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If you read the first article in this series, Five reasons to use video in your marketing, you already know why video matters.
Now it’s time to talk about how to actually use it.
Because recording a video is one thing. Knowing where to use it, how to use it, and what to adjust for each platform is where the strategy comes in.
A video that works perfectly on Instagram might miss the mark on LinkedIn. And what performs well in your emails won’t necessarily work on your website.
Each platform has its own purpose, audience behaviour, and expectations. When you tailor your video content to match that, it feels natural, builds connection, and actually gets results.
Here’s how to use video strategically across your main marketing platforms.
Your website
Your website is where people go to check you out properly. They might have seen you on social media, heard your name through a referral, or searched for a marketing agency in Albury Wodonga. This is your chance to make a great first impression.
Video here works best when it gives people clarity and confidence. You can use it to:
- Introduce yourself and your services
- Explain what makes your business different
- Share client testimonials or quick case studies
- Show your process or results
Think of it as the “human” part of your website. The part that helps people connect with who you are, not just what you do.
Keep it short and purposeful. Nobody wants to sit through a five-minute welcome video before they can find what they’re looking for.
And one quick tip.
Always host your videos off your website, such as on YouTube or Vimeo, and then embed them.
Hosting video files directly on your site can slow down page load times, which hurts both user experience and your SEO ranking. Embedding keeps your site fast while still giving visitors an easy way to watch.
LinkedIn is where people go to learn, network, and make business decisions. It’s professional, but not stiff.
Short videos (under a minute) that share advice, insights, or stories work best here. Think about what your ideal clients might find useful or interesting, not what you want to sell.
If you’re camera shy, remember that not every video needs your face. A screen recording, animated text, or a mix of visuals and voiceover can still work beautifully.
And don’t forget the follow-through. Reply to comments and messages, ask for feedback, and join the conversation. The more you engage, the more visible your video becomes.
Short tip
Make sure you add captions. Most people scroll with the sound off, and captions make your content accessible and easier to follow. Win, win.
Instagram is more about personality and connection.
This is where people want to see your business in action. Not just the polished end product, but the real stuff that happens behind the scenes.
Reels are perfect for short, high-energy snippets like:
- Quick tips or tutorials
- Sneak peeks of what you’re working on
- Team moments or client highlights
Stories are where you can share less-polished clips, day-to-day updates, reminders, or fun interactions.
They disappear after 24 hours, which makes them a great space to test ideas without overthinking them.
And if time is your challenge (which it probably is), batch your filming. Recording a few videos at once means you’ll always have something ready to post when things get busy.
Another quick tip
If you’re batching content, be strategic about it. Review your social media strategy and aim to record a mix of evergreen videos (like FAQs or marketing tips) and timely ones (like new projects or community events).
Email marketing
Video in email can increase engagement and make your message feel more personal — but there’s a trick to it.
You can’t usually embed a playable video directly into an email (most inboxes don’t support it).
Instead, use a thumbnail image with a play button that links to the video on your website or YouTube channel.
Keep the email short and use the video to expand on the message, not repeat it.
Important tip
Tracking how your audience interacts with your videos is just as important as creating them.
Most email platforms let you see who clicked the video link and that data is gold. It tells you who’s most engaged with your content and what topics actually grab attention.
Over time, you can use that information to tailor your emails.
For example, segment your audience into video watchers and non-watchers. The watchers clearly enjoy that format, so keep sending them more short, value-packed clips. The non-watchers might prefer written content or quick snapshots, so continue engaging them in ways that suit their habits.
This level of insight also helps you decide what to film next. If your “marketing tip” videos get more clicks than a “behind-the-scenes” update, you’ll know where to focus your energy.
It’s about using your results to make smarter decisions, so your marketing doesn’t just happen, it happens with purpose.
YouTube
YouTube isn’t just a social platform, it’s also a search engine. That’s why it’s such a powerful tool for visibility.
Your videos here can be longer and more detailed.
Use them to explain, teach, or walk people through something. Then repurpose those longer videos into shorter versions for your socials.
If you want to see a small business doing this really well, check out Jade Marie Design’s YouTube channel. Jade’s videos are a great example of how consistency, clear titling, and simple visuals make content easy to find and inviting to watch, without needing a massive production setup.
And if you’d like to see a more pared-back approach, have a look at the Starfish Marketing YouTube channel. The videos there show that even straightforward, simply filmed content can be effective when it’s clear, useful, and part of a bigger marketing strategy.
Quick tip
Make sure each video has:
- A clear title that matches what people might search for
- A short, keyword-friendly description
- A thumbnail that looks good in the feed
Making it work across all platforms
The real power of video comes from using it intentionally, not randomly.
Plan where each video will go before you film it. Think about the platform, the audience, and the purpose. Then record with that in mind. It’ll save you hours later.
From there, one video can go a long way:
- Post the full version on YouTube or your website
- Share a shorter clip on LinkedIn
- Create a 20-second Reel for Instagram
- Add a clickable thumbnail to your next email
That’s how you create consistency and get more out of the effort you’ve already put in.
Ready to make it happen?
If you’re ready to use video more strategically, we can help.
At Starfish, we work with trusted videographers to plan and manage projects or create simple, lo-fi videos that suit your style and budget.
We’ll help you plan where video fits into your marketing strategy so it’s not just another “good idea” that never happens.
Get in touch and let’s make your video content work smarter, across every platform. Because marketing should work for you, not the other way around.
Common questions about using video in your marketing
How do I decide which platforms to post my videos on?
Start with where your ideal clients spend the most time. If they’re business owners or professionals, focus on LinkedIn. If they’re more visual or lifestyle-based, Instagram might make more sense. Remember, you don’t need to be everywhere. It’s better to do a few platforms well than spread yourself too thin.
Should I post the same video across all platforms?
You can, but it’s best to tweak each version slightly. Trim it down for Instagram, add captions for LinkedIn, or include a short introduction if you’re using it on your website. A few small edits can make a big difference in how your audience engages with it.
How often should I be posting videos?
Consistency matters more than frequency. If weekly feels too much, aim for one or two videos a month to start. Batch your filming and schedule posts in advance to make it manageable. The goal is to stay visible without it becoming overwhelming.
