Video is rapidly turning into the popular instrument for many entrepreneurs to attach with and attain new audiences.
Branding movies are undeniably efficient — together with a video on a touchdown web page can increase conversion charges by over 80%, and the mere point out of the phrase “video” in your electronic mail topic line will increase open charges by 19%.
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For me, an amazing video can spark curiosity, get me asking questions, and even make me really feel emotional.
However what separates nice model movies from those who fall flat? Right here’s a have a look at what makes video advertising and marketing profitable, and 5 examples of manufacturers that acquired it proper.
Desk of Contents
What makes a profitable model video?
What’s a model video? Any video that promotes your model.
What makes a profitable model video? Any video that reaches your audience and causes the specified response.
For instance, if I’ve simply launched a brand new out of doors clothes model, my audience may be people who find themselves excited by tenting or different out of doors actions. My desired response is for potential prospects to go to my web site or social media pages.
Consequently, my video ought to concentrate on what my product does, not what my product is. This might imply creating a brief video of hikers exploring a brand new path or campers organising subsequent to a lake, all whereas carrying my clothes.
I wouldn’t present costs or discuss particular product strains; I’d simply present my gear being utilized in real-life conditions. On the finish of the video, I’d showcase the corporate identify and web site.
Then, I measure the response. Have my customer numbers gone up? Have customers left feedback on social media pages or despatched direct messages? If sure, then my video was a hit. If not, I want to return to the drafting board.
Key Options of a Branding Video
No two advertising and marketing movies are the identical. Some goal consciousness, others drive conversions, and a few concentrate on offering info.
Whatever the intent, nevertheless, all nice movies share 5 key options:
- Readability: Nice movies have focus and goal. They’ve a transparent message and use clear language and pictures to get it throughout. In addition they waste no time in attending to the purpose. Whereas there’s no hard-and-fast rule right here, advertisements ought to keep within the 30-second to 1-minute vary for optimum influence.
- Specificity: For branding video advertisements to work, they need to goal a particular viewers. For instance, if you happen to’re promoting top-of-the-line automotive care merchandise, your viewers is automotive house owners. Make your advert too normal, and it gained’t attain your audience.
- Authenticity: Whereas it could be faster and cheaper to make inauthentic movies utilizing inventory footage or actors as stand-ins for actual prospects, customers can inform if you don’t put within the effort. Need higher engagement? Put actual folks speaking about actual experiences on the display screen.
- High quality: Your branding video doesn’t want the finances of a blockbuster film, however it ought to look and sound good. Assume clear photos, crisp colours, and clear audio. In case your messaging is nice however your high quality is “meh,” your video gained’t have the identical influence.
- Consistency: All movies act as ambassadors of your model. Consequently, it’s essential to make use of constant logos, fonts, colours, and designs to make sure customers can simply acknowledge your merchandise.
I do know — it’s so much to contemplate when planning your model video and your general video advertising and marketing technique. In the event you need assistance getting your concepts off the bottom, attempt HubSpot’s free AI video instrument Clip Creator.
5 Examples of Nice Branding Movies
1. Tasty
The purpose: Growing model consciousness.
Video might help what you are promoting attain new audiences and appeal to new viewers to your social media pages and web site, which is probably going why “enhance model consciousness” is the primary cause manufacturers use video.
Take this video from Tasty, a Buzzfeed model:
In the end, Tasty‘s video isn’t meant to promote any merchandise (a minimum of, indirectly) — as a substitute, it‘s merely meant to entertain new audiences and, finally, enhance consciousness of Tasty’s model.
Why I Assume It Works
The video works as a result of it’s entertaining. It’s foolish, enjoyable to observe, and supplies a small however welcome diversion. Sure, it mentions Tasty, however that isn’t the main focus of the video. As an alternative, the advert supplies a jumping-off level for viewers to study extra about meals and recipes — which simply occur to be on the Tasty channel.
2. Fabletics
The purpose: Driving new gross sales.
Take into account the way you would possibly create entertaining or informative movies with the only goal of accelerating model publicity.
In the end, model consciousness can foster belief and enhance model fairness, so it performs a crucial position in your organization’s backside line.
To spotlight this level, right here’s a video that I feel makes a great instance. This video highlights Kate Hudson’s firm, Fabletics:
Whereas at first look it’d appear like a considerably random video of Kate Hudson operating via the Aspen wilderness, it is truly an efficient instance of a video designed to extend gross sales with out showing like, effectively, an advert.
For example, whereas the video portrays Hudson in a variety of exercise gear from her October Fabletics assortment, it additionally incorporates an unique interview with the superstar to debate household, nature, and rising up within the mountains.
Add in a beautiful Aspen backdrop, and viewers may be fooled by the true goal of the video: to promote Fabletics clothes.
Why I Assume It Works
Adverts that don’t look like advertisements have gotten extra commonplace.
This advert works as a result of it leverages Hudson’s well-known identify and combines it with a preferred clothes class: Athleisure. Present each in tandem and I’d say you’ve acquired a profitable advert formulation.
3. Gillette
The purpose: Rising a social media neighborhood.
Do you know that 4 of the highest six channels international customers use to observe movies are social channels? In the end, many entrepreneurs use video to draw guests to an organization’s social pages.
Take into account, as an illustration, this #ShaveItOff video by Gillette companion The McFarlands:
Whereas the video is undoubtedly entertaining to observe, it additionally serves a strong goal: to ship a few of The McFarlands‘ 2 million followers again to Gillette’s personal social channels.
Better of all, the hashtag #ShaveItOff might be discovered on Gillette’s Instagram web page as effectively, making certain viewers can discover the model no matter which social channel they like.
Why I Assume It Works
Social media is without doubt one of the fastest-growing platforms for product gross sales. Partially, that is because of an idea often known as “ambient buying.”
Not like intentional buying, which sees prospects in search of out a specific services or products, ambient buying occurs when customers are scrolling social media or watching streaming providers and are available throughout an attention-grabbing product.
This video works as a result of it options well-known TikTokers doing precisely what their viewers has come to anticipate — solely this time, it factors again to a companion product web page.
4. HubSpot
The purpose: Educating prospects.
Video might be an extremely efficient instrument for schooling. This how-to video from HubSpot Advertising and marketing dives right into a game-changing know-how that is remodeling the ecommerce world for small companies: text-to-image AI instruments.
Many individuals study greatest via visuals, which is why video is usually a phenomenal instrument for educating prospects and even prospects.
Take into account the way you would possibly incorporate instructional movies into your individual content material technique in distinctive methods – as an illustration, maybe you embody video demos for prospects, or how-to tutorials for brand new customers of your product.
Why I Assume It Works
HubSpot is a widely known useful resource without spending a dime and complete content material.
In fact, our final goal right here at HubSpot is to create new buyer connections, however this video exhibits the ability of offering one thing of worth without spending a dime to assist kickstart a reciprocal relationship.
5. Microsoft
The purpose: Constructing model authority.
Just like the rationale listed above, the fifth cause manufacturers use video is to construct model authority on a topic and exhibit experience.
Ideally, this implies when persons are trying to find assistance on a sure subject, your model will present up. After watching your movies, if viewers really feel they‘ve gained distinctive perception, they’ll belief your model extra and discover different choices.
Take into account what occurs once I search “The right way to run a vlookup” in Google. After I click on on the video part (since I favor studying about vlookups via visuals like video), Microsoft is the primary two video outcomes:
On this instance, Microsoft is demonstrating its model experience in terms of its Excel product — and, extra broadly, something associated to know-how and knowledge.
This supplies Microsoft with a great alternative to showcase its model authority whereas attracting new guests to its web site.
Why I Assume It Works
After I do a Google search, it’s uncommon I make it to web page 2.
Generally, I’m clicking on one of many prime 5 outcomes, and at most I’m heading down via the highest 10.
Why? As a result of greater rankings are related to elevated authority on a topic, product, or service.
Microsoft succeeds right here as a result of it’s (nonetheless) capturing the highest 2 spots.
Branding Video: Getting Seen for All of the Proper Causes
Video will get you seen. Branding movies tip the scales — potential and present prospects get nearer or farther away relying on how effectively you bundle and convey your message.
My greatest recommendation? Don’t get locked right into a single branding method. Totally different movies have completely different functions. Some are designed to generate curiosity, whereas others drive new gross sales and nonetheless others look to construct neighborhood or construct authority.
What’s essential isn’t replicating what different manufacturers have finished, however moderately defining a purpose in your video, after which measuring how efficiently your video achieved that purpose.
Check out The Final Information to Video Advertising and marketing to study extra about how one can create a strong video advertising and marketing technique in your personal model.
Editor’s notice: This publish was initially printed in November 2020 and has been up to date for comprehensiveness.
