Branding With Video
Branding is one of the most difficult tasks for a company to develop. Becoming top of mind with consumers in a market can take significant effort. Utilizing video as part of a branding campaign provides viewers with high impact visuals that evoke the desired emotions are a key strategy in todays marketing mix. With short 30 second spots or longer storylines, in the end, it's all about viewer engagement. To garner that engagement, social media is taking a larger and larger portion of marketing budgets, and video content is highly prolific.
There are a number of things to consider when building your brand with video content but mainly it boils down to what type of video will best reach your target audience. With multiple styles and types of video content, the right mix will engage and inform your target audience to coincide with your overall marketing plan.
videos don’t necessarily have to be technical and complicated. They can be used to spark interest for further product research. For example the “I’m a Mac, and I’m a PC” videos were more than just product videos; they were used as a foundation to increase brand awareness and helped define Apple’s unique brand vision.
Case Studies / Portfolio
If you had the choice of reading a 10-page PDF case study or watching a two-minute video on a company’s work for a past client, which one would you choose? The most convenient choice would be the video. Cisco estimates that by 2019, 80 percent of content consumed on the web will be video. This means that video will have higher engagement. Case studies don’t need to hibernate on your website, unleash them in the viral world of YouTube where they will have the potential to receive more views.
Content Marketing Supplement
If your content marketing strategy needs a boost in engagement, consider using video to create soundbites of your content. Your newsletter doesn’t need to be entirely text- and image-based, especially if you can create a video that summarizes the key points. If you spend time speaking at conferences and events, why not film the event? Raise awareness with your target consumes by sharing videos of your speaking engagements.
The millennial generation is currently 54 million, or one third, of the workforce. Attracting the largest working generation will take more than an impressive company history or a high salary.
A survey by McCann World Group found that 90 percent of millennials valued connection and community as their greatest need. To attract this generation, a recruiting video is not just an empty expense, but an opportunity to connect with more candidates. CareerBuilder has found that job posts with videos received 12 percent more views and had an overall 34 percent greater application rate.
Tell Your Story
In recent years, brand storytelling has risen to the top of marketing strategy lists. Formal and professional, yet cold “About Us” pages no longer resonate with prospects. Videos portraying a unique company have become the expectation.
There is no question that company videos are no longer a luxury but a necessity. May inspiration, creativity, and passion drive your next video!
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