# Video marketing: what it is and how it works · Zorraquino
> Video marketing is the planned use of audiovisual content to build brand awareness, explain products and support customers.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/video-marketing.html

# Video marketing

Video marketing is the planned use of audiovisual content to build awareness of a brand, explain a product or service and support people throughout their relationship with it

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It covers many formats: ads, explainers, tutorials, testimonials, live streams, short vertical clips for social media and webinars. Each serves a different goal and stage, from discovery to after-sales help.

It is not limited to digital channels, but platforms such as YouTube, TikTok and Instagram have made it commonplace. It helps to plan for how it will be watched (on mobile, often without sound, within seconds), to add subtitles for accessibility and to measure more than views, such as retention or follow-up actions.

Also known as

Video content marketing

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Content marketing](https://www.zorraquino.com/en/dictionary/digital-marketing/content-marketing.html)
- [YouTube](https://www.zorraquino.com/en/dictionary/internet/youtube.html)
- [Reels](https://www.zorraquino.com/en/dictionary/digital-marketing/reels.html)