Video marketing
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Video has become the first format of discovery for many customers, especially on mobile. A visitor hesitating between two providers often chooses the one that concretely shows their work, rather than the one that talks about it best. ## One video, several uses A well-shot video is not used only once: it is embedded on the home page, cut into short formats, feeds the newsletter and works as a support in sales meetings. Think about the excerpts you will want from the script stage, and film short and wide shots at the same time. ## Regularity rather than one big production One big video a year does not build an audience. A simple format, shot every two weeks, creates far more discovery. ## Measure without fooling yourself Views mean nothing on their own: it is the enquiries and clicks to the site that count. Better three concepts tested and a series on the one that works than ten videos with no comparison.When this guide is for you
- You sell a service with steps or expertise better shown than told
- Your service pages take a long time to read and you lose visitors on mobile
- You want to be found on YouTube or TikTok for queries linked to your business
- Your clients want to see testimonials and results before contacting you
- You already have videos but they are never reposted anywhere and generate nothing
Step by step
- Set the goal and message — Decide what the video must achieve (enquiries, trust, visibility), for whom, and the one idea it must get across, with a clear call to action at the end.
- Write the script — Write a short script with an opening hook in the first three seconds, and shoot short and wide shots during the same session so you can cut excerpts later.
- Shoot — Choose a well-lit location, a clean sound setup (lavalier microphone) and real scenes of the service in action rather than talking heads only.
- Edit and version — Produce the main version with subtitles, then cut short formats for TikTok, Instagram and YouTube Shorts.
- Publish and measure — Embed the video on relevant pages, post the short versions on social media, and track full-view rate, clicks and enquiries rather than views alone.
What it costs (in MAD)
| Service | Indicative price | Good to know |
|---|---|---|
| 60–90 second presentation video | 5,000 – 20,000 MAD (approx. 450 – 1,800 €) | Script, one day of filming, editing, subtitles |
| Short social video series | 1,000 – 4,000 MAD / video (approx. 90 – 370 €) | In batches of 4 or 8 for consistency and price |
| Filmed client testimonial | 3,000 – 8,000 MAD (approx. 270 – 730 €) | Client at their place of business, usage rights included |
| Tutorial or product demonstration | 4,000 – 12,000 MAD (approx. 370 – 1,100 €) | Screen capture, voice-over, editing |
| Editing and subtitles from your footage | 800 – 2,500 MAD / video (approx. 75 – 230 €) | If you supply the raw footage |
| Animated advertising video | 6,000 – 25,000 MAD (approx. 550 – 2,300 €) | Motion design, adapted into 3 formats |
Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.
Mistakes to avoid
- Shooting a nice presentation video without a script and without a call to action at the end
- Publishing without subtitles, when most audiences watch with the sound off
- Producing one video a year instead of a regular format that builds an audience
- Leaving the video on only one site page without sharing it on social media or reusing it
Frequently asked questions
Do you need a big budget to start?
No. A recent phone, a lavalier microphone and a well-lit location are enough for a first regular format. A budget of 1,000 to 4,000 MAD per video already gives decent professional quality.
How long should a presentation video be?
Between 60 and 90 seconds for a website, as that is the format that keeps most visitors. For social media, 15 to 45 seconds works better, with a hook in the first three seconds.
Does video help search ranking?
Yes, if you add a clear title, a description, a script or transcript and VideoObject structured data. An embedded video also improves time spent on the page.
Should you use a studio or your own teams?
A studio suits a brand film, a campaign or a polished testimonial. For regular social content, a trained in-house team often produces faster and cheaper, provided there is a simple filming setup.
How do you know if a video works?
Track full-view rate, clicks on the link in the description and enquiries received from the page where the video is embedded. A video that is watched without action means the call to action or the targeting needs rethinking.
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