If a picture, as they say, is worth a thousand words, what happens when you have multiple pictures? If you flip through them together in a sequence? If those pictures have audio, animations, and dazzling infographics? How many words is that worth?
There’s a reason video has become the king of content marketing in the digital and social media age. With their power to educate and entertain, videos are essential to building your brand and strengthening your engagement with current and future customers. But creating videos that have a lasting impact on viewers requires careful planning, creativity, and technical know-how.
In this blog post, we’ll explore some of the strategies for brand-building through video and how using the services of a San Diego branding agency like InnoVision Marketing Group can help you find the impact you’re looking for.
The Power of Video for Brand-Building
Before delving into strategies, let’s take a moment to understand why video is such a potent tool for building your brand. Videos have a unique ability to convey complex messages and elicit emotions, which engage audiences in ways that text or images alone cannot.
For instance, there are around 6.3 million cats and dogs in animal shelters annually. While 4.1 million of them are adopted yearly, the rest are not.
While that statistic is sad on its own, imagine it over videos of furry friends in a shelter, set to the melancholy chords of a Sarah McLachlan song. That famous anti-animal cruelty commercial is a cultural touchpoint because it resonates with us. Videos have images, sound, and text, the best of all worlds for storytelling.
While emotional connection and storytelling are some of video’s more apparent advantages, they aren’t the only things that make videos a powerful tool for brand-building.
Accessibility
Text content can be difficult for people with disabilities or who don’t speak a language fluently. Video content is much more universal. Plus, with the rise of smartphones and reliable high-speed wireless data, video content is more accessible than ever. People can watch videos on the go, making video content an incredibly versatile medium for reaching a wide audience.
Visual Appeal
Humans are inherently visual creatures. We process visual information and retain it better than we do information in text alone. Visual content like videos offers an engaging format that can more effectively convey a brand’s message, identity, and values.
Shareability
Be honest: when was the last time you shared a blog post with your social media circle? Now, when was the last time you shared a fun or interesting video with them? We’d bet money the latter is much more recent than the former, and you wouldn’t be alone. Compelling videos are more likely to be shared on social media platforms; expanding reach and going viral can massively benefit a brand’s growth.
So, how do you do it? How can you go viral or at least have a compelling video message, and do you need the help of a professional San Diego branding agency to do it?
How to Make Videos That Leave a Lasting Impact
Define Your Brand’s Story
Before filming any video content, you must clearly understand your brand and its story. What is your brand’s mission? What are your values and personality? What message do you want these videos to convey?
Defining your brand’s story is the foundation on which you’ll build all your video content so this is a vital first step.
Do Audience Research
You should know your target audience inside and out, top to bottom. Understand your audience’s demographics, interests, pain points (especially those that your brand is here to solve), and values. Knowing this will help you tailor your video content to resonate with your potential clients, which creates a deeper connection.
Invest in Quality
Now, it’s true that it’s possible to make a fantastic video by just taking your smartphone and shooting something quick off the cuff, but will you? Authenticity is important, but you should always try to have high-quality production value unless there’s a good reason for it.
You don’t need a Hollywood-sized budget, but your videos should have good lighting, clear audio, and professional editing—and this is one of the big reasons to use a San Diego branding agency like the team at InnoVision for your brand marketing videos.
Offer Diverse Content
What type of content is most effective for your brand? Is it product demos, customer testimonials, behind-the-scenes videos, or something else?
It’s important to test ideas to see what works. What works for Brand A might not work as well for Brand B. A professional branding agency can help you decipher what will work for your company. The experts can expertly tailor the type of content to the brand and vice versa.
Analyze and Iterate
Maybe you’re the world’s best social media video maker, the next Coppola or Spielberg for handheld smartphone videos—but probably not. There’s no shame in that, though.
But it does mean that you should be prepared to swing a couple of times before you land a real, solid hit. Pay attention to metrics like view counts, engagement rates, and whether you’re driving conversions. See what’s working and what’s not, and adjust your strategy as needed.
Use a Pro Branding Agency
We’ve mentioned it in this article, but let’s just put it a final time for good measure: work with professionals. They’re pros for a reason. They can help you create videos and build a more extensive strategy around them.
So, whatever your business or your need to promote your brand, you should work with a reputable San Diego branding agency like the team at InnoVision. We would love to help you create the best video content to attract your perfect customer base.
