Who would have thought that videos would become so popular? It used to be data guzzlers that you could hardly see on your small Blackberry screen with a pixelated image - nowadays video is an indispensable part of the online world. And with that, the popularity of video marketing has increased. We already wrote about it briefly in the Instagram + Facebook trends blog post. Don't miss this trend! In this blog post we explain why video marketing is important and how you can get started.

What is video marketing anyway?

Video marketing is the term we use to describe video marketing. This mainly concerns advertisements, such as videos as advertisements in Instagram Stories. But “marketing” is of course much broader. Online courses in video format is also a form of video marketing. Sending people personal videos in which you thank them or send an invitation, for example - also a form of video marketing. In this blog post, we will mainly focus on video marketing in the field of advertising because we are the most expert in this and it is relevant to most people, including you.

Why is video marketing important?

Why is video a valuable addition to text and still images? Videos are easy to consume. Reading a book is usually more intensive than watching an episode of Netflix, even though it may be about the same subject. You can watch videos everywhere and you don't have to put in that much effort.

But why has video marketing grown so much? If you look closely, the shift from offline to online TV is not new. YouTube has been reaching more people than a TV channel for years. With the rise of Facebook Stories, Instagram Stories and Instagram TV, TV is only becoming more important. With video marketing you can therefore reach a large (or small / niche), targeted and relevant audience. It's a new way to deliver your message.

Getting started with video marketing: step-by-step plan

You now know what video marketing is and why it is important. Time for the next step: start video marketing. Follow these four steps and you will be well on your way.

1. Outline your strategy

Yup, we're not starting with the easiest step, but a strategy is the most important part of video marketing. It often happens that people are very enthusiastic about video marketing, but actually have no idea what they are doing, are going to do or want to achieve. Sin! Just like with the rest of your social media strategy, your video must match your brand. What do you want your video to deliver? What should your video do for your brand? And does the video fit your brand? Write all this down first and develop a plan of action. Only then start filming. So make sure there is a clear call to action in your video. Of course you will learn along the way and it is a process of trial and error, but make sure you do not "just" make a video.

2. Consider your platform

Now you know what you want to achieve with your video, but does that also tie in with the platform? You probably know that LinkedIn has a different purpose than Facebook. LinkedIn is more professional and serious, while Facebook is much looser and “faster”. There are also differences in videos.

On Facebook share your news, because people often watch it on the go, on their phones. Important: make sure people can understand it without sound, in case they don't have their ears with them or just aren't in the mood for audio. You see this more and more in the form of subtitles. Examples of Facebook video marketing: video about the USPs of your product (with subtitles), behind the scenes of your company or news items presented in a fun way.

Instagram is the platform for inspiration and beautiful pictures. Why do people use Instagram? Usually to be entertained, to be inspired and to pass time. In itself there are many similarities with Facebook, but Instagram is used more as a kind of chill mode (for example a learning break). Facebook really focuses on being on the go. Examples of Instagram video marketing: live Q & As, tips & tricks, recipes & how-to's and short videos via Instagram TV.

Last but not least: YouTube is of course the platform for video. Where Instagram and Facebook still look alike, YouTube is completely different. People who are on YouTube want to learn something. They have their sound on and give you their full attention. Videos may now last longer than 2 minutes. Make sure that it is immediately clear what the viewer can expect. YouTube viewers are looking for specific information and will drop out if they think you cannot give them that information. Examples of YouTube video marketing: vlogs, unpacking of products, aftermovies of events or short courses.

3. Set up an influencer

Hopefully, we don't have to explain that influencer marketing is popular. But it is not yet common to apply influencer marketing to your video marketing strategy. We don't mean asking Anna Nooshin to appear on your vlog. It's about creating your own influencer, who becomes the face of your brand. With your images you can already designate a person to represent your company, but with video you can really set a tone. Think of colleagues or employees. Much cheaper than traditional influencer marketing and the person within your company has the opportunity to actually become a social influencer. Then he or she will become more popular again and that is good for your brand. Win-win-win!


The videos therefore differ per platform, but there is one similarity: you have to stand out. People have very little time and attention. Generation Z is even more impatient than the millennial generation and you have to respond to that. How do you stand out? Do things differently from others. Don't start with your logo, but with something people don't expect. Make use of all the effects and editing options of videos. Make sure that your video still fits your brand and your strategy.

Trends in video marketing

Finally, we have listed the most important video marketing trends for you. You can think of this with your own video marketing. Use it to be one step ahead of the rest!

1. Shift to square or vertical videos

In the past, you weren't just attacked by your friend if you made an upright video of her. Today this is more and more popular. Why? Vertical videos are perfect for Instagram TV and Instagram Stories. But these videos are also suitable for the timeline, because the entire screen is filled with your video. Great for Facebook! Vertical videos are fine too, as Instagram uses square thumbnails in your feed. It NRC Netherlands  writes in their article on vertical filming. Will vertical filming become the new trend? read it full article to find out how Baas & Baas thinks about vertical filming!

2. Use of live videos

This one is not about advertising, but your “organic” stories. Whoever sees your story is based on an algorithm. Does someone never view your story or profile? Then your story will be at the back, or at least not at the front. Then they will not see your story often anymore, so your popularity will drop. As a result, your story is shown less to others, and so on. Fortunately, that can be done differently! Live videos are always at the forefront of everyone. Such a live story is therefore perfect for reaching your target group. Think of a live recording of an event where you are, something that happens in the office or a project you are working on.

3. Shift to education

All video marketing trend reports show that education is an increasingly important goal of videos. What do you think is more fun, a psychological paradigm explained in a dusty book or in a video with beautiful effects and variety of a talking person and clear animations? If you really had to choose, only the real bookworm would go for the first option. Videos offer the possibility to combine image, sound and text in many ways. The education sector is making good use of this. But more and more commercial companies are also using videos for education. Think of tutorials, workshops and webinars. Surely there is a way for you to incorporate education into your video marketing!


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