Utilizing Video for Branding: 5 Prime Model Examples

Video is shortly turning into the popular instrument 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 enhance conversion charges by over 80%, and the mere point out of the phrase “video” in your e mail topic line will increase open charges by 19%.

For me, an ideal video can spark curiosity, get me asking questions, and even make me really feel emotional.

However what separates nice model movies from those who fall flat? Right here’s a take a look at what makes video advertising and marketing profitable, and 5 examples of manufacturers that bought 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 out of doors clothes model, my audience may be people who find themselves concerned about tenting or different out of doors actions. My desired response is for potential clients to go to my web site or social media pages.

Consequently, my video ought to concentrate on 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 carrying 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 identify 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 successful. If not, I would like to return to the drafting board.

Key Options of a Branding Video

No two advertising and marketing movies are the identical. Some goal consciousness, others drive conversions, and a few concentrate on offering data.

Whatever the intent, nevertheless, 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. Additionally 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 impression.

Specificity: For branding video advertisements to work, they need to goal a particular viewers. For instance, for those who’re promoting top-of-the-line automotive care merchandise, your viewers is automotive house owners. Make your advert too common, and it gained’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 clients, customers can inform once you don’t put within the effort. Need higher engagement? Put actual folks speaking about actual experiences on the display screen.

High quality: Your branding video doesn’t want the price range of a blockbuster film, nevertheless it ought to look and sound good. Suppose clear pictures, crisp colours, and clear audio. In case your messaging is nice however your high quality is “meh,” your video gained’t have the identical impression.

Consistency: All movies act as ambassadors of your model. Consequently, 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 contemplate when planning your model video and your total video advertising and marketing technique. When you need assistance getting your concepts off the bottom, strive HubSpot’s free AI video instrument Clip Creator.

5 Examples of Nice Branding Movies

1. Tasty

The objective: Growing model consciousness.

Video may also help your online business 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 cause manufacturers use video.

Take this video from Tasty, a Buzzfeed model:

In the end, Tasty‘s video isn’t meant to promote any merchandise (a minimum of, indirectly) — as an alternative, it‘s merely meant to entertain new audiences and, in the end, enhance consciousness of Tasty’s model.

Why I Suppose 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 objective: Driving new gross sales.

Take into account the way you may create entertaining or informative movies with the only real goal of accelerating model publicity.

In the end, model consciousness can foster belief and enhance model fairness, so it performs a vital position in your organization’s backside line.

To focus on this level, right here’s a video that I feel makes an excellent instance. This video highlights Kate Hudson’s firm, Fabletics:

Whereas at first look it’d appear like a considerably random video of Kate Hudson working via the Aspen wilderness, it is really an efficient instance of a video designed to extend gross sales with out showing like, effectively, an advert.

For 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 movie star to debate household, nature, and rising up within the mountains.

Add in a stunning Aspen backdrop, and viewers may be fooled by the true goal of the video: to promote Fabletics clothes.

Why I Suppose It Works

Advertisements that don’t appear like advertisements have gotten extra commonplace.

This advert works as a result of it leverages Hudson’s well-known identify and combines it with a well-liked clothes class: Athleisure. Present each in tandem and I’d say you’ve bought a successful advert method.

3. Gillette

The objective: Rising a social media neighborhood.

Do you know that 4 of the highest six channels world customers use to observe movies are social channels? In the end, many entrepreneurs use video to draw guests to an organization’s social pages.

Take into account, for example, this #ShaveItOff video by Gillette accomplice The McFarlands:

Whereas the video is undoubtedly entertaining to observe, it additionally serves a robust goal: to ship a few of The McFarlands‘ 2 million followers again to Gillette’s personal social channels.

Better of all, the hashtag #ShaveItOff may 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 Suppose It Works

Social media is likely one of the fastest-growing platforms for product gross sales. Partially, that is because of an idea often known as “ambient buying.”

Not like intentional buying, which sees clients searching for out a specific services or products, ambient buying occurs when customers are scrolling social media or watching streaming providers and are available throughout an attention-grabbing 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 accomplice product web page.

4. HubSpot

The objective: Educating clients.

Video may be an extremely efficient instrument for schooling. This how-to video from HubSpot Advertising dives right into a game-changing expertise that is reworking the ecommerce world for small companies: text-to-image AI instruments.

Many individuals study greatest via visuals, which is why video could be a phenomenal instrument for educating prospects and even clients.

Take into account the way you may incorporate academic movies into your personal content material technique in distinctive methods – for example, maybe you embody video demos for prospects, or how-to tutorials for brand spanking new customers of your product.

Why I Suppose It Works

HubSpot is a well known useful resource totally free and complete content material.

In fact, our final goal right here at HubSpot is to create new buyer connections, however this video reveals the ability of offering one thing of worth totally free to assist kickstart a reciprocal relationship.

5. Microsoft

The objective: Constructing model authority.

Just like the rationale listed above, the fifth cause 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 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.

Take into account what occurs once I search “Easy methods to run a vlookup” in Google. Once I click on on the video part (since I choose studying about vlookups via 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, something associated to expertise and knowledge.

This offers Microsoft with an excellent alternative to showcase its model authority whereas attracting new guests to its web site.

Why I Suppose 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 prime 5 outcomes, and at most I’m heading down via the highest 10.

Why? As a result of increased 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 Observed for All of the Proper Causes

Video will get you observed. Branding movies tip the scales — potential and present clients 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 neighborhood or construct authority.

What’s vital isn’t replicating what different manufacturers have accomplished, however quite defining a objective in your video, after which measuring how efficiently your video achieved that objective.

Check out The Final Information to Video Advertising to study extra about how one can create a robust video advertising and marketing technique in your personal model.

Editor’s word: This put up was initially printed in November 2020 and has been up to date for comprehensiveness.