Lights, Camera, Action: How Branding Videos Amplify Results

More people prefer videos to other forms of content online. In a hectic world where time is precious, videos are the fastest and most engaging way to consume content with minimal effort. It is also addicting! Case in point, over 30 million videos are uploaded daily on TikTok.

With the video-first trend, businesses are investing more than ever in video marketing. From traditional TV ads to YouTube vlogs, brands now have a new avenue to tap their target audience that transcends generations through social media reels.

However, creating and launching branding videos is more challenging than simply joining a trend and capturing it on camera. In an increasingly competitive market, you need to fight for attention. Here’s everything you need to know about branding video, plus examples from some of the biggest brands to inspire you.

Aside from being a visual communication tool, branding videos are excellent for educating your audience about your products and services, effectively delivering your brand story, and boosting engagement on digital touchpoints. 

Here’s a rundown of the benefits of branding videos.

Branding Videos Nurture Emotional Connection with Customers

Videos are more powerful than texts. A survey shows that most respondents remember 95% of video content. For text-based content, readers only retained 10% of the information.  

Why?

It's because videos, compared to still images and texts, integrate multiple elements like sounds and animations. It is a powerful medium that appeals to the senses and evokes emotions.  

Consequently, compelling brand videos engage your audience, trigger emotional responses, and communicate brand messages.

Builds Trust and Encourages Authenticity 

Speaking of communicating messages, weaving storytelling in your branding videos can touch hearts and make your content relatable. This is especially true if you include diverse people your customers resonate with. Not only does it signal that your brand understands and cares for them, but it also shows authenticity in your vision.  

Once you have captured their attention, you become highly visible to them amid the noise from competing brands. They start to notice other branding collaterals like print ads, social ads, etc. 

Reaches a Wider Audience

When a branding video goes viral, it can expand its audience reach through social media. Branding videos also give access to a broader audience, making them a cost-effective medium when you want to be seen by millions of people. 

Of course, several factors can affect the reach of a branding video, like how engaging, relevant, or informational it is. The emotional connection with viewers is also a great motivator for them to share your branding video with others.

Increases Search Engine Visibility 

Videos drive brand visibility in search engines. For instance, if visitors spend more time watching your brand video, it is more likely that the content will rank higher on search engines like Google. Embedding varied content on your website also helps Google classify your page as informative, boosting it even more.

As visitors get captivated by your branding video, they will explore your website or connect to your social media to find more information. These reasons make video content a favorite medium of B2B and B2C companies in their marketing strategy.

Read on as we tackle the six types of branding videos and their goals.

1. Promotional Videos

Promotional videos are perfect for advertising your business, new products and services, and discounts to draw attention from your target audience. They also evoke excitement for upcoming events, making them a highly effective marketing tool. 

When used strategically, it can even convince users to make a purchase. A Google study shows that more than 90 percent of people learn about new brands on YouTube, of which 40 percent make a purchase.

2. Storytelling Videos

What better way to tell how your brand came to be than a captivating storytelling video? It sure beats introducing your company as an entity that sells so and so. With a masterfully crafted storyline, video storytelling makes your brand more humane and relatable.

It gives a glimpse of your business values and the causes you stand for, in addition to achieving high profits. Storytelling videos can highlight your USP or unique selling proposition without sounding too sales-y. They inspire and motivate your audience and other entrepreneurs, creating a deeper emotional connection and impact.

Compared to written testimonials, videos allow viewers to see actual people and their genuine reactions as they give their reviews. It’s more convincing and authentic, leading to a better audience response and brand trust.

A study shows that “two out of three viewers are more likely to purchase” after seeing a testimonial video. With extra creativity, you can make soundbites from your customers to insert into your marketing strategy.

3. Product Demonstration Videos

Educate your customers and show them how to use your products or services through short how-to videos filled with real-life applications. This will help consumers better understand your offerings.

Product demos are more common for tech companies that sell software and electronics, such as smartphones and homewares, but they can be made for any product or service.

For instance, the meal delivery service HelloFresh shows how customers can subscribe to different meal plans quickly. The animated video highlights what makes their service convenient and worry-free for people who are always on the go.

4. Corporate Culture Videos

One excellent way to deepen your connection with your customers is to get them to know you behind the brand. Akin to bringing your brand to life, a company culture brand video illustrates the environment, diverse cultures, and values that your business embodies.

Letting your customers meet the team strengthens brand trust. They know that you have capable people they can resonate with running the business. Fintech company Plaid lets its employees explain how the company's values and goals align with theirs.

As seen in the video, the employees were candid with their thoughts and awkward with their pauses and stutters, making the video feel less scripted. The brand evoked a casual and fun vibe unexpected from a fintech company.

5. Behind-the-Scene Videos

In addition to corporate cultural videos, behind-the-scene (BTS) videos can further cement brand loyalty. For instance, BTS videos can communicate the passion and work you pour into your products and services, which boosts your brand value.

A coffee brand can demonstrate how it harvests and processes organic coffee beans. Take them to your production site and show them how you make your products. Transparency is valued, especially by the younger market, which advocates for the support of sustainable brands.

Now that you understand branding videos and their benefits, here are some crucial steps and tips on how to get started.

Step 1: Map Out Your Video Content Plan

Before creating video content, it is essential to define your goals. For example, a good branding video could increase brand awareness, show expertise in the industry, or establish trust. Keep your audience in mind and conceptualize ideas that align with their values.

Additionally, it is vital to set a budget so you know how much you are willing to spend for video production. It helps in gauging and setting expectations. When a video content plan is complete, calendar the tasks from ideating to launching the video content.

Step 2: Write a Script

The next step is to write a script around your brand message. Through a storyboard, draw out scenarios tackling pain points your branding video wishes to address.

Craft the dialogue and incorporate actors that represent your customer profiles. When customers see themselves in your branding video characters, they are more open to understanding and receiving the brand message you wish to convey. Brand retention improves.

Step 3: Employ Filming Techniques

Make your video content enticing by using tried-and-tested creative filming techniques. For instance, viewers respond better to videos that incorporate storytelling in their narratives.

You can also create a dynamic and immersive experience by using trending transitions. Many leverage AI to amplify their creative outputs and highlight product features.

Most importantly, be consistent when integrating elements like brand logos, colors, messaging, etc. Doing so reinforces your brand identity and strengthens brand recognition.  

Step 4: Edit Video and Publish

Before processing your video, lay everything you need—video assets and branding elements—on the table. This step ensures efficiency and lessens the likelihood of committing mistakes.

If you have branded music or a song and sound effects, use them for a sensory experience. For instance, Samsung has a set of branded sounds like Over the Horizon for their phones.

When publishing your branding video, make sure to have it in several formats appropriate for every platform. For instance, longer videos do better on YouTube than on Instagram. They should also be easy to share.

Finally, work with an expert! Remember that good impressions last. So, avoid hiring a professional, especially for videos that will stay up for a long time in the digital space.

Step 5: Promote Your Branding Video

Promote your branding video to get to the top of the list. Use your social media platforms and consider boosting visibility through paid ads. Incorporate SEO strategies by including meta tags and a description that contains high-traffic keywords.

Consider collaborating with influencers, too! Customers are more likely to take suggestions from micro- and macro-influencers they follow on socials.

Get inspired and learn a trick or two from the notable branding videos of Microsoft and Nike.

Microsoft: More Ways to Be a Team

The pandemic has forced everyone to connect remotely. Microsoft has also played a crucial role in ensuring that corporate teams, astronauts, and any other team can engage and stay productive even with a remote setup.

In its More Ways to Be a Team campaign, Microsoft shone the spotlight on Microsoft Teams. Through 3D animation and live-action, the brand video shows how to use key features of the collaboration app, like Whiteboard, Large Gallery View, and Together Mode.

Nike: Write the Future

For the 2010 World Cup, Nike released the Write the Future campaign. It’s a three-minute video featuring the world's best football players, such as Cristiano Ronaldo, Andres Iniesta, Gerard Pique, and Thiago Silva.

Through the campaign, the brand highlights how Nike has been a part of their journeys as significant events occur throughout their careers. The brand succeeded in capturing the emotional impact that a life-changing football game could have on players and their fans.

Nike also took the chance to launch its Elite Superseries football boots.

At the time of release, the Nike ad dubbed an 'ambush strategy' against Adidas generated a massive online buzz. According to the ad agency Wieden + Kennedy, the campaign increased Nike’s Facebook followers by 336 percent. 

It was also the most shared brand online, as the video was on the Nike website and social media platforms like Facebook and YouTube. Remarkably, the campaign helped the brand achieve its sales goal of being #1 in the football market. 

Ready to create the best video content for your brand? Explore your full potential when you partner with a branding agency.

On the other hand, a product video highlights product features to help customers decide. It demonstrates the functionality and design of products, prompting customers to purchase.

Think of it as the video version of a product manual, which is only more engaging and shorter. Product videos are used in trade shows, events, and the product page on a website.