What is a Brand Video and why do you need one?
We’re often asked, ‘What is brand video?’ And more importantly, ‘Why do I need one?’ Here’s the what and the why.
The importance of branding in your business has been well-documented. Entrepreneur. Forbes. Australian Financial Review. All of these well-known business publications agree – branding gives your audience a clear sense of who you are and what you do – and establishes you as a credible voice that people want to listen to.
At the same time, video has become increasingly important within your business. Smart Insights research shows that 92% of marketers see video as an essential part of their business strategy. And it’s estimated that the average person will spend 100 minutes every day watching online videos in 2021.
At the intersection of branding and video is the brand video. But what is a brand video? And why do you need one?
What is a Brand Video?
So, what is brand video? A brand video is generally a short narrative-rich, audience-focused branded video content that is created to raise awareness of the organisation, its products or services. It also helps to increase engagement, extend reach and aid conversion. (Read more about brand video).
Even if you’ve never heard of brand video before, you would likely recognise them when you see them. Like this one from sports giant, Nike. Or this video from Coca Cola, part of the 2016 Taste the Feeling campaign.
Why these videos work.
These brand videos work because they help the audience identify and relate to the business. But more importantly, they emotionally engage and leave an impression that emphasises your branding. Potential customers watching the videos will want to take some action – they’ll want to learn more, interact or do business with you, and not just because of the product or service that you’re offering, but because of what your brand is.
Why Do You Need a Brand Video?
The second question we often get (after, ‘What is brand video?’) is why do I need one? Here’s why.
Reach More Potential Customers
Video is one of the most shared types of content on social media. In fact, social video generates 1200% more shares than text and images combined. Over half a billion people are watching video on Facebook every day. And one-third of all online activity is spent watching video.
As long as your video is relevant to your audience, they will share it with others they think will find it useful. This gives you the chance to reach more potential customers organically and effectively.
Convey Information Quickly
The brain processes video 60,000 times faster than text and 90% of information transmitted to the brain is visual. That means that processing text (or reading an article) is much harder work for your audience. It’s easier for them to be immersed in what you’re telling them through video, which is a more passive experience.
So, information can be conveyed more quickly, and with a greater emotional quality that’s hard to match with just the written word.
Increase Trust in Your Brand
A brand video helps your potential customers put a ‘face to the name’. They learn to see you – what you say, what you do and what you stand for. People want to buy from people, not from nameless corporations, particularly during tough times. If they know you, and have confidence in you, this vastly increases the likelihood that they’ll buy from you.
Stand Out From Your Competitors
A great brand video is a powerful marketing tool that can help you differentiate yourself from your competitors and get potential customers to choose you over someone else. You can use it to introduce yourself and your brand to newcomers, answer your website visitors’ questions or just to showcase things that you love or that make you laugh. These things will help you make a great, long-lasting impression on your potential customers and clients.
Here’s one we created for ‘5 Past 7’.
Don’t Forget Google
Google loves video. And what Google loves, we love. Google holds the key to your website ranking well and generating great traffic… or not. So, when Google believes content is important, it’s more likely to put it further up the search results.
Google also owns YouTube – which is the second largest search engine in the world (after Google itself). So, it’s no surprise that since this acquisition the Google algorithm has heavily favoured video content.
Takeaway
At the end of the day, it’s estimated that people will spend more daily minutes watching video over the next few years than ever before. A fantastic brand video will help you raise awareness about your brand and drive engagement and, ultimately revenue, for your business.
Incredible brand video will help you stand out from the competition. Get in touch to get started!