Video is an increasingly valuable part of most brands' advertising and marketing efforts these days. Whether you're doing videos for content marketing, customer education, or overall PR, branded videos are increasingly important for building relationships with existing customers and acquiring new ones. However, not all branded videos are created equal. In this post, we'll talk about several types of branded videos and look at some examples. Finally, I'll give some tips to help you decide what to write, and how.
What is a branded video?
In short, branded videos help introduce your brand. They are best designed to build awareness around your business to attract potential customers. This is true whether you're telling people how to use your product (including food branded recipes and similar content), describing the pain points your product solves, or simply building rapport with interesting branded content.
Branded videos also allow you to tell your unique story. For example, some brands are created due to problems experienced by one person or group of people. Some brands of reusable face shields are an example. We don't need these things until 2020, and, as a rule, they'll be considered novelty items at best. Other companies may stem from social causes, the pursuit of quality, or other aspects. With these videos, you can tell your brand's story.
Finally, branded videos showcase your brand personality. For example, some brands are known for being quirky and will let this be reflected in the video. This is especially true for modern brands, such as tech startups. Likewise, some brands like Coca-Cola have a fun and family "personality" but don't necessarily display as much humor. Whatever personality your brand takes, feel free to display it here.
Why do branded videos work?
As most of us know, branded videos can be very effective. However, many people do not understand how these videos provide value. In short, they allow you to provide an ideal first impression to website visitors, social media followers or email subscribers. And we all know that first impressions are very powerful when it comes to buying.
Additionally, branded videos allow you to differentiate your brand from your competitors. You can do this through expressions of personality, values, and discussions about how your product is different or better than others. From this, we can see that when done right, they force the audience to engage through your call to action at the end.
10 Types of Branded Videos
In this world, not everything is created equal, and branded videos are no exception. While none of these video types are inferior, they do have different goals. Also, you'll find that some of them are great for specific activities, while others are more general. What they all have in common, however, is that they both showcase your company and its products.
First, you can make a video about your company itself. With this type of branded video, you don't really focus on the product, but on what kind of company you are, and what you're worth. This gives you a way to stand out without presenting information that your competitors might counter.
1. Company Story
This type of branded video is great for your company website. In just a minute or two, a "Company Story" video will introduce your brand to everyone who visits. Be sure to include basics like what makes your company awesome and what it can offer everyday customers. That way, people will quickly see that your company is a company they want to do business with.
2. Brand Profile
Naturally, many companies have several different brands. In most cases, these brands are related, such as companies with budget, and ordinary, and luxury brands in the same industry. This is common for fashion, consumer products and similar industries. With brand introduction videos, you can introduce each brand and tell people what makes it unique. Not only do you want to make a good impression, but you also help consumers decide between your company's brands.
Likewise, you can make a branded video about your product or collection. Depending on the size and scope of your company, there can be many of these. Like the brand brief, these videos can help potential customers choose the products that are best for them.
3. Product Video
This is a branded video that introduces your audience to a product. For example, you might tell people the size range of men's pants, or discuss what makes those shoes special. In this case, your video is mostly descriptive rather than telling people how to use what.
4. Narrator video
On the other hand, explanatory videos tell potential customers how to use your product, or how important it is. Computer equipment can be a good example: there are many accessories that are optional but in some cases can make life easier for the computer user. So a laptop keyboard and mouse combo kit can make work more ergonomic, or a mobile hotspot can help with Wi-Fi insecurity.
5. How To / Demonstration / Training Videos
Many clients can benefit from this branded video, and it's a broad category. If your product is something relatively complex to use, then you should consider making one. By training your customers, you can not only reduce the number of customer service calls, but also build brand loyalty. As a bonus, you'll help people decide if your product is the best for them.
Next, some branded video types let you showcase your customers. This can be done in several ways, but each involves talking about how your product or service can improve your customers' lives or solve their pain points.
Witnesses have been around since modern advertising. But that doesn't mean we have to limit them to print ads and static banners. Instead, you can create a branded video featuring customer testimonials. It's a great way to format your brand's YouTube clips, TikToks, or Reels.
These are a lot like testimonials, except you sit with the client and ask some questions. Then, the content of the interview was published. Select this option for long-form videos and ad campaigns. You can even extract parts of interviews, turn them into short testimonials, or transcribe them into blog posts.
8. Case studies
Most of us think of a case study as a text-based white paper or something like that. However, you can also do these as branded videos. In this case, you'll be interviewing customers while also talking about your brand and how it's helping them. Since this is a case study, remember to include actual numbers.
Despite some world events over the past few years, experiential video is still great for your brand. In fact, many branded videos utilize recorded footage of Zoom meetings, among other things. And as our world returns to more normal communication, experiential video will once again become a more common type of branded video.
9. Video of the event
If your brand recently attended a trade show or did a workshop, consider creating an event video. You can leverage technology to create these branded videos from live and virtual events. As a rule, the idea is for others to experience something they would miss out on if they attended. Plus, you get a great way to pass on information.
10. Behind the scenes
Want to make a branded video that showcases your employees or business? You can, with a behind-the-scenes video. Here, you'll take footage of what's going on in your business every day. Then, make some clips that really show your company, and what its workforce is like. These videos are great for advertising, but they're also good for recruiting: Putting a more human touch on your company helps people imagine themselves working there.
6 Tips for Creating Effective Branded Videos
You can talk about the types of branded videos until everyone gets tired of hearing them. But how can you make a killer video that helps you make your point like those examples we just looked at? Let's take a look at some top tips.
1. Consider the audience first
No matter what branded video you make, it's important that the video connects with your audience, or is right for them. While many tutorials or trainings are boring, adding some proper humor may help keep people interested. Likewise, consider whether your audience will be offended by what you say. While there are some situations where you can't please everyone, it's not normal.
Likewise, think about how you present your message to make it persuasive. For example, almost everyone is talking about "sustainability" and other buzzwords these days. Think about whether a buzzword is right for your audience, or if you should skip it this time around.
2. Align the video with your brand values
Next, make sure your branded videos will align with your brand values. For example, there are many such videos showing corporate responsibility, especially in industries where employers generally have a bad reputation. Companies like Walmart often do "happy employees" videos. Likewise, companies with a values mission should always take care to properly emphasize this in their videos.
3. Add watermark
For best results, be sure to add a watermark. These are usually things like logos, at least if you have a professional brand. To add a watermark, you usually just tick a box in your normal video editor, at least after you've created it. And if you're using a company or brand logo, your watermark is just a few clicks away.
Why is this important? Simply put, watermarks identify your footage. So if someone decides to "borrow" a clip, the entire video will still have your branding on it. Think of it as a kind of content recognition.
4. Create the prelude and end of the brand
Like a watermark, your branded video should also include a brand intro and closing line. These are not complicated: you can start with something including your logo and video title. However, if you do a lot of these videos, you'll soon want to develop something more complicated.
Sound complicated? It's actually not that complicated! Most video editing programs have a tool that can help you create an opening or closing line. Also, if you have a video studio or marketing agency, ask them to do one. Those pros have quite a bit of experience, and they probably have some snippets to work with.
5. Stick with brand colors and fonts
As with anything you use in your marketing, it's always crucial to make sure your brand image is consistent. For a branded video, that means using the same brand colors and fonts that you use elsewhere. As with everything else in the video editing phase, the software you're using probably has these options pre-installed. Or, if you're just starting out, you can upload these specs quickly and easily.
6. If using people, use your customers or employees for authenticity
Nothing is worse than falsehood these days. And in the eyes of most potential clients, the actor is fake. To make your branded videos as authentic as possible, leverage actual customers, not people reading their answers, if those are willing to do so. Likewise, "behind the scenes" videos are fine when using real employees. Just make sure they agree.
There are many branded video options out there, each of which can help you impress potential customers, educate users of your product, and tell your brand’s story. The wide variety of options means there is the perfect video type for every occasion and every message. Try a few of them and see how videos can work for your brand.
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