HOW TO CREATE A VIDEO MARKETING STRATEGY FOR YOUR BRAND

Chris McPhee

August 5, 2023

Time to read 5 min

Team Triple Nikel created a short video promotion to bring awareness to the release of TN’s Phonetic apparel line, which debut in 600 Kohl’s department stores and online in October 2022. (Video by Chris McPhee/Triple Nikel)

Establishing an apparel brand can be tricky in today's cut-throat market. Many things must be considered, from creating a unique identity that sets you apart from the rest of the market to showcasing your designs to your target audience. Video marketing is a great way to connect with your audience, especially if you are in the fashion and apparel business.

But, to fully establish your brand, you need a comprehensive video marketing strategy. A great video marketing campaign allows you to show off your designs and add depth to your company brand.

The Importance of a Video Marketing Strategy

Video marketing originated from the founding of YouTube in 2005. Now that the technology to create quality videos has become easier and inexpensive, video marketing has become the most dominant form of marketing, surpassing even photography. Any and every social media platform allows the end user to watch videos. Therefore, you must have video as a component of your marketing strategy if you want your brand to grow.

Creating A Video Marketing Strategy for Your Fashion Brand

To make the best out of a video marketing campaign to boost the growth of your apparel brand, you have to develop an easy-to-follow, step-by-step plan. Too often, companies focus all their time and money on creating an introduction video. But as soon as the first video is released, all thoughts of a follow-up video is non-existing due to poor planning.

Therefore, you will spend a lot of money without getting any return on your investment. So, how do you develop a successful video marketing campaign? Now, let's look at some effective video marketing strategies.

Figure Out Your Video Marketing Goals

Before you start your video marketing campaign, determine what action do you want the viewer to take after watching your video. What is the video CTA or call to action?. In addition, launch your campaign on multiple channels and collect video analytics for a minimum of 90 days. For starters, ask yourself the following questions:

Do you want to raise overall awareness of your apparel brand?
Do you want to show off specific designs and concepts?
What is your target audience in terms of gender, age, and interest?
Do you want to encourage customer engagement on social media and grow your online presence?

Eric Rodriquez, U.S. Army veteran and Brazilian Jiu-Jitsu – Black Belt champion share is thought about diversity and what it means to him, wearing the Triple Nikel Team DVRSTY t-shirt. (Twin Wolves Martial Arts, Harker Heights, 2021 / Video by Chris McPhee).

Set A Budget and Timeline for Your Video Marketing Campaign

Creating videos with a mirrorless digital camera or mobile phone is less of a hassle and cheaper than hiring a film production crew. While a video marketing campaign does require fewer resources, it can still be a lengthy and expensive process, especially for those trying it for the first time.

Make sure you lay out a clear timeline for each step of the process and anticipate project set backs. Remember, creating a video requires technical expertise, but most of all creativity. Planning for unexpected challenges and changes is crucial to ensure you can still deliver your video on time, no matter what comes your way.

Think About Which Platforms You Want to Use and Check Their Video Requirements

Like photography and other media, your video marketing strategy should identify what platforms that are best for promoting your video. Different social media platforms cater to different demographics and have various requirements for the different type of video content that you can promote.

When choosing a platform to broadcast your videos, consider the following items:

Average view time for apparel and other industry-related videos
Size and sound limitations
Communities and audiences
Overall budget
Promotion and advertisements

The most obvious choice for a video marketing campaign is YouTube.

Therefore, you must learn the nuances of YouTube SEO, and optimize your video so it can achieve higher rankings in search results and more views. In addition, other social media platforms, such as Instagram, Snapchat, Facebook, and LinkedIn are great alternatives for video promotion.

Story Board Your Content Plan

A few great ideas for video content are not enough to start a video marketing campaign for your apparel brand. You must have a clear and concise plan to produce captivating results. When developing your video content plan, consider the following items:

Content Type

Do you have a specific theme you'd like to follow? Do you want to emphasize your apparel's designs, or do you want to create a behind-the-scenes segments that provides a sneak-peek into your company's daily activities and events?

Post Frequency

Whether it is twice a week or once a month, consistency is the name of the game. Establish a budget and production schedule for each video accordingly.

Best Posting Times

By releasing video content consistently on the same days and times, you can build a bond of expectation with your fans.

Ruben Ayala, CEO of Triple Nikel at SXSW, March 11, 2023, in Austin, TX, speaking about the importance of using storytelling to promote your company brand. (Video by Chris McPhee/Triple Nikel)

Experiment with Production and Editing Techniques

The amount of effort into video marketing strategy and content production is often underestimated. It takes a lot of time to turn raw, filmed content into edited and polished video content that you will finally broadcast to your fans.

When preparing for the campaign, decide whether to edit your own videos or hire professional content creators. If you choose to edit by yourself, be ready for the challenges of editing video content. Don't be afraid to experiment with different editing styles to find a visual style that resonates with your brand.

Run A/B Video Tests

Once you're done filming and editing, an important video marketing strategy you shouldn't ignore is testing your video content with your target audience.

Monitor and note the following video metrics:

How engaged was your audience with the videos?
Does your audience respond to some videos more than others? What do the well-received videos have in common?
What content types do they respond most negatively to, and why?

Review your initial goals and assess how your videos perform against them. Should you make any adjustments?

As time passes, you might discover that your video marketing strategy involves various types of videos beyond your initial expectations. It's also possible that you'll realize the need for either more or less video content than you initially anticipated. Continue adapting and improving your approach to suit your customers' evolving needs and preferences.

The BIG Takeaway

Ultimately, a good video marketing strategy is essential to any business that wants to build brand awareness through video content marketing and advertising. It is a very visual style of marketing that will help you establish your apparel brand's identity and showcase your designs.

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