Video marketing statistics have been going through the roof for a while now. And they’re not coming down. Yes, video marketing is here to stay. (Don’t trust us? Ask Zuckerberg.)
With a whopping 81% of businesses using video as a marketing tool this year – up from 63% during 2019 – and mobile video consumption increasing by 100% each year, it’s clear that getting into the video marketing game is better done sooner than later.
While at it, brands can leverage video marketing to their advantage by ensuring they follow these highly actionable video marketing strategies and give their brand identity a serious boost! Without further ado, hereunder we discuss some video marketing strategies that can help strengthen your brand identity.
1. Create Awareness: Introduce Your Brand to the Audience
If you’re just starting out with brand building, it is important that you first create brand awareness among your audience. You could do this by adding a short video to your homepage that quickly tells your audience what your brand does and the problems it solves. Complex concepts, in particular, work well on video compared to text.
2. Get the Basics Right: Familiarize and Educate Your Audience
So you’ve got your homepage right. Now, let’s move on to other sections of your website where you can use videos to explain product features and even showcase how they work. These are commonly referred to as explainer videos and will play a significant role in your video marketing efforts. Another possible approach when it comes to educating your audience is to leverage internal thought leaders by getting them to share their knowledge with the world.
3. Talk About Your Brand Origin Story: Grab Attention
Remember how powerful the origin stories of Superman and other superheroes tend to be? Typically, they strike a chord with the audience by being partly relatable as well as deeply moving. This is what makes them powerful. Even the most mundane origin stories can be turned into memorable ones through how you approach them when you set about creating videos around them. Get your founder to speak, talk to the first employee, and so on, to gather insights and, ultimately, build a story that inspires your audience – one they will want to hear again and again!
4. Leverage Social Proof: Highlight Reviews and Testimonials
Social proof is the digital equivalent of peer reviews. And no one will gush about your product as much as a delighted customer! So aim to delight in everything that you do and then seek to garner inputs from your satisfied customers about what worked for them in their interactions with your brand. And the numbers tell a story too – 46% of American adults trust customer reviews compared with only 9% who believe what the company tells them.
5. Show Off a Little: Let’s Talk Company Culture!
The current pandemic-induced spell of work-from-home culture notwithstanding, our offices are where we spend almost the whole day. And people usually want to have fun while at it. Your company culture can, with some well-thought-out video marketing, become nothing short of a pillar of your brand identity. Quick chats with employees, films shot during company picnics and team-building activities, etc., are great avenues to showcase your approach to your people. Use this opportunity to highlight your brand values, show your brand’s human side, and what it stands for.
6. Display Gratitude: Say Thank You to Your Customers
A simple thank you can go a long way. When done engagingly, it can take your brand even further! You could even take it a step further and gift your loyal customers something unique – either using online gifting options or more traditional ones – that helps your brand find a place in their lives.
Making Video Branding Work: A Quick Guide
Begin Brand-Building Early
Stay strategic always by fleshing out your brand identity early on in the game. Decide from the get-go what you want your brand to look and sound like, how each product will reflect this, and how all your video content will stay relevant to the brand mission and showcase its unique voice. Consistency is big when it comes to brand building and it’s best begun early.
Use Branded Imagery Liberally
Your audience should recognize your brand when they come across your videos. And visuals are processed a mind-blowing 60,000 times faster in the human brain compared to words. Put two and two together and it’s easy to see that to get your audience to recognize your brand, it’s far more effective to use imagery rather than text. The recognition will virtually be instant! So go right ahead and include your logo and that catchy CTA in your videos!
Keep Some Elements Consistent Across Videos
Consistency breeds familiarity that leads to recognition as well as desirability when it comes to a purchase decision. You could either opt to create a series of videos as part of a campaign, all of the videos which will have a similar look and feel, or figure out a style and format that works for you and use that consistently over time. The music used or video layout opted for are other elements that can be kept consistent across your video marketing efforts.
Make It Memorable!
Undertake some research to figure out why your audience is interested in watching videos – for information, entertainment, share-worthiness, etc. No matter which of these or what combination of these reasons your audience is interested in, it pays to keep your video engaging and – above all – memorable. This is closely related to identifying audience needs, wants, and pain points. The last thing you want is being relegated to the garbage heap of video marketing where boring videos end up!
Video marketing collaterals come in many forms, ranging from explainer and brand story videos to behind-the-scenes and how-to content. No matter which of these you opt for, the above information will stand you in good stead. Now that you’re all caught up, why not get down to some of that shooting you’ve been planning to do?!
Make every video Perfect!
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