Sometimes it feels like everyone is talking about the importance of video content — and that includes me. But we’re sounding the alarms for good reason. Just a few years ago, marketers were saying that video was the future, well the future is here right now. We are currently living in the age of video content, and in an environment where “content is king” you’d be wise to consider video the crown jewel.
It’s crazy to think how much video has changed our consumption of information, and when you consider online video the reality is even more staggering. Recently, 6 out of 10 people reported that they would rather watch online videos than television! (Biteable /Google) What’s more, it is estimated that by 2022, online videos will make up more than 82% of all consumer internet traffic (Biteable / Cisco).
The Power Of Video Content
With the increasing numbers of people watching online video, it’s easy to see how adding it to your current marketing strategy will only benefit you in the long run. Even Facebook’s CEO Mark Zuckerberg cites video as being a “critical part of their future” because it’s what “their community wants”. (CNBC).
If you’re looking for more concrete evidence how’s this — “80% of video marketers say video has directly helped increase sales.” (Wyzowl). That’s direct, measurable results of an increased bottom dollar thanks to video!
I talk a lot about the power of video on this blog, and it’s because I truly believe it can make a difference. As a video content creator myself, I have seen personally how video has positively affected my client’s businesses and brands.
But when it comes to creating specific types of video content, I am an advocate for the brand video. Whenever clients come to me for recommendations on where to begin, I always take a survey of their business and more often than not I suggest that they create a brand video. This specialized type of video content is especially effective for soloprenuers and service based businesses.
What Is A Brand Video?
A brand video is a carefully crafted type of video content with the mission of introducing the “heart” your brand. It is different from a standard commercial you are used to seeing, where you talk generally about what you do or a specific product you offer. A brand video is a more intimate, in-depth communication piece that gives the viewer insight into your why and what you’re all about. Think of it as a sort of “mini-documentary” about your company or brand.
In my opinion, this is a must have in your video marketing plan, especially if you are developing a personal brand or operate a service-based business.
Why Do You Need A Brand Video?
When you are a soloprenuer, you are working hard to develop a brand. One of the goals when building a personal brand is to establish yourself as an authority in your industry of choice. You want to be able to display to your supporters and people who have never seen you before, that you know what you are talking about and that you are qualified. In the creation of a brand video, you will talk about your expertise and background which is an excellent way to establish yourself as an authority.
Another goal when establishing a brand would be to build relationships with your audience and increase engagement. Well, there’s no better way to do that than through video, especially one that communicates the reason why you do what you do and what you stand for.
In our information driven society, consumers are becoming smarter. The combination of vast amounts of information and more competition has given way to a unique situation — more consumers are making purchase decisions based on a company’s values more than ever before. Millennials in particular, roughly 7 out of 10, cite company values as a reason for purchasing from one company over another. (forbes)
With this in mind, it’s important that you communicate to your audience that you are more than just the service you provide or the product you sell. That you are thinking of the bigger picture, not just increasing your revenue. Delivering an authentic message about what you value through a brand video is one of the best ways to do this.
Can you think of one piece of content that can increase engagement, establish yourself as an authority, and allow you to connect with your audience in an authentic way all at the same time? That’s what you get when you invest in video.
Your Story Is A Valuable Asset
Another thing I consider when I’m putting together a video marketing plan for my clients is how versatile the content can be. Usually, I’m building from scratch and so there is little to no content currently being used. The foundation of a good video marketing plan is content that is versatile, something that has a longer shelf life, I think about a year is fair.
Brand videos are incredibly versatile. They can be put on the front page of your website, on targeted landing pages, used as an introduction before public speaking engagements, shared on social media to your current supporters, and used for social media ads just to name a few.
Take a look at this brand video that I worked on with a local makeup artist a couple of years back:
When I originally met with her, she was considering a standard commercial about her services and office space. But after I thought about it, I decided to ask her if she would be open to doing a brand video and I pitched her my idea. The result is what you see above.
Hopefully, you agree with me that the video is pretty effective in communicating what she does while also showing her “heart”. Her story about growing up in a salon and watching her mother and grandmother work with a variety of women, informs the viewer that this is something near and dear to her (heart) and that she has been around this industry for a long time (authority).
The entire video works to showcase who she is as opposed to what she does. It’s a paradigm shift that is highly effective. There are plenty of make up artists, but what sets her apart is her story, and this brand video showcases that beautifully. I am proud to say that when she launched this video, she got incredible in engagement on instagram and more bookings.
Build a Strong Video Marketing Foundation
What’s really important in the end, is not what you do for people but how you make them feel. It’s what you stand for, what fires you up and gets you out of bed in the morning that will resonate with your core supporters. Investing in that relationship will never let you down.
Interested in having a brand video made? I am a writer, director, filmmaker and video editor available for video production and/or consulting! Drop me line