Growth
Unlocking the Potential of Video Marketing for Startups
Written by
Lineke Kruisinga
Published on
December 28, 2024
Written by
Published on
When reaching out to clients or attracting new leads, startups often stick to emails, blogs, or reports. But there’s one powerful tool many overlook: video.
If you’re not in the marketing space, you might think video isn’t necessary or that it’s too expensive and time-consuming to create. But that’s no longer true. Today’s tools make video creation easier and more affordable than ever. Plus, it can position your startup as an industry leader and help you stand out.
When you think of video marketing, you might picture TikTok dances or flashy influencer content. But video marketing for startups is much more than that. Businesses have been using video to educate and promote since the 1940s, and today it’s a core part of any smart content strategy.
Here’s why: People love video. HubSpot reports that users spend 17 hours a week watching online videos, and 94% say they’ve watched videos to learn about products or services. For startups, this means video is not just a trend—it’s a must-have.
Video is an amazing tool to educate your clients and attract new ones. It helps position you as an expert in your field and has plenty of other benefits:
Video boosts engagement.
The saying "a picture is worth a thousand words" holds true—and video takes it further. Studies show our brains process visuals in just 13 milliseconds, and these images tend to stick in long-term memory. Videos engage both sight and sound, making your message more impactful. They can spark emotions, build trust, and leave a lasting impression. Plus, when your video resonates with viewers, they’re more likely to share it, expanding your reach effortlessly.
Video improves SEO.
Adding video to your website enhances its quality in Google’s eyes. It keeps visitors on your page longer, which signals value to search engines. This can boost your ranking on search engine results pages . The higher your position, the better your chances of being found. For example, if someone searches “financial planners,” having a strong video presence can help your company land at the top of the list.
Video marketing can be a powerful tool, but only if used effectively. Before you hit “record,” keep these tips in mind:
Know Your Audience’s Pain Points
Your audience isn’t watching your video for fun—they’re looking for solutions. For example, financial planners often work with clients who want to reduce taxes, manage wealth transfers, or increase income. Others need guidance during life transitions like starting a career, raising a family, or retiring. The key is to understand what’s keeping your clients up at night.
Show How Your Video Solves Their Problems
Every video should help your audience by offering practical advice or insights. Use your expertise to position yourself as someone they can trust. Trust is not only crucial for retaining clients but also for converting prospects.
Pick the Right Topics
Your content should align with your audience’s needs. If you’re a financial planner, consider topics like maximizing year-end retirement contributions, estate planning basics, or tips for filing taxes. Make it relevant and timely.
Always Plan Your Script
Don’t just wing it—write a clear, engaging script. For example, instead of saying, “Estate planning is important,” explain why it matters. A good script keeps your message focused and ensures you connect with your audience.
Choose the Right Spokesperson
If you’re comfortable on camera, that’s great! But if you freeze up under the spotlight, find someone else in your team who can deliver your message confidently. Ideally, the financial advisor should cover detailed topics like market trends, but you can always collaborate with a colleague who’s more at ease on camera.
Edit for Quality
Editing ensures your video flows logically and keeps viewers engaged. You don’t need fancy equipment—tools like Adobe Premiere Pro, or CapCut work well and are easy to use.
Keep It Short and Catchy
Attention spans are short, so keep your video under five minutes. Start strong with a compelling hook to grab viewers in the first few seconds. For instance, a quick market outlook could be delivered in 45 seconds, with a link for more details.
Share Across Multiple Channels
Your video can go far beyond your website. Share it through email, YouTube, Instagram Reels, TikTok, LinkedIn, or even webinars. The more platforms you use, the wider your reach.
Before hitting record, decide on the type of video you want to create. Here’s a simple list to help you choose:
1. Demo Videos
Show how your product works. Whether it’s a tour of your software or testing a physical product, demo videos help people see your product in action.
2. Brand Videos
These videos highlight your company’s vision, mission, or services. They’re great for building awareness and connecting with your target audience.
⏩️ Employer Branding Tools & Techniques: Building an Talent Framework
3. Event Videos
Hosting an event like a conference or fundraiser? Share a highlight reel or post interviews and presentations to keep the buzz alive.
⏩️Maximizing Startup Growth Through Events
4. Expert Interviews
Interview industry experts or thought leaders to build trust and authority. Find voices your audience values and share their insights.
5. Educational or How-To Videos
Teach your audience something new while showing how your product fits into their lives. These videos can also help your sales team explain solutions.
6. Explainer Videos
Simplify a problem and show how your product solves it. Many explainer videos use storytelling to make the message relatable and clear.
7. Animated Videos
Use animation to explain concepts or showcase goals, like Apple’s video on its carbon neutrality plan.
8. Case Studies & Customer Testimonials
Let happy customers share their success stories. These videos prove your product works and build credibility with potential buyers.
9. Live Videos
Go live to give your audience a behind-the-scenes look at your business. Live streams encourage engagement and keep viewers tuned in longer.
10. 360° & VR Videos
360° videos let viewers explore every angle, while VR videos offer an interactive experience. Perfect for showcasing locations or products in detail.
11. AR Videos
Augmented Reality adds a digital layer to real-world visuals. For example, use AR to see how furniture fits in your space, like IKEA’s app.
12. Personalized Messages
Send tailored video messages to recap meetings or share recommendations. These personal touches can make a big impression and help move deals forward.
Now that you understand the power of video, employer branding videos are a powerful way to attract the right talent. But how do you make one that really connects with candidates? It’s about being authentic and intentional. Here’s how you can create videos that feel real and leave an impression.
1. Show Your Real Company Culture
Don’t try to polish every corner or script every line. Candidates want to see the genuine vibe of your workplace. Think casual office tours, team collaboration moments, or snippets of a regular workday. Spontaneous clips—like behind-the-scenes footage or candid employee interactions—make your company relatable. Forget the overly corporate tone; focus on what makes your team and culture unique.
2. Highlight Employee Stories
Your team’s voices are your strongest asset. Let employees share their experiences, career journeys, or favorite aspects of the company. Diverse stories from people in different roles show potential hires what they can relate to and aspire to. Short, personal videos with real stories always beat scripted testimonials. Authenticity builds trust.
3. Keep It Short and Punchy
Attention spans are short, especially on social media. Stick to videos under two minutes for platforms like Instagram, LinkedIn, or TikTok. Start with a hook—something that grabs attention instantly—then get straight to the point. Want to cover more? Break it into a series of bite-sized clips. Longer videos are fine for your website, but keep social media content snappy.
4. Focus on Content Over Perfection
A great story trumps fancy production every time. A well-thought-out video filmed on a smartphone can work wonders if it’s authentic and engaging. If you have the budget, go for professional production to add polish. But don’t wait for the “perfect” setup—your audience values honesty over high gloss.
Read more about Employer Branding:
⏩️ Mastering Employer Branding: Building a Magnetic Identity to Attract Top Talent
⏩️Employer Branding Trends for 2025: Strategies for Startups
Social media videos can be a powerful tool for your startup. Here’s how to make the most of Facebook and Instagram video features to grow your brand:
Facebook loves video content—it’s clear from their dedicated video tab and algorithm that prioritizes viewer engagement. Startups using video often see better reach compared to static posts. For Facebook, light and entertaining brand awareness videos tend to perform well. Keep your videos short, optimized for mobile, and relevant to your audience.
Instagram is all about video and social selling, making it a great platform for creative marketing. The key is to deliver content that your audience finds valuable—consistent, original, and packed with personality.
Here are Instagram’s video options:
LinkedIn is a professional platform, so your videos should reflect that tone. People here are networking, job hunting, and staying updated on industry news. Create content that provides value—whether it’s sharing a time-saving tip, industry insights, or a personal take on company updates.
Here are a few video ideas:
Other creative ideas include showcasing new technologies, providing tutorials for your products, or broadcasting live from conferences or events. Keep your videos clear, professional, and valuable to your network.
TikTok isn’t just for Gen Z anymore—it’s a platform for all ages with over 1.7 billion monthly users. The algorithm prioritizes trending content, so focus on humor, creativity, and authenticity.
To stand out:
Owned Channels for Video Marketing
Owned channels are platforms you control—like your website, blog, or email. These are perfect for experimenting with video content and figuring out what resonates before diving into paid options.
For startups, tracking your video performance is key to understanding what works for your audience. Measure the impact on each platform to see if video is the right fit for your content strategy.
Here’s what to focus on:
By tracking these numbers, you’ll learn which videos drive the most value and can keep refining your strategy for better results.
Video marketing might feel overwhelming at first, but it doesn’t have to be. With a bit of practice, you can create videos that truly represent your brand.
Grab your camera, start filming, and see how your engagement grows. Video can quickly become a game-changer in your marketing strategy.
Take it step by step—experiment, learn, and refine. Every new idea or strategy could be the one that helps you reach your goals.
⏩️Also interesting:
Startup Branding: Building a Foundation for Long-Term Growth
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