Telling Your Company’s Story Through Brand Videos
Covered in this post—
What Goes Into a Brand Video?
The Impact of Brand Videos on Business Growth
Creating an Effective Brand Video
The Value of Professional Video Production
Find a Creative Partner for Professional Brand Videos
While many of us are bombarded with countless digital marketing messages these days, an attention-grabbing video can still capture an audience's attention. When planning a marketing video for your company, a brand video can foster lasting connections and tell your story.
Let’s explore the concept of brand videos, their benefits, and how to create one that effectively represents your business.
What Goes Into a Brand Video?
A brand video is a concise, visually compelling narrative that expresses the purpose and essence of your company. It goes beyond showcasing products or services; it tells your company's story, highlights your values, and connects with people’s emotions.
A high-quality brand video typically includes four main elements.
Narrative: A brand video should tell a cohesive story, including your company's origins, deeper mission, products or services, and future aspirations.
Visual Appeal: Admirable imagery and professional cinematography are crucial for maintaining viewer interest.
Genuine Representation: Your video should authentically reflect your brand's character and company culture without resorting to overt, over-the-top promotion.
Call to Action: Include a specific call to action that encourages viewers to engage further with your brand. For example, “Give us a call,” or “Explore our portfolio,” are subtle, effective calls to action.
The goal of a brand video is to create a memorable impression that resonates with viewers, strengthening their affinity for your brand and its services.
The Impact of Brand Videos on Business Growth
Brand videos impact your business in several ways, particularly having to do with the people you serve, the culture within your business, and how new customers find you every day. Let’s consider these impacts in more detail below.
Growing Your Brand Recognition
A compelling brand video can significantly increase your company's visibility. According to a study by Wyzowl, 94% of marketers say that brand videos have helped businesses effectively share their products or services. When viewers connect with your brand's story, they're more likely to share it, amplifying your organic reach.
Fostering Trust and Credibility
Brand videos offer a unique opportunity to showcase the human element of your business. By introducing the people in your company and demonstrating your values in action, you create a more relatable and trustworthy image. A 2021 Edelman Trust Barometer report found that 68% of consumers believe it's important for brands to be transparent about their values and positions on company culture and societal issues.
Boosting Engagement and Conversions
Video content typically outperforms text and static images in engagement metrics. HubSpot reports that 89% of consumers want to see more video content from brands they support. This increased engagement often translates to tangible business outcomes, such as increased website traffic, longer on-site dwell times, and higher conversion rates.
Enhancing Search Engine Visibility
Search engines sometimes prioritize video content results for certain search queries. By optimizing your brand video with relevant keywords and embedding it on your website, you can improve your site's search engine performance. Additionally, providing brand videos diversifies the types of media on your website so that more users can interact with your web pages and learn in ways they prefer. This underlines the growing importance of video in digital marketing strategies.
Setting Your Brand Apart
In saturated markets, differentiation is crucial. A brand video allows you to highlight your unique selling propositions and create a distinct identity that resonates with people. It sets you apart from other brands that don’t invest in video production.
Creating an Effective Brand Video
Creating a compelling brand video requires careful planning and execution. If you’re curious about the process, here’s what you can typically expect.
Define Clear Objectives: Establish specific goals for your video, whether it's increasing brand awareness, building trust, or driving sales to a specific product line.
Understand Your Audience: Analyze your target demographic's preferences, pain points, and aspirations to create content that truly resonates with them.
Develop a Compelling Narrative: Craft a story that reflects your brand's journey, values, and mission. Highlight the challenges you’ve overcome, the impacts you’ve made, and your vision for the future.
Invest in Quality Production: High-quality visuals and audio are essential. Consider hiring a professional to ensure important factors like lighting, sound design, and editing create a polished final product.
Keep It Concise: Aim for a 1-2 minute video that focuses on the most critical aspects of your brand story. Videos under 2 minutes long typically have the highest engagement.
Include a Clear Call-to-Action: End your video with a specific, compelling next step for viewers, whether it's visiting your website, following your social media, or making a purchase.
To see some examples of effective brand/culture videos, browse the portfolio at Mark Campbell Productions.
The Value of Professional Video Production
While in-house video creation might seem cost-effective, partnering with a professional videographer offers several advantages.
Storytelling Expertise: Professional videographers structure your narrative for maximum impact and audience resonance.
High-Quality Production: Professional equipment and expertise in lighting, sound, and editing result in a polished final product.
Efficiency: Outsourcing allows your team to focus on core business activities while ensuring high-quality content creation.
Consistency: If creating multiple videos, professionals can maintain a consistent look and feel, reinforcing your brand identity.
Find a Creative Partner for Professional Brand Videos
A well-crafted brand video is a powerful tool for enhancing your company's visibility, credibility, and audience engagement. By telling your brand's story through compelling visuals and narratives, you create a lasting impression that resonates with the viewers who need your services most.
While in-house video creation might seem appealing, the expertise and quality that professional videographers bring can significantly amplify your video's impact. Investing in professional production ensures a polished, engaging, and effective representation of your brand.
Ready to create a brand video that sets your company apart? Contact Mark Campbell Productions to request a quote. Let’s discuss your vision and partner up to deliver a compelling visual story that elevates your marketing efforts and drives business growth.