Video is rapidly changing into the popular device for many entrepreneurs to attach with and attain new audiences.
Branding movies are undeniably efficient — together with a video on a touchdown web page can enhance conversion charges by over 80%, and the mere point out of the phrase “video” in your electronic mail topic line will increase open charges by 19%.
![→ Access Now: Video Marketing Starter Pack [Free Kit]](https://no-cache.hubspot.com/cta/default/53/8f27c677-d952-4663-8787-bf65c6a1ecf2.png)
For me, an excellent video can spark curiosity, get me asking questions, and even make me really feel emotional.
However what separates nice model movies from people who fall flat? Right here’s a take a look at what makes video advertising profitable, and 5 examples of manufacturers that acquired it proper.
Desk of Contents
What makes a profitable model video?
What’s a model video? Any video that promotes your model.
What makes a profitable model video? Any video that reaches your audience and causes the specified response.
For instance, if I’ve simply launched a brand new out of doors clothes model, my audience could be people who find themselves excited by tenting or different out of doors actions. My desired response is for potential prospects to go to my web site or social media pages.
Because of this, my video ought to concentrate on what my product does, not what my product is. This might imply creating a brief video of hikers exploring a brand new path or campers establishing subsequent to a lake, all whereas sporting my clothes.
I wouldn’t present costs or speak about particular product strains; I’d simply present my gear being utilized in real-life conditions. On the finish of the video, I’d showcase the corporate identify and web site.
Then, I measure the response. Have my customer numbers gone up? Have customers left feedback on social media pages or despatched direct messages? If sure, then my video was successful. If not, I would like to return to the drafting board.
Key Options of a Branding Video
No two advertising movies are the identical. Some goal consciousness, others drive conversions, and a few concentrate on offering info.
Whatever the intent, nonetheless, all nice movies share 5 key options:
- Readability: Nice movies have focus and function. They’ve a transparent message and use clear language and pictures to get it throughout. In addition they waste no time in attending to the purpose. Whereas there’s no hard-and-fast rule right here, adverts ought to keep within the 30-second to 1-minute vary for optimum affect.
- Specificity: For branding video adverts to work, they have to goal a selected viewers. For instance, in case you’re promoting top-of-the-line automobile care merchandise, your viewers is automobile house owners. Make your advert too normal, and it gained’t attain your audience.
- Authenticity: Whereas it might be faster and cheaper to make inauthentic movies utilizing inventory footage or actors as stand-ins for actual prospects, customers can inform if you don’t put within the effort. Need higher engagement? Put actual folks speaking about actual experiences on the display.
- High quality: Your branding video doesn’t want the finances of a blockbuster film, but it surely ought to look and sound good. Suppose clear photos, crisp colours, and clear audio. In case your messaging is nice however your high quality is “meh,” your video gained’t have the identical affect.
- Consistency: All movies act as ambassadors of your model. Because of this, it’s vital to make use of constant logos, fonts, colours, and designs to make sure customers can simply acknowledge your merchandise.
I do know — it’s quite a bit to think about when planning your model video and your general video advertising technique. When you need assistance getting your concepts off the bottom, attempt HubSpot’s free AI video device Clip Creator.
5 Examples of Nice Branding Movies
1. Tasty
The aim: Growing model consciousness.
Video may help what you are promoting attain new audiences and entice new viewers to your social media pages and web site, which is probably going why “enhance model consciousness” is the primary purpose manufacturers use video.
Take this video from Tasty, a Buzzfeed model:
Finally, Tasty‘s video isn’t meant to promote any merchandise (at the least, indirectly) — as an alternative, it‘s merely meant to entertain new audiences and, in the end, enhance consciousness of Tasty’s model.
Why I Suppose It Works
The video works as a result of it’s entertaining. It’s foolish, enjoyable to look at, and supplies a small however welcome diversion. Sure, it mentions Tasty, however that isn’t the main focus of the video. As a substitute, the advert supplies a jumping-off level for viewers to study extra about meals and recipes — which simply occur to be on the Tasty channel.
2. Fabletics
The aim: Driving new gross sales.
Think about the way you would possibly create entertaining or informative movies with the only function of accelerating model publicity.
Finally, model consciousness can foster belief and enhance model fairness, so it performs a essential function in your organization’s backside line.
To focus on this level, right here’s a video that I feel makes a very good instance. This video highlights Kate Hudson’s firm, Fabletics:
Whereas at first look it would appear like a considerably random video of Kate Hudson operating by means of the Aspen wilderness, it is really an efficient instance of a video designed to extend gross sales with out showing like, effectively, an advert.
As an illustration, whereas the video portrays Hudson in a spread of exercise gear from her October Fabletics assortment, it additionally incorporates an unique interview with the superstar to debate household, nature, and rising up within the mountains.
Add in a stunning Aspen backdrop, and viewers could be fooled by the true function of the video: to promote Fabletics clothes.
Why I Suppose It Works
Adverts that don’t look like adverts have gotten extra commonplace.
This advert works as a result of it leverages Hudson’s well-known identify and combines it with a well-liked clothes class: Athleisure. Present each in tandem and I’d say you’ve acquired a profitable advert components.
3. Gillette
The aim: Rising a social media neighborhood.
Do you know that 4 of the highest six channels world shoppers use to look at movies are social channels? Finally, many entrepreneurs use video to draw guests to an organization’s social pages.
Think about, as an example, this #ShaveItOff video by Gillette companion The McFarlands:
Whereas the video is undoubtedly entertaining to look at, it additionally serves a robust function: to ship a few of The McFarlands‘ 2 million followers again to Gillette’s personal social channels.
Better of all, the hashtag #ShaveItOff might be discovered on Gillette’s Instagram web page as effectively, guaranteeing viewers can discover the model no matter which social channel they like.
Why I Suppose It Works
Social media is among the fastest-growing platforms for product gross sales. Partially, that is due to an idea generally known as “ambient buying.”
In contrast to intentional buying, which sees prospects looking for out a specific services or products, ambient buying occurs when customers are scrolling social media or watching streaming providers and are available throughout an fascinating product.
This video works as a result of it options well-known TikTokers doing precisely what their viewers has come to anticipate — solely this time, it factors again to a companion product web page.
4. HubSpot
The aim: Educating prospects.
Video might be an extremely efficient device for schooling. This how-to video from HubSpot Advertising and marketing dives right into a game-changing expertise that is reworking the ecommerce world for small companies: text-to-image AI instruments.
Many individuals study greatest by means of visuals, which is why video could be a phenomenal device for educating prospects and even prospects.
Think about the way you would possibly incorporate academic movies into your individual content material technique in distinctive methods – as an example, maybe you embrace video demos for prospects, or how-to tutorials for brand spanking new customers of your product.
Why I Suppose It Works
HubSpot is a well known useful resource without spending a dime and complete content material.
After all, our final goal right here at HubSpot is to create new buyer connections, however this video exhibits the facility of offering one thing of worth without spending a dime to assist kickstart a reciprocal relationship.
5. Microsoft
The aim: Constructing model authority.
Much like the rationale listed above, the fifth purpose manufacturers use video is to construct model authority on a topic and show experience.
Ideally, this implies when individuals are looking for assistance on a sure subject, your model will present up. After watching your movies, if viewers really feel they‘ve gained distinctive perception, they’ll belief your model extra and discover different choices.
Think about what occurs once I search “Methods to run a vlookup” in Google. After I click on on the video part (since I favor studying about vlookups by means of visuals like video), Microsoft is the primary two video outcomes:
On this instance, Microsoft is demonstrating its model experience on the subject of its Excel product — and, extra broadly, something associated to expertise and information.
This supplies Microsoft with a very good alternative to showcase its model authority whereas attracting new guests to its web site.
Why I Suppose It Works
After I do a Google search, it’s uncommon I make it to web page 2.
Most often, I’m clicking on one of many high 5 outcomes, and at most I’m heading down by means of the highest 10.
Why? As a result of greater rankings are related to elevated authority on a topic, product, or service.
Microsoft succeeds right here as a result of it’s (nonetheless) capturing the highest 2 spots.
Branding Video: Getting Observed for All of the Proper Causes
Video will get you observed. Branding movies tip the scales — potential and present prospects get nearer or farther away relying on how effectively you package deal and convey your message.
My greatest recommendation? Don’t get locked right into a single branding strategy. Totally different movies have totally different functions. Some are designed to generate curiosity, whereas others drive new gross sales and nonetheless others look to construct neighborhood or construct authority.
What’s vital isn’t replicating what different manufacturers have completed, however quite defining a aim to your video, after which measuring how efficiently your video achieved that aim.
Check out The Final Information to Video Advertising and marketing to study extra about how one can create a robust video advertising technique to your personal model.
Editor’s word: This put up was initially printed in November 2020 and has been up to date for comprehensiveness.
