Tips to develop video marketing strategy for your brand

Written By
January 11, 2024

Video has become a powerful tool for brands to engage their audience and convey their message effectively. In today's digital landscape, a well-crafted video marketing strategy can make a significant impact on brand awareness, customer engagement, and overall business success. In this article, we'll explore essential tips and insights to help Canadian brands develop an effective video marketing strategy that resonates with their target audience and drives results.

Understanding the Power of Video Marketing

Video marketing is more than just a passing trend. It has become a dominant form of content consumption, with users spending countless hours watching videos online. Canadian audiences, like many others, have embraced video content across various platforms and devices. This presents an opportunity for Canadian brands to leverage video marketing to connect with their audience on a deeper level.

Videos have the ability to convey emotions, tell stories, and showcase products or services in a way that other content formats cannot. They capture attention, evoke emotions, and have the potential to go viral, spreading brand awareness far and wide. By incorporating video into your marketing strategy, you can deliver your brand message in a captivating and memorable way.

Defining Your Objectives

Before diving into the creation of video content, it's crucial to define clear objectives for your video marketing strategy. What do you hope to achieve? Are you aiming to increase brand awareness, drive website traffic, generate leads, or boost sales? Understanding your goals will guide your video content creation and distribution strategy.

In addition to overarching objectives, set specific key performance indicators (KPIs) to measure the success of your video marketing efforts. These could include metrics such as views, engagement, conversions, or customer retention. By defining your objectives and KPIs, you can track progress, optimize your strategy, and demonstrate the impact of your video marketing initiatives.

Knowing Your Target Audience

To create video content that resonates with your Canadian audience, you need a deep understanding of their preferences, interests, and needs. Conduct market research, analyze audience demographics, and gather insights about your target audience's online behavior and video consumption habits. This information will help you tailor your videos to their preferences and craft messages that resonate.

Consider creating buyer personas that represent different segments of your Canadian audience. These personas will guide your content creation process and ensure that your videos speak directly to the needs and desires of your target audience. By aligning your video content with your Canadian audience's interests and values, you increase the likelihood of engagement and conversion.

Crafting Compelling Video Content

When it comes to video marketing, content is king. The success of your strategy depends on creating compelling and engaging video content that captures the attention of your Canadian audience. Here are some tips to help you craft videos that resonate:

  1. Tell a Story: Storytelling is a powerful tool in video marketing. Create narratives that evoke emotions, connect with your audience on a deeper level, and align with your brand values. Craft a compelling story arc that keeps viewers engaged from start to finish.
  2. Keep it Concise: Attention spans are short, especially in the fast-paced digital world. Keep your videos concise and to the point. Aim for a length that holds your audience's attention without dragging on. In general, shorter videos tend to perform better, but the optimal length may vary depending on your content and platform.
  3. Showcase Your Brand Personality: Use videos to showcase your brand's unique personality and values. Infuse your videos with elements that reflect your brand identity, whether it's through visuals, tone of voice, or on-screen talent. This helps create an emotional connection and build brand loyalty among your Canadian audience.
  4. Focus on Quality: Invest in quality production values to ensure that your videos look professional and polished. High-quality visuals, crisp audio, and thoughtful editing can significantly enhance the viewer's experience and perception of your brand. Strive for a balance between quality and authenticity.
  5. Incorporate Captions and Subtitles: Canadian audiences are diverse, and incorporating captions and subtitles can make your videos more accessible to a wider audience. This includes those with hearing impairments, non-native English speakers, or individuals watching videos without sound. Captions also help reinforce your message and make it easier for viewers to follow along.
  6. Optimize for Mobile Viewing: Mobile devices play a significant role in video consumption. Ensure that your videos are optimized for mobile viewing by using mobile-friendly formats, incorporating clear visuals, and considering the placement of text and graphics. Make it easy for your Canadian audience to watch and engage with your videos on the go.

Distribution and Promotion Strategies

Creating great video content is only half the battle. To maximize its impact, you need to implement effective distribution and promotion strategies. Here are some key considerations:

  1. Choose the Right Platforms: Select platforms that align with your target audience's preferences and where they are most likely to engage with video content. YouTube, Instagram, Facebook, and LinkedIn are popular choices, but make sure to research which platforms are most relevant to your Canadian audience.
  2. Optimize Metadata: Metadata plays a crucial role in making your videos discoverable. Use relevant keywords, titles, descriptions, and tags that resonate with your Canadian audience and align with their search behaviors. This helps search engines and platforms understand and categorize your videos accurately.
  3. Collaborate with Influencers: Partnering with Canadian influencers who have a strong online presence and a relevant audience can amplify the reach and impact of your video content. Collaborate with influencers whose values align with your brand and whose followers match your target audience. Influencers can create and share content that showcases your products, tells your brand story, or promotes your message to their engaged Canadian audience.
  4. Leverage Social Media Advertising: Social media advertising allows you to reach a wider audience and target specific demographics, including Canadian users. Consider running targeted video ad campaigns on platforms like Facebook, Instagram, or YouTube to increase brand visibility, drive website traffic, or generate conversions. Experiment with different ad formats, placements, and targeting options to optimize your results.
  5. Encourage Sharing and Engagement: Encourage your Canadian audience to share and engage with your video content by incorporating clear calls to action. Prompt viewers to like, comment, share, or tag others who may find the content valuable. Engage with your audience by responding to comments and fostering meaningful conversations around your videos.

Measuring and Iterating for Success

To continuously improve your video marketing strategy, it's crucial to measure the performance of your videos and make data-driven decisions. Monitor metrics such as views, engagement, click-through rates, conversion rates, and audience retention. Analyze the data to identify patterns, trends, and areas for improvement.

Use A/B testing to experiment with different video formats, lengths, messaging, or distribution strategies. Compare the performance of different versions and optimize your videos based on the insights gained. Iterate and refine your video marketing strategy over time, taking into account feedback from your Canadian audience and adjusting your content accordingly.


In conclusion, a well-developed video marketing strategy has the potential to propel your Canadian brand to new heights. By understanding the power of video, defining objectives, knowing your target audience, creating compelling content, implementing effective distribution and promotion strategies, and measuring results, you can create videos that captivate, engage, and drive meaningful results for your Canadian audience. So, grab your camera, unleash your creativity, and get ready to make an impact with your video marketing efforts.