In a world where online video is becoming increasingly popular, it's important for brands to create engaging and compelling content to connect with their audience. Video builds on and strengthens your company’s brand so consumers know what they can expect from you and why they should come back for more! In this post, we’ll discuss some of the best ways to use video to create a successful brand and help grow your business.
1. Create valuable content.
Creating valuable, educational, or entertaining content for your viewers will create a loyal following of people who want to see more from you. You should aim to tell a story and avoid selling too much. For example, a thought leadership video about the latest trends in your industry is engaging and very shareable because it provides immediate value. Emotion is another important aspect of a branding video. Think about your favorite brands and the reasons why you like them. Strong brands like Coca-cola or Apple probably bring up some emotions about happiness and imagination. If you can communicate emotion in your videos, it will leave a lasting impression on viewers.
2. Consider what makes your company unique.
Be authentic and honest. Don’t be afraid to show your personality. A video about your company’s origin story is a great way to show who you are while also humanizing your brand. It’s also an opportunity to demonstrate how you fixed a problem in the marketplace. Using humor strategically is also a powerful tool to connect (this is where scriptwriting comes in handy!). A video about your company’s philanthropy and corporate giving is another excellent way to bring awareness to your values and strengthen your brand.
3. Use consistent visual elements.
It’s crucial that you follow a consistent branding treatment for all your videos. For example, you should use consistent intro and outros for your videos. Many corporate videos choose to start and end with their logo. Style, tone, and filming style should all be consistent and follow your brand guidelines. Keeping all of these elements the same bolsters brand recognition.
4. Keep it short and sweet.
It’s no secret that attention spans are getting shorter and shorter. Shorter videos tend to be more successful because they get straight to the point, which holds your audience’s attention. If you want to strengthen your brand it’s best to be impactful in the shortest amount of time possible. If you film for a whole day and have ample content, you can cut it up into many smaller videos to keep from boring viewers. The general rule is to keep videos under 2 minutes, but there are videos that may need to be longer.
5. Include a Call to Action.
You don’t want to hit viewers over the head with “the ask” but there needs to be a place where you can plug your company. If they have made it all the way to the end of the video, then it means they have some interest. An example of a CTA is inserting your company’s website URL prompting them to learn more. If you’re a non -profit then a message asking them to donate or get involved will help inspire some type of action. A softer CTA could be driving viewers to other related content your company has produced.
Videos are a great way to make your company stand out and create valuable content for your audience. However, videos can be difficult to produce if you don’t have the time or expertise in-house. Rock Shore offers full video production services that include everything from scriptwriting, filming, editing, and marketing strategy. Contact us today about how we can help bring your vision of success into reality through high-quality video production!