Did you know that 85% of businesses, both big and small, now include brand videos as a part of their video marketing campaign strategies? That’s because businesses observe the success of video marketing campaigns, which is that people are more likely to engage, respond, and even convert if there was a video embedded in their social media posts, emails, and landing pages.
Here are some statistics to prove the success of a video marketing campaign strategy:
- Brand videos posted on social media tend to get 1200% more shares than text and image-only posts combined (Small Business Trends, 2021)
- Adding a video on your landing page can increase your conversions by 80% to 86% (Smart Insights, 2019)
- Adding brand videos to your emails can boost your click-through rate by 300% (HubSpot, 2019)
If you haven’t made a brand video for your business, you’re missing out on an important part of the video marketing campaign strategy! Brand videos are an important tool every business needs to have in this digital era, especially if you want to thrive and grow. The good thing is: It’s never too late to start! In this article, we will discuss the 7 effective brand videos you can use to inspire your video marketing campaign.
But before we proceed, let us first define what a brand video is and why it’s important.
What Is A Brand Video And Why Is It Important?
A brand video is a part of a video marketing campaign that aims to showcase the values, personality, or human side of a brand or business through storytelling. You can use it to better communicate your brand to your target audience and position yourself uniquely in their minds.
Brand videos are incredibly important to video marketing campaign strategy because they allow your audience to see who you are and what you believe in. They increase your relatability, which allows consumers to identify themselves with you. This can also create a sense of trust and allow for a deeper connection with your audience.
5 Qualities Of Effective Brand Video Marketing Campaign Strategy
Not all brand video marketing campaigns are created the same. So, to make sure that your brand videos are effective and guaranteed to achieve your campaign goals, here are the four qualities they need to possess:
1. Captures the attention of viewers:
People today are bombarded with so much content and information across various platforms. So, it’s important to create a brand Tailored For Your Target Audience
The most successful brand videos are those that were tailored specifically for the target audience. You want to take your time in figuring out who your target audience is and what they’re like
3. Inspires People to Take Action
You want to create your brand video in a way that motivates your target audience to know more about what you have to offer and do business with you – and not just because your products are great, but because they’re drawn to your brand.
4. Provides an Emotional Value to Its Viewers
Emotional value refers to the feeling customers get when they interact with your brand. Your brand video should communicate that emotional value to your target audience and leave a lasting impression in their minds
5. Clear Calls-To-Action
Even though brand videos don’t directly promote a business, it’s still important that you tie your businesses back to establish relevance and context, and explain how it correlates with you
7 Effective Brand Videos To Motivate Video Marketing Campaign Strategy
1. #LikeAGirl by Always
Always, by P&G, launched their #LikeAGirl video marketing campaign way back in 2014, but if you watch this video now it remains to be as impactful as it did when it was first released. This video tackles a prevalent issue in society which is gender bias and stereotypes.
The phrase “like a girl” is coined as an insult but Always turned this term into empowerment. They did such an amazing job in their video marketing campaign of showing the world how this term affected society, especially girls pre and post-puberty. This sparked conversations in society. And because of this video marketing campaign, the brand will forever be remembered.
What Makes #Like a Girl So Effective?
What makes this video marketing campaign so effective is that the brand was able to identify the common problem its target market faces, which is that the puberty stage is a time when they feel the least confident. The brand leveraged its legacy of supporting girls as they transition from puberty to womanhood to show its target market that Always is their champion of confidence during this time. They were able to successfully redefine confidence in a way that was true and relevant to their brand.
This video marketing campaign was a major success. It garnered over 85 million views worldwide and Always’ brand equity experienced a double-digit percentage increase throughout the campaign. But more than this, the video made a lasting impact on society. After watching the video, 76% of respondents said that they no longer saw the phrase “like a girl” negatively. And 2 in 3 men said they’d now think twice before using the term as an insult.
How Can You Apply this to Your Video Marketing Campaign Strategy?
According to Edelman, 64% of consumers want brands to take a stand on social or political issues. They said that they would either buy and support or completely boycott a brand based on their position on a social or political issue. So, for your video marketing campaign this year, you might want to try and address a social issue that’s relevant to your target audience and position your brand in a way that remains true to who you are.
2. Best Toy Ever by BarkBox
This brand video marketing campaign by BarkBox is simple yet it works and very much resonates with dog owners! In this video, they showcased dogs playing and having fun with their choice of toys from BarkBox.
What Makes “Best Toy Ever” So Effective?
For dog owners and lovers out there, this hilarious footage of dogs having fun with toys is just an adorable sight to see! When BarkBox made this video, you can tell that they had their target audience in mind. They know that a dog owner’s happiness is their dog’s happiness.
So, they used emotions and positioned their product to be the “provider” of joy and excitement in dogs!
How Can You Apply This To Your Video Marketing Campaign?
According to Hubspot, out of the 1,400 most successful advertising campaigns, those that showcased emotional content performed 31% better compared to those with only rational content. In your video marketing campaigns, you want to use emotions to capture your target audience.
Depending on your product, audience, and industry, you need to dig deep and figure out what feelings you aim to target and feature in your campaign that will inspire and drive your audience to take action.
3. Will It Blend By Blendtec
If you’re struggling with how to leverage emotions to feature your business or brand, you can use Blendtec’s “Will it Blend” video marketing campaign as an inspiration instead!
What Makes “Will it Blend” So Effective?
This video marketing campaign is as simple as it could get. It demonstrates how the blender works but with a twist! Instead of blending the regular stuff we blend, like fruits or vegetables, Blendtec released a series of videos throughout the years showing people that it’s capable of blending everything from markers to a pokemon figurine to cell phones and even tablets!
These videos prove that the blender is indeed durable, which rings true to its brand slogan “A Superior Blending Experience”. The twist and the humor of this video are what captures a customer’s attention! It makes you unhappy with the inefficient blender you have at home and makes you want to switch.
How can You Apply This To Your Video Marketing Campaign?
According to Omnikick, shoppers are 1.81 times more likely to purchase a product after watching its explainer video. By adding a little twist to your product demos, you can make them even more memorable and effective!
If you do it right, it might even have the potential to go viral if you share it on social media!
4. Million Dollar Challenge By GoPro
In this video marketing campaign, GoPro features the different first-hand experiences of their customers with their product. It’s a creative and unique way of showing customer testimonials.
What Makes the “Million Dollar Challenge” So Effective?
Even without narration or any text, this brand video marketing campaign is extremely effective because it speaks directly to the desires, ambitions, or dreams of someone who wants to own a GoPro.
It captures the adventurous, outdoor-loving, and free-spirited character of a GoPro customer! And what makes this even more impactful is the fact that the clips compiled in this video are user-generated content. Meaning, these footages first-hand experiences of GoPro customers, which adds the authenticity factor.
How Can You Apply this to Your Campaign?
This video is a great example of a brand showing authenticity. According to SocialMediaToday, 90% of consumers consider authenticity as a key factor when deciding which businesses or brands they like and support. In your video marketing campaign, you want to showcase the authentic side of your business.
Encourage your customers to send you a clip or an image of their first-hand experience with your products through a contest. And then use them to narrate your brand story. It’s an authentic way of showing your target audience who you are, what your product is, and how it can be beneficial for them too.
Are You Ready to Level-up your Video Marketing Campaign Strategy with Brand Videos?
As a small business, you don’t have to spend millions to create effective brand videos.
You only need to have a clear understanding of who you are, who your target customers are, and how you can make yourself relevant to them, and you’ll have a clear vision of how your video marketing campaign should go and how your brand video should look like.
