A brief look at brand videos – what they are, why you might need one, and 4 tips to get it right if you decide to make the investment.
In this day and age, there is no denying that scrolling a feed is a commonplace activity no matter the platform or content being viewed. Aside from the social media hole you’ve found yourself in (how did I end up on my best friend’s neighbor’s dog’s Instagram page?), have you ever found yourself particularly moved by what you’re viewing? It seems rare with the plethora of photos, tweets, status updates, relationship updates, job postings, etc. to really feel anything when there’s always something new to be seen. But there is one form of content that continues to catch the viewers’ eye. We’ve all experienced it in some way whether it is on said feed, during a commercial break of the Super Bowl, or smack dab in the middle of Times Square – and that content is video. More specifically, companies throughout the years have turned to brand videos to inspire, educate, and entertain viewers while promoting their brand and allowing them to feel something that is so commonly missing from what we view on a daily basis.
So what is a brand video exactly?
A short (ideally 2 minute or less) video that allows you to communicate to your current or prospective audience, highlighting your organization’s identity including your values, motivation, and/or personality. Much like a manifesto, the idea is to capture an organization’s purpose and intent in a way that moves and inspires people. Essentially, it is a short movie; A polished depiction of your company’s belief system featuring high-quality visuals, captivating music, and information delivered in a fresh, exciting way. If you were to show this video to someone who knows nothing about your company, they should get the basic understanding of what you’re all about after one viewing.
Not to be confused with a corporate video, a brand video is not a sales promotion. Corporate videos tend to lean more towards advertising and marketing where the focus lies with a specific product, product line, or service offering. Although still falling within the brand or company’s values, it is less focused on the company as a philosophical whole and simply seen as highlighting or promoting product(s) and/or service(s).
Why do I need a brand video?
People want to be able to put a face to a name. For example, imagine getting to know someone via email versus meeting them in person. By meeting with the person you actually get to see them; The way they talk and react to what you have to say. You can see their emotion and get an idea of what their personality is like. Same goes for a company. A brand video allows you to see what otherwise would go unseen and help build that emotional connection with a current or prospective client in a way that typically doesn’t present itself. With an unlimited number of approaches available, offering a video places an added layer of trust into the relationship you are trying to build, making the work, and the company, a reality.
Additionally, according to Hubspot’s 2018 survey, 54% of consumers not only prefer to see video from a brand or business, they also want it to be delivered in an entertaining, funny, or informative way. Video allows a clear message to be delivered in a short amount of time with visual and auditory language, otherwise unavailable through plain text. It’s conversational, friendly, and so approachable that it often doesn’t feel like marketing to the viewer.
Now, viewers aren’t the only ones who love to see video; Google does too. The more informative Google finds a piece of content, the more likely it is to appear as a top search result. By properly optimizing your video content with an engaging title, accurate meta description and detailed keywords, your video can gain traction and viewership through various social media platforms – each of which have their own video capabilities. Doing so offers your viewers the chance to share quickly and easily with a wide range of potential customers or clients.
What makes a great brand video?
1. It communicates core values.
Brand videos help your clients better understand not only who you are and what you do, but also how and why you do it. Sharing what you are passionate about allows room for your viewers to connect and become passionate about it too. If you choose to focus in on the company’s history, mission, or goals, your video should be representative of what your customers think and feel when they hear your name.
2. It is compelling.
Brand videos can be anything from inspiring to informative – even funny. No matter the delivery, your video should grab the audience’s attention immediately while establishing their desire to keep watching. Incorporate intriguing, uplifting music and high-quality visuals, hone in on your messaging and find the direction you want to take.
3. It is relatable.
Find the human element to your story and focus in on it. Much like online reviews, people want to hear from other people. Whether through real footage or an emotional connection, placing a human factor into the video allows your audience to relate to your company and the challenges and/or growth that you go through. By directly connecting with your audience, your viewers are easily able to place their trust in your firm.
4. It leaves the viewer wanting more.
Keeping your video under two minutes gives you the ability to touch on the important aspects of your firm without giving everything away. Your viewers have an idea of who you are and what it is you value, but it is worth leaving some questions unanswered. What kind of services do they offer? How can I get involved? There must be some intrigue for the viewer to want to learn more, and with a strong call to action your video can lead them to your website with an intent to get in contact directly.
With Cisco’s prediction of 78% of the world’s mobile data traffic being video by 2021, it’s safe to say video is in high demand. And it should come as no surprise. In an overwhelmingly digital world, people are yearning for the chance to connect and be inspired. So, are you ready to gain loyal customers and form genuine relationships? Now that you’ve got the recipe for brand video success, there is no better time to tell your story.