Video is now an essential part of effective advertising campaigns. But creating just any video isn’t enough — what matters most is choosing the right video format for a marketing campaign. A format that works great on TikTok might fall flat on LinkedIn. So how do you decide? Here’s a practical guide.
1. Define the Goal of Your Campaign
Before picking a format, get clear on what you want to achieve:
- boost brand awareness,
- promote a specific product,
- generate leads,
- increase audience engagement.
🎯 Example: Want to build awareness? Focus on storytelling. Want sales? Go for a short, punchy ad with a clear call to action.
2. Consider the Distribution Channel
Each platform has its own rules:
- Instagram Reels / TikTok: vertical, under 60–90 seconds, fast-paced, trend-driven.
- Facebook / YouTube: horizontal with subtitles, 15–60 seconds for ads, longer for organic posts.
- LinkedIn: square or horizontal, slower pace, focus on value and professionalism.
📌 Pro tip: Don’t just format one video for every platform. Custom versions for each channel deliver better results.
3. Match Video Length to the Audience
Audience attention spans are short — but not all videos have to be ultra-brief. It depends on your target group and their place in the funnel:
- Short videos (up to 30 sec): great for awareness and advertising,
- Medium length (1–2 min): perfect for product/service introductions,
- Long formats (3+ min): ideal for storytelling, case studies, or education.
4. Choose a Style That Reflects Your Brand
Your video’s tone and visuals should reflect your brand identity:
- dynamic visuals and music – great for youth and lifestyle brands,
- sleek, elegant scenes – for B2B or premium positioning,
- animations – excellent for quick and clear explanations.
5. Test, Analyze, and Optimize
There’s no one-size-fits-all solution. Every brand should test different formats, analyze performance (watch time, engagement, clicks), and optimize campaigns in real time.
Final Thoughts – video format for a marketing campaign
Choosing the right video format for a marketing campaign is key to making your efforts count — whether your goal is awareness or conversion. It’s not just about the message, but also about how and where it’s delivered. Video works — when it’s done wisely.
Need help selecting the best format and producing a campaign that delivers?
Contact us — we’ll align the video with your goals and channels for maximum impact.
