Let’s take a quiz.
How many hours do you think the average person spends watching videos online every week?
- 5 hours
- 10 hours
- 16 hours
We’ll give you a hint. It’s not 5 hours, nor is it 10 hours…
And how many companies do you think use video marketing to promote their products or services in 2021?
And the answer is… a whopping 85%!
What’s more, video content is 1200% more effective than other forms of content.
There’s no denying it. Video consumption is on the rise. But so is the number of businesses using videos as an integral part of their marketing strategy.
So, how to stand out and break through the noise in such a competitive environment?
And the answer is: by using branded video content.
In this blog post, we’ll explain what branded video content is and why you should use this form of marketing for your business. And we’ll also provide three tips on how to create fantastic branded video content.
What is Branded Video Content?
Branded video content involves creating content directly linked to your brand and designed to establish a deeper connection with your customers.
Here are some of the main characteristics of branded video content:
- Branded video content focuses on promoting the values of your brand. It’s not an ad or a promotion but rather a piece of content designed to provide added value to your customers and help you connect with your audience.
- Its main goal isn’t to drive conversions or sales. Instead, the idea behind branded content is to spark conversations and increase brand awareness. Of course, this will impact your sales and conversions down the road. But the key metrics to measure the success of your branded video content should be engagement as opposed to direct sales.
- Branded video content seeks to elicit emotions. You’re not creating branded videos to sell a product or a service. Instead, your videos should take your customers on a unique journey and build a positive brand experience.
Benefits of Using Branded Video Content
64% of consumers purchase a product after watching a branded social video. And branded content has a 86% higher brand recall than pre-roll ads.
And as if these facts weren’t enough, we’ve listed below some of the powerful benefits of using branded video content:
Branded video content is non-disruptive
There’s nothing more annoying than watching an amazing video and being interrupted by an ad trying to sell a product or service way too hard. In fact, over 65% of people skip these kinds of ads as soon as they can. By adding value and contributing to the conversation, branded videos are less likely to create frustrations and more likely to help build brand awareness and drive engagement.
Branded videos elicit emotions
Neuroscientists are clear: emotions drive 95% of our purchasing decisions as human beings. That’s why storytelling is one of the most important characteristics of successful branded videos. Creating narrative-driven branded videos that spark emotions will allow you to tap into consumers’ subconscious minds and compel them to seek more information about your brand and your offer. Plus, evoking emotions will help you create an authentic connection with them.
Branded videos are shareable
Apart from the odd example, consumers don’t typically share salesy videos where the product or service takes all the spotlight. Instead, they want to be entertained, intrigued, or educated. They want to laugh and be surprised. Branded videos with a powerful story are the perfect way to achieve this, making them more shareable. Behind-the-scenes, testimonials, or company culture videos are all highly shareable because they tell a story and give an authentic factor to your brand.
Top 3 Tips To Create Amazing Branded Video Content
Understand your audience
If you want to create the perfect branded video that resonates with your customers, you first need to know who they are. Once you understand your ideal customer’s pain points, needs, expectations, and desires, you’ll be able to address them in your video. It will also allow you to learn what type of language your audience uses to better connect with them.
Add text overlay
That’s right. Closed captioning is essential if you want your branded videos to be successful.
So, to cater to your audience’s needs, your videos should always feature text overlay so that they can be understood with the sound turned off. This way you’ll maximize your video production investment and avoid losing potential customers within seconds of clicking the play button. Remember, the longer they watch your video, the higher you’ll rank on search engines and the more likely they’ll engage with your brand.
Outsource your video production needs
Sure, you can always shoot your next branded video with your iPhone, publish it on your marketing channels and hope for the best. But is it really the most effective strategy for your business?
A professional videographer adept at branding and video marketing will immediately be able to turn your vision and ideas into powerful branded video content for your business.
And even though working with a professional video production agency can seem expensive at first, it will significantly boost your engagement, sales and ultimately increase your ROI.