Determining the Right Time to Invest in Video Marketing

Video marketing is one of the most powerful tools in the digital age. But knowing when to take the plunge and invest can be challenging. As a CMO or CEO of a midsized business, you need to know that timing is everything. Investing in video marketing at the right moment can significantly accelerate your brand’s growth. But jumping in too early or too late can be costly.

So, how do you determine the right time to invest in video marketing? Let’s break it down.

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1. When You Have a Clear Brand Message

Before you invest in video marketing, your brand message must be crystal clear. Video is an immersive, highly engaging medium. It’s not just about selling a product; it’s about telling a compelling story that resonates with your target audience.

If you haven’t yet refined your brand’s core message, video is going to be a waste of resources. Videos should be built on a well-defined brand identity, one that communicates your values, mission, and unique selling points.

Example:
Dollar Shave Club clearly communicated its brand message of simplicity and humor in their first viral video. The brand quickly went from unknown to widely recognized by clearly defining what they stood for and speaking directly to their target audience.

Actionable Tip:
If your brand messaging isn’t fully solidified, focus on refining it through other channels first. Once you have a strong, clear message, video will amplify your reach and impact.

2. When You’ve Established Your Target Audience

Video marketing works best when it’s aimed at a specific audience. A video without a clear audience is just noise. If you’re still figuring out who exactly you’re trying to reach, it’s better to hold off on video until you can define your target market.

Once you have a defined target—whether it’s based on demographics, behavior, interests, or location—video can be used to engage and educate that audience. Tailoring video content for specific segments allows for higher engagement and greater ROI.

Example:
Nike’s "Just Do It" campaign targets athletes and fitness enthusiasts, but they’ve expanded that into a broader audience by including inspirational stories that resonate with anyone striving for personal achievement. Nike has honed its target audience, and video has become a cornerstone in delivering their message.

Actionable Tip:
If you haven’t already, invest in data-driven market research to identify your ideal audience. Once you know who they are, you can create video content that speaks directly to their needs and pain points.

3. When You Have the Resources for Consistency

Video production isn’t a one-off task. It requires ongoing investment in both time and money. If you’re not ready to consistently produce high-quality content, then video marketing may not be the right move yet.

Successful video marketing campaigns need a steady stream of content to maintain engagement and build momentum. Whether it’s a YouTube channel, a series of social media posts, or educational webinars, consistency is key. If you can’t commit to producing video regularly, it’s better to wait until your marketing budget and resources can sustain a consistent output.

Example:
GoPro has successfully invested in consistent video content, encouraging user-generated content through their "Be a Hero" campaign. By consistently featuring user-generated videos, GoPro kept engagement high, and the content kept flowing without a massive budget increase.

Actionable Tip:
Ensure you have the resources (time, budget, team) to create a regular video production schedule. Even a simple content calendar can help you plan video production strategically.

4. When You Have the Data to Back It Up

Data should drive your decision-making. If your website traffic is growing, if you’re getting engagement from your target audience on social media, or if your email campaigns are performing well, it’s a clear sign that your marketing strategy is already working. Video marketing can serve as a natural extension of your current strategy to amplify those results.

Investing in video when you’re still trying to figure out your marketing strategy or when your current efforts aren’t delivering results is risky. Video should be a high-performing extension of an already successful strategy.

Example:
HubSpot uses video in every stage of their marketing funnel, from brand awareness to lead generation. By analyzing video data from their campaigns, HubSpot continuously improves its content and optimizes its video strategy to align with its overall marketing objectives.

Actionable Tip:
Leverage analytics to track performance across all your current marketing channels. If you’re seeing strong engagement or growth, video could be the tool that helps you scale. If not, focus on optimizing your current strategy first.

5. When You’re Ready to Differentiate Your Brand

Video is a differentiator in competitive industries. If your competitors are still relying on traditional marketing methods or static content, investing in video can set you apart. Video marketing allows you to stand out with innovative, engaging content that grabs attention and communicates your value proposition in a compelling way.

If you’re operating in a crowded market, video can help carve out a distinct space for your brand. It humanizes your business, builds trust, and makes your brand more relatable and memorable.

Example:
Apple’s iconic product launch videos have become a staple of the brand’s marketing strategy. They’ve used high-quality, visually stunning video to differentiate their products in a saturated market, making their launches must-watch events.

Actionable Tip:
Look at your competitors. Are they using video? If not, this is your opportunity to capitalize on that gap. Video is an effective way to showcase your product’s unique qualities, customer testimonials, or company culture in a way that sets you apart.

6. When Your Sales Cycle Demands Visual Demonstration

Some products or services require demonstration to show their full value. If you’re offering a complex product, video is the ideal format to explain how it works, showcase its benefits, and walk potential customers through its use.

For example, SaaS companies often use explainer videos to demonstrate their platform’s capabilities. Product-based businesses use video to highlight features, showcase customer reviews, or demonstrate product usage.

Example:
Slack effectively uses video to explain how their collaboration tool works, showcasing its functionality and benefits to prospective users. Their explainer videos help simplify complex features and encourage conversions by showing the product in action.

Actionable Tip:
Map out your sales cycle. If you have a long, complicated process or need to showcase product benefits clearly, video can streamline that process and help potential customers better understand your offering.

7. When Your Budget Can Handle It

Let’s be real—video marketing isn’t cheap. While it’s more affordable than traditional TV advertising, quality video production still requires a significant budget. From pre-production to filming to post-production, costs can add up quickly.

Before diving in, ensure that you have the financial resources to create high-quality content that aligns with your brand’s goals. Cutting corners on video production will be obvious to your audience and can damage your brand’s credibility.

Example:
Patagonia is known for investing heavily in video production that aligns with their brand’s values and high standards. Their videos focus on sustainability and outdoor adventure, resonating deeply with their audience while maintaining a high production value.

Actionable Tip:
Ensure you have a clear video marketing budget. Consider costs for scripting, filming, editing, and distribution. If the budget isn’t there yet, start by creating smaller, more cost-effective videos that can be produced in-house or with minimal resources.

8. When You’ve Got a Compelling Story to Tell

Video is all about storytelling. If you don’t have a compelling narrative or content that resonates with your target audience, video marketing may fall flat. Great videos don’t just promote a product—they tell a story that connects with viewers on an emotional level.

Before jumping into video, make sure you have a story worth telling. Whether it’s showcasing your brand’s journey, sharing customer success stories, or educating your audience, storytelling is at the core of effective video marketing.

Example:
TOMS Shoes built their brand on storytelling, using video to highlight their “One for One” campaign, where they donate a pair of shoes for every pair sold. Their story became an integral part of their brand identity, and video was the medium that brought it to life.

Actionable Tip:
If you haven’t already, map out your brand story. What makes your company unique? Why do your customers care? Once you’ve got a strong story, video can help bring that story to life in a way that written content can’t.

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Conclusion: Timing Is Key

Investing in video marketing at the right time can yield impressive results, but jumping in too soon or too late can waste valuable resources. Video marketing is most effective when you have a strong brand, a defined audience, data-driven insights, the resources for consistent production, and a compelling story to tell.

If you’re checking off these boxes and ready to elevate your marketing strategy, video is a powerful tool that can deliver significant ROI. And if you’re looking for expert guidance to get started, The Courtside Group is here to help you develop a video marketing strategy that drives results.