Why you need a brand video to front your marketing strategy.
Welcome to Vidico's eighth issue. ??
In today’s newsletter, you will learn how you can use brand videos in your marketing strategies.?
Key Takeaways
??????? What a brand video is and how it differs from other marketing video types.?
??????? The different use cases for brand videos in your marketing strategies.?
??????? Common marketing goals and problems you can achieve with brand videos.?
??????? See some examples of brand videos we’ve produced.
What is a brand video + how does it fit into your marketing strategy...
A brand video is a short video that helps businesses share their brand values and missions. It enables them to highlight what they stand for as a business and as a group of people and get the general public to relate to and buy into their values and missions.?
Brand videos are especially great when entering a new market, for a social media video campaign, building customer retention or brand attachment, TV commercial campaigns, or advertisement campaigns.?
Brand videos are different from most marketing videos that aim to promote and advertise brands, products, or services; brand videos instead focus on the business’s core values and give it a unique position in the market.
Common problems that marketers need to solve in 2023 + marketing goals that brand videos can achieve.
Here are the most common marketing goals that marketers can achieve with brand video.?
?? Brand awareness
According to WaveVideo, increasing brand awareness is the goal of 72% of brands creating videos. This makes sense because of video’s huge online popularity, social media reach, and engagement rates.?
Consumers can better understand the brand’s key messages through brand videos and viewers can capture the brand’s vision. Study results from Forbes indicate that viewers retain 95% of a video message versus 10% when they read it. That means people also recall your brand more easily.?
Also, adding video to a company’s website and social media pages helps them reach a wider audience. Both social media and Google prioritize video when presenting content to users. This makes it the perfect content to get the word out about your product or service.
?? Humanize your brand
You can create unique brand videos to help you connect with your audience on a human level. It’s the perfect marketing material to show your audience why your brand exists and educate them on your product simultaneously.
Brand videos share your company’s vision and mission. Doing so allows you to add a heart to your business that people can identify with. It lets your audience see the greater purpose you are serving — as a company — outside of simply promoting, selling, and making more money.
?? Product experience
The main reason customers are skeptical about buying products online is the lack of experience with the product — which brick-and-mortar stores facilitate and which online stores fail to provide. In other words, your customers’ inability to have an experience with your product makes it hard for them to make decisions and buy seamlessly.?
Brand videos are the closest thing to offering a product experience to your audience. You can show the ins and outs of your product, its different features, and how they come together to form the product. You can bring out your software interface, and break down how it works and what users should expect from it.
This creates an experience that helps your audience learn more about your product and easily make up their minds. It allows them to compare and choose. They get to see everything and collect all the data they need — pretty much like a real-life situation.?
?? Increase brand trust and credibility
Video is the most trusted content medium. Much more so than blog posts or emails. According to research, 54% of consumers say they want to see more video content from brands, and 70% prefer video over text to discover new products.?
It shows your product in action; it lets your customers get what comes closest to a real-life experience with your product before making a decision.?
On top of that, brand videos add a real face to your marketing materials. It makes your brand more relatable as people see the real humans behind your company. This adds a layer of trust, credibility, and authority to your brand that’s hard to beat.?
?? Sell more
Brand video marketing is an effective way to increase your conversions, sales, and revenue. It is also a great tool to increase brand loyalty and affinity. Especially today, people go on social platforms to watch product videos before making decisions. Those are low-hanging fruits that you don’t want to lose.?
For example, when thinking about the best products or services, brand videos will probably help you decide whether or not it works for you. And if so, what kind of results you could expect by using it yourself (i.e., buying it).
Brand videos allow you to educate your audience more easily. It gives you a better way to communicate with your audience. You can show how your product works and convince them of its value. On top of that, people love it more. According to Yansmedia, sites that use video have a 4.8% conversion rate compared to 2,9% for those who don’t use it.?
领英推荐
Top 5?? examples of brand videos achieving marketing goals
?? Goal 1: Brand awareness - Bailey Nelson
The campaign was Bailey Nelson’s first defining brand statement using video. The video focused on telling their story and how their brand and product differ from what is available on the market.?
The video resulted in a 40x increase in branded search and brought about a +97% in brand awareness lift. The video campaign also recently won a B&T award for Best YouTube Campaign, with YouTube describing the result as ‘best-in-class’.?
?? Goal 2: Showing product in action - Square
Wanna show your audience your production in action with a brand video that shows your vision? Learn it from Square. This 70-second brand video shows the product’s different use cases and how it does what the brand says it does. Plain and simple, yet effective.?
?? Goal 3: Educate your audience - The Oodie
What you sell and how you present it to your business are equally important. Oodie set out to be just fun — which aligns perfectly with its award-winning product and brand values. Oodie does a great job of breaking down how its product works and what value the audience can get from them.?
?? Goal 4: Remarketing Ads - Koala
Koala’s brand video plays on being fun while highlighting the brand’s unique value proposition. It’s hilarious, and it’s relatable. Viewers can see how the brand differentiates from its competitors and what it stands for — “comfortable products”.?
This 2:30min ad was distributed in full length through Youtube Pre-Roll Ads and in shorter cutdowns through Facebook and Instagram. Koala’s brand video brought about an overall lift in Positive Response Rate of 20%, which is massive, considering where Koala sits in the market.
?? Goal 5: Defining Yourself - Qure
Telling your story allows you to connect with your target audience and humanize your brand. Doing so will enable viewers to see your company through different lenses outside of those of marketing and sales. It will allow them to connect with your company on a personal level. It lets them see you for who you are, your mission, and what you stand for.?
Here is an example that we produced for the skincare brand Qure.
Yay! You now know you need a video in your marketing strategy for 2023. ?
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