Consumer trends in 2023 are all about video marketing strategy, with YouTube and TikTok making Gen Z your target audience for video content.

In 2023 your marketing team should focus your video marketing campaign on Gen Z. Gen Z are using YouTube and TikTok as their primary search tools and should be the primary channels where you deliver content.

Most marketers are comfortable spending your hard-earned budget to attract potential clients. The problem is that the privacy tools launched with Apple iOS 14 and Google's privacy update in 2022 have made paid ad targeting extremely difficult.

Here are the questions I will be answering today regarding using an effective video marketing strategy to elevate your video marketing campaign:

1. How do I reach my potential customer on my own channels?

2. How do I drive awareness on TikTok and YouTube?

3. How do I achieve my business goals with social media videos?

4. How do I create video content to build an audience for my products and services?

5. How do I identify potential customers to gain users for my SaaS brand?

How do I reach my potential customers on my own channels?

Ensuring your video campaign channels are correctly set up and linked to keeping potential clients on the product or service discovery path is essential to your success.

I like connecting informational and commercial content to satisfy the client's search path. To apply this, the first step with your video content is to build long-form educational content, then give the client an option to watch how your particular product or service solves their problem.

Your video marketing strategy explained

Elements of your Upper, Middle, and Lower funnel content should support long-form content which explains how your product or service works but, most importantly, demonstrates how your product or service solves the customer's problems.

Your video media program ensures you have the best chance to lead your category and fulfill expertise in your product category. Many marketers fail to correctly connect expertise, authority, and trustworthiness and miss opportunities to get visitors to view your content and turn their clicks into conversions.

How do I drive awareness on TikTok and YouTube?

Gen Z viewers are using TikTok and YouTube social media platforms to replace Google as their primary search tools. Creating explainer or how-to videos for your video marketing strategy allows you to access your target audience on the platforms where they spend the most time.

Your video campaign must be formatted for your potential clients

To make videos for these specific platforms, your marketing team should be aware of some specifications for these social media platforms.

1. On the TikTok social media platform, videos should be in a vertical format of 1080x1920 or higher resolution and around 15 seconds

2. On the Youtube social media platform, videos should be in a horizontal format of 1920x1080 resolution or higher and can be long-form well over 20 minutes

How do I achieve my business goals with social media, long-form, and short-form videos?

Long-form video campaigns

What are examples of long-form videos?

• LinkedIn Live Videos

• Demonstration Videos

• How-To Videos

• YouTube Videos

Short-form video campaigns

What are examples of short-form videos?

• Explainer Videos

• Instagram Reels

• TikTok Videos

Social media video campaigns

What are examples of social media videos?

• TikTok Videos

• Instagram Story Videos

• Facebook Story Videos

How do I create video content to build an audience for my products and services?

Here is how I use videos to support your video campaign and ensure that your messages align with consumer trends:

1. Social Media Videos to create brand awareness and drive website traffic

2. Explainer Videos to demonstrate that you are an expert in your field and drive website traffic

3. Sales Funnel Customer Acquisition Videos to explain your product and services to turn viewers into customers

How do I identify potential customers to gain users for my SaaS brand?

When you launch your SaaS brand, you will ensure more results for interested customers by treating your video campaign as an essential part of your sales funnels, blogs, and any article where you feature details about your product or services on various websites.

How to build a robust marketing ecosystem with a video campaign in 2022