Videos have become an essential part of many business marketing strategies, and it's not hard to see why. Videos can educate, empower, and engage prospects in ways that written content simply cannot. There are a few must-have videos for businesses today, but brand videos, in particular, are one of the most amazing tools for connecting with your target audience. Not only do brand videos provide an opportunity to tell your company's story uniquely, but they increase brand awareness, build customer trust, and generate valuable engagement. With these benefits in mind, read on as we explore why well-crafted brand videos are a cornerstone in growing your business successfully.
Understanding The Power Of Brand Videos
Your brand is more than your name, logo, or product. It is the sum of who you are, what you do, and why you do it. It is your unique story. And customers want you to tell them that story in a clear and compelling way. Brand videos do just that.
Brand videos are a powerful marketing tool designed to establish your identity and foster trust among your viewers using dynamic imagery and the age-old art of storytelling. They focus on promoting brand values and connecting with potential customers meaningfully. A brand video can showcase products or services, but it shouldn't advertise them outright. Branded video content aims to increase brand awareness, build confidence, and convert visitors to prospects. You want to show your potential customers what a relationship with you would look like.
When used effectively, brand videos will help strengthen the relationship between your brand and your prospects by engaging with them on an emotional level and making them remember you long after they've left your page. These marketing videos are an increasingly popular way to represent your character in the ever-evolving marketing landscape. Brand videos allow you to:
Demonstrate Your Expertise
By showing who you are and what you're good at, professional brand videos help you create a presence in your field and can increase your value in the eyes of prospective buyers. A well-made brand video can showcase your expertise with an impactful narrative, but a high-quality video substantially improves the effect. In fact, 62% of consumers said they were likelier to have a negative opinion of a brand that published a poor-quality video.
Evoke Consumer Emotions
Because a brand video tells a true and meaningful story, it resonates deeply with customers and influences brand loyalty. It allows a potential customer to see the sincere nature of your company in a relatable way. According to research by Turner Ignite and Realeyes, the emotional engagement of an audience increased by 31% when viewing branded content.
Distinguish Your Business
Highlighting the unique values of your business, a brand video allows you to stand out from the crowd and remain top-of-mind with customers. Telling a genuine story will resonate with your audience and have a long-lasting result. In the same Turner Ignite study, 67% of participants thought branded content was more entertaining, more relevant, and more likely to make them think of the advertised brand at the time of purchase.
What Makes The Perfect Brand Video?
Companies spanning every industry rely on brand videos to promote their brand identity, values, and overall mission. Branded video content can come in various forms, and there are many ways to use each type within your marketing strategy, but there is no secret formula to a perfect brand video. The most essential element in an effective brand video is telling a clear story unique to your business. That being said, several types of videos can work for your brand, and tips you can use to help connect with your audience. Below are some styles that make great brand videos.
Company Culture/About Us Videos
These videos can put a face to a name and bring a human element to your story. They create connections with customers by providing an intimate glimpse inside your brand and your core values, allowing you to attract conscientious buyers who emphasize background and culture. A recent AdWeek survey found that 60% of respondents considered a company's values when deciding whether or not to do business with them.
Tip: Include an authentic narrative that reflects your style and speaks honestly to your audience.
Take a look at this captivating example Levitate Media created with Amida Care. By combining an emotional narrative with stunning imagery, this video tells a story that leaves a lasting impression.
Testimonial Videos
People often make choices based on what others have to say. Witnessing the success someone has had with your product or service helps to establish the credibility of your work. Further, a recent Wyzowl survey found that 79% of people preferred watching video testimonials when researching a company or product. Testimonials provide social proof for your brand and are highly effective, especially in lower-funnel marketing.
Tip: People can quickly tell a script from an honest opinion, so always use a genuine review from a real customer.
Watch the inspiring video Levitate Media made for UnlimitedTomorrow. This live-action video illustrates how effective personal, raw emotion can be. The moving testimony stirs deep feelings of trust and hope.
Case Study Videos
These videos address specific use cases and convey trustworthy stories about how your business benefits real-life customers. Similar to a testimonial, they validate that your product or service works but are framed around common issues people may have.
Tip: Support your claims with actual data. Combined with emotional appeal, this builds a convincing reason for buyers to trust you.
This is a case study created by Levitate Media for House Buyers of America. It focuses on what customers want to see: a satisfied client explaining how this business solved her problems.
Why Your Business Needs Brand Videos More Than Ever
The bottom line is that brand videos work! Now more than ever, you should leverage brand videos to increase your marketing ROI. The study from Realeyes said respondents who watched branded content rated that brand over 50% more favorably than the alternatives. In our digitally-driven world, brand videos have become more relevant because they provide companies with hard-hitting opportunities to tell compelling stories, attract prospective customers, and develop brand awareness.
Furthermore, research shows that people prefer watching branded video content and are more likely to remember them than text-based marketing. This means standing out among competing products and services and gaining loyal clients. These benefits alone underscore the importance of utilizing brand videos, but here are even more reasons to start creating quality branded video content:
Brand videos are a great tool for conveying brand messages and values quickly and effectively.
Watching video is easier and faster than reading text and allows an audience to become rapidly immersed in your message. This not only creates an almost instant emotional connection but also results in more information actually being absorbed. Since the average human has an attention span of 8.25 seconds (shorter than a goldfish!), efficiency couldn't be more critical.
When it comes to brand visibility and awareness, brand videos can help by giving your reputation a boost.
In an Inc.com study, 79% of the participants agreed that videos are the easiest way to get to know a brand online, and viewers of branded content were 62% more likely to show a positive reaction than those who watched 30-second ads. Given the impact of video marketing today, brand videos are the building blocks of a brand that stands the test of time.
A brand video is perfect for social media marketing.
HubSpot's Social Media Trends Report found that video is the highest ROI format on social media! Using branded video content to resonate with your audience will get them to share your story with other customers they think will benefit. In fact, after watching a brand video they enjoyed, a whopping 83% of viewers said they'd consider sharing it! This gives your message an incredible opportunity to engage with more potential buyers while increasing your brand's awareness.
How (And Where) To Use Brand Videos
Beyond ROI, plenty of other benefits are associated with creating brand videos. They are a creative way to engage with viewers, and using them as part of your branding efforts will definitely pay off. Nevertheless, knowing how and where to use them is a critical piece of the puzzle.
Certain key elements in brand videos will attract viewers' attention and prompt them to interact. In addition to ensuring your brand values and message are clear throughout the video, you need to create inspiring, relatable, and original content. Focus on building a captivating storyline and dynamic visuals that align with your brand. This will set you apart from others and keep viewers interacting for more extended periods of time.
Incorporating these aspects will ensure you get more engagement from your brand videos, but also pay attention to these 5 effective ways to use your brand videos.
1. Put them on your website.
One of the most effective places to use brand videos is on your website. A well-made brand video can help introduce your company to new visitors and give them a better understanding of what you do and what you stand for. Additionally, videos can help improve your website's SEO by increasing the time visitors spend on your site. Brand videos on your website can also drive conversions and add some sizzle by repurposing a testimonial or review. In fact, studies show that adding a branded video to a landing page can increase conversions by 80%.
2. Include them in your email.
Including brand videos in your email marketing campaigns can be an effective way to reach out to potential customers. Email marketing allows you to send targeted messages directly to people who may be interested in your products or services. Including a video with an eye-catching title or caption in your email can help to grab attention and make your message more memorable. Additionally, using videos in email marketing can help to increase click-through rates and conversion rates. A Campaign Monitor study found that including video in an email newsletter increases open rates by 19% and boosts click-through rates by 65%.
3. Post them on your social media.
Another great place to use brand videos is on social media. Brand videos that are posted on social media platforms such as Facebook, Twitter, and Instagram can help engage potential customers and encourage them to learn more about your company. Remembering the "goldfish" attention span, however, your video needs an engaging element in the first 5-10 seconds. Mention your benefits and features in the beginning and utilize relevant tags and keywords to increase your visibility.
4. Cut them into pieces.
Besides serving as a brand awareness video, your best brand video will likely include many different components, such as a product introduction or a testimonial. Splice those parts into short videos and use them as explainer videos, product videos, and many other creative ways across multiple platforms.
5. Use them in your blog posts.
Last but not least, you can add your brand video to an already posted blog post or write a post specifically relating to the content of your video. A recent study showed boosts of up to 250% in organic traffic when a video was added to an existing post! For a grand slam, include a strong call to action and utilize those spliced reels to include several shorter videos.
The Final Verdict
Brand videos are proven to communicate a company's message and spread brand awareness effectively. They educate and entertain users, making them more willing to engage and take action. With the correct type of video and the right message, brand videos can help customers understand who you are and why they should trust you. It's important, however, to remember what to include in brand video production and where to distribute it. Using these tips as guidelines will help you create successful brand videos that effectively connect with your customers.
If you want to create your own powerful brand video, contact Levitate Media to get your story out there!
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