Content Marketing · Class 4

Video content

Why video works, how it is made, and where to post it.

Digital Marketing Program · Canadian College

Class 4 · 2 hours

Today's plan

By the end of class you can

Explain why businesses use video.

Choose the right format and platform.

Plan 3 videos for a real brand.

01

The rise of video

From funny clips to a business tool.

01 · History

How online video grew

Click each date.

One of the first viral videos

Software company Autodesk posted a 20-second video of a dancing baby to show its new 3D tool. People shared it everywhere.

One home for video

YouTube launched and became the place to watch and share videos online.

Brands try to go viral

Example: a 2011 baseball "catch" video was really a Gillette stunt. Many brands spent millions on this.

Native video

Native video = a video uploaded directly to a social network, so people watch without leaving the app.

Video-first apps

TikTok is 100% video. U.S. adults spend more time per day on TikTok than on any other social app.

Source: your reading (Section 5.1), citing eMarketer.

01 · Canadian example

WestJet Christmas Miracle

1

Calgary airline. Santa asked 250+ travellers what they wanted.

2

Gifts were waiting at baggage claim.

3

19 million+ YouTube views in 5 days.

Sources: WestJet official YouTube channel; ClickZ, "Inside WestJet's Christmas Marketing Miracle" (Dec 2013).

01 · The business case

Why businesses use video

Video helps people decide what to buy.

91%of businesses

use video for marketing.

85%of people

bought something after watching a video.

63%of people

prefer a short video to learn about a product.

Source: Wyzowl, State of Video Marketing 2026 (wyzowl.com). Your reading (5.1) shows similar results.

01 · U.S. example

"Will It Blend?"

1

Utah blender brand Blendtec started a YouTube series in 2006.

2

Each video blends a strange object. It shows the product is strong.

3

Retail sales grew 700% in two years.

Sources: Blendtec "Will It Blend?" YouTube channel; BYU Magazine, "Will It Blend?".

01 · Quick check

Quick check

What is a viral video?

Viral = shared very fast by many people, like the WestJet video.

Is "going viral" a good business plan?

Brands rarely go viral on purpose. A series of useful videos (like Blendtec) works better.

What is a native video?

Native video plays inside the app, so people do not leave it.

02

Technical basics

Pixels, HD and the shape of the screen.

02 · Quality

Pixels and HD

Pixel

The smallest dot on a screen. More pixels = better quality.

HD video

More than 480 lines of pixels. 480p is standard, not HD.

Buffering

The video stops because the internet is too slow. Today it is rare.

The "p" in 1080p means progressive: all lines show in order, top to bottom.

Source: your reading (Section 5.2).

02 · Aspect ratio

The shape of the video

Aspect ratio = width : height.

16:9Widescreen

YouTube, TV, webinars

4:3Old TV

Before 2000

9:16Vertical

TikTok, Reels,
Shorts, Stories

Source: your reading (Section 5.2), Figures 5.2.1–5.2.3.

02 · Game

16:9 or 9:16?

Drag each video to the best shape. Or tap a card, then tap a box.

A 10-minute YouTube tutorial
An Instagram Story
A recorded webinar
A 20-second TikTok
A TV commercial
A YouTube Short

16:9 · Horizontal

9:16 · Vertical

03

Pre-recorded vs live

Edit it first, or share it now?

03 · Pre-recorded

Pre-recorded video

Recorded, edited, then uploaded. 85%+ of internet video.

On demand

People watch it any time, for years.

You can edit

Add text and graphics. Cut mistakes and pauses.

Versatile

Use it on your website, in ads and on many platforms.

Source: your reading (Section 5.3), citing Cisco (2022).

03 · Live

3 types of live video

Live video = broadcast to viewers at the same moment it is filmed.

Social media live

From an account with followers. Example: a weekly live recap of Big Brother Canada.

Livestream

Live video on a website or on Twitch. Popular for gaming, news and events.

Webinar

A scheduled class with registration. Example: Hootsuite (Vancouver) live training.

Sources: your reading (Section 5.3); Hootsuite Live Training webinars (hootsuite.com/pages/live-training).

03 · Live

Why go live?

1

Real conversation

Viewers ask questions, comment and react with likes and hearts.

2

Real-time and spontaneous

Spontaneous = not planned or scripted. Great for news, events and trends.

3

Platforms promote it

Followers get a notification when you go live. Later, you can save it as a normal video.

Source: your reading (Section 5.3).

03 · Practice

Pre-recorded or live?

Discuss with a partner, then tap each card.

04

Where to host videos

One home is not enough.

04 · Hosting

Two types of video hosts

Most businesses choose one of each.

Traditional hosts

Sites made for video. You can embed them on your website.

YouTubeVimeoWistia

Weak point Slow start: only subscribers see it at first.

Social media hosts

Social networks that show video with other content.

InstagramTikTokFacebookLinkedIn

Weak point Short life: posts disappear from the feed fast.

Source: your reading (Section 5.4).

04 · Traditional hosts

YouTube, Vimeo or Wistia?

Click a row.

CostBrings new viewers?Best for
YouTubeFreeYes · 2nd biggest search engineEvery business
VimeoPaid for more spaceA littleA clean, professional player
WistiaPaidNoTraining · a form before watching

Every business doing video marketing needs a YouTube channel.

Source: your reading (Section 5.4), citing HubSpot and Forbes.

04 · Social hosts

Social video formats

Click a row.

ShapeHow long it staysUse it for
PostAnyStays on your pageLike a photo post, with video
Story9:1624 hours, then deletedBehind the scenes, casual
Reel / Short9:16Stays · more editing toolsReach new people

Reels with people in them perform best.

Source: your reading (Section 5.4), citing Hootsuite (a Vancouver company).

04 · Length

How long should it be?

Good starting points for pre-recorded posts:

Facebook2–5 min
LinkedIn30 sec or less
Instagramunder 30 sec
X15 sec or less

Then check your data. If people watch longer, make longer videos.

Source: your reading (Section 5.4). Wyzowl 2026: 71% of people say 30 sec to 2 min works best.

04 · Quick check

Quick check

You want people to find your video on Google for years. Where do you host it?

YouTube is owned by Google and works like a search engine.

Which format is deleted after 24 hours?

Stories disappear after 24 hours. That is why they feel casual.

A college wants students to fill in a form before a training video. Best host?

Wistia can ask for a form first, and its videos stay private.

05

Video as a content strategy

When to use video, and how to use it.

05 · When to use video

Best topics for video

Use video when the topic is visual.

1

How-to

Show the steps.

2

Behind the scenes

Show how it is made.

3

Explainer

Show how a product works.

Sources: The Home Depot Canada official YouTube channel; your reading (Section 5.5).

05 · Video + written content

Video on your website

Pages with video can convert up to 80% better.

1

Primary

The video is at the top. The text supports it, like a news page.

2

Secondary

Videos inside a blog post explain the hard parts. Very common.

3

Only content

A page with just videos, like a portfolio.

Always add the next step: a call to action one click away.

Source: your reading (Section 5.5), citing Unbounce.

05 · Social media

Video types for social

1

Person talking

News and announcements.

2

Animation

Short, eye-catching, with a link.

3

Highlights

The best clip. Hook people in seconds.

Avoid Long full clips made for TV or YouTube.

Sources: Sportsnet official YouTube channel; your reading (Section 5.5).

05 · Game

Good for social or avoid?

Drag each video to a box. Or tap a card, then tap a box.

A 15-second highlight clip
A full 40-minute TV episode
The CEO announces news on camera
A YouTube link posted on LinkedIn
A short animation with a link
A horizontal video with no captions on TikTok

Good for social

Avoid

In-class assignment · 40 min · Individual

Video content plan

Plan 3 videos for a real Canadian or U.S. brand.

1

1 YouTube video

Pre-recorded, 16:9. A how-to or explainer.

2

1 short video

9:16, under 30 sec. A Reel, Short or TikTok.

3

1 live video

Social live, livestream or webinar.

Individual work No AI tools Upload a Word file or PDF

In-class assignment · Steps

Your steps

1
5 min

Research: pick a brand. Look at its YouTube and one social account. Who is the audience?

2
20 min

Plan 3 videos: title, goal, format, shape, length, platform and call to action for each.

3
8 min

Website: choose primary, secondary or only content for the YouTube video. Explain in 2 sentences.

4
4 min

Check: right shape for each platform? A call to action in every video?

↑
2 min

Upload: CM4_FirstName_LastName (.docx or .pdf)

Time left

40:00

Many thanks

Take these home

1

Plan useful videos. Do not wait to go viral.

2

Match the shape and length to the platform.

3

YouTube for search. Social for reach.