5 ways to make brand shine with video
We’re always hearing about how video is great for promoting your brand. But what can video really do for your brand and how can you maximise your video’s impact?
Here are some stats to get us going:
Video increases people’s understanding of your product or service by 74%.
65% of video viewers visit the marketer’s website after viewing their video.
If you still need convincing, you might want to take a look at
this great infographic by Quick Sprout:
Ok, so now you’re on board! But how can you make the most of your video investment?
1) Keep Your Message Focussed and Concise
We know that in today’s market place many brands have more than one string to their bow and therefore more than one message to communicate to their audience. The temptation will be strong to use a video to show off everything great that you do: from the large overview of your company to the minute detail of specific productions or services. However; creating a 30 minute magnum opus of everything you do as a company might not have the desired effect on your audience.
Video works in a very different way to text on a webpage or even the good old fashioned conversation between customer and client. On a web page or brochure customers can scan through text or pages and (usually) find the information they are looking for. Likewise a savvy customer can cut through a sales pitch and ask the questions they want the answers to. The difference with video is that if you talk too much or deliver too much information that isn’t relevant to them, they’ll simply stop watching.
This is why having clearly defined and digestible key messages for your video is so important: if you have a customer’s attention, you must give them the information they were expecting when they pressed play.
We’ve found that for any marketing video the following simple prompts really help customers focus on your video content before a single frame has been filmed:
1. Who are you? It’s always good to introduce yourself! But seriously, whether it’s the first time your viewer has heard of your brand or if they are life-long users it’s always good to reinforce your brand and what you do with your audience. Define your brand, product or event in one or two sentences. If you’re looking for inspiration on how to introduce yourself to your audience in your video here’s a great example of a video by the young tutor suppling Yipiyap that really does well at introducing their brand and who they are simply, clearly and in a fun and engaging manner.
2. What do you do? Again briefly state what particular aspect(s) of your work this video focuses on.
3. What benefit do you give? Answer very simply what is the unique selling point of the product or service you are planning to show in the video.
You don’t have to worry now about how these will look in your video, instead now it is best to think of them merely as foundations for your video’s message and something to refer back to in the production process to ensure that you stay on message.
If you want to see a good example of these three points being utilised clearly and concisely then check out this video made for Manchester Metropolitan University which answers all three of these questions within the first 21 seconds of its video!
2) Match The Tone Of Your Video With Your Audience Expectations
Remember the first We Buy Any Car advert?
Irritating, wasn’t it?
How about that Guinness ‘tick-tock’ advert?
Quite elegant, no?
Although very different to each other, I’d bet good money that there was a lot of discussion on the tone of each advert before any filming was even considered.
These two examples show there isn’t one ‘right way’ to approach the tone of your video. Instead it’s about using the best tone to help your key messages get across to your audience. Webuyanycar.com was a new company trying to leap into a crowded marketplace, they went in brash, confident and with an incredibly catchy jingle. Whereas the Guinness advert was an established company, with one product that is know the worldwide. They didn’t jump around waving their hands and singing; they just wanted to embellish a feeling and a mood with their product.
In the early stages of planning your video it isn’t necessary to be too specific with camera shots or movement straightaway, rather it’s best to think in general terms: do you want your video to be slick, slow-moving and elegant? Or do you want it to be fun, lively and energetic? Let your production company know a few words such as those above and they can get working on some of the technical and creative methods to make your video have the right tone for your key messages. Production companies are experts at this so you don’t have to be! Work with them to get the best tone for your video.
3) Think Carefully About The “Who” And “What” In Your Video
Who is onscreen and what is happening in your video will largely be informed by your key messages, but again think focus and brevity: if you would like people speaking in your video, who would be best to give an overview to your company? Who would be best to talk about your great customer service? And would it be beneficial to use some of your customers giving testimonials regarding your event, product or service? Having more than one person delivering the same message can be inefficient both on the filming day and in terms of keeping your viewers attention.
After thinking about and narrowing down the “who” in the video, the obvious next point is what are we actually going to see on screen? Again, in the early stages of production, it’s best to think broadly and think of one or two locations. For example, should we see your product being made, or where it is sold or even a scenario where it is used by the customer?
Take a look at some videos you like and make a note to yourself of the number of locations used and you’ll probably notice that there are not many! In many cases it is more time and cost efficient to film in fewer locations, and more importantly, it is better to prioritise quality over quantity with images on screen.
4) Have A Call To Action In Your Video
The call to action is often the implicit or explicit point of a promotional video: do you want to increase sales? Increase awareness? Have more web hits? Then make sure your audience is aware if you have an event coming up, what your web address is or they know about your new product range.
You don’t have to think of your video as being completely sales focussed, or trying to get the hard sell. The fact is, if people are already viewing your video then they are already interested in what you do. The easiest way to think of a call to action is to think: what does the viewer want to know, and what do you want them to know?
Where can they buy your products? When are they available? When is your next event? Video is all about communication and using it well means communicating enough information to your viewer for them to understand you and your company, what you do and where to find more information if required.
5) Plan For The Distribution Of Your Video
Video is everywhere right now, and the ways of accessing video are constantly multiplying, so the good news is that your potential audience has never been bigger! Places to distribute your new video can include social media sites (Youtube, Instagram, Facebook etc.) or for your own website; or it could also be displayed on a screen at an event or exhibition; or you could even put it onto customised USB pens which you then hand out to prospective customers. The key is to think of all the possibilities for accessing your audience to make sure you get the most out of your video investment.
Not all videos may be suitable for all the distribution possibilities listed above, for example at the moment Instagram only allows videos up to one minute in length, and similarly if you were intending to display your video on an exhibition stand then you may have to use it without audio in some exhibitions.
If you were thinking about showcasing your video primarily on social media or at an exhibition then you may want to think about making a video with the key information in text or graphic format in order for viewers to be able to capture all the key information they require without the need for audio. The promotional video filmed in Knutsford, Cheshire below shows an example of how Anytime Fitness used graphics so their audiences could watch their video on social media with or without the audio playing.
So the key message is to be clear about where you intend to showcase your video, and to plan carefully in order to be able to use it to its full potential and let your brand shine through to its audience.
Still thinking about what video can do for your event or brand? Then why not take a look at our ‘What is Corporate Video?’ or ‘Event Filming’ pages for some more advice and explanations. 5 ways to make brand shine with video