Video plays an increasingly important role in the marketing campaigns of today’s brands.
Whether you’re going viral on social media platforms like TikTok, running cold outreach campaigns, or building interactive and engaging landing pages, the right marketing video software solution is essential to produce professional, high-quality videos that attract and convert at scale.
Let’s dive into the evolving role of video in marketing, discuss key features to look for, and review six top-notch marketing video tools.
The evolving role of video in marketing
Today, video plays a powerful role in marketing campaigns. Marketers use video to:
Showcase how a given product or feature functions.
Provide educational material to help customers solve key problems.
Promote customer success stories and case studies.
Deliver effective onboarding sequences for product-led marketing campaigns.
Video increases interaction and user engagement in marketing campaigns.
Customers can also create their own videos to share online, providing marketers with a ton of user-generated content (UGC) to fuel campaigns.
Understanding the value of video marketing software
Video is everywhere now.
Windows 10 and 11 computers come with the Xbox Game Bar, which allows users to create simple screen capture videos, and Apple devices come with iMovie, a decent video editing tool.
But these are generalist tools. They aren’t built for marketing.
Marketing video software, specifically, comes packed with features that support the marketing use case. Some examples include:
AI-powered editing, such as generating short clips from long videos
An integration with your website platform for easy video embedding
A social media video generator that cuts your long videos up into shareable clips
Thorough knowledge of marketing video software features will help you identify the right solution for your specific needs.
Key features of video marketing software
AI
Video marketing tools with built-in artificial intelligence accelerate the production process.
Some AI features that Loom offers, for instance, include:
An automatic CTA and message composer
Automatic titles, summaries, and chapters
Cutting out filler words and silences
Not every video marketing solution has an AI-powered product. But, as AI's popularity grows, you can expect more companies to add AI capabilities to save users time and make their lives easier.
Screen and webcam recording
Real-time screen capture is a powerful, important tool in video marketing software. It's particularly useful for showing of how non-physical products like software and SaaS tools work.
The best screen recording tools let you select a specific portion of your desktop, tab, or screen to record and allow you to overlay a webcam, as well as screen audio recording.
Video editing
Next, you’ll need some decent editing tools to polish your recording and get it ready to share with the world.
Key features to prioritize here include:
The ability to edit by transcript
Instant editing with automatic trimming of silences and filler words
The option to cut and stitch videos together—not just edit the start and end points
Live Rewind, so if you make a mistake while recording, you don’t have to start over from scratch (only available with Loom)
Video editing software solutions vary in their editing capabilities, but the best tick all four of the above boxes.
Video hosting
Once you’ve crafted your video, you’ll need somewhere to upload, store, and share the final product.
A video hosting platform is the solution here. This is often an additional standalone tool, but the best video marketing tools also provide video hosting capabilities.
Loom HQ, for example, is part of the same platform you use to record and edit video clips. No need for another subscription or to wait for long video projects to upload.
Plus, Loom’s new Semantic Search feature makes it easier than ever to find what you’re looking for. You don’t need to remember the name of the video. just type in what the video is about, and Loom will find it for you!
Collaboration and sharing
Effective video platforms make it easy to share videos with users.
Look for a video marketing platform that:
Allows you to easily embed videos on your website
Promotes audience engagement with features like emojis and comments
Integrates with social media marketing software to improve shareability
Additionally, consider a solution that automatically generates sharing links and messages to speed up content distribution.
Loom helps you share faster with an AI-generated Auto Message Composer. This instantly creates messages to send alongside the video you’re sharing in Slack or email.
1. Loom
Your entire team can use Loom’s screen recording platform with built-in video editing and sharing tools to collaborate on marketing video production.
Key features:
AI-powered video editor: AI automatically polishes your videos, removes awkward pauses and filler words, composes sharing messages, and adds CTAs and action items.
Chrome extension: For simple marketing videos, quickly capture screen recordings using the Chrome extension.
Engagement insights: A rich reporting dashboard helps you understand how customers interact with your videos.
Pros:
Loom is a cost-effective tool packed with features.
AI editing features make polishing recordings a breeze.
Cons:
The free version of Loom only allows a maximum video length of five minutes.
Pricing:
Paid plans for Loom start at just $12.50 per user per month.
2. Sendspark
Sendspark is a platform for recording and sharing personalized sales and marketing videos, helping teams inject a bit of human interaction into email outreach campaigns.
Key features:
AI voice and video cloning: You can record once, create an AI avatar of yourself, and then create personalized videos at scale.
Screen and video recording: You can record a screengrab, use your laptop’s camera, or combine the two.
Pros:
Sendspark has some powerful and innovative AI features.
The platform integrates with several other marketing platforms.
Cons:
The AI avatars still aren’t quite as realistic as a real human video recording.
Pricing for Sendspark gets expensive as you access more advanced features.
Pricing:
The cheapest plan comes in at $12 per user per month, ramping up to $449 per team per month for the most robust option.
3. Wistia
Wistia is a video marketing platform with recording, editing, storage, and sharing features. Marketers can complete the entire video production process in one end-to-end platform, from filming to distribution.
Key features:
AI enhancements: Wistia has a range of new AI-powered features such as generative search, automatic video highlights, and auto transcripts and captions.
Webinar hosting: Marketers can host their own webinars on Wistia without needing a third-party solution.
Analytics suite: Wistia provides a great reporting suite to help you understand how customers interact with your video content.
Pros:
Wistia has a huge variety of marketing-related features.
It’s a reasonably affordable solution.
The solution also offers other marketing-related features, like lead gen forms.
Cons:
The free plan has a maximum of 10 videos.
Wistia only bills annually.
Pricing:
Pricing for Wistia begins at $19 per month (billed annually).
4. OpusClip
OpusClip is an AI-powered video repurposing solution. It helps marketers turn long videos into short, shareable video clips that perform better on social media.
Key features:
AI video clipping: Simply upload a long video, provide some basic instructions, and have the AI engine produce shareable clips for you.
AI vitality score: OpusClip has a propriety algorithm and scoring system to indicate the likelihood that a given clip will go viral.
Pros:
OpusClip helps you maximize ROI from a single video recording session.
The platform comes with AI-generated B-roll to beef up video production.
Cons:
The free plan is fairly limited.
Sometimes the videos that OpusClip creates don’t make much logical sense, requiring review before publishing.
Pricing:
Pricing for OpusClip starts at $9 per month.
5. Riverside
Riverside is a video marketing tool designed specifically for recording remote podcasts and customer interviews.
Key features:
Magic clips: Riverside uses AI to create bite-sized shareable clips.
Audio improvements: You can boost your audio quality and clean up noise issues with Riverside’s audio editing suite.
Dual screen recording: Riverside can record two screens simultaneously, so both speakers can be present in the final recording.
Pros:
Riverside makes recording remote interviews seamless, whether it’s for a customer testimonial or a podcast.
Cons:
Some customers complain of poor support from Riverside.
They offer a free plan, but quality is limited and you can only record up to two hours of video.
Pricing:
Paid plans for Riverside start at $15 per month, billed annually.
6. Synthesia
Synthesia is an AI video generator, featuring a variety of different AI avatars based on real people.
Key features:
Multiple languages: You can choose from several languages, accents, and tones to find the right style for your video.
Templates: Synthesia comes with 60+ pre-designed templates to quickly get production off the ground.
Pros:
You can clone your own voice with Synthesia and pair it with an AI avatar.
No need to purchase expensive filming equipment or a rent a studio.
Customer reports say that Synthesia’s support team is excellent.
Cons:
Some components of Synthesia videos, such as mouth movements, might not be entirely realistic.
There’s a limited number of avatar gestures.
Synthesia does not offer a free option.
Pricing:
Plans for Synthesia start at $29 per month.
How to implement marketing video software into your workflows
Once you’ve chosen the right video marketing tool for your needs, it’s time to implement that solution into your existing workflows.
Taking advantage of AI features like automatic silence removal and share message generation can even tighten and speed up your existing workflows, giving you more time to spend on higher-value tasks.
Here’s a high-level implementation process:
Organize an onboarding call and training sessions with the software provider.
Integrate the tool with your existing tech stack and run some tests.
Establish when, where, and how the marketing video software you’ve just bought will be used.
Create internal training reference documentation and conduct internal upskilling to get your team on board. Video is a great format for this!
Create or update your video content calendar, and get to work planning, storyboarding, and scripting.
Jump right into production with your new marketing video software tool!
A quick pro tip here:
Start slow.
Take the time to become familiar with the solution you’re implementing, allow your team to become familiar with its intricacies, and run tests to ensure integrations with your existing marketing software work correctly.
Once you’ve ironed it all out, start scaling up production.
Up your conversions with Loom’s intuitive video marketing software
Marketing video software is a crucial sidekick for today’s marketers.
Video is a powerful format for communicating ideas, helping customers solve problems, and demonstrating how your product works.
Choose a marketing video software platform with an intuitive interface, powerful AI tools for accelerating recording and editing, and helpful sharing and collaboration features to boost your marketing funnel.
Loom is packed with all of this and more.
