Looking for the secret elixir to massive conversion and brand loyalty? It all starts with a brand video. There is a reason why companies like Reebok, Coca Cola, Nike, Gilette and the like are imprinting the mind of millions through their digital campaigns. They successfully ooze their unique offering among the masses by impressing their senses with an extraordinary motion picture. But how do they do it? The answer lies in the effortless coalesce of impact, impression and aspiration.
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Brand videos are single-handedly the most versatile medium to tap your target audience. Apart from being the most shared type of content, a video curates your brand persona and explicitly convey the values, emotions and beliefs your company/product/service stands for. A well-built brand video is a goldmine to draw customers, competitors, and suppliers. Investing and making a brand video is a prerequisite to company success as it humanises your brand and adds a familiarity that sticks. It is a crucial part of a successful brand strategy.
Being a versatile asset in a marketer’s arsenal, the brand video doesn’t have to burn a hole in your budget. Nor should it be dependent on a celebrity’s testimonial or appearance. This blog will elucidate how six successful brand videos drive massive conversions and their key takeaways to expend when creating your own brand video.
“Dove Real Beauty Sketches - You’re more beautiful than you think” is the most absorbing 3-minute brand video out there. Even after eight years of its making, the video, the concept, and the sentiment it conveys are relevant and fresh. The video stands consistent with the brand mission, and the “Real Beauty” campaign extends their belief system.
The most consumable part of the video, which is also its key takeaway, is the beautiful storyboarding and scripting. The screentime devoid of product intervention, benefits and features is surprisingly impactful thanks to the heartwarming message. If you have been following their videos closely, Dove’s unique selling point is the story that revolves around impacting the lives of real people. This builds their case as an authentic brand, inclined to improve the lives of its customers. It is an impeccable example of brand storytelling.
Speaking from a production point of view, the story is played out in a reverse fashion where the audience is hooked to the screen till the closing minute. Dove has mastered the art of creating video content that resonates with women (their potential customers) and empowers them nonetheless.
Coca Cola’s brotherly love video is a part of the 2016 Taste the Feeling campaign. Through this endeavour, the brand aimed to spread the feeling of community building and sharing, a goal it has stupendously smashed.
The nostalgia-evoking and relatable story depicted in the video is something that clings. No use of celebrity faces, exotic destinations or facts, Coca Cola has made it big through their emotion-stirring script. Here, sensibility plays a massive role in weaving together the product and the brand values. The emotional quotient is something you can capitalise on when creating your own brand video. But it is crucial to stay in alignment with your brand identity, taglines and mission.
Apple is a behemoth among technology companies. But something that makes them relatable and trustworthy as a brand is their extraordinary approach to marketing their products. Apple aces the video marketing front, whether it is their product launch video “Don’t Blink” or their company culture video that zooms in on diversity and acceptance. How do they do it? By feeding the viewer with an extraordinary visual experience (HD quality, to be precise) that suits the theme or the message.
The primary congruous intrigue is how Apple humanizes its products. Company culture videos like such successfully build an aura of inclusivity that runs in the company. Moreover, the feeling of eliteness among the iOS community pushes people to purchase.
If we put the brand’s product launch video - Don’t Blink- under the microscope, the amalgamation of visuals with the audio is unparalleled. Plus, it is scintillating with energy and enthusiasm. The typography further adds to the appeal fulfilling the end goal of creating emphasis with a ‘wow factor.’ In my opinion, every product launch campaign must keep this video as a benchmark.
What better motivation to live life to the fullest other than Reebok’s 25,915 days video? It is the perfect example of how rhythm, compelling visuals without excessive words are enough to create an impact. The video initially shows a woman running and takes the viewer on a journey to her life lived with all the milestones she achieved. The numbers that appear randomly beside every woman runner add an element of curiosity. It is only till the very end that we come to know what they signify - the number of days the women have yet to live.
The video takes us on a journey from womb to tomb to show that humans, on average, live up to 25,915 days. But, Reebok adds its defining element to depict how a healthy lifestyle and exercise contribute to ordinary life and help make it count.
The final scene with newborn babies seals the deal with the message, “Honor the body you’ve been given”. With its sense of urgency, the video positively impacts the viewer to get up and make the most of his limited time on Earth.
Reebok’s short-form campaign video is all you need to emulate to make a brand video. The gripping message, interest-arousing scene sequence, easily understandable concept, and consumption lightness make a convincing case.
Animated brand or product explainer videos are a hit and drive epic conversions too. Animation is the way to go if you wish to keep it simple with just a concept and a friendly voice. Take it from Slack’s explainer video; simple animation with Roman Mars’ voice defining the software features drive colossal conversions.
The hero, however, remains the animation. The animated elements glue the user and neatly touch every feature. It is noteworthy how the most fundamental ingredient that pays off is the coherent use of brand colours.
6. Urban Farmers
Urban Fram’s corporate video is just as exciting as any other video content. This explainer video is a power-pack of visuals, good music and transitions. The colours are alluring, and the script has just the right amount of facts that stay beyond the line of preachiness. The pace or the tempo of the video precisely ties the average user’s attention span. The banjo music adds quirkiness to the production. Good music is your cue here!
The Urban Farm video deviates from the traditional character animation and is the perfect example of a brilliant animated explainer presentation for an avant-garde product. The lesson here? Keep your audience informed and entertained with a concise message. A well-defined brand voice will work wonders and add to the vibrancy. If done right, a low budget, the creatively animated video will give you all the benefits of incorporating video marketing.
If you wish to do video marketing the right way, here is an exhaustive guide to ace the digital front with the best video marketing practices.
Now that you have a tinge of the best brand videos, it’s time you create your own. But remember the key takeaways to insert: motivational factor, emotional significance, astounding impression and a roundabout of your unique offerings as a company.
Elements of a Buzz-worthy Brand Video
The six examples of brand videos above highlight the diverse video types that can suit your business requirements. Only after their key takeaways are identified and incorporated into the production purposes will they reap the desired results. A complete videography guide will be your holy grail if you face issues during the production phase. If you are perplexed by the sheer choices out there, here are all the primary ingredients that will spice up your brand video.
A clear objective
Before you get down to the nitty-gritty of making a video, it is vital to understand the purpose of the production. Is it going to be a brand video outlining the vision and mission; a social media film to generate brand awareness, a product explainer video tapping on all the essential features; a case study or an event video? Once you determine the type of marketing video you want to create, it becomes easier to shape the message you want to convey. The next logical step is to narrow down all the details related to the purpose and hash out the objectives. Such details are imperative for scripting and the final production as well.
Once the team is on board with the objectives, the content takes top priority. Will you be playing it heavily on the sentiments, or will you creatively show how your product makes a difference through a case study? Gather your team and specify the content requirements.
But make sure your content checks the following heads:
- The message is passionately brought out and is intelligently handled
- It evokes the right emotion through the explicit use of tone
- Addresses the target audience
- Is current and relevant pertaining to the social issues and ground reality
- Contains high-quality images and animation that is mobile friendly and is easily shareable across various social media platforms and digital platforms
To be precise, storyboarding is the skeleton of the film or the video you are about to produce. This outline helps you visualize the various shots in the production and helps determine the flow. It is a professional pre-production essential step.
Creating a storyboard should be included in the video production as it will help put the story together and give an idea of where/how to place branding elements like tagline, punches, logo and the like.
Scripting is yet another mandatory pre-production stage. As a scriptwriter, storyboarding with the right Call to Action, statistics, facts, and branding systematically puts the video components. A script essentially aids the video producer to streamline the process to create the best video.
After all the above steps are completed, the final production becomes more polished and comparatively easier. Creating a brand video is nothing less than a cakewalk with the right gear, cast, and visual structure in place.
After you have shot the video, editing is the final step that remains. The proper editing software will smarten the video with the appropriate visual appeal, transitions, music and special effects.
The shareability quotient
Now that the hard part is over, it is time you get the video to the masses. The sole purpose of making a good brand video is to take it to people and a good source is to tap the medium with 85% of internet users - YouTube. A well-rounded YouTube marketing strategy will help you with video creation, optimisation, marketing and promotion.
However, your video would fare well if it were built to be highly share-worthy. It’s simple to do so when it touches one or all of the following:
- A short and sweet message that is quickly consumable. Remember your audience has an attention span shorter than a goldfish (eight seconds to be precise). Make the most of the initial eight seconds in your video.
- Touch the target audience directly - address their pain points with power and take them on a story ride.
- Be authentic and avoid sounding too salesman-y.
- It is put on the best social media platform to generate shares.
- The audience or the viewer share the video, which pushes the content to a broader audience.
After you have generated the most palatable video content, some metrics that determine its success include view count, play rate, Click-through rate (CTR), bounce rate and time-on-page, conversion rate, social shares and engagement.
A brand video is your company’s face to the world. Ergo, technically a lot depends on it. To harvest all the rewards of a well-built, consumable and shareable video, it is quintessential you integrate the finest features of the abovementioned brand videos. Although it may seem like a back-breaking task, it is a good idea to start small. Maybe start off by converting a blog into a video if you are relatively new to the concept. Get a whiff of what it’s like to do video marketing and then build a good video that converts.
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