Videos are one of the most efficient ways to share our stories and connect with people across the globe. And with YouTube on track to become the biggest global media company by revenue in 2025, it’s no wonder that so many brands turn to social video marketing to meet their marketing goals.
But a good marketing video needs more than the right equipment or hashtags to get attention. Instead, you need a thoughtful, informed strategy to reach your target audience and boost your revenue. Below, learn all the key elements behind a successful marketing video, courtesy of an experienced Rhode Island videographer and YouTube marketer.
What is Video Marketing?
Video marketing is the act of using video as a tool to gain media exposure and promote your brand.Videos can be an effective tool at any part of your buyer’s journey. For example, a video of your product in action can spark curiosity and build brand awareness, while a testimonial from a happy customer can build the trust you need to close the final sale.
Key video marketing statistics for 2025 include the following.
- Over 90% of marketers use video as a key advertising tool with YouTube being the most popular platform.
- YouTube has an estimated 2.49 billion users — nearly one third of the world’s population.
- According to Wyzol, the biggest barriers to adopting video marketing are not knowing where to start and a lack of time.
How to Create a Good Marketing Video
Our number one trick to a successful video marketing campaign? Know your goals.Whether you want to drive traffic to your website or help your customers better understand your brand, knowing an ad’s key purpose helps you stay focused on the desired end result. From there, you can use the following key techniques to help your content stand out from the crowd.
Visual Storytelling
People make sense of their experiences through storytelling. Good stories draw us in and help us feel connected to others. It’s why people are twice as likely to remember information relayed through a story than a statistic.Give your videos an edge by presenting a clear narrative, ideally with your brand or product as the key to the happy ending. You don’t need a lot of time to capture a narrative, either. Even short-form ads can use visual storytelling techniques to enhance their message.
Emotional Marketing
While raw data and statistics are excellent for convincing investors to buy in, customers need content to connect on a deeper level. A poll from Gallup found that 70% of consumer decisions are made through emotional factors.Luckily, video is a fantastic medium for capturing feelings you can’t convey into words. Show your audience how choosing your brand will make them feel, and you’re more likely to make a lasting impression.
Stay Authentic
When the average person sees hundreds of ads in a day, it’s easy to tune out forgettable, inauthentic advertising. That’s why nearly 80% of consumers are more likely to engage with content that feels relatable and genuine.When crafting your own video marketing strategy, never forget to tie your content back to your mission and values. When you approach your audience from a place of authenticity, viewers are more likely to connect with your brand.
So What is the McVeigh Way To Making an Unforgettable Marketing Video?
1. Start With Strategy, Not Just a Camera
Before hitting record, a great marketing video starts with a plan. What’s the goal? Who’s watching? Are we trying to build brand awareness, recruit talent, drive donations, or boost sales?When we work with clients, we make sure every piece of the project ladders up to something bigger. That means aligning with your marketing objectives and putting your audience’s needs front and center.
2. Story Beats Sizzle
Sure, cinematic drone video and cool transitions are great—but if there’s no story, there’s no connection.The most impactful videos follow a clear narrative arc. There’s a beginning, middle, and end. There’s emotion. There’s purpose. Whether it’s a recruitment video or a fundraising campaign, story is what sticks.
One client in the healthcare space saw stronger engagement after we shifted their messaging to patient stories instead of stats. People want to feel something, not be pitched to.
3. Visuals That Match the Message
We use high-end equipment like the Sony FX6 and Inspire 3 drone, but gear is just the start. Every shot is intentional. Is it a wide aerial showing scope? A tight close-up capturing emotion?Good visuals support the story. They highlight craftsmanship, teamwork, emotion, or progress—whatever the heart of your message is.
And we don’t just show up. We plan every location, every angle, and every lighting scenario to reflect your brand and bring consistency to your visual identity.
4. Sound, Music, and the Emotional Pull
Sound is often overlooked, but it can make or break a video. Clean interview audio, ambient sounds, and music tracks that actually fit the tone make all the difference.Music sets the pace. The right score can turn a good video into a goosebump moment. We put just as much thought into sound as we do visuals.
5. Common Mistakes to Avoid
- Making it too long
- Trying to say everything
- Skipping a clear call-to-action
- Using too much industry jargon
- Neglecting post-production polish
6. What Working With a Pro Looks Like
We don’t just film—we solve problems. Our process includes:- Pre-production planning
- Script development or interview prep
- Location scouting
- Drone ops, time-lapses, and dynamic b-roll
- Post-production editing with your feedback baked in
A Rhode Island Video Production Company for Your Next Project
If you don’t know where to begin with video marketing, McVeigh Media can show you the path to success.As video marketers with clients like Universal Music Group, Jaguar, and AAA, we understand all the elements of a successful video ad, and we can help you reach your viewers on YouTube through our dedicated video marketing services.
If you’re ready to elevate your company with professional, impactful video marketing, contact us today.
Posted by Sean McVeigh
