Building your brand through video

by Natalia Lopez

The importance of video content in building your brand

Over the past few years, demand for and distribution of video content has skyrocketed, with video now dominating most social media content across multiple channels. The age where text and static images once reigned supreme is well and truly behind us, and the sooner your brand gets on board, the better!

Video used to be reserved for expensive advertising strategies. Now, the new era of short-form video apps like TikTok and Instagram Reels and the rise of other free platforms like YouTube have allowed everyone, regardless of budget, to reach limitless audience numbers via video.

The world's most successful brands are also leveraging the benefits of video to connect with their audience, reach new customers and raise awareness of their company and products more effectively than ever before.

Without a doubt, amidst a constantly evolving and competitive landscape, all brands, regardless of their sectors, need to use video marketing to build their image, establish a customer base and foster relationships with their customers in the long term.

In this post, we look at some of the best ways video content can help you achieve all of this and more.

Video is the best way to tell your brand's story

Brand storytelling is the narrative you use to connect your brand to customers by focusing on what you stand for and how these values are shared between you. It is an essential and often intimating part of starting a business.

Luckily, video marketing isn't limited in the way that static images and text are, making it the most effective form of visual brand storytelling.

Videos are versatile. They can tell captivating stories, be educational, deliver powerful messages and much more. Food and drinks brands are using video to make explainer videos and product demos that teach customers how to make the most out of a product and inspire them with new recipe ideas. Social media videos are the new era of advertising and allow brands to experiment with creative ways to deliver sales-driving content in bite-sized form.

Videos help users understand a brand by making them more visible in a sea of competition.

Companies are also using the power of testimonials and endorsement videos to build trust with their audience and communicate their powerful mission and vision statements.

Videos connect brands with their customers

One of the most important aspects of starting a business is cultivating human relationships. No company would succeed without a loyal customer base willing to part ways with their cash in exchange for products and services.

But how exactly can videos help you do this?

Firstly, videos build trust. The ability of videos to allow brands to communicate with audiences in real-time means authenticity and relatability are more crucial than ever. Live streams, interviews and testimonials are just some of the clever techniques used by many successful brands.

More and more of these brands are also taking customers behind the scenes and offering tours of their facilities, production sites, kitchens, offices and homes. This reveals the people behind a brand and helps build brand awareness and foster customer connections, a perfect pairing for achieving long-term success.

Secondly, videos represent the most shareable type of online content. People are drawn to emotional content and share things they resonate with on their networks. Over the years, other social media platforms have added video features to their toolbox, proving that video content's power is too big to ignore.

Tapping into human nature allows brands to experiment creatively with producing unique content that targets the emotional response in us all. The more your content connects with an audience, the wider it gets shared, and the faster your brand awareness grows. This not only helps you keep your existing customers, but it's also a golden opportunity for attracting new ones.

Videos are the best for lead generation

We know from personal experience that one of the major benefits of videos is the combination of boosting brand awareness and lead generation, and we're not alone.

In their yearly "State of Video Marketing Survey 2022", Wyzowl, one of the world's leading producers of animated explainer videos, revealed that 86% of 528 survey respondents reported video content increased their lead generation.

The why behind this phenomenon comes from videos' ability to capture an audience's attention. In just a few seconds, videos can communicate more than static images or text, and audiences are far more likely to remember information in video form. This means videos can help consumers cut through the clutter of competing content, thereby generating quality leads. This makes video a superior brand awareness tool.

Social media algorithms promote video content preferentially since they generate more impressions than text and images. Purely by being seen for a few seconds, a video's engagement increases, and algorithms spread it through a platform faster than a hot knife through butter. This means a unique and captivating video can reach dizzying viral potential.

No other form of visual media captivates audiences as much as video. This year, 82% of the world's internet traffic is predicted to come from video streaming and downloads.

This makes video an essential part of any brand's marketing strategy, especially its social media presence. In addition, video content can now be hosted and posted on the planet's largest social media apps meaning the same piece of content can be posted across different platforms.

This is essential for "cross-pollinating" your social media and encouraging your customers to follow you on multiple platforms. This increases your brand's impressions, shares and engagement rates taking your digital advertising strategy to a whole other level.

Strategy and content are crucial to success

Before we wrap up, it's important to mention that to fully harness all the benefits of video marketing for building your brand, attention to strategy and content is crucial.

Strategy determines the when, where, how and why of your video marketing. Timing videos for release to coincide with a particular holiday, knowing exactly where they will be posted, knowing who will post them if you're working with sponsored posts and understanding why you're choosing to release a video are all questions to bear in mind to ensure your video content does what you need it to.

Aside from that, you need to make sure the video content you release is slick, stylish, and of superior quality to trigger the reactions from an audience that will help its journey through the internet and beyond.

Lucky for you, our London-based video production agency has created content for clients worldwide. Our product demos, animations and travel documentaries have reached a global audience. We've been the trusted partner of some of the most well-known brands in the food industry and some of the most exciting up-and-coming ones.

Wrapping up

It's clear that no matter how long it's been around or what sector it exists in, any brand looking to stay relevant and competitive needs to harness the power of video as the most effective form of digital marketing today.

If your brand values connecting with an audience, boosting awareness and lead generation, then with the right strategy and high-quality content, video content is the best opportunity to meet those goals. 

So what are you waiting for? Get in touch with us today, and we'll work on making your brand a household name everywhere.