• Anish Padmanabhan

Three Steps To Improve Customer Engagement Through Video Marketing

When we talk about content creation and distribution, we all can agree that video marketing has taken center stage in 2018. Video marketing tends to receive higher engagement than static content on any platform, it helps the user understand the product and service better.

As marketers we are required to keep up with the latest trends and perfect the processes to deliver optimal results. When it comes to perfecting video marketing, marketers are still figuring it out.

Here are three steps you should consider before creating any video content, this will improve your customer engagement and acquisition:


Context refers to the environment in which the content exists, when creating video content, marketers must ensure that the context will deliver the result.

For example, if marketers were looking to host video content on YouTube, then they should do so only for customers in the awareness/interest stage of the buyer’s journey. YouTube is a perfect platform for SEO or brand building, but not the right platform to convert or receive quality leads.

Marketers would have greater success in increasing conversions by hosting video content on platforms such as Facebook, Instagram or Twitter.

Always create content based on context to receive higher customer engagement.


When it comes to video marketing, the quality of the video plays a vital role in instigating a desired reaction from the viewer. The quality of the video depends on how well the marketers have understood the market.

Marketers have to be able comprehend their buyer persona’s perfectly, they should be able to say what subject matter will incite the desired action from viewers. This can only be done right, if marketers invest time to understand the psychological attributes of their target persona, they should be able to sense what the customer feels and expects from the brand.

Psycho-graphics will help business create the right video for the right customer, the next aspect is to get the storytelling, design and audio right.


Once you have understood your audience and the context, the next step should be to identify the time period of the video. This can be done by gauging responses to different video lengths.

Understand how viewers are reacting and know what length of content works best for which platform.

Example lengthy 15 to 20 minutes video works best on YouTube, this can be used for informational or hygiene content, whereas short 2-minute videos can be used for platforms like Facebook or Twitter, this could be more promotional in nature.

Time the content based on the platform and witness higher engagement.


Video marketing changes the way customers want to interact with us, video content is more accepted now than static content, hence improving video marketing is a crucial step to stay ahead of the curve.

These three steps will help improve your engagement levels and improve your overall video marketing efforts.

Do lets us know in the comments below on how these steps have helped you improve your video marketing efforts and if their newer ways to improve video marketing efficiency.

If you are interested in knowing more about how to create engaging content, then click here.