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Why Video is Now a Brand Awareness Powerhouse

Posted by Kim Moseman on January 21, 2016

Leveraging Video to Build Your Brand

The fact is that video is the single best channel for marketers who want to build their brand. Here’s why:

• Huge audience. The key to building your brand is creating a marketing campaign that reaches your audience. Online, video is where the traffic is. Video is already over half of the world’s Internet traffic and by 2019, it’s going to consist of over four-fifths of all traffic.

• Engaging. It’s easy to share video across multiple social media channels at once. Once there, it’s easy to encourage your audience to share, comment, like, and retweet your content.

• Memorable. People don’t spend very much time reading content on websites. But they’re more than willing to spend time watching videos. Most people are willing to spend almost three minutes watching a single video, which is much more time than they’re willing to spend on a website.

• Extremely flexible. The best thing about video is that you can use it for a wide variety of purposes. You can introduce your audience to your brand in a corporate introduction video, or boost your authority with a series of how-to videos. No matter where you are in the process of building your brand, you’ll find a wide variety of video production tactics to help you.

Learning From the Pros

Companies on the Fortune 500 know exactly how important brand awareness is. As we discussed earlier, a great deal of their company’s value comes from the brand itself. Here’s how some of them are using video production to help the cause, and what you can take away from them:

Here, you see Coca-Cola using a bit of creativity to entertain their audience and encourage shares. This is a simple, hidden-camera video that doesn’t highlight their product at all. Instead, they focus on surprising and entertaining their audience with a soda machine that gives out free sodas, balloons, and even an enormous submarine sandwich.

Key takeaway: each video should only have one purpose. If you’re focusing on branding, don’t try to push anything else.

This video is an example of Progressive knowing exactly who their target audience is and creating content just for them. Progressive offers a wide variety of insurance services, but this video is made specifically for their small businesses. It’s personable and valuable, and shows small businesses how serious Progressive is about serving them.

Key takeaway: Videos are extremely powerful when they hit home. Pick one specific audience and creates videos just for them. If you have more than one target audience, you’ll need more than one campaign.

In the video above, Nike shows its personality by admitting that going to the gym isn’t always fun. They show the awkward side of working out by highlighting the struggles of average women trying to exercise. It ends up making the video authentic and funny.

Key takeaway: You don’t need to take yourself too seriously. Staying authentic and using humor is a great way to build trust and create an entertaining video.

Finally, don’t overlook how important high quality production value is. If your video isn’t polished and professional, it reflects badly on your brand. You need a crew that’s as dedicated to the cause as you are.

For a quote on hiring the best video production crew for your company’s unique needs, simply click here!