Video is rapidly turning into the popular software 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 boost conversion rates by over 80%, and the mere point out of the phrase “video” in your e-mail topic line increases open rates by 19%.
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For me, an incredible video can spark curiosity, get me asking questions, and even make me really feel emotional.
However what separates nice model movies from people who fall flat? Right here’s a take a look at what makes video advertising and marketing profitable, and 5 examples of manufacturers that received 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 outside clothes model, my audience is likely to be people who find themselves thinking about tenting or different outside actions. My desired response is for potential prospects to go to my web site or social media pages.
Because of this, my video ought to deal with 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 sporting 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 title 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 would like to return to the drafting board.
Key Options of a Branding Video
No two marketing videos are the identical. Some goal consciousness, others drive conversions, and a few deal with offering data.
Whatever the intent, nonetheless, 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, adverts ought to keep within the 30-second to 1-minute vary for optimum affect.
- Specificity: For branding video adverts to work, they need to goal a particular viewers. For instance, in case you’re promoting top-of-the-line automotive care merchandise, your viewers is automotive house owners. Make your advert too normal, and it received’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 once you don’t put within the effort. Need higher engagement? Put actual folks speaking about actual experiences on the display.
- High quality: Your branding video doesn’t want the finances of a blockbuster film, nevertheless it ought to look and sound good. Assume clear pictures, crisp colours, and clear audio. In case your messaging is nice however your high quality is “meh,” your video received’t have the identical affect.
- Consistency: All movies act as ambassadors of your model. Because of this, it’s vital to make use of constant logos, fonts, colours, and designs to make sure customers can simply acknowledge your merchandise.
I do know — it’s loads to think about when planning your model video and your general video marketing strategy. If you happen to need assistance getting your concepts off the bottom, attempt HubSpot’s free AI video software Clip Creator.
5 Examples of Nice Branding Movies
1. Tasty
The aim: Growing model consciousness.
Video will help your corporation attain new audiences and entice new viewers to your social media pages and web site, which is probably going why “improve model consciousness” is the primary motive manufacturers use video.
Take this video from Tasty, a Buzzfeed model:
In the end, Tasty‘s video isn’t meant to promote any merchandise (not less than, in a roundabout way) — as a substitute, it‘s merely meant to entertain new audiences and, finally, improve 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 offers a small however welcome diversion. Sure, it mentions Tasty, however that isn’t the main target of the video. As a substitute, the advert offers 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 aim: Driving new gross sales.
Contemplate the way you would possibly create entertaining or informative movies with the only real goal of accelerating model publicity.
In the end, model consciousness can foster trust and increase brand equity, so it performs a vital function in your organization’s backside line.
To spotlight this level, right here’s a video that I feel makes a very good instance. This video highlights Kate Hudson’s firm, Fabletics:
Whereas at first look it would appear to be a considerably random video of Kate Hudson operating by means of the Aspen wilderness, it is truly an efficient instance of a video designed to increase sales with out showing like, effectively, an advert.
As an 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 celeb to debate household, nature, and rising up within the mountains.
Add in a stunning Aspen backdrop, and viewers is likely to be fooled by the true goal of the video: to promote Fabletics clothes.
Why I Assume It Works
Adverts that don’t look like adverts have gotten extra commonplace.
This advert works as a result of it leverages Hudson’s well-known title and combines it with a preferred clothes class: Athleisure. Present each in tandem and I’d say you’ve received a successful advert formulation.
3. Gillette
The aim: Rising a social media group.
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.
Contemplate, for example, 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 will be discovered on Gillette’s Instagram web page as effectively, guaranteeing 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 purchasing.”
Not like intentional purchasing, which sees prospects looking for out a selected services or products, ambient purchasing occurs when customers are scrolling social media or watching streaming providers and are available throughout an fascinating product.
This video works as a result of it options well-known TikTokers doing precisely what their viewers has come to count on — solely this time, it factors again to a companion product web page.
4. HubSpot
The aim: Educating prospects.
Video will be an extremely efficient software for training. This how-to video from HubSpot Advertising and marketing dives right into a game-changing expertise that is remodeling the ecommerce world for small companies: text-to-image AI instruments.
Many individuals study greatest by means of visuals, which is why video is usually a phenomenal software for educating prospects and even prospects.
Contemplate the way you would possibly incorporate instructional movies into your individual content material technique in distinctive methods – for example, maybe you embrace video demos for prospects, or how-to tutorials for brand new customers of your product.
Why I Assume It Works
HubSpot is a well 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 facility of offering one thing of worth without spending a dime to assist kickstart a reciprocal relationship.
5. Microsoft
The aim: Constructing model authority.
Just like the rationale listed above, the fifth motive manufacturers use video is to construct model authority on a topic and show experience.
Ideally, this implies when individuals 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.
Contemplate what occurs after I search “The best way to run a vlookup” in Google. Once I click on on the video part (since I want studying about vlookups by means of visuals like video), Microsoft is the primary two video outcomes:
On this instance, Microsoft is demonstrating its model experience in the case of its Excel product — and, extra broadly, anything related to technology and data.
This offers Microsoft with a very good alternative to showcase its model authority whereas attracting new guests to its web site.
Why I Assume It Works
Once I do a Google search, it’s uncommon I make it to web page 2.
Typically, I’m clicking on one of many high 5 outcomes, and at most I’m heading down by means of 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 observed. Branding movies tip the scales — potential and present prospects get nearer or farther away relying on how effectively you package deal and convey your message.
My greatest recommendation? Don’t get locked right into a single branding strategy. 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 group or construct authority.
What’s vital isn’t replicating what different manufacturers have achieved, however reasonably defining a aim in your video, after which measuring how efficiently your video achieved that aim.
Check out The Ultimate Guide to Video Marketing to study extra about how one can create a strong video advertising and marketing technique in your personal model.
Editor’s observe: This submit was initially revealed in November 2020 and has been up to date for comprehensiveness.
