Building brand awareness should be one of the main marketing goals of any business, whether big or small. The inability to build awareness for your brand will make it extremely difficult for your company to succeed, much less to survive. There are many different strategies that you can implement into your marketing campaign in order to increase brand awareness, but it has become more and more obvious over the years that one of the most effective strategies is through the use of video content.
How Video Content Can Build Brand Awareness
With today’s technology, it has become incredibly easy for consumers to watch videos from wherever they are. Tablets and smartphones have made it possible to stream high-quality video as long as there is a decent Internet connection. This has made the demand for video content rise substantially from the days when it took minutes to buffer even the most basic video on a desktop.
Video content draws attention
Not only is it easier for people to watch video, they prefer doing so over reading written content. It’s much easier to watch a two or three minute video for most users than it is to read a page-long blog post. One of the reasons for this is that online users simply don’t have the attention span to read a lot of content; however, because visuals draw the eye and hold attention spans longer, video is extremely effective, especially when it is well produced.
Video content can deliver information quickly
Video also has the ability to deliver a lot of information in a short amount of time. For example, the features of a new shoe style could be described in an entire paragraph of text, while a three seconds of video can show the same and more!
Video content is extremely shareable
Video is more entertaining and easier for users to consume, making it more shareable – especially since almost every major social media platform allows you to post videos, while some, like YouTube, Vimeo, and Vine are social channels that are completely based on video.
When a consumer shares or likes videos on social media, they gain exposure to that consumer’s entire social circle, helping to generate more brand awareness.
Video content drives engagement
Consumers are more likely to comment on videos than they are on articles. By encouraging comments and discussions with your video content, you’ll make your audience more engaged with your brand. Higher engagement breeds greater brand recognition, loyalty and promotion.
Types of Video Content
Video is extremely flexible when it comes to the type of content that you can produce. The following are some of the most effective forms of video content that can be used to help increase brand awareness:
Consumers are more likely to trust other consumers than they are to trust the companies themselves. Providing videos of customer testimonials is also more effective than just providing a written statement since a written testimonial can easily be faked, whereas a filmed testimonial provides an air of authenticity.
Showing behind-the-scenes footage of your company is like giving consumers a private tour. It also gives them a look at some of the personalities at your company, which instantly makes your brand more relatable.
Product demos are a great way to inform consumers about your products and how they can be used.
Tutorials that are relevant to your products or services are valuable to your target audience, and are also highly shareable. Consumers love sharing content with friends and family that they think can help them.
Interviews provide two benefits: they inform your target audience about a certain topic, and they provide a look into the personality of your brand.
Tease your audience with sales or new product launches to generate anticipation.
Q&A’s are not only incredibly informative, but you can use them to engage consumers as well. For example, you can take consumer questions and use these as the basis for your Q&A.
How a Video Production Company Can Help
A good video production company won’t just be concerned about creating videos that look good, they’ll be concerned about making sure that the content is effective at achieving your goals. The following are just a few ways that a good video production company can create video content that will increase your brand awareness:
Meeting your specific needs
A good video production company understands that every client is unique. They will consult with you in order to determine what your brand’s identity is, who your target audience is and what your specific needs are. These factors have a big impact on what types of video content are produced as well as how they are produced.
Collaborating with your team
Once your specific needs are determined, a video production company should outline their ideas to you as well as be able to receive input and criticism so that they can improve and adjust their work to your benefit. Video production is a collaborative process, which means you are an important part of it.
The better the video content looks and sounds, the more effective it will be. Consumers are smart – they can spot amateurish productions a mile away. A good video production company will use high-end production equipment along with a team of experienced and skilled in-house crew members, from camera operators and sound designers to editors and colorists.
Building brand awareness should be one of your main priorities when it comes to marketing your business, and a good video production company can help you create the type of video content that will do exactly that.