When I first started working in the industry, video adverts were only for the biggest brands.  With their marketing budgets they could produce moments such as this one. Recognise this ad?

And no matter how sickened we were, there was no way we could avoid watching it. There were only a few channels and no way to record them.

Cut to 30 years later and it’s all change. We now have hundreds of freeview channels, connected TV, data-driven linear options and the ever growing number of OTT channels like Netflix, Twitch, Amazon Prime and Hulu.  Meanwhile 3G, then 4G has made ‘broadcast TV’ just one of the many ways we consume video. Half of video content is now viewed on mobile.  YouTube has over a billion users (almost one third of total internet users) and one third of online activity is spent watching video. 

This brings me on to other massive change – the democratisation of the production.  When I went on shoot in the ‘80s with the production team for ‘Stephen Hawking’s Universe’, there was a crew of 7. I could barely lift the camera that recorded to tape. Post-production meant hiring specialist edit rooms and skilled editors in Soho for months on end, before doing the final grade in an on-line suite.  Now we can upload high definition video, edit it, add text and filters straight from our phones! 

A video-first world

In 2016 Mark Zuckerberg stated: ‘We see a world that is video first – with video at the heart of our apps and services’.  He predicts that it’ll be all video within 2 years. By 2022, it’s predicted that online videos will make up more than 82% of all consumer internet traffic.  So if you want to stay relevant, you’re going to need a video strategy for your business.  81% of business find that video helps them increase business sales, with over 60% of consumers making a purchase after watching branded social media videos.  So we know it works, but how do you get your video heard above the noise? 

In our video first world, having one strong brand film just doesn’t cut it anymore.  It might lead to a quick spike in sales, but this will soon fizzle out.  Nowadays you need to give your audience a reason to keep coming back.  You have to create a strong connection with them by continuously publishing fresh and coherent video content that covers all areas of your sales funnel.  Here’s how:

Adopting the Hero, Hub, Help framework

To help you decide what style of video content is right for you, let’s adopt Google’s Hero, Hub, Help framework for video marketing campaigns.  

First up, Hero campaigns, designed to shock and inspire viewers.  These high-impact videos will introduce your business to a large new audience, but they usually cost more so are made less frequently. 

Now I’m going to illustrate the 3 types of marketing video with a brand that’s really getting it right, Squarespace.  Here’s their Hero film:

Next in your marketing strategy there’s the essential Hub content that tells your customers what you’re about, what you sell and your USPs.  This regular content generates brand awareness and trust. 

Here’s Squarespace’s Hub ad outlining the service:

Then your most frequent content should be designed to pull in users based on their searches and interest. They’ll be product demos, tutorials, ‘how to’ and behind the scenes videos. 

 If you’re a fan of Simon Sinek, you can also look at your strategy for video content as the Why (Hero), What (Hub) and How (What) of your business. 

The Sales Funnel 

Now each of these videos creates a different emotional response and are instrumental in engaging your customers at different stages through your sales pipeline. 


The Hero videos sit at the top of the funnel and promote attention.  These would be your TV ad, or social media campaign and if done right will be highly shareable and have viral potential. 

How to get it right: 

  • Focus on your hook 
  • Focus on a compelling story line 
  • Know what your customer want
  • Invest time in making your video visible – online, offline, jump on hashtags


Hub videos are helpful as people move down your sales funnel.  You can present yourself as a thought leader and build trust. This regular, engaging content is pushed at regular intervals to the relevant target market to raise brand awareness.   

How to get it right: 

  • Show your audience what they want to see to trust your brand 
  • Tell inspiring stories that will stay with viewers 
  • Be interesting and informative
  • Publish regularly and make your videos cohesive and on brand.


Help video are always on content that is designed for your core target.  They play their part as we near the conversion stage of the sales funnel and will quell any doubts by showing your customer the sort of service they’ll get and why they should buy from you.  

How to get it right: 

  • Focus on the most searched for phrases 
  • Have a strong call to action 
  • Encourage comments and discussion to engage with your viewers

So with the sales funnel in mind, you can tailor your video content to the stage your customers are at in their buying journey. And whatever you’re filming, make sure you sweat the assets for behind the scenes content, customer testimonials, memes, social snippets, bloopers. Your customers will love you for it.  

Skylark Media’s Managing Director Jo Haywood spoke at The New Rules Of Video Advertising on May 16th.

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Jo May 16th, 2019

About Jo Haywood

Jo is the Managing Director at Skylark Media. Before starting Skylark in 2005, Jo ran the BBC Lifestyle website and prior to that directed science documentaries for the BBC and Channel 4. To switch off she can be found on the tennis court, at yoga, or planting trees in the forest garden.