Building a Video Marketing Strategy

Upstart Labs

We Grow Your Business, So You Can Change The World.

01. What’s Video Marketing?

95% of B2B buyers say video plays an important role in moving forward with a purchase. (Ref: Brightcove The Power Of Video In The B2B Buyer’s Journey guide)
Videos lead to 49% faster revenue growth than any other marketing strategy. (Ref: The B2B House)
91% say video marketing has helped them increase traffic. (Ref: Wyzowl)

🎥 Video Marketing is a strategic approach that utilises compelling videos to promote and communicate a brand's message, products, or services to a targeted audience. It involves creating engaging and shareable video content that captures attention, delivers relevant information, and evokes a response; this may include actions such as subscribing to media channels, sharing a video on social media to drive engagement and awareness, or making a purchase.

It's a form of content marketing that uses the power of visuals, storytelling, and audiovisual elements to effectively convey a brand's story, showcase its unique value proposition, and build strong connections with viewers. It's a versatile and dynamic marketing tool that can be employed across various platforms and channels, such as websites, social media, email campaigns, and more, to effectively reach and resonate with a wide range of audiences.

💡 Upstart Tip - Posting different videos on different social media channels enables you to connect with diverse audiences, take advantage of platform-specific features, optimise content formats, cater to user behaviour, and maintain brand consistency. By adopting this strategy, you'll amplify your video marketing efforts and achieve better results across multiple social media platforms.

Video Marketing Strategy: Understanding Hub, Hero & Help Content

02. Hero, Hub & Help Explained

Hero, Hub and Help are three different types of video content that businesses can create to engage with their audience and build their brand.

It is important for businesses to incorporate all three types of content into their video marketing strategy because each type serves a different purpose in engaging and building a relationship with their audience. By providing a mix of entertaining, informative, and helpful content, businesses can establish themselves as a trusted authority in their industry and create a loyal customer base.

of businesses use video as a marketing tool in 2023 (Wyzowl 23)

of B2B decision-makers prefer video over text when learning about a product or service. (The B2B House)

Hero . Hub . Help .

Hero

📣 Hero Video Content is a type of video that is designed to generate a strong emotional response, create brand awareness, and reach a wider audience. Hero content typically has a larger budget, higher production value, and a more polished look and feel than other types of video content.

The goal of hero content is to create a memorable and impactful experience for the viewer that resonates with them long after they have seen the video. Unlike Hub and Help content Hero videos are posted on a less frequent basis.

Hub

💬 Hub Video Content are videos designed to build long-term engagement with an audience by providing regular and consistent content. Hub content is typically focused on a specific theme or topic, and it’s created to educate, entertain or inspire the audience.

The goal of hub content is to keep the audience engaged and coming back for more by providing them with valuable and interesting content that they can enjoy regularly. Unlike hero videos, hub videos don’t necessarily need a high production value, as they can be shot with a lower budget and in a more casual style.

Help

❓ Help Video Content is a type of video that is designed to provide valuable information and help solve a problem for the viewer. Help content typically provides solutions to a specific problem or pain point, and it’s created to educate the audience and build trust with them.

The goal of help content is to position the brand as a trusted authority and a valuable resource for the audience. Unlike hero and hub videos, help videos are usually very specific and focused on a particular topic or issue.

03. Key Features:

Top of the Funnel: Hero

At the top of the funnel are Hero Videos, we've outlined common features and characteristics of this type of video content below:

High Production Value

Hero videos are typically produced at a higher production value than other types of video content, with high-quality visuals, sound, and special effects.

Emotional Appeal

Hero videos are designed to evoke an emotional response from the viewer, such as excitement, inspiration, or awe. Often featuring a unique or compelling story that captures the viewer's attention and leaves a lasting impression.

Shorter Length

Hero videos are usually shorter in length than other types of video content, with an average length of 1-2 minutes, in order to hold the viewer's attention and generate a strong emotional response.

Broad Target Audience

Hero videos are created to appeal to a broad target audience and are often designed to be shareable and viral.

Brand Awareness

Hero videos are often used to raise brand awareness and promote a company's values, mission, or products.

Call To Action

Hero videos may include a call-to-action (CTA) that encourages the viewer to take a specific action, such as visiting a website, making a purchase, or sharing the video on social media.

Output & Distribution

At the top of the funnel are Hero Videos, we've outlined common features and characteristics of this type of video content below:

Content Applications

TV & Social Adverts
DRTV Productions
Brand Films
Social Campaign Videos
Product & Service Launches
Viral Marketing Campaigns

Distribution Channels

Company Website
Social Media Channels e.g. Instagram, Tik Tok
Paid Advertising Campaigns e.g. IG in-feed ads, TikTok Brand Takeover ads
TV

Middle of the Funnel: Hub

In the middle of the funnel are Hub Videos, we've outlined common features and characteristics of this type of video content below:

Educational & Informative

Hub videos are typically educational or informative in nature, providing value to the viewer by teaching them something new or providing insight on a particular topic.

Focused Topics

Hub videos are focused on a specific topic or theme that is relevant to the audience. This allows the content to be more targeted and effective in providing value to the viewer.

Regularly Scheduled

Regularly Scheduled: Hub videos are typically released on a regular schedule, such as weekly or monthly, to establish a consistent presence and build a loyal audience.

Designed for Engagement

Hub videos are designed to engage the viewer and encourage interaction. This can include asking questions, providing opportunities for feedback, or including interactive elements such as quizzes or polls.

Increased Longevity

Hub videos are intended to have a longer lifespan than hero videos and are often created to be evergreen content that remains relevant and valuable over time.

Targeted Call To Action

Hub videos often include a call-to-action (CTA) that encourages the viewer to take a specific action, such as visiting a website, subscribing to a newsletter, or following a social media account.

Output & Distribution

At the top of the funnel are Hero Videos, we've outlined common features and characteristics of this type of video content below:

Content Applications

Video Series
Endorsement & Sponsorship Films
Branded Content
Docu-style Videos
BTS Productions

Distribution Channels

Fixed Platforms e.g. Youtube, Vimeo
Company Website e.g. Blogs
Social Media Channels e.g. Linkedin
Instagram

Bottom of the Funnel: Help

At the bottom of the funnel are Help Videos, we've outlined common features and characteristics of this type of video content below:

Educational

Help videos are focused on educating viewers about a product, service, or topic.

Problem Solving

Help videos aim to help viewers solve a particular problem or address a specific need.

Measurable

Help videos can be tracked and analyzed to measure their effectiveness and adjust strategies accordingly.

Multi-Platform

Help videos can be distributed across multiple platforms, including a company's website, social media, and email marketing campaigns.

Targeted Content

Help videos are targeted to a specific audience, addressing their particular needs and concerns.

Evergreen & SEO-Friendly

Help videos are designed to have a long shelf life and remain relevant over time, providing ongoing support to customers and viewers.

Output & Distribution

At the top of the funnel are Hero Videos, we've outlined common features and characteristics of this type of video content below:

Content Applications

How-to Videos
Tutorials
Troubleshooting Content
Product & Software Demos
Testimonial Videos
Case Studies

Distribution Channels

Company Website
Support Forums
Email Marketing
Fixed Platforms e.g. Youtube, Vimeo
Mobile Apps
Social Media Channels: IG, Tik Tok

04. Content Examples: HERO

Nike Dream Crazy Campaign

Creating Lasting Impressions: The Power of Hero Video Content

Nike’s “Dream Crazy” campaign featuring Colin Kaepernick was a piece of hero content that sparked controversy and generated a lot of attention. The ad encouraged viewers to dream big and take risks, and it became a cultural touchstone.

Nike’s video content often features high-production values and is designed to showcase the company’s products in action, while also promoting a message or theme that aligns with Nike’s brand values.

Nike’s video content often features top athletes and celebrities in their respective sports, highlighting their achievements and using their stories to inspire viewers. Nike’s videos often aim to tap into emotions such as perseverance, determination, and triumph over adversity, creating a powerful emotional connection with viewers.

Overall, Nike’s video content is designed to showcase the company’s products and connect with customers on an emotional level, inspiring them to pursue their goals and dreams.

163

Million dollars media earned by the campaign

Billion value added to the brand

Sales increase

Powerful & Impactful

The campaign’s message of empowering athletes to dream big and pursue their dreams, even in the face of adversity, resonated with audiences and created an emotional connection with viewers.

Timely & Relevant

The campaign was launched at a time when social and political issues were at the forefront of public discourse, and Nike’s message of challenging norms and pursuing dreams was seen as a timely and relevant response to the current cultural climate.

Multi-Platform Distribution

The campaign was distributed across multiple platforms, including TV, social media, and digital advertising, ensuring that it reached a wide audience.

Social Media Strategy

Nike’s use of social media to promote the campaign and engage with audiences was also a key factor in its success. The company created a hashtag, #DreamCrazy, which encouraged viewers to share their own stories of pursuing their dreams. The hashtag quickly gained traction on social media, with celebrities and athletes joining in the conversation and amplifying the campaign’s message.

Emotional Resonance

The campaign’s message of pursuing dreams and challenging societal expectations resonated strongly with viewers, particularly younger audiences. The ad featured athletes from diverse backgrounds and with a range of physical abilities, reinforcing the idea that anyone can pursue their dreams with determination and hard work.

Content

Examples: HUB

Vox Youtube Series

The Art of Consistency: Building a Loyal Fan Base with Hub Video Content

Vox’s video content is a type of online video journalism that aims to explain complex issues in an engaging and accessible way. Vox produces a wide variety of videos on topics such as politics, culture, technology, and science, among others. Their videos often feature a combination of expert interviews, animation, and graphics to help viewers better understand complex topics.

One of the hallmarks of Vox’s video content is its ability to take complex issues and distill them into easy-to-understand explanations that are accessible to a broad audience. Vox’s videos often employ a conversational and engaging tone that draws viewers in and keeps them interested.

Vox’s video content has been successful in part because it offers a unique blend of journalistic rigor and visual storytelling that is well-suited for the digital age. By combining expert analysis with engaging visuals and a conversational tone, Vox’s videos are able to connect with audiences in a way that traditional print journalism often cannot.

11.3

Subscribers on their YT channel

3.2

Total views

1582

Videos on their channel

Strong Visuals

Vox’s videos feature high-quality visuals, including animation, infographics, and footage, that help to engage viewers and enhance storytelling.

In-Depth Reporting

Vox’s videos often focus on complex and nuanced topics, and they employ in-depth reporting and research to provide viewers with a comprehensive understanding of the issue at hand.

Concise Storytelling

Despite covering complex topics, Vox’s videos are typically concise and to the point, with clear and compelling storytelling that makes the content easy to follow and understand.

Unique Style

Vox has a distinct visual style and approach to storytelling that sets it apart from other media outlets. This includes its use of animated explainer videos and its focus on exploring the “why” behind news stories.

Creative Story Selection

Vox’s videos cover a wide range of topics, from politics and economics to science and culture. They often choose to cover unique and underrepresented stories, making their content stand out in a crowded media landscape.

Content

Examples: HELP

Hootsuite’s Help Content

From Confusion to Clarity: How Help Video Content Can Solve Your Audience’s Pain Points

Hootsuite’s video content typically focuses on providing help and educational content for social media management and marketing. They create tutorial videos, product demos, and thought leadership pieces featuring industry experts to help their audience better understand how to use social media to achieve their business goals. Hootsuite’s video content is usually distributed on their website, social media channels, and YouTube channel.

186

of businesses use video as a marketing tool in 2023 (Wyzowl 23)

847

of businesses use video as a marketing tool in 2023 (Wyzowl 23)

239

of businesses use video as a marketing tool in 2023 (Wyzowl 23)

Educational Content

Hootsuite’s video content is focused on educating its audience on how to use its social media management platform. The videos are informative and provide step-by-step instructions on how to use various features.

Problem-Solving

Hootsuite’s videos also aim to solve common problems that users may encounter when using their platform. They provide solutions and tips on how to overcome these issues.

Regular Updates

Hootsuite regularly updates its video content to keep it relevant and timely. They cover current events and trending topics related to social media management, which keeps their content fresh and interesting.

Engagement

Hootsuite’s videos encourage engagement by asking viewers to like, share, and comment on their content. They also respond to comments and questions, which helps to build a community around their brand and increase engagement.

Consistent Branding

Hootsuite’s videos have a consistent branding across all their platforms, with their signature owl mascot featured prominently in all their videos. This helps to reinforce their brand identity and make their content instantly recognisable.

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