Get into Video Marketing This Holiday Season

The holiday season is the perfect time to leverage the power of video marketing to connect with your audience in fresh and engaging ways. With the ability to tell stories, create emotional connections, and show authenticity, video content can help you make a memorable impact. And the best part? You don’t need a full production team to make it work.

You can find a sweet spot between polished and unpolished video content. Polished videos—think high-quality product demos or official marketing ads—showcase your brand’s professionalism and polish. They’re perfect for those times when you want to convey expertise or highlight a major product launch. Apple’s highly produced product launch videos, for example, are a great way to show the technical features and design of their latest gadgets.

But don’t underestimate the power of unpolished video content either. These informal, behind-the-scenes clips show the human side of your brand. A spontaneous video shot on a phone of your team preparing for a holiday sale, or even a quick, real-time interaction on Instagram Live, adds authenticity to your brand. Glossier does this well—sharing videos from inside their offices or casually introducing new products, which makes the brand feel more approachable and relatable.

Videos are also a fantastic way to humanize your brand by sharing behind-the-scenes insights. People love feeling like they’re part of something special, so let them peek behind the curtain. Show them what goes into your daily operations, how products are made, or introduce them to the people behind your business. Think about the moments that showcase your values, your passion, and your journey as a company. Ben & Jerry’s, for instance, often shares videos of their team working behind the scenes or their commitment to social causes, and it helps build a deeper emotional connection with their audience.

If you want to keep your audience engaged during the busy holiday season, consistency is key. Short-form videos are an excellent way to maintain that engagement, especially when posted regularly. Platforms like Instagram Reels, TikTok, or YouTube Shorts offer the perfect space for these bite-sized pieces of content. Brands like Sephora keep their audience hooked with quick tutorials, holiday product showcases, and mini beauty tips that are both fun and informative. And the frequency of their posts shows they’re present and actively engaged with their followers.

Video is also a fantastic tool for sharing updates. Whether you’re announcing a new product or revealing a holiday sale, video content can be more memorable than a simple text post. Imagine announcing a limited-time holiday collection with a vibrant, engaging video that highlights the product’s features and how it can add value to someone’s holiday. Share these updates across your social media platforms, email newsletters, and website to spread the word quickly and efficiently.

And don’t forget to involve your audience! User-generated content is a fantastic way to build trust and foster community. Encourage your customers to share their own videos showcasing how they use your products. It’s an authentic way to highlight the real-life experiences of your happy customers. Think of Nike’s #justdoit campaign—where users share their workout stories, inspiring others while showcasing Nike gear. Not only does this kind of content foster trust, but it also gives your brand a sense of community and shared purpose.

Video marketing doesn’t have to be overly complicated or expensive to be effective. By mixing polished content with authentic, behind-the-scenes glimpses and encouraging your community to get involved, you’ll create a video marketing strategy that resonates with your audience and strengthens your brand’s connection with them.

If you’re looking for help to get started with video marketing, feel free to reach out. And don’t forget to follow us on social media for more tips.