We all know the strength of a brand, and we know how tough it can be to make your business stand out among a crowd of savvy competitors. Brand awareness is the prime objective for business marketers — and rightly so. Brands compete through pricing, products, services … but one of the greatest instigators of customer loyalty is emotional connectivity. People who come to know and trust you are highly motivated to sustain the relationship.
This is where brand awareness videos show their strength. Telling your story through a series of short online videos is the best way to reach your audience and engage their interest. People want to see real faces and hear real voices. They like to be entertained. And they need to understand that you can provide them with solutions to their problems.
The Canadian Athletic Therapists’ Association used video to show that their services are for everyone, not just athletes. Through a rhythmic narrative and gentle upbeat sound design, the video highlighted their therapy treatments, with action footage of ‘everyday athletes’ at work and play. The production received international recognition with a Platinum award from the 2016 AVA Awards and a Gold award from the 2016 MUSE Creative Awards.
Here are our tips for making your mark with video:
1. Understand your purpose.
Is your main objective to generate leads and drive sales, or to find more prominence for your brand within the industry? Zeroing in on the results that you expect to achieve will help you to determine the type and tone of your video production.
2. Know your audience.
Consider your prime target audience. Do they respond more to humour, or to facts and figures? What style do they use in their own corporate communications? Should the content be an overview or in-depth analysis? Who has the buying power—should your message speak to marketers, CEOs, techies, or sales staff? Imagine how you would talk to them in person, and take that approach in your video.
3. Pick the right tone.
Formal or casual; humorous or serious; technical or conversational? No matter which one you pick, always keep in mind that people want to see a story: something creative and entertaining that makes them care about you and your company.
4. Encourage action.
Brand awareness videos effectively increase website traffic and boost sales. Review your main purpose and align it with the right call to action. Make it easy for your viewers to respond by clicking on a link, filling out a form, or hitting share buttons.
5. Choose the right length.
How long does it take to convey your message, and how long will your viewer stay focused? A Forbes Insight report suggests that most executives prefer three- to five-minute videos. Length may depend on the format—an animated presentation can make its points quickly, while in-depth messaging may take longer.
6. Incorporate the best elements.
There are so many options … animation, motion graphics, live action, interviews, photo montages, whiteboard, talking head, time-lapse video, on-site events, mini-documentaries, case studies, demonstrations. Which combination fits your brand best? Your video may require professional actors or voiceover, and the selection of music is critical in setting the tone.
7. Insist on quality.
Your video tells your clients who you are. When people meet you, they form instant impressions through your dress, mannerisms, grooming, and speech. Your viewers form the same impressions, judging your professionalism from the quality of your video. A poor execution can hurt your brand, rather than help it.
8. Consider the timing.
Get the most mileage from your new video with a well-planned release date. If you are having a special event, post it in the preceding month to build awareness and create enthusiasm. Keep your video presence fresh, with new content planned for your marketing campaigns.
9. Make it easy to find, view, and share.
Your video must be seen to be appreciated—attracting an audience, keeping their eyes on your message, and eliciting a positive response. Defy the internet traffic with SEO-friendly keywords in the descriptions, transcripts, and/or closed captioning; and entice viewers with a great headline and a synopsis that highlights special speakers or content. Embed the video in your website, blogs, newsletters, and digital brochures—and make it shareable through social media.
10. Measure your results.
Online video is experiencing a strong growth projectile in the marketing world, and YouTube campaigns are strong drivers for brand impact. The metrics on audience response will give you a useful tool in strategizing and shaping content.
In short …
As it so often happens, the old maxim ‘show, don’t tell’ holds true. Personal storytelling through creative video cultivates trust and engagement in a way that traditional advertising just can’t rival, particularly in a marketing-saturated world that has bred skepticism about promotional messaging. Use the power of video to bring your brand to life.