9 Ways Brands Use Video to Increase Awareness & Engagement

What is brand awareness and how does it affect your business in today’s digital age?

Turns out, it affects things a great deal. According to Harvard Business Review, 64% of people said that shared values were the main reason why they had a relationship with a brand in the first place.

Regardless of the industry that you’re operating in, building brand awareness should essentially be one of your highest priorities at all times. Staying in front of potential customers is critical to increase overall brand awareness and engagement.

In many ways, brand recognition is about a lot more than whether someone instantly recognizes your logo when they see it or not. It’s about the long-lasting, meaningful relationship that you’re able to forge with your target audience.

It’s about the feeling and emotion that you’re able to invoke at the mere mention of your company. It’s about loyalty, respect and honor – all in one convenient package.

1. Tell Your Story

Videos let you tell your story in an entertaining or interesting way. Part of the reason that video production can be very effective for even small businesses is that it gives you the opportunity to explain the benefits of your product without commercial constraints. While television and radio commercials are limited to 30 and 60 second spots, your corporate video is not subject to those limitations. Although you can make your video production as long as you like, it works best online if it’s under five minutes.



2. Search Engines Favor Videos

If your video strategy is thoroughly documented and clean cut with a description and tags, and if it provides solutions to what online surfers are searching for, then it can get high rankings in search engines. Even if you run a small business, by cornering a niche on YouTube you can build a loyal online following. YouTube is also a social network, making it easy to engage with followers. Another great way to boost search engine rankings for videos is to use transcriptions. Posting your content in video and text formats helps build your case as an industry expert.


3. Easy on the Eyes

Online video is much easier to watch than reading a book. As important as reading is, video is simply more enjoyable and allows the viewer to relax. People like to watch videos partly because it doesn’t require much effort, whereas reading is more like actual work. One thing videos can do better than a classroom is give the student control of the pace of absorbing content, leading to a better understanding and quicker learning curve.



4. Creative Brand Awareness

What makes video production so special is that it combines visuals with audio, simulating a real-life experience. Video can help make consumers feel they have experienced a product even if they’ve never bought it. Out of all the different ways to build a brand, video is the most powerful because of its production techniques. Marketing videos can help bring a brand to life by associating it with other images that stick in the viewer’s memory. Another advantage to videos is that they can include music to help enhance the mood and intensity.


5. Opportunity for Call-to-Action

An effective video marketing campaign should end with a strong call-to-action statement. Whoever is voicing the video should direct the viewer to visit the website to learn more information about the brand and product. If your message is well executed, then it can lead to countless conversions. Remember that hard sales pitches do not work well online since many people use the Internet to do their own research and avoid sales pitches.



6. Share on Social Media

One of the best reasons to engage in corporate video production is that it can be shared with your followers on social media. Social media is for business too. If the video marketing is compelling enough, it can lead to comments and discussions about your business. When people share your videos through social media, it’s like free advertising–you’re getting your customers to do your marketing for you! These days, many consumers base purchases on recommendations from friends, which is why online reviews have become so influential to sales. Sites like Yelp.com have opened the information highway of consumer opinion.

2.7 million views after 2 months on YouTube is a success! Here, we created a 3D animation marketed towards young adolescence and the results show the power of
social media:



7. Customer Testimonials

A very effective way to let your followers know what other customers think about your brand is to make a video production of people giving testimonials about your product. Make sure you use honest responses so that it doesn’t appear to be staged. Let the most articulate and descriptive customers tell your story for you and influence other potential customers through online video.




8. Core Values 

If 64% of people said that shared values were the main reason why they had a relationship with
a brand in the first place, it is important to show how your company gives back.



9. Recruiting Tool

Everyone can agree that trying to find and attract the best talent is not an easy task. A study by
CareerBuilder indicates that job postings with videos get viewed 12% more than posts without
videos. Talent Works also reports that job posts with recruitment videos get 36% more
applicants than those without!


Considering Videos to Increase Engagement for Your Brand? 

Since 2007, we’ve helped both big brand names and smaller companies accomplish their marketing goals as a video production partner to create video content that illuminates their unique audiences and inspires them to action.

Find out how our simple four-step process for producing high-level video content can work for you – and don’t forget to take a look at our featured work.

Contact a Video Strategist

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