Video is one of the most powerful brand-building tools you can use. Video is great for marketing and promotional campaigns and is also great for building deeper, more satisfying relationships with your audience. Since according to WordStream, 45% of people watch more than an hour of Facebook or YouTube videos a week.
Moreover, video can is an easy and very shareable way to communicate the core message of your brand. However, video can be a complicated medium and if you do not use it appropriately it can backfire or have very little return.
To enhance your brand building efforts with video, I have compiled five of the best ways to use video for maximum effectiveness on your brand engagement.
Tip #1. Have an Objective
Having an objective involves having a list of goals or even just one goal that you want to achieve with the branding videos you intend to produce.
There are several objectives that you could have that may include spreading awareness about a product, company or about the brand.
Some of the best videos for branding typically include ones that share facts or interesting statistics about the industry. These need not necessarily be dry videos produced in a monotone voice.
They can take the form of inspirational or entertaining compilations of facts and statistics that share your expertise or groundbreaking research.
These work so well since they not only get people talking, which can lead to tons of mentions and traffic back to your site but could also result in backlinks that will improve your SEO.
Tip #2. Make your Videos Available for Download
Making your videos available for download is one of the most effective ways of spreading your videos across the Internet. Some users might not have the time to watch your videos while they are online but they may be interested in watching them at some other time.
There are many tools out there that you can use such as free mts to mp4 converter, which will convert your videos into mp4 format. With videos in MP4 users can listen to the videos, anywhere, any time and on any device, which makes them connect to your brand more.
Tip #3. Let Your Personality Shine Through
Brands are often built on a given personality or personalities and the best videos generally tend to be in line with the personality of the brand. Personality is one thing that your competitors cannot take away from you as they can never create your witty t-shirt slogans or handcrafted wooden mugs that your clientele love.
The best video content for branding are typically short memorable and relatable pieces that create a strong connection. In fact, many people will buy products or services from a company simply because they had a connection with the personality of the brand.
The best way to do this is to exude a natural, charismatic and relatable vibe. It does not necessarily have to be you, as anyone in the company or a contractor with these characteristics can present the brand message on video.
Tip #4. Make Videos for the Appropriate Audience
Making videos for a particular audience can increase engagement and conversion rates by a huge margin. However, making video content without researching your audience will often result in dismal results.
The best ways to ensure your videos are appropriate is by putting yourself into the customer’s shoes. Putting yourself into their shoes means determining what your clients are likely to be interested in.
For instance, what type of visuals would they love, what hooks get them excited, are they, intermediate learners or experts? You can then use such information to determine what type of content would be best for the target audience.
You can always collect such information and data from social media and other tools such as Search Console and Google Analytics. Once you have the information, you can create videos that cater to your brand’s audience and have a fully engaged audience who will love the content.
Tip #5. Be Upfront with Your Viewers
Unlike other content which can be skimmed, it is impossible to skim video. As such, it is important to tell your video viewers what value you are going to provide so that they can make a decision whether to watch or not.
The best way to do this is by providing highly descriptive titles, synopsis and if possible a transcription. Here the ways:
- Write an informative and highly accurate synopsis for your videos which highlights all the value the viewer will get from it.
- You can also provide transcriptions of the video so that the skimmers can skim and get a gist of the video content before making the decision of whether to watch or not.
Video can be one of the most effective ways to brand your website. Video provides some of the best engagement, which makes connecting and building your relationships with your users much more easier.
Nonetheless, for video to be effective you need to plan all aspects of it and have a strategy on how you are going to achieve them.
By adhering to the core message of your brand and making sure that you have fulfilled the needs and expectations of your target audience, video may just outperform many branding tools in your toolbox.
What branding techniques and strategies have you been using with video? Comment below with any tips that I may have left out.