To really boost your marketing efforts and connect with your audience in a super engaging way, you should definitely start thinking about video. Seriously, it’s not just a passing trend. it’s become a cornerstone of effective digital marketing. And if you’re already using HubSpot, you’ve got a powerful set of tools at your fingertips to make your video strategy sing. This guide will walk you through everything you need to know about using HubSpot for video marketing, from planning your content to measuring its impact, making sure you get the most out of every video you create. We’ll look at how HubSpot helps with everything from hosting and embedding to adding interactive elements and tracking detailed analytics, ultimately helping you drive more traffic, generate leads, and genuinely grow your business. By the end, you’ll see why integrating video tightly with your HubSpot platform isn’t just a good idea, it’s pretty much essential for staying relevant and effective crowded digital space.

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Why Video Marketing Isn’t Just a Trend Anymore and Why You Need It

let’s be real: video is everywhere. From quick TikToks to in-depth YouTube tutorials, people are glued to their screens, watching videos. And it’s not just for entertainment. it’s how they learn, discover new products, and connect with brands. If you’re not using video, you’re missing out on a massive opportunity to reach and influence your audience.

Just look at the numbers. Most video marketers – a whopping 90% – say video has helped them increase brand awareness. That’s huge! Plus, 86% report that video has boosted their web traffic, and 87% say it’s helped them generate leads. Even better, 87% of marketers see video directly increasing their sales. People are spending about 18 hours a week watching videos online, and nearly 90% of consumers want to see more brand videos in 2024. It’s clear: video works.

What’s really interesting is what consumers prefer. While polished, high-budget videos used to be the gold standard, many consumers, especially younger generations, actually prefer authentic, lower-quality videos over ones that feel too artificial. This is probably why influencer marketing has exploded. So, you don’t necessarily need a Hollywood studio to make an impact. often, being real and relatable is more important. Also, while everyone talks about short-form video and it gets a ton of engagement, longer videos can sometimes get more clicks per page, showing that people are willing to invest time in content that truly helps or entertains them. It’s all about balancing those engaging short clips with more detailed, valuable long-form content.

What Does HubSpot Do for Video Marketing? Your All-in-One Solution

If you’re already a HubSpot user, you’ve got a serious advantage. HubSpot isn’t just for email or CRM. it’s got built-in features that make video marketing so much easier to handle. It’s like having a dedicated video team integrated right into your marketing platform. Understanding the Basics: What Exactly is a HubSpot Sales Pipeline?

HubSpot Video is a collection of features woven throughout the platform designed to help you with hosting, management, optimization, engagement, and measurement of your videos. This means you can upload your videos once and then use them across your website, blog, landing pages, and even in marketing emails, all while keeping everything organized in one spot.

A big part of HubSpot’s video capabilities comes from its partnership with Vidyard. This integration is what powers many of the advanced video features, especially for those on Professional and Enterprise plans across the Marketing, Sales, and Service Hubs. You’ll typically need to activate this integration in your file manager by accepting some terms, and then you’re good to go.

For those on Marketing Hub, CMS Hub, or Service Hub Professional or higher, HubSpot Video becomes your native video hosting tool, making it simple to embed marketing videos across your channels and easily track their performance.

Crafting Your Video Strategy in HubSpot: A Step-by-Step Guide

Making great videos isn’t just about pressing record. it’s about having a smart plan. Here’s how you can build an effective video strategy right within HubSpot. Vimeo HubSpot Integration: Your Ultimate Guide to Smarter Video Marketing

Step 1: Planning Your Video Content Before You Hit Record

Before you even think about filming, you need a solid strategy. This means figuring out why you’re making a video and who it’s for.

Define Clear Objectives and Buyer Personas: What do you want your video to achieve? Are you trying to raise brand awareness, generate leads, explain a product, or support existing customers? Your objective will dictate the type of video you create. Similarly, think about your buyer personas. Who are you trying to reach? What are their pain points, and how can a video help them? Knowing your audience means you can tailor your message to resonate directly with them.
Types of Video Content: There are so many ways to use video throughout your customer’s journey.
- Explainer Videos: These are super popular because 91% of people have watched an explainer video to learn about a product or service. They’re great for the awareness stage, breaking down complex ideas into easy-to-understand visuals.
- Testimonial Videos: People trust other people. Testimonials are incredibly effective for building credibility and trust, especially in the decision stage. In fact, video testimonials were the most popular use case for video marketing in 2024.
- Product Demos: Show, don’t just tell. A good product demo video can highlight features and benefits in action, moving leads closer to a purchase.
- Company Culture Videos: These videos humanize your brand, showing off your team and values. This helps build connection and trust.
- Personalized Videos: For sales and service, a one-to-one video message can be incredibly powerful. Imagine getting a personalized video response to a query – that’s a must!
- Short-form vs. Long-form: Short, engaging clips are great for social media and initial engagement, while longer videos can be perfect for detailed explanations or training content.
Plan a Video Content Calendar: Just like your other content, plan your videos in advance. Map out topics, target audiences, and distribution channels for each video. This helps keep you organized and ensures a consistent flow of content.

Step 2: Creating Your Videos In-house vs. Outsourcing

You might be thinking, “This sounds expensive and complicated!” But here’s the thing: authenticity often beats ultra-high production value. Many consumers actually prefer videos that feel real and unpolished over overly slick, artificial ones.

Do It Yourself: About 38% of video marketers create their content in-house, and another 38% use a mix of in-house and external teams. You can create impactful videos without fancy equipment. A good smartphone, decent lighting, and clear audio can go a long way. The key is planning, clear messaging, and good editing. HubSpot Academy even offers a free Video Marketing course that covers video production basics, from pre-production to post-production.
Outsourcing: If you’re short on time or need something particularly complex, outsourcing to a video production company is a solid option. The important thing is to have a clear vision and communicate it effectively.

Step 3: Hosting and Managing Your Videos in HubSpot

Once your videos are ready, getting them into HubSpot is super easy.

Uploading to the Files Tool: You can upload video files directly to HubSpot’s files tool. Just go to “Files” in HubSpot, select “Videos,” and upload your content. You can also upload videos directly from within the content editor when you’re adding them to a page or email.
Organizing Your Library: The files tool allows you to manage all your videos in one centralized place, making it easy to find and reuse them across different marketing assets.
Keep an Eye on Limits: HubSpot accounts specifically Professional and Enterprise typically have a limit of 250 videos for HubSpot-hosted content. So, it’s a good idea to keep your video library tidy and consider archiving older or less relevant content if you’re approaching this limit.

Distributing Your Videos Across HubSpot Channels

Now that your videos are planned, created, and hosted, it’s time to get them in front of your audience. HubSpot makes this pretty straightforward across various channels. What “Voice” Really Means for Your Business (And Why It’s Crucial!)

Embedding Videos in Website Pages & Landing Pages

Your website and landing pages are prime real estate for video content.

Using Video Modules: HubSpot provides specific “Video modules” that you can drag and drop onto your website and landing pages, especially if you’re using the drag-and-drop editor. This is often the easiest way to add a video.
Rich Text Modules: If you’re working within a rich text editor, you can also click the “Insert” dropdown menu, then select “Video” > “HubSpot video” to add your content.
Customization: Once embedded, you can often customize the video player settings, like the play button’s appearance, size, and whether it autoplays or loops though be mindful of user experience with autoplay!.
External Videos: If you’re using a starter template that doesn’t support HubSpot video directly or you prefer an external host like YouTube or Vimeo, you can always embed videos using their URL or embed code in a rich text module or a custom HTML module.

Integrating Videos into Blog Posts & Knowledge Base Articles

Blogs and knowledge bases are fantastic places for educational and helpful video content.

You can easily insert HubSpot-hosted videos into your blog posts and knowledge base articles using the rich text modules, similar to how you would on a page.
For blogs, sometimes embedding an external video through its embed code into a rich text module is the most straightforward method, especially if the dedicated Vidyard Video custom module isn’t available for blog posts.

Powering Email Marketing with Video

Using video in emails is a bit different, but it’s incredibly effective for engagement.

How it Works: Most email clients don’t fully support embedded video playback directly in the inbox. So, when you add a HubSpot video to a marketing email, it will typically appear as a thumbnail image with a play button overlay. This thumbnail then links to a dedicated landing page where your recipient can watch the full video.
Benefits: Even just seeing “video” in the subject line can increase click-through rates by 7-13%. This approach still capitalizes on the power of video to grab attention and drive clicks to your content, helping to boost engagement and conversions.
Best Practices:
- Personalization: Use video for personalized messages, maybe a quick “thank you” or a follow-up.
- Bonus Content: Offer exclusive video content to your subscribers.
- Announcements: Use video to announce new products, services, or events.
- Newsletters: Incorporate short video updates into your regular newsletters to make them more dynamic.
- Clear CTAs: Make sure the landing page the video links to has a clear call to action.
Email Limits: It’s recommended to limit emails to 10 or fewer HubSpot videos to ensure optimal performance.

Leveraging Videos for Sales & Service Teams

HubSpot Video isn’t just for marketing. it empowers your sales and service teams too!

1:1 Personalized Videos: With HubSpot often in conjunction with Vidyard, sales reps can record personalized videos directly from their webcam or screen. These are fantastic for prospecting, explaining complex solutions, or just building a personal connection in a sales email or sequence.
Use in Sequences and Chatflows: Sales teams can embed these personalized videos into email sequences or even use them in live chat conversations to provide instant, engaging support or information.
Proposals and Support: Imagine a sales rep sending a video alongside a proposal to walk a prospect through key points, or a service agent sending a quick video to explain how to solve a common problem. It’s incredibly efficient and personal.

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Boosting Engagement and Conversions with HubSpot’s Interactive Video Features

HubSpot really shines when it comes to making your videos more than just passive content. You can turn viewers into engaged leads and customers with interactive elements.

CTAs and Forms Within Videos: This is a must. You can embed calls-to-action CTAs and forms directly into your HubSpot videos. This means someone can be watching your product demo, and at just the right moment, a form can pop up to capture their information, or a CTA button can appear, inviting them to learn more or book a demo. This makes the viewing experience active, not just passive, and can significantly boost your lead generation efforts.
Personalization Based on CRM Data: HubSpot’s deep CRM integration allows you to take personalization to the next level. You can tailor video content based on a viewer’s attributes like their industry or previous interactions and behavior what they’ve watched before. This ensures that the video content they see is highly relevant, making them more likely to engage and convert.
Triggering Follow-ups: Beyond just CTAs, HubSpot allows you to trigger automated follow-up actions based on video engagement. For example, if someone watches 75% of your demo video, you could automatically enroll them in a specific nurturing workflow or create a task for a sales rep to follow up. This ensures you’re responding to clear signals of interest in a timely and relevant way.

Measuring Your Video Marketing Success with HubSpot Analytics

What’s the point of putting all this effort into video if you can’t tell if it’s working? HubSpot’s analytics tools make it easy to see the impact of your video marketing efforts and prove your ROI.

Key Metrics to Track: Don’t just look at views! HubSpot helps you track more meaningful metrics, such as:
- Video Views: How many times your video has been watched.
- Watch Rate/Retention: How much of the video people are actually watching. This is crucial for understanding engagement. If everyone drops off after 30 seconds, you might need to adjust your content or intro.
- Max Watch Seconds/Rate: The longest duration or percentage a viewer watched.
- CTA Clicks and Form Submissions: If you’re using interactive elements, track how many people click your CTAs or fill out forms within the video.
- Video Engagement on Contact Records: See exactly which contacts are watching your videos and how much they’re engaging. This is invaluable for sales and lead scoring.
Accessing Your Analytics: HubSpot offers several ways to view your video performance:
- Page Performance: For videos embedded on landing pages, website pages, blog posts, or knowledge base articles, you can find video view and retention data right in the content’s performance details.
- Contact Records: On an individual contact’s timeline, you can filter activity to see their specific video views and watch percentages. This helps you understand an individual’s journey and nurture them effectively.
- Custom Reports: If you have Marketing Hub Professional or Enterprise, you can create custom reports using the Custom Report Builder. Select “Media” as your primary data source, and then customize your report with various video events and categories to configure reports that prove your video’s ROI.
- Attribution Reports: These reports, available for Marketing Hub or CMS Hub Professional and above, help you attribute credit for contacts, deals, and revenue directly to your video efforts. This is powerful for showcasing how video influences your bottom line.

By consistently monitoring these metrics, you can identify what’s working, what’s not, and make data-driven decisions to continuously improve your video marketing strategy.

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Take Your Skills Further: HubSpot Video Marketing Certifications & Courses

Want to become a true HubSpot video marketing pro? HubSpot Academy offers free resources to help you level up your skills.

Video Marketing Course: HubSpot Academy has a dedicated, free “Video Marketing Course” that teaches you how to create an effective video marketing strategy, produce impactful videos, distribute them using HubSpot, and set up a reporting process to measure results. It’s a fantastic starting point.
Related Certifications: You might also find other certifications helpful, like the “Content Marketing Certification” or the “Inbound Marketing Certification”, as video is a crucial component of both. These courses provide a broader understanding of how video fits into your overall marketing strategy.

Taking these courses can help you understand not just how to use HubSpot for video, but why certain strategies are effective, giving you a deeper knowledge to apply in your campaigns.

Frequently Asked Questions

What does HubSpot do for marketing specifically with video?

HubSpot offers integrated video hosting, management, and distribution capabilities, particularly for Marketing Hub, Sales Hub, and Service Hub Professional and Enterprise users. It allows you to upload and store videos, embed them on website pages, landing pages, blog posts, and in marketing emails, and add interactive elements like calls-to-action CTAs and forms directly into the videos. It also provides detailed analytics to track video performance and viewer engagement.

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How does HubSpot video marketing compare to just using YouTube or Vimeo?

While YouTube and Vimeo are excellent for hosting and public sharing, HubSpot’s native video features offer a deeper integration with your CRM and marketing efforts. This means you can add interactive CTAs and forms directly within videos, personalize content based on CRM data, and track detailed viewer engagement linked to individual contact records. This level of integrated analytics and lead generation functionality is typically not available when simply embedding external YouTube or Vimeo videos.

Can I include videos directly in HubSpot marketing emails?

HubSpot marketing emails display videos as a thumbnail image with a play button overlay. When a recipient clicks this thumbnail, they are directed to a dedicated landing page where the video plays. This is because most email clients don’t fully support direct video playback within the inbox. This method ensures your video is viewable while still leveraging the high engagement rates associated with video in email.

What kind of video marketing statistics should I pay attention to in HubSpot?

Beyond just video views, you should focus on metrics like video watch rate or retention to understand how much of your video content people are consuming. Also, track CTA click-through rates and form submissions within videos to measure conversion effectiveness. Analyzing these metrics on individual contact records can also provide valuable insights into specific lead engagement.

Is there a HubSpot video marketing course or certification available?

Yes, HubSpot Academy offers a free Video Marketing Course that covers how to create an effective video marketing strategy, produce impactful videos, distribute them using HubSpot, and measure results. While it doesn’t provide a specific “HubSpot video marketing certification,” it’s part of the broader content marketing and inbound marketing certifications offered by HubSpot Academy.

What’s the difference between HubSpot Marketing Hub and Sales Hub for video?

While both hubs can leverage video, their focus differs. Marketing Hub uses video primarily for broader audience engagement, lead generation, brand awareness, and content distribution across pages, blogs, and emails. Sales Hub emphasizes personalized, one-to-one videos for sales prospecting, follow-ups, and building individual relationships with leads and customers, often using tools like the Vidyard integration for direct recording and sharing within sales emails and sequences. Mastering HubSpot User Permissions: Your Ultimate Guide

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