How to effectively increase brand awareness with video.

Welcome to Vidico's second issue. ?? In this newsletter, we'll cover all things video marketing and how you can leverage video content to boost your company's bottom line.

Read on to learn how to increase brand awareness using video. ?

Key Takeaways

• Our 2022 Global Video Marketing Report revealed that driving brand awareness (56%) is the primary reason most marketers leverage video content. Yet, most marketers struggle to create videos that actually capture demand.
• To increase your brand awareness, your videos have to:

?? Factor in the 5 Ws

?? Follow the 95-5 rule

?? Be compelling

• Brand video examples to inspire your own

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Three tips to get your brand noticed using video?

TIP 1 - Address the 5 Ws from the get-go

In marketing, no two things are the same…

No two prospects are the same. No two social media platforms are the same. (Insert other things that are not the same...). That's why it's crucial always to address the 5 Ws before you fully immerse yourself in any marketing task.

The 5 W's stand for Who, What, When, Why, and Where. Its purpose is to serve as a compass for the video you want to make, the direction you want to take, the stuff you want to include, who you're doing it for, etc.

Here are more details on using the 5 Ws to create videos that build awareness:

1. Who?

Before even considering what type of video will work, you must first identify who your ideal customer profile (ICP) is.?

Most people confuse "defining the ICP" with "niching down." Clearly, just because you serve HR Tech companies doesn't mean they are your ICP.

According to Andrei Zinkevich of Fullfunel.io, you should ask yourself the following question to properly define your ICP:

• What influences my target accounts' decision-making process, and who is involved?
• What alternatives have the target accounts considered?
• What solution are they already using, and why are they using it?
• What results have they experienced after using the product?

Answering these questions will give you an idea of the typical buying committee you will be dealing with.

If researched well, you should have results similar to this:

• ICP: CMS companies from $3 million to $7 million in ARR with 40 to 80 employees.
• Buying committee: CMO + Sales Manager + Growth Manager

2. What?

Now that you know who you're targeting, you need to determine what type of content they'll resonate with.?

Ask yourself the following questions:

• What is the level of expertise of my target audience?
• Are we marketing a physical product or a service?
• Does the product/service we are marketing require technical skills?

Answering these questions will give you some insights into how the video will look.?

Here are some other insights that can help:

• Product videos are a great choice to create interest in what you offer
• A demo video is ideal for attracting customers who are in your target market but haven't tried your company yet?
• A branded video is perfect for connecting with your target market on an emotional level.

3. Why?

Why would people watch your video, or why would they engage with your brand??

This is where the storyline is essential. This is the perfect time to think about the content of the video and how you want to deliver it.

4. Where?

Ever heard the saying, "Create once, distribute forever?" Well, it also applies to video marketing.

To know where to distribute your video, Ross Simmonds of Foundation Marketing suggests combining community distribution and paid & organic distribution.?

This will give you enough data to analyse trends and see which channels perform best.

5. When?

Finally, when will you release the video? If you're planning to release it on social media, you need to plan the best times to post according to the each platform's optimal time.

TIP 2 - Follow the 95-5 rule

The 95-5 rule states that 95% of your potential buyers are not ready to buy today, and only 5% of your potential buyers are actively looking for solutions to their problems.?

The catch is that 95% of today's out-market will be in-market at some point. So you can't overlook this market segment.

To make sure that your brand will stay etched in the memory of the 95% of passive buyers, you must:

• Leverage clever humour
• Leverage human psychology

Here's how to leverage humour in your video...

• Play with words
• Make cultural references (e.g., Poor management can make your company sink like the Titanic)
• Teasing (e.g., "This year's Denial Convention will be held virtually. Attendees will be told not to come.”)
• Dirty jokes (e.g., Most people find something dirty in every sentence)

Here's how to leverage human psychology in your video...

• Use more "YOU" instead of "I" and "We"
• Speak to your viewers' pain points
• Help them visualise what you mean. Show, don't tell
• Make it more about them than your product
• Use striking colours

Here's an example of our witty work for Bailey Nelson -

See the full case study here .

TIP 3 - Keep the video short yet compelling

No matter how much people love your video or brand, length is an important factor to consider.

The rule of thumb is to keep most videos at around 2 minutes at most.

But no matter how short the video is, you must make sure that it is as compelling as possible. With a short story-driven video, you can certainly make your mark in your viewer's minds and hearts.

Brand Video examples to inspire your own

Cascade : Cascade's video is short and funny. It features a narrative that could show all the taboos and complexity behind creating a strategy with a storyline everyone could easily relate to. The direction consisted of a human-centered approach with a few animated UI elements to enhance messaging.

?? Results:?

• 375,000+ views
• 56s average watch time (of 1-min video)
• Doubled the number of subscribers

See the full case study here .

Temple & Webster : Any video ad that lasts less than 45 seconds is fun and adequately gets the point across is a winner. Temple & Webster's ad video is an excellent example of this. The video is designed for a TV commercial campaign, and it was brilliantly kept for around thirty seconds. It opens up with a fun scene that strikes curiosity and keeps viewers watching.?

?? Results:?

• 335% increase in brand recall
• More than half of those who recalled recent T&W advertising described the TVC in a clearly recognisable way.
• Two in 5 consumers in the targeted TV markets recognise the TVC

Read the full case study here .

Well done! You now know how to garner brand awareness using video ??

If you enjoyed this edition, don't forget to subscribe to this newsletter to get more video marketing tips!

Craving more? Here's some top reads on video strategy.

• How to Increase Brand Awareness with Video
• How Cascade Achieved 375,000+ Views, Doubled Subscribers
• 10 Best E-commerce Video Ads Examples ???

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