A brand is a multifaceted depiction of a company that goes beyond logos and color schemes. In many ways, it’s the personification of the business. It’s the many elements that culminate to resonate with and attract customers.
Video marketing has transformed how brands communicate with their audience.
Here are some of the factors that led to video as an essential part of brand marketing.
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The Elements of Brand Marketing
Brand marketing is the art and science of establishing a connection with potential and existing customers. A brand consists of both visual elements and style elements that should resonate with the target audience.
Visual elements include features like the color scheme, typography, and logo. These aspects are what people often think of when they hear the word “brand,” but these elements are supported by other foundational elements like the voice, mission, and values.
The brand voice is how a business converses with an audience. The copy style could be casual and fun or serious and scientific— it all depends on the product and audience. This is sometimes referred to as the brand’s tone.
The brand’s mission and values pertain to what the brand stands for and what impact they hope to have on the world. Nike’s mission is to “bring inspiration and innovation to every athlete in the world— if you have a body, you are an athlete.” This mission statement highlights the brand value of diversity and inclusion.
Value alignment creates an emotional connection with the target audience. The brand tone and visual elements make the audience feel like the content is speaking to them. As 95% of purchasing decisions are emotional, brand marketing is essential for business success.
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Bringing the Brand Aesthetic to Life
When Instagram launched in 2010, it filled a gap many social media users didn’t realize they were missing: visually stimulating content. Filling this gap led to exponential growth, attaining 10 million users within a year and securing a buyout by Facebook in 2012. Then came Musical.ly, now known as TikTok, and everything changed again.
With some basic video editing software, brands can bring their visual elements to life. While a branded static image is impactful, video adds motion and sound to engage viewers in a new way. It’s estimated that videos earn 1200% higher shares than static photos or text. This statistic shows how much more a brand resonates when portrayed in the video and highlights another crucial metric: reach.
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Reaching a Broader Audience
In addition to being shared more than static images and text, video content also appeals to social media and search engine algorithms. Videos are displayed at the top of the SERP on Google, above snippets and text links.
While Instagram hasn’t announced outright that their algorithms favor video content, it’s in the subtext. Instagram has shared that they select content based on what you interact with the most. As people share video content more, the algorithm presents more video content to them. Additionally, Instagram’s recent update with Reel-first feeds highlights this shift.
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Videos also increase reach in other ways, such as appealing to those who can’t or won’t read a block of text. They are a quick way for brands to share information and educate their audience on the products, company, etc.
Adding subtitles helps overcome the issue of language and hearing barriers so more viewers can consume video content. Hootsuite reports that 85% of videos are viewed with the sound muted.
Adding captions combines video and text to resonate on a grander scale. Furthermore, it’s easier for viewers whose second language is English to read over listening due to how the brain processes language.
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Effective for Education
Video is a powerful educational tool. It’s estimated that video learning improves memory retention and fact recall by 83% over other mediums. As brands seek to educate their audience and ignite a lasting brand-consumer relationship, the video can’t be ignored as an invaluable tool.
Brands can use video to create how-to tutorials, product demonstrations, and content relevant to the brand’s mission and purpose. Webinars and video series are also powerful lead-generation tools for service-based businesses.
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Creating an Authentic Image
According to a 2021 survey led by Amazon, 90% of consumers indicated authenticity as an essential consideration when deciding which brands to support.
Many brands are capitalizing on this consumer need by showcasing behind-the-scenes footage, having employees participate in viral challenges, and reintroducing a human-centric approach to marketing. Photos offer a posed snapshot in time; videos tend to be more telling.
Showcasing the products in use via tutorials and product demonstrations also adds trust and authenticity to marketing collateral. Comparatively, sharing user-generated content (UGC) and video testimonials also acts as a form of social proof. This organic content is essential in a world dominated by influencer marketing.
Conclusion
Brands can’t afford to ignore the power of video marketing in the modern market. While video content has evolved tremendously from the television commercials of yesteryear, this medium will always have a place in consumer relationships.
