How To Use Video Marketing In 2020

Videos’ popularity and consumption rate are increasing at a speedy rate.

According to HubSpot, not only video is the medium that draws the most attention (especially if compared to written and voice-only mediums like articles and podcasts), but its demand will also increase further down the line.

Video marketing has to be a major component of any digital strategy.


Because it has so benefits associated with it. Just to name a few:

  • Video marketing is just getting started, and numbers speak for themselves.6 out of 10 people prefer watching their smartphone instead of TV and, as of 2025, it is estimated that about half of all the people under the age of 32 will not pay for traditional TV anymore (Google);
  • The increasing video consumption is also proved by the rise of TikTok, one of the fastest-growing social media apps in the world, which makes video content its central focus;
  • The need for creative content is greater than it has ever been and, with video, users are able to experiment and delight their audiences in a more fun and innovative way.

We know the effectiveness of video content.We know what it brings to the table.However, there are still some questions left unanswered, such as “How long should my videos be?”, or just “How do I get started with video marketing?”

In the following lines, we’re going to find the right answers.

How long should my videos be?

Video marketing is a more interactive way to present yourself and your brand in front of the right people. It makes you human and real and allows that ultimate level of trust to take place.

However, there are some guidelines to be aware of, especially given the fact that different platforms cater to different audiences and therefore needs.

YouTube Video

Right now, YouTube represents the #1 video platform on the market.

Its video length, though, is a real “X factor” and it’s dependent upon different elements, such as the niche you’re in, the engagement levels you have, and the type of content you put out.

There’s literally no recipe. On Youtube, you can experience real video marketing success both with 3-minute videos and 30-minute ones. The important thing is to cram those minutes with as much value as possible without forgetting, at the same time, to actively listen to your audience and following through on their preferences.

Facebook Video

On Facebook, video length can range from 1 second to 240 minutes.

As of optimal length, though, research shows that it’s preferable to stay within the 2-minute mark if your goal is to drive the most engagement.

Instagram Video

Although it was born as an image-only app, Instagram has been able to successfully implement the video component within its own ecosystem.

Right now, the maximum length is 15 seconds for stories, 60 seconds for posts (with 30 seconds as best engagement threshold) and, for those who would like to take advantage of a bigger format, Instagram gives you the opportunity to upload your videos on Instagram TV (IGTV) for a maximum of 60 minutes (albeit the ideal duration lies between 15 seconds and 10 minutes).

LinkedIn Video

Since they came to be through a recent rollout dated 2018, videos on LinkedIn are a pretty recent matter, but they’re nonetheless one of the most profitable ways to drive more traffic and conversions.

LinkedIn allows you to upload videos ranging from 3 seconds to 10 minutes. Such limit is only extended for ads, which can last up to 30 minutes.

Twitter Video

Along with many resolution limits, Twitter has a duration limit of 2 minutes and 20 seconds for feed videos, regardless of whether they are shared, uploaded, recorded, or they’re just live sessions started directly from the platform.

TikTok Video

For those who are just getting started on TikTok, the maximum video length is 15 seconds. If you want to make it a 60-second clip, you’d just have to string four 15-second videos together.

Accounts with more than a thousand followers can record entire 60-second videos. However, you can upload longer videos, as long as you have them within your own gallery. In short, they can’t be TikTok-native.

Snapchat Video

Snapchat is the platform that started the short-video trend back in 2011, but as it pertains to video, its length limit is (and has always been) 10 seconds.

For peak engagement, it is best to stick to the 3/5-second range.

How to get started with video marketing?

In this day and age, your digital marketing success will depend largely upon the use you make of the video marketing component, and how well you integrate it with other elements of your marketing efforts.

A solid and bullet-proof strategy includes:

  1. Knowing your goalsAs with every strategy, you must start with the end in mind.What is exactly the goal that you’d like to accomplish?What’s the one thing that has your priority?If, for instance, you own an e-commerce store, you’d want to integrate a marketing video in every stage of your sales funnel (including the “thank you” page), so as to accustom your potential clients to seeing your face and interact (for as much of an interaction an e-commerce sales funnel could provide) with you throughout the whole purchase. That will increase trust and “warm” them considerably more, therefore making them more purchase-oriented.The same thing goes for any social media page. Putting out only written content and never trying to find new engagement methods, such as video sharing, is the quickest way to bore your audience.
  2. Knowing your audienceAfter you’ve set the goal, the second step lies in knowing who you’re talking to.Make it a point to get to know your audience upside down. Their needs, wants, desires, hardships, struggles, and, most importantly, how your product or service can help them to either have what they want or avoid what they don’t want.
  3. Create a compelling video storyYou have your first two steps checked off your video marketing checklist.Now it’s time to work around them, and crafting a compelling video marketing strategy that takes into consideration both your customers’ pain points and needs, the solution you’d like to provide them with, and the end goal you have in mind for them and your business.Behind every marketing there’s a story, and video marketing is no exception.If you think that randomly publishing videos on your social media pages will automatically increase your engagement rates and make you successful, you got it all wrong.Video marketing has to follow a precise scheme that is not only coherent with the perception that you want your brand to have, but that is also consistent over a prolonged period of time.
  4. EngageThe success that video marketing will let you experiment won’t come just from publishing. There has to be some sort of a follow-up, which entails being present and active within your community.This is by far the most overlooked component, but one worth pointing out.In order to create the engagement and virality that you see all the time within successful video strategies, you have to spend time talking to your customers and viewers. Higher-quality communication always translates into great business results.
  5. Keep investing in video marketingVideo marketing isn’t a one-off investment. It won’t fade away any time soon; as a matter of fact, it’s just getting started.Keep a portion of your budget at your disposal for higher quality and better equipment.Mind you, you don’t need a gigantic infrastructure in order to get started with video marketing. Anything is better than nothing, especially when starting out.However, as your business grows (profitably, with hope), necessities and expectations from your audience will grow as well, so you better start anticipating that in order to not only getting successful, but also staying successful in your video marketing efforts.

Is video marketing worth the investment?

Video marketing’s popularity is exploding right now, and everyone is seeing how dramatically it can improve the effectiveness of entire content strategies.

However, as with all things, it must be used strategically, with purpose, and it must be treated and looked at as just a fraction of the business’ overall communication plan.

If you follow this article’s simple and straightforward guidelines, you will immediately start to see how much of a valuable weapon it can turn out to be.

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