What is branded video content?
The marketing power of video continues to rise. If it isn’t already part of your overall marketing strategy, you should seriously consider adding it—particularly when it comes to telling the story of your company through branded video content.
In one case study, the software company Intuit created their first video to increase the presence of their brand. The video received a whopping 16.8 million views in just one week. One week! Not only that, but they also achieved a 17% increase in brand awareness and a 27% increase in brand favorability.
There are a ton of other benefits associated with brand videos, too. Not only do they bring awareness, but they also endear people to your brand. They’re informative and engaging all at once. And they certainly assist in nudging consumers toward making a purchase.
- Product Explainer
A product explainer video actually does a lot more than just explain what your product does. It presents a customer pain point and provides a solution in the form of your product.
70% of YouTube viewers use videos to “help with a problem they’re having.” Who among us, after all, hasn't searched for videos on how to, say, make poached eggs or nail winged eyeliner? There’s no denying, then, that the demand for instructional branded video content is there.
• Ensure your topic isn’t too broad. Stick to one or two points to hold the attention of the viewer.
• Display your explainer video on your homepage. This will give you optimal visibility and be extremely useful for first-time visitors to your site.
- Company Culture - Company culture videos provide a behind-the-scenes look at your brand. The most significant benefit of this type of video is the fact that it can humanize your brand.
- Testimonial Product Naturally, a testimonial video comprises a real review from a real customer or client. They provide social proof for your brand. In other words, a potential customer can actually see the success somebody else has had with your product or service, thus encouraging them to use it themselves. Don’t underestimate the power reviews and testimonials have. Brands with testimonials generate 62% more revenue per site visitor.
Tips - Ask your best clients for a testimonial. Alternatively, you can catch people on the fly and get them to talk about your brand at an event, for example.
• Ask the right questions. Encourage your reviewers to get specific about your product and exactly which features help them in their day-to-day.
- Product Demo
Product demonstrations offer a more in-depth look at how your product or service works. They differ from explainer videos as they are deeper and more technical, as opposed to telling a more emotional story about your brand.
They are still highly effective, as they have a hand in helping consumers further down the funnel make a final purchasing decision.
Avoid using jargon. If you want people to make a purchase, your walkthrough should be easy to understand.
• Don’t be too product-focused. This should be an informational video that helps viewers come to their own purchasing decision, not a sales pitch.
Case Study Deeper than a testimonial, case studies address specific use cases and tell the story of how your product or service helped real-life customers—emphasis on the “story” element. It’s another type of endorsement that your product really works, framed in the context of a problem that other people might be having out there in the world.
Use data as proof. Data provides a compelling reason for customers to make a purchase.
• Use a relatable example. As we said at the beginning, the customer wants to see their journey within your video.
- Brand Story
This term covers any video that highlights what your brand is all about. For instance, it could depict the history of your brand or your founding story. It could express your company’s core values or what causes you care about. Essentially, it’s about the things that make your brand authentic and human.
The bottom line is this type of brand video can only work in your favor. People actually want to see videos like this. In fact, 54% of consumers have said they want to see more videos in general from brands, making it the most in-demand type of content, even above newsletters and social images. Brand story videos show consumers that you are genuine. It’s not about the product, but the other things you want your business to achieve, i.e. how you want to help people and why your company came to be.
Express your values. What do you stand for? What do people not realize is important to your brand?
• Be sure to stand out. There are lots of successful companies out there. So, highlight what makes you so unique.