In 2023, video marketing will be the most effective way to convey a message. 73% of marketers include a brand video in their marketing strategy. What is a brand-video? Who is doing it right? How can you start?
What is a Brand Video?
Brand videos can be produced to highlight the company, its employees, core products or services. They are typically professionally produced and can range from one minute to ten minutes in length.
Contentworks Agency also creates brand videos for our clients who want to launch, relaunch, or celebrate an important business milestone.
Five types of brand videos
1. Video about company culture
Brand videos will take you behind the scenes and show the values, culture, and team of the company. Apple has created a brand video that is warm and welcoming about employee diversity.
You can use the video to recruit new employees, or for brand awareness. Authenticity is important for company culture videos.
Avoid using fake locations and stories, or models. Your audience will see right through them.
2. Milestone video
This is the most popular type of brand video. The milestone video celebrates a financial or work milestone. A milestone video can celebrate a company’s 50th birthday, or its record-breaking turnover or profits. By highlighting the company’s past, its successes or founders, it inspires confidence and trust.
The best milestone videos feature authentic videos and photos of the company’s past, as well as key stakeholders that will either contribute footage or participate in the video.
Tip for brand video marketing: A milestone video should not be used by marketers to close a deal. Avoid adding CTAs such as “buy now” and “try now” to the end of milestone brand videos. Keep your video simple and classy. End it with your logo, your website URL, your tagline or a quote by your founders.
3. Launch video
This video explains the brand, its values and core offerings. My digital agency produces pre-launch videos to solicit investment or signups prior to the official launch of a company. Subway created this funny mockumentary to promote their meat-free meatball sub.
Launch videos are usually made in their full length and then shortened to 30 seconds. The 30-sec. The 30-sec.
Brand video marketing tip: At the end of your launch video, you can be more promotional with a CTA that clearly states what is next. Try our meatless meatballs, “Sign up for our community”, or “Invest Now!” The tone of the video should be inspiring or exciting.
4. Case study/Testimonial video
In these brand videos, partners or clients may review and describe their experiences with the company. These brand videos can go into great detail depending on the industry. Superdry Norway talks about Samsung’s integration into their stores in this well-executed video.
Do not fake testimonials when creating brand videos! You may not be able yet to create a testimonial or case study video if you are a new business. It’s okay. Wait a year and put it on the back burner until you can include real testimonials and real customers.
5. Video of the Product
A product video will describe a product or service. The product video will usually start with a superficial look and then move on to a tutorial of how to use the item or its USPs. These types of brand videos are most suitable for products that are displayed. They are also popular in the beauty industry. This product video is from The Lip Bar.
You will need professional videography equipment to shoot all brand videos in high-resolution. This is true especially for product videos, where you will need to show close-ups of the product or results.
Tip for brand video marketing: Be clear about the product that you are promoting. Do not try to fit everything into a single video. Too much content can result in a video that is muddled and lacks a clear message. Marketers can find it difficult to be succinct, because shareholders see videos of products as an opportunity to include everything.
All of these types of brand videos have the potential to be big. The way these videos are received depends on many factors, including:
The messageOverall vibeMusicScriptingExecution of the videographyEditingHow well the brand videos are promoted online
Where Can Brand Videos be viewed?
Brand videos are produced and filmed in high resolution formats, and therefore can be used for a variety of purposes. This is different from a video shot on a phone, which would not be acceptable on a big screen in a cinema, for instance. Brand videos can be seen in cinemas, large screens (for conferences), electronic billboards at the level of Time Square, on landing pages and home pages on websites, or cut down to fit AdRoll.
How to Make a Brand video
You might be able make the video yourself if you work for a large company.
Quick checklist for Brand Videos
This is a list of resources that you’ll need to make a video for your brand:
A professional videographer with the right equipment and experience (cameras and lighting, microphones and tripods; Go Pros and drones; gimbals that allow the camera to move smoothly along an axis); An expert script writer with knowledge of script writing.A soundproof recording studio with a green screen.Access to a recording studio for voice-overs.Video editing software, as well as whoever knows how to use them.Understanding music licensing and stock footage licensing.Social media specialist who can advise
It is expensive to do this in-house. The majority of companies outsource their brand videos to marketing agencies who manage the video from beginning to end. In this situation, the company must assign the appropriate people to participate in the video as well as provide information and make buy-in decisions.
1. Get decision maker buy-in
You must first get the decision makers of the brand to agree with your plan. Before you can move forward, they must approve your budget, the concept and your general idea. You need to get approval for the cost of a professional brand video. It can range from $5,000 to $20,000. Be realistic with your timeframes, and don’t leave anything until the last moment. It usually takes 4-6 weeks to create a professional brand video. That’s assuming everything goes smoothly and everyone is on the same page.
2. Plan your route
After the budget is approved and you have a general idea, you will need to decide on a direction. What is the focus of the video? Who will be in the video? What are your key messages? It will be filmed at a studio, or on your premises? Where will you use the brand video?
3. Find a great writer
Finding a script writer who has experience with content writing can be difficult. Content writers are employed by most brands to write for their social media pages, emails, and website copy. That doesn’t necessarily mean that they can write good scripts. In general, a scriptwriter will charge up to $1,000 for a 1-min. script. Don’t make any compromises. Poor scripts will lead to a bad brand video.
4. Hire a professional videographer
Remember that we are not going to film the brand video with our smartphones. You will need a videographer who has a track record of creating immersive and stunning videos. Browse different portfolios to see what you enjoy.
Some videographers specialize in commercial or advertising videography. Some videographers have a greater experience with documentary or storytelling. You should give your videographer a clear brief. Will you use the video on social media sites? Does it require captions or text on the screen? Who will be watching and what is the main message?
5. Kick-off your meeting
Include the decision makers of the brand, the scriptwriter, and the videographer in your kick-off meeting. Include any project managers. You should avoid adding any extra attendees, as this would slow down the process.
You should set deadlines to complete the script, approve the script, and begin filming. To avoid major rewrites and edits, get approvals in phases.
Here’s me at a 6AM shooting with MotionMilk professional videographer Peter. Take photos of your shoot to use for later social media posts.
6. Filming Day
Prepare yourself for the filming day. Prepare everyone appearing in the video by printing out several copies of your script and agreeing on a schedule. You may need to decide on an overall look because certain clothing patterns and stripes will not work well.
If it rains, you should have a plan B. Consider timings that will avoid or capture traffic, rush hours, and crowds. Lighting is also important to your videographer, so be sure to follow their lead.
7. The right music and voiceover
After the video is recorded, you will be able to select the music as well as the voiceover. Music should be licensed and paid for. You can arrange a voiceover with a professional studio, where you can select from a range of voiceover artists. Choose carefully and take your time. Your video can be greatly impacted by the voiceover that you select. Turkish Airways Pangea featuring Morgan Freeman is a great example. As always, his voice is deeply impactful.
Upload captions. 80% of viewers are more likely watch a video that has subtitles. You can add additional languages to reach more people.
8. Launch the video
Your entire marketing team will be involved in the launch plan of your brand video. When will you upload your video? Where? How will you promote your video? Coordinating is important. It’s important to be coordinated, especially when you have spent time, money and resources making a great film.
9. Watch the video capture
You’re missing out on a crucial step if you don’t monitor the uptake of your brand videos. Brand videos aren’t typically made to increase revenue. It is intended to increase brand awareness, build trust in the brand, and spark conversations. Agorapulse allows you to accurately track and report your brand video’s uptake.
How to monitor your brand video
Promoting across multiple channels
Agorapulse allows you to easily upload videos on other channels. You can repeat them at different times and schedule it for different time zones. You can share the same video on Twitter and other channels, even though you only upload it to YouTube one time. You can also change the caption and thumbnail!
Monitor engagement
Brand videos can be a very engaging way to market your brand, but it is important that you dig deeper into the stats. Agorapulse lets you see in a single glance the engagement of your video (Reel, Story), with its top-level analytics. The dashboard now includes analytics for TikTok. Be sure to reply to comments if your video contains any.
Social media mentions
You can configure Agorapulse to display certain phrases, keywords or hashtags in your dashboard. Add the hashtags and title of your video to your dashboard when you launch it. This will allow you to monitor mentions. You can see how many people have talked about your video, and a general impression of sentiment. You can see how many organic and paid followers you have gained since you launched your video.
Uncover deeper data
You can now connect your Facebook Ads account and Google Analytics account to your Agorapulse Panel. You can now see a coordinated view of all your social media interactions, including how they are related to paid advertising, website traffic, and conversions. While most brand videos were not made to generate ROI, it is still possible to set parameters and monitor them on your dashboard. Don’t set a date too close to the end of a brand video. It may take ten days to see results.
In conclusion
When executed correctly, a brand video can be a jewel in the treasure chest of your company. It can be used to introduce your brand, establish trust, launch new product and communicate your company’s culture.
Sign up for a demo to see what Agorapulse is capable of for your video content.
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