time to finalize the technical details, such as:

• Storyboards
• Shot lists
• Production schedules

3. Production

Production is the actual filming or creation of the video. With the planning done, this stage focuses on capturing all the footage according to the script and storyboard. This phase is highly controlled to ensure everything runs smoothly and stays within the set time frame, as talent and crew are typically on a tight schedule. 

Despite all the preparation, unforeseen challenges, like weather issues or underwhelming performances, may arise that require quick problem-solving on set.

4. Post-Production

Post-production is where the raw footage comes to life. This phase includes: 

• Editing
• Color correction
• Sound design
• Adding visual effects or motion graphics

Post-production also offers opportunities to repurpose footage, allowing you to create multiple versions for different platforms from a single shoot. It’s a blend of creativity and fine-tuning to ensure the final video looks and sounds professional and aligns with the project’s goals.

5. Marketing & Distribution

The final phase involves getting the video in front of the right audience. Modern tools make marketing and distribution data-driven, allowing for precise targeting. Platforms are chosen based on the audience’s preferences, and video content is optimized for each platform’s specific requirements. This phase also involves monitoring the campaign’s performance, tweaking the content as needed, and ensuring that key performance indicators (KPIs) are met.

Boost Your Marketing with Moonb’s Unlimited Video Editing and Seamless Collaboration

Moonb is a video marketing agency offering unlimited video editing subscriptions. We offer seamless project management integration via:

• Trello
• Slack
• MS Teams 

We also have weekly strategy calls and a contract-free, full-service production approach. Moonb is a superior alternative to:

• Traditional video agencies
• Freelancers
• In-house production teams

Our flexible, subscription-based model, combined with our expertise in creating compelling video content, positions us as the ideal partner for companies looking to elevate their marketing and educational initiatives through the power of video. Start a 3-day free trial to take your content to the next level.

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A Complete Video Marketing Checklist To Get You Started

Chart Your Course with a Video Content Strategy

Every great video starts with a solid plan. Skipping this step is like setting sail without a map, you need clear direction to achieve the desired results.

Define Your Goals and Objectives

Before hitting the record button, ask yourself, "What’s the purpose of this video?" Whether your goal is brand awareness, lead generation, or product education, your goals will guide your entire strategy. Make sure these goals are:

• Specific
• Measurable
• Realistic

Study Your Competitors 

Your competitors can offer valuable insights. Take time to analyze what kinds of videos they’re producing, how their audience responds, and where they may fall short. You can learn from their mistakes and successes to create a unique approach.

Know Your Audience Inside and Out 

Who are you speaking to? The more you know about your audience—their age, gender, interests, challenges, and buying behavior—the more targeted and effective your videos will be. Don’t just assume—do your homework with audience research tools or surveys.

Conduct Topic Research 

Your video’s topic is often the key reason people engage with it. Make sure to focus on exciting and relevant topics to your audience. You can use tools to find trending topics that resonate, like: 

• Google Trends
• BuzzSumo
• social media

Audit Your Existing Content 

A content audit can help you identify which topics or pieces have performed well. To attract more viewers, transform these high-engagement topics into fresh videos.

Capitalize on Industry Trends 

To stay relevant, keep up with industry news and trends. Use social listening tools like Hootsuite or Mention to track what people are talking about in your industry, and then create video content that relates to those conversations.

Tailor Content to Every Stage of the Customer Journey 

Every video should align with a specific phase in the customer journey. For example, awareness-stage videos focus on educating the audience, while decision-stage videos showcase customer testimonials or product demos. Matching your content to where your audience is in the buying cycle helps keep them engaged.

Produce Engaging and Professional Videos

Now that your strategy is set, it’s time to produce videos that capture attention and keep viewers watching.

Keep it Short and Sweet 

When it comes to video length, less is often more. Aim to keep most videos under two minutes. Shorter videos perform better on social platforms like Instagram or TikTok, whereas longer videos might be suited for YouTube or your website.

Balance Visual and Audio Elements 

Your video is a sensory experience, so ensure the visuals and audio work together seamlessly. Ensure that the:

• Visuals are sharp
• The sound is crisp
• The background music complements your message rather than distracts from it.

Start Strong with a Hook 

The first few seconds are critical. Start your video with a compelling question, shocking statistic, or relatable problem to immediately draw your audience in. They’ll likely scroll past if you don’t immediately grab their attention.

Avoid Hard Selling 

People prefer to be passively sold to. Focus on educating, entertaining, or inspiring your audience. This helps build trust and positions your brand as a solution to their problems rather than just another company pushing products.

Provide Value with Solutions 

Instead of focusing solely on features, highlight how your product or service solves a real problem for your viewers. Show them the value they’ll get from what you’re offering.

Use Graphics and Animation 

Consider using graphics or animations for complex ideas or data-heavy content. They break down complicated concepts and make them easier to digest, keeping your audience engaged and helping them retain the information.

Optimize Your Videos for Search and Discoverability

Creating a great video is only half the battle. If your video doesn’t appear in search results or isn’t optimized correctly, it won’t get the attention it deserves.

Craft Keyword-Rich Titles 

Your video’s title is the first thing both search engines and audiences see. Make sure it’s descriptive and includes relevant keywords. Tools like TubeBuddy and vidIQ can help you find the best keywords for maximum exposure.

Write Detailed Descriptions 

Descriptions help platforms like YouTube and Vimeo understand what your video is about, improving your chances of ranking higher in search results. Be sure to include important keywords, but keep it natural—avoid keyword stuffing.

Include Relevant Tags and Hashtags 

Use relevant tags to help platforms categorize your video and show it to the right audience. Hashtags can help users find your content through social media trends and related videos.

Add Captions and Transcripts 

Subtitles and transcripts not only make your content accessible to a broader audience, but they also improve SEO. Many viewers watch videos on mute, especially on mobile, so adding captions will ensure they don’t miss your message.

Create Eye-Catching Thumbnails 

Your video thumbnail is like a movie poster—it’s the first thing people see. A professional, custom-designed thumbnail can dramatically increase click-through rates. Use tools like Canva to create visually appealing thumbnails that align with your brand.

Optimize for Mobile 

Mobile optimization is key, as more people are watching videos on their phones than ever. Make sure your videos look great on smaller screens by using bold, easy-to-read text and ensuring your visuals and audio are clear even without headphones.

Include a Clear Call-to-Action (CTA) 

Don’t leave viewers hanging at the end of your video. Ensure you guide them with a clear call to action, whether:

• Visiting your website
• Subscribing to your channel
• Downloading an ebook.

Distribute Your Videos for Maximum Reach

It’s not enough to make a great video—you need to get it in front of the right audience. To increase visibility, distribute your content across multiple channels.

Leverage Social Media Platforms 

Social media is one of the most effective channels for video distribution. But remember: every platform has its own best practices. What works on YouTube might work better on Instagram or LinkedIn. Tailor your videos for each platform’s specific audience and format.

Collaborate with Influencers 

Consider partnering with influencers to give your videos extra reach. Micro-influencers, in particular, often have more engaged, niche audiences likely to resonate with your content.

Use Online Video Platforms for Businesses 

Platforms like Wistia, Vidyard, and Brightcove offer advanced video hosting options designed for businesses, providing features like:

• Lead generation
• Detailed analytics
• More targeted distribution

Include Video in Your Email Marketing 

Emails with videos have higher open and click-through rates. Embed videos in your newsletters to engage your audience and effectively nurture leads.

Add Videos to Your Website 

Embed your videos on key pages of your website, such as the homepage, product pages, or your "About Us" section. This improves user experience and boosts your SEO ranking, as Google favors pages with video content.

Monitor, Analyze, and Improve Your Videos

The work doesn’t stop once your video is live. Monitoring performance and tweaking your strategy is vital for long-term success.

Track the Right Metrics 

You need to track the right metrics based on your original goals: views, engagement, or conversions. For example, if your goal is brand awareness, you’ll focus on views and shares. You’ll pay closer attention to click-through rates and purchases if it’s conversions.

Use Analytics Tools 

Platforms like YouTube and Vimeo have built-in analytics, but you can invest in third-party tools to get deeper insights, like:

• Vidyard
• Vidalytics
• Cincopa

These tools help you measure engagement, viewer drop-off points, and overall ROI.

Review and Adjust Monthly 

Set a schedule to review your video’s performance. Regular check-ins help you spot trends and make necessary adjustments to improve future videos. Don’t wait until the end of a campaign; continuous monitoring is key.

Repurpose High-Performing Videos 

When a video performs exceptionally well, don’t let it fade away. Instead, repurpose it into evergreen content like blog posts, infographics, or social media snippets. This will extend the life of your best work and keep your audience engaged.

How Much Does it Cost to Produce a Video?

Producing a video can be pretty straightforward, but it can also get complicated and expensive, depending on how you approach it. For example, video production companies charge between $100 and $149 per hour for their services. 

This hourly rate typically covers the following: 

• Equipment rental
• Labor costs for the production crew
• Editing
• Post-production work

The typical costs can vary significantly depending on factors such as the complexity of the: 

• Video Project
• Location
• Equipment needed
• The expertise of the video production company. 

While hourly rates are familiar, many video production companies offer package deals. These packages often include a set number of hours or days of production and specific services such as:

• Scripting
• Shooting
• Editing
• Delivering the final product

How Video Production Costs Vary by Video Style

How much does video production cost, depending on production style? The options are pretty diverse, from having a video production company film your presenter doing live demonstrations to making short slideshow presentations with professional design and narration.

Live Demos and Tutorial Videos 

Whether the presenter is a professional speaker or an actor, video production rates for a live-action product demo are between $1,000 and $3,000 per minute.

Digital Demo and Tutorial Videos

Options often include doing essential screen recordings or using an AI avatar to make the information more accessible and the presentation friendlier. Digital video production pricing starts at around $18 per 10 minutes of video.

2D Vector Animations

Options vary from simple designs to more custom animations with detailed graphics, and the technique is moderately expensive. Video production rates for an average custom 2D vector animation are $7,000 to $20,000+ per minute.

Whiteboard Animation Videos 

Options vary from simple software-generated animations to digitized, complex artist hand drawings. While less expensive than 2D animation, whiteboard animation can cost, depending on video requirements, from $1,500 to $15,000 per minute.

Motion Graphics 

Options vary from basic motion graphics to high-quality, more complex projects, so you'll need a video budget from $500 to $10,000+ per minute.

Slideshow Presentations 

This technique is the least expensive but the most limited, whether you’re looking for introductory presentations with auto-generated narration or professionally produced video design and narration. Prices vary from $100-$500 for a 10-slide presentation design.

How to Choose the Right Video Production Service

Define Your Goals and Charting Your Video Production Course

Before you choose a video production service, define your goals. Determine the purpose of your video and what you aim to achieve. Clarifying your objectives will guide your selection process, whether: 

• It’s increasing brand awareness
• Driving sales
• Educating your audience

Research and Finding a Quality Video Production Service

Research video production companies or freelancers with a portfolio of work that aligns with your vision and goals. Consider factors such as:

• Their expertise
• Experience
• Style
• Reputation in the industry

Review Samples and Assessing Video Production Work

Once you identify potential video production services, request different types of video projects to assess their quality. Pay attention to:

• Production value
• Storytelling ability
• Overall creativity

Consider Your Budget and Establishing Financial Parameters

Determine your project budget and inquire about pricing and package options from different video production services. Higher prices don’t always guarantee better quality, so choose a service that offers value within your budget. 

Communication and Collaboration and Selecting a Service That Listens

Choose a video production service that communicates effectively and collaborates with you throughout the process. They should listen to your ideas, provide valuable input, and keep you informed every step of the way. 

Check References and Validating Your Video Production Service

Ask for references or testimonial videos from past clients to gauge their satisfaction with the video production service. A reputable service should have positive reviews and a track record of delivering excellent results. 

Evaluate Capabilities and Ensuring the Right Fit for Your Vision

Ensure they have the expertise and tools to effectively bring your vision to life. Consider the video production service’s capabilities and resources, including:

• Equipment
• Talent
• Production facilities

Review Contracts and Agreements and Understanding Terms Before Committing

Before committing to a video production service, review contracts or agreements carefully to understand the terms, deliverables, timelines, and any additional costs involved. 

Moonb’s Unlimited Video Editing and Full-Service Production for Modern Businesses

Moonb is a video marketing agency offering unlimited video editing subscriptions. We offer seamless project management integration via:

• Trello
• Slack
• MS Teams 

We also have weekly strategy calls and a contract-free, full-service production approach. Moonb is a superior alternative to:

• Traditional video agencies
• Freelancers
• In-house production teams

Our flexible, subscription-based model, combined with our expertise in creating compelling video content, positions us as the ideal partner for companies looking to elevate their marketing and educational initiatives through the power of video. Start a 3-day free trial to take your content to the next level. 

4 Styles Of Videos You Can Create

1. Lifestyle Video Style: Make It Personal

A lifestyle video appeals directly to your target demographic, helping them visualize how your product or service fits into their way of life. Beautiful visuals, action shots, and stunning imagery should set the mood and epitomize the lifestyle you want to associate with your product. This means working to create a specific look or style for your video. 

If your product is modern and sleek, you’ll want a video with sleek, minimal design, plain backgrounds, and modern accessories. If your product serves a young, high-tech demographic, you’ll want your video to showcase tech culture, young, brilliant actors, and functional utility. Think of your brand aesthetic and make sure your video follows that aesthetic. Lifestyle videos usually range between 30 seconds and two minutes and feature locations that best highlight your product’s exemplary features.

2. Mini-Doc Video Style: Tell Your Story

Mini-documentaries are less about your brand’s visual aesthetics and focus more on expressing your company’s core value or mission statement in documentary format. This is usually accomplished through interviews with key company representatives, like founders, employees, or satisfied customers. Your mini-doc must keep it short and sweet to make a big impression. You want to highlight excellent sound bites that tell viewers exactly who you are while maintaining their attention. 

While feature-length documentaries have enough time to develop a complete, three-act story, mini-docs don’t. They must establish their story by quickly answering three crucial questions: what, why, and how. What is the focus of this video? Why should the viewer care about this? How does your subject work? This helps you get key pieces of information to your audience in a fun and exciting way.

3. Narrative Video Style: Engage with Storytelling

Narrative videos are the most recognizable style of video besides animation. They use classic storytelling elements, including character building, conflict, and resolution, to tell your brand story entertainingly and engagingly. They create a journey your viewer can easily follow and relate to. Because their goal is to tell a story, narrative videos often work best at the top of the funnel when users are just learning about the problem they face, and you’re introducing your brand. 

Whether you tell the story of how your company came to be, the story of a frustrated customer finding you for the first time, or the story of a fictional hero character, your narrative should be memorable and help your brand stay on the mind of anyone who watches it. Remember, watching should be a fun experience, so make sure you have fun writing, producing, and sharing your video. Use heavy branding and remember your company’s mission as you create it. Otherwise, the story can start to get away from you.

4. Animation Video Style: Keep It Engaging and Fun

Animated videos can engage and captivate your audience like no other. Animation is an attractive style because it can be used independently of the content in your video; almost any type of video can be made in the animation style. However, animation is compelling when explaining difficult-to-understand concepts or technology. It’s also great for combining with other styles. You can have a lifestyle video that uses animated graphics or cutaways, or you can use it entirely alone. It’s wonderfully versatile and spices up almost any video you create. Remember that animation can be less costly to develop (no equipment, less time on set, etc.) but can take much longer because of the required technical skill per frame. Keep a pros and cons list handy before deciding whether an animation is proper for you.

How Do I Know If My Video Is Successful?

Measuring the success of video content creation goes beyond simply counting likes or views. It involves understanding a range of metrics that reveal how your audience interacts with your content. Key performance indicators, or KPIs, like view count, watch time, engagement rates, and conversion rates, are essential to deciphering the effectiveness of your video.

These KPIs function like a detective kit, uncovering insights into audience behavior. For instance, watch time helps you understand how engaging your video is and whether viewers are sticking around for the whole message. Engagement metrics, such as shares and comments, indicate whether your video sparks conversation or emotionally resonates with your audience. 

Get to Know Your Audience and Video Performance Metrics

Tools like YouTube Analytics, Facebook Insights, and Google Analytics provide detailed insights into who is watching your video, where they are from, and how long they engage with the content. These tools help you tailor your future videos by revealing viewer preferences and demographics.

Engagement metrics also play a crucial role in measuring success. For example, comments, likes, and shares provide feedback on how your audience interacts with the video. At the same time, conversion rates show whether viewers took the desired action—signing up for a newsletter or making a purchase. 

Optimize Performance with Continuous Video Analysis

This is an ongoing process. Continuous analysis through A/B testing or surveys allows you to refine your approach, ensuring your content evolves with audience preferences and performs optimally.

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Start a 3-day Free Trial to Take Your Content to the Next Level

Use a video marketing checklist to organize your strategy with video marketing agency. This checklist can help you prepare for making a video, promote your video, and measure its performance after publishing. 

Videos can be complex to produce, so a checklist can help you keep track of the many moving parts to ensure you don’t miss a step. Creating a video marketing checklist can also help your team establish a transparent process for producing and promoting videos so everyone is on the same page.

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