There was a time when brands relied on written content and landing pages for marketing. However, as social media habits shift and the popularity of short videos rises, this is changing. Statistics indicate that 73% of marketers expect their content strategy to be dominated by short videos in 2026.

With so many videos posted on platforms like TikTok, YouTube, and Instagram Reels, you need to be more creative to make your videos stand out. This is why you need to understand the best practices for an outstanding video marketing strategy.

The Rise of Video Content 

There is no doubt that social feeds are now dominated by video content. Statistics indicate that Gen Z, aged 18-24, spends an average of 73 minutes on TikTok alone every day. This is just one example that shows audiences are increasingly turning to videos for product discovery, education, decision-making, and entertainment. Whether they are seeking to learn a new skill or get inspired, video content has become a key part of social media.

In a bid to compete with TikTok, platforms like Instagram and YouTube also introduced short-form video features, such as Reels and YouTube Shorts. However, the use of short-form videos has gone beyond posting quick entertainment and viral dances. Today, brands are also using video content to market their brands.

Best Practices in Video Marketing

When using video content, follow these best practices:

Prioritize Short-Form Video Content

The rise of short-form platforms such as TikTok and Reels has led to a shorter video viewing duration. Therefore, when leveraging video marketing, it’s important to focus on short-form videos, typically 5-90 seconds long. While long-form videos still have their place, these short videos attract millions and, at times, billions of views, making them perfect for driving your brand messaging. Make sure your videos remain short, concise, impactful, and engaging.

Start with a Strong Hook

The first three seconds will determine whether someone watches your video. That means if you don’t grab your audience’s attention, they will keep scrolling, and that’s why you need to begin your videos with a strong hook. Remember that a good hook should be more than a flashy opening and should signal to viewers that the video is worth watching.

A good hook can consist of an amazing visual, a surprising statement, and a question to be answered. There are several tips you can use to add a strong hook. These can include:

• Asking an interesting question. This could be something that your audience wants to hear, such as “What if you could retire 10 years earlier with these simple hacks?”
• Make a bold statement. This should be something that goes against norms. For instance, “All you have been taught about diet is wrong.”
• Show instead of telling. Ensure the opening of your videos features the most important visuals. For instance, if you are a travel vlogger, you can start your video with a breathtaking shot.
• Leverage pattern interrupts. Sound effects, quick cuts, or on-screen text can help signal a fast-moving, engaging video.

A strong hook can increase viewership, boosting overall performance.

Design for Mobile First

According to one study, 70% of the global population now uses a mobile phone. Additionally, the number of mobile users reached 5.81 billion in 2025. This is in addition to the fact that mobile video viewing occurs on mobile devices. Therefore, you cannot afford to miss mobile optimization, especially for e-commerce sites, when using video marketing.

If you are creating social media videos, go for square and vertical formats. Add captions or on-screen texts to the video so viewers watching without sound can better understand what it’s about. Ensure the video remains visually engaging even when muted. With studies indicating that 85% of social media videos are watched with the audio muted, the lack of text means your key message won’t reach its intended audience.

You should also use auto captions on platforms such as Facebook and YouTube, as they can help capture viewers’ attention mid-scroll. Additionally, search engines can read the caption field, which is a key factor in improving your video SEO. Here are tips to design your videos for mobile first:

• Use vertical formats. Make sure your videos are short, in the 9:16 aspect ratio, with the most important action centered on the screen.
• Use large text. Make sure your fonts are easy to read and can be scanned easily without making users squint.
• Ensure quick loading. Mobile users often rely on 4G or 5G networks. Therefore, you need to ensure the videos load quickly.

When you optimize your content for mobile-first, the videos should align with what people are actually watching, increasing the effectiveness of your messaging.

Leverage Storytelling

Storytelling is a popular way of capturing people’s attention, making it a strong video marketing strategy. Therefore, ensure your videos use a storytelling format to build a stronger connection with your audience. This can also be more effective than listing multiple product features.

To do that, ensure your video has a beginning, middle, and end. The beginning should consist of the setup, followed by the conflict and the resolution. This can be a good strategy for building your brand loyalty and turning passive viewers into fans who share your content. There are several tips you can use for your storytelling:

• Identify your core emotions. Determine the emotions you want to stir in your audience. Is it a feeling of joy, relief, or security? Make sure your video builds around the feeling. 
• Make your characters relatable. Leverage customer stories or characters that your audience will root for. Your product should solve their problem.
• Add tension and the solution. A good story should begin with a challenge, then demonstrate how your brand is the solution.

When used well, storytelling can help you create videos that people will not only watch but also feel, enabling your message to resonate for as long as they love it.

Create Platform-Specific Content

If you plan to use the same TikTok video on YouTube Shorts, it will not work, even if it was performing extremely well on TikTok. Each video should be tailored to the unique format, trends, and channel needs. As you resize videos, ensure you also adjust their length, tone, and pacing to match each platform’s needs so they feel native to each platform.

Remember that the algorithm on each platform prioritizes content that feels native to it and drives user engagement. Therefore, when your videos feel native to the platform, you increase the likelihood of being seen. Here are several tips on doing that:

• Understand the culture of each platform. What kind of content trends and which ones appear on the Explore or For You page?
• Adapt videos to the format and length of each platform.
• Leverage native tools such as trending sounds, Instagram Stories, and TikTok Duets.
• Maintain your brand voice. While the tone can vary by platform, ensure the core brand identity remains consistent.

In Conclusion

In a crowded digital marketing landscape, it is no longer just enough to make videos and post them on social media or other platforms. You need a strong strategy to make your videos stand out, connect with your audience, and achieve your goals. By applying the tips above, you can develop an outstanding video marketing strategy that delivers the results you want. You can also read our guide on the best practices for Facebook video marketing.