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The benefits of using video marketing

Video marketing.

Video marketing is the use of videos to promote or market a product, service, or brand. It is a powerful tool that can help businesses reach a wider audience, engage with potential customers, and drive sales.

Here are some of the benefits of using video marketing:

  • Increased brand awareness: Videos are a great way to increase brand awareness. When people see a video about your brand, they are more likely to remember you and your products or services.
  • Improved website traffic: Videos can help improve website traffic. When people watch a video on your website, they are more likely to stay on your website longer and browse more pages.
  • Increased engagement: Videos are a great way to engage with potential customers. When people watch a video, they are more likely to interact with it by commenting, sharing, or subscribing to your channel.
  • Improved SEO: Videos can help improve your website’s SEO. Search engines like Google love videos, and they are more likely to rank websites with videos higher in search results.
  • Increased sales: Videos can help increase sales. When people watch a video about your product or service, they are more likely to make a purchase.

Amazing facts and insights about video marketing

  • According to Cisco, video will account for 82% of all internet traffic by 2022.
  • According to Wyzowl, 87% of marketers say video has helped them increase brand awareness.
  • According to HubSpot, 72% of people would rather learn about a product or service through video than text.
  • According to Animoto, videos are shared 12 times more often than text and image content combined.
  • According to Forbes, 83% of businesses say video has helped them generate leads.
  • According to Wordstream, videos increase conversion rates by 80%.

How to use video marketing effectively

Here are some tips for using video marketing effectively:

  • Create high-quality videos: Your videos should be well-produced and engaging. Use high-quality video and audio equipment, and edit your videos carefully.
  • Optimize your videos for search engines: Include relevant keywords in your video titles, descriptions, and tags. This will help people find your videos when they search for those keywords.
  • Promote your videos on social media: Share your videos on social media platforms like YouTube, Twitter, Facebook, and LinkedIn. This will help you reach a wider audience.
  • Use video ads: You can also use video ads to reach a wider audience and drive traffic to your website.
  • Track your results: Track the results of your video marketing campaigns so you can see what’s working and what’s not. This will help you improve your campaigns over time.

Different types of video marketing

There are many different types of video marketing, but some of the most common include:

  • Product videos: Product marketing videos showcase your products in a visually appealing way. They can be used to demonstrate how your products work, highlight their features and benefits, and tell stories about your products.
  • Induction videos: Induction safety videos convey important safety information in an easily understandable way. They can be used to inform visitors of potential dangers and safety procedures, list Dos and Don’ts for visitors, and create proof of consistent safety policies.
  • Training videos: Training or long-form Induction videos convey important company safety information and operations in an easily understandable way. They can be used to inform company staff of potential dangers and safety procedures, convey company policies, and create proof of consistent internal policy and safety training.
  • Explainer videos: Explainer videos are short, animated videos that explain complex concepts in a simple and easy-to-understand way. They can be used to explain your products or services, your company’s mission, or any other topic that you want to explain to your audience.
  • About Us videos: About Us or corporate videos are short, filmed videos that present information to potential clients about a company in an informative and attractive way. They can be used to present your company’s products or services, your company’s mission, or any other value proposition you would like to present to your audience.
  • Testimonial videos: Testimonial videos feature customers talking about their positive experiences with your products or services. They are a great way to build trust and credibility with potential customers.
  • Case study videos: Case study videos are short videos that tell success stories about your customers. They are a great way to show potential customers how your products or services have helped other businesses achieve their goals.
  • Event videos: Event videos are used to document and promote events such as product launches, trade shows, and conferences. They can also be used to provide educational content to your audience.
  • Behind-the-scenes videos: Behind-the-scenes videos give your audience a glimpse of what goes on behind the scenes at your company. They can be used to humanize your brand and show your audience that you are a real company with real people.

How to choose a video production company in Johannesburg

If you are looking to create high-quality videos for your business, it is important to choose a video production company with experience and expertise. Here are a few tips for choosing a video production company in Johannesburg:

  • Get recommendations from other businesses: Ask your network of contacts for recommendations of video production companies in Johannesburg.
  • Look at the company’s portfolio: Review the company’s portfolio to see the types of videos they have produced in the past and to get a sense of their style.
  • Read online reviews: Read online reviews of different video production companies to see what other businesses have said about their experiences.
  • Get quotes from multiple companies: Get quotes from multiple video production companies before making a decision. This will help you compare prices and services.
  • Make sure the company is a good fit for your business: Choose a video production company that understands your business goals and that is able to create videos that will help you achieve those goals.


Video marketing is a powerful tool that can help businesses reach a wider audience, engage with potential customers, and drive sales. If you are not already using video marketing in your business, I encourage you to give it a try. You may be surprised at how effective it can be.

Here are a few additional tips for using video marketing effectively:

  • Make sure your videos are mobile-friendly: More and more people are watching videos on their mobile devices. Make sure your videos are optimized for mobile viewing by using a vertical aspect ratio and by keeping them short and to the point.
  • Use video calls to connect with customers: Video calls are a great way to connect with customers on a personal level. You can use video calls to answer customer questions, provide support, or simply get to know your customers better.
  • Use video live streaming to engage your audience: Video live streaming is a great way to engage your audience in real time. You can use video live streaming to host events, give product demos, or answer customer questions.

Video marketing is a versatile tool that can be used to achieve a variety of business goals. By following the tips above, you can use video marketing to grow your business and reach your target audience.

Frequently Asked Questions

There are different cost structures, or prices, for video productions depending on your requirements and which video production company you choose. That said, prices can range from R10 000 for a basic short marketing video to R50 000 or more, for a more advanced video of about 2 minutes of online video. The pricing for some video production companies can be in the hundreds of thousands of rands and even millions depending on who you deal with. The factors that affect the price of the video include the length of the video, the location of the filming, the type of filming needed, for example, drone footage or moving cameras, and other services such as voiceovers and script writing. In most cases though, when companies want a video made it is for an online marketing video or for training purposes. These have different requirements but can have similar prices.

Navigating video production costs can be tricky, as they vary drastically depending on several factors. Understanding these variables will help you budget effectively and find the right fit for your project.

  • Video Type: Explainer videos, social media ads, and product demos will typically fall within a lower cost range, starting around $1,000 or R20 000. Conversely, cinematic productions, live-action events, and high-end animation can easily reach tens of thousands of dollars and hundreds of thousands of Rands due to the extensive resources and manpower involved.
  • Length: Shorter videos with simpler structures naturally cost less than lengthy narratives with complex storylines and diverse footage.
  • Complexity: Animation, special effects, and intricate editing techniques push the price tag higher compared to straightforward shots and minimal editing.
  • Location: Filming locations, permits, and travel expenses can significantly impact the overall cost. Consider local companies or budget for additional travel charges if your vision requires specific settings.

Remember, getting a precise cost estimate is key. Most reputable video production companies will offer free consultations to discuss your vision, assess your needs, and provide a custom quote tailored to your specific project.

Selecting the right video production partner is crucial for ensuring a successful outcome. Here are some key factors to consider:

  • Budget: Define your budget upfront and be transparent about it. Look for companies within your range and inquire about their pricing structure.
  • Video Style: Do you favor a dynamic, fast-paced style, or a more cinematic approach? Review company portfolios to identify their typical style and ensure it aligns with your vision.
  • Project Goals: Are you aiming for brand awareness, lead generation, product education, or something else? Choose a company with experience in similar projects and a proven track record of achieving desired outcomes.
  • Industry Experience: Does the company have expertise in your specific industry? This ensures they understand your target audience and can tailor the video messaging effectively.
  • Client Testimonials: Check online reviews and client testimonials to gauge the company’s communication, professionalism, and ability to deliver high-quality results.
  • Consultations: Schedule consultations with your shortlisted companies. This allows you to assess their understanding of your vision, communication style, and overall team chemistry.

Remember, the right fit goes beyond just cost. Choose a company you feel comfortable collaborating with, trust their expertise, and share your vision for the project.

A clear and comprehensive contract safeguards both the client and the video production company. Make sure your contract covers these key elements:

  • Project Scope: Clearly define the video’s purpose, length, style, format, and deliverables (e.g., final edited video, raw footage, etc.).
  • Revisions: Specify the number of revisions included in the contract and any additional charges for further modifications.
  • Budget and Payment Schedule: Outline the total budget, payment milestones, and deadlines for each payment.
  • Rights Ownership: Determine who owns the copyright and usage rights of the final video and any associated materials.
  • Confidentiality: Ensure sensitive information shared during the project is protected by a confidentiality clause.
  • Force Majeure: Address potential unforeseen circumstances that might impact the project’s timeline or deliverables.

In case of complex projects, consider consulting with a legal professional to ensure the contract is airtight and protects both parties’ interests. Remember, a well-defined contract fosters trust and transparency, paving the way for a smooth and successful video production journey.

Even the most meticulous planning can encounter pitfalls during video production. Here are some common mistakes to steer clear of:

  • Poor Audio Quality: Grainy audio or inaudible voiceovers can instantly kill the viewer’s engagement. Invest in quality microphones and consider professional audio recording if needed.
  • Unclear Messaging: Ensure your video has a clear, concise message that resonates with your target audience. Avoid meandering narratives and confusing visuals that cloud your intended message.
  • Unfocused Storytelling: Don’t try to cram too much information into your video. Focus on a single, compelling story that captures the viewer’s attention and drives home your key message.
  • Inadequate Lighting: Poor lighting can make your video look amateurish and unpolished. Utilize appropriate lighting techniques to set the mood and enhance the visuals.
  • Ignoring Branding: Your video should be an extension of your brand identity. Incorporate your brand colors, logo, and messaging throughout the video to ensure brand consistency.
  • Neglecting Target Audience: Always keep your target audience in mind. Tailor the video’s tone, pacing, and visuals to resonate with their interests and preferences.
  • Overlooking Call to Action: Tell your viewers what you want them to do after watching your video. Include a clear and compelling call to action that prompts them to engage further, whether it’s visiting your website, subscribing to your channel, or making a purchase.

By avoiding these common pitfalls and partnering with experienced video production companies, you can create high-quality videos that achieve your desired goals and leave a lasting impression on your audience.

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