Video is shortly turning into the popular device 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 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 could be people who find themselves thinking about tenting or different outside actions. My desired response is for potential clients to go to my web site or social media pages.
Consequently, my video ought to give attention to 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 establishing subsequent to a lake, all whereas sporting my clothes.
I wouldn’t present costs or discuss particular product traces; 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 give attention to offering info.
Whatever the intent, nonetheless, all nice movies share 5 key options:
- Readability: Nice movies have focus and function. 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, advertisements ought to keep within the 30-second to 1-minute vary for max affect.
- Specificity: For branding video advertisements to work, they need to goal a selected viewers. For instance, for those who’re promoting top-of-the-line automobile care merchandise, your viewers is automobile homeowners. Make your advert too basic, and it received’t attain your audience.
- Authenticity: Whereas it might be faster and cheaper to make inauthentic movies utilizing inventory footage or actors as stand-ins for actual clients, customers can inform once you don’t put within the effort. Need higher engagement? Put actual individuals 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 photos, 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. Consequently, it’s essential to make use of constant logos, fonts, colours, and designs to make sure customers can simply acknowledge your merchandise.
I do know — it’s quite a bit to contemplate when planning your model video and your total video marketing strategy. If you happen to need assistance getting your concepts off the bottom, strive HubSpot’s free AI video device Clip Creator.
5 Examples of Nice Branding Movies
1. Tasty
The aim: Growing model consciousness.
Video may also help your corporation attain new audiences and entice new viewers to your social media pages and web site, which is probably going why “enhance model consciousness” is the primary purpose manufacturers use video.
Take this video from Tasty, a Buzzfeed model:
Finally, Tasty‘s video isn’t meant to promote any merchandise (at the very least, in a roundabout way) — as a substitute, it‘s merely meant to entertain new audiences and, in the end, enhance 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 look at, and supplies a small however welcome diversion. Sure, it mentions Tasty, however that isn’t the main target of the video. As a substitute, the advert supplies a jumping-off level for viewers to be taught extra about meals and recipes — which simply occur to be on the Tasty channel.
2. Fabletics
The aim: Driving new gross sales.
Think about the way you would possibly create entertaining or informative movies with the only function of accelerating model publicity.
Finally, model consciousness can foster trust and increase brand equity, so it performs a vital position in your organization’s backside line.
To spotlight this level, right here’s a video that I believe makes a superb instance. This video highlights Kate Hudson’s firm, Fabletics:
Whereas at first look it would seem like a considerably random video of Kate Hudson operating by way of the Aspen wilderness, it is truly an efficient instance of a video designed to increase sales with out showing like, effectively, an advert.
For example, whereas the video portrays Hudson in a spread 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 beautiful Aspen backdrop, and viewers could be fooled by the true function of the video: to promote Fabletics clothes.
Why I Assume It Works
Advertisements that don’t look like advertisements have gotten extra commonplace.
This advert works as a result of it leverages Hudson’s well-known title and combines it with a well-liked 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 look at movies are social channels? Finally, many entrepreneurs use video to draw guests to an organization’s social pages.
Think about, as an example, this #ShaveItOff video by Gillette associate The McFarlands:
Whereas the video is undoubtedly entertaining to look at, it additionally serves a robust function: to ship a few of The McFarlands‘ 2 million followers again to Gillette’s personal social channels.
Better of all, the hashtag #ShaveItOff might be discovered on Gillette’s Instagram web page as effectively, making certain viewers can discover the model no matter which social channel they like.
Why I Assume It Works
Social media is likely one of the fastest-growing platforms for product gross sales. Partly, that is because of an idea often known as “ambient buying.”
Not like intentional buying, which sees clients searching for out a selected services or products, ambient buying 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 anticipate — solely this time, it factors again to a associate product web page.
4. HubSpot
The aim: Educating clients.
Video might be an extremely efficient device for training. This how-to video from HubSpot Advertising and marketing dives right into a game-changing know-how that is reworking the ecommerce world for small companies: text-to-image AI instruments.
Many individuals be taught finest by way of visuals, which is why video generally is a phenomenal device for educating prospects and even clients.
Think about the way you would possibly incorporate instructional movies into your personal content material technique in distinctive methods – as an example, maybe you embody video demos for prospects, or how-to tutorials for brand spanking new customers of your product.
Why I Assume It Works
HubSpot is a widely 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.
Much like the rationale listed above, the fifth purpose manufacturers use video is to construct model authority on a topic and reveal experience.
Ideally, this implies when individuals are trying to find assistance on a sure matter, 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.
Think about what occurs once I search “How you can run a vlookup” in Google. Once I click on on the video part (since I choose studying about vlookups by way of visuals like video), Microsoft is the primary two video outcomes:
On this instance, Microsoft is demonstrating its model experience on the subject of its Excel product — and, extra extensively, anything related to technology and data.
This supplies Microsoft with a superb 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.
Generally, I’m clicking on one of many prime 5 outcomes, and at most I’m heading down by way 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 seen. Branding movies tip the scales — potential and present clients get nearer or farther away relying on how effectively you bundle and convey your message.
My finest recommendation? Don’t get locked right into a single branding strategy. Totally different movies have totally 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 essential isn’t replicating what different manufacturers have accomplished, however reasonably defining a aim to your video, after which measuring how efficiently your video achieved that aim.
Check out The Ultimate Guide to Video Marketing to be taught extra about how one can create a robust video advertising technique to your personal model.
Editor’s be aware: This put up was initially printed in November 2020 and has been up to date for comprehensiveness.
