The video marketing tsunami began a little over a decade ago thanks to video-sharing platforms like YouTube that set the stage for what has become one of today’s biggest trends.
Video’s potential as a tool for brands to grow their influence became obvious when YouTube saw a video hit 1 million views for the first time, it was a Nike ad—uploaded in 2005—featuring Brazilian soccer player Ronaldinho.
Today, we can see how video has taken over the internet to the point of saturation. This means that brands must know what works and what doesn’t so their content has a shot at rising above the noise.
Understanding the video marketing landscape
Due to COVID-19, the video marketing landscape saw a significant shift.
Content consumption and creation were already on the rise and the pandemic accelerated things even more.
Brands that are keen to make the best of this rich medium will find some of these insights useful.
- Videos that rank on the first page of YouTube have an average length of 14 minutes and 50 seconds (Backlinko)
- 71% of people picked YouTube as their favorite platform for watching videos. (MotionCue)
- Between March and April 2020, the live-streaming industry reported a 45% leap in viewership. (StreamElements and Arsenal.gg)
- 68% of consumers spent a quarter or more of their time on social media watching videos. (MotionCue)
The stats above shed light on the directions you can take with you video content.
The live streaming sector in particular flourished this past year.
As a company, arranging live experiences like events and webinars is definitely worth the investment.
Another thing to note is that the nature of your content will determine the fate of your video.
Brand videos in demand
Did you know that 52% of people feel that they trust a company more after watching a video that features their team?
Normally, people tend to view corporations as soulless entities; therefore, videos that showcase a company’s culture can help humanize your brand; allowing you to overcome the ‘evil corporation’ trope.
Here’s what else is in vogue:
The stats show that people gravitate toward entertaining and educational content.
You could combine the best of both worlds and create infotainment videos!
Relatable stories, ones where the viewers can picture themselves in the scenario playing out, have also done well, and content that offers emotional or technical support to audiences is another thing to consider.
Additionally, how-to videos did really well this past year.
According to YouTube Culture & Trends, search queries for terms like “how to cut hair,” “home workouts,” and “cooking” saw a major increase.
We may see this trend continue as more people realize how gratifying DIY projects can be.
So far, the statistics and trends back up the claim that videos can help brands win. The catch, however, is that the content has to be good.
Viewers want well-researched, good quality stuff that adds value. So, here’s what you need to keep in mind to make videos that your viewers will enjoy.
To make better videos, invest in the process
The idea is simple: If you want a stellar final product, you’ll have to perfect the process.
Take a look at the steps below and try to think of each one through as you move ahead.
1. Set your objective
Decide what you need the video to accomplish. Is your objective to generate awareness, consideration, or conversions?
It all depends on your buyer’s journey and intersecting it with valuable content.
Once you have your purpose sorted, you can move ahead with a clear idea of what you need to achieve.
Try to keep your objective narrow and focused. If you try to make an all-in-one video, something that aims to accomplish all your goals at the same time, you’ll easily go off track and find that your project lacks cohesiveness and direction.
2. Understand your audience
Select your target audience and step into their shoes to understand their psychology. This will later help you design a compelling message.
Additionally, your video’s tone and style—whether animated, live-action, or a combination of both—will partially depend on the viewers you want to zero in on.
3. Consider where you’ll distribute your videos
Deciding early on about where you’ll want to share your video is important because there are plenty of factors, such as video length, specifications, nature of the content, etc. to keep in mind before you move forward.
You can also repurpose and distribute a single piece of video content on multiple channels. This is a great approach if you want to maximize your video’s ROI.
In fact, repurposing content is a solid strategy for producing videos at scale.
4. Convey your message compellingly
Package the message of your brand video as a story and focus on keeping it simple, concrete, and concise.
Stories tend to work well because they act as a mental flight simulator. Take your audience on a journey and get them invested in whatever it is you have to say.
5. Be mindful of the editing
Your video’s editing style will vary depending on the target demographic and your brand personality.
Aim to preserve the tone of your content because you wouldn’t want to have fast-paced cuts in a video that’s supposed to be mellow or somber.
6. Include a CTA
Tie it all into the initial objective. Insert a call to action (CTA) and don’t be coy about it.
Once the CTA hits, your viewer should know exactly what the next step is. Guide your audience on the designated path so they can complete their journey.
We’ll leave you with a few awesome examples of brand videos we love so you can get inspired to make your own.
5 brand video examples
Burberry originally focused on producing weatherproof attire for polar explorers. This dance extravaganza ties its modern-day high-fashion image to its roots.
It’s the past and present in one phenomenal performance.
e.l.f cosmetics highlights everything it stands for in this super short eye-catching video.
A great example on how to strip back the messaging to reveal the essence of a brand.
In the self-care app arena, Headspace stands out.
In just under two minutes, you get the idea of how the app works.
And the best part, their brand videos and promos feature adorable characters that remind me of Foster’s Home for Imaginary Friends!
Lego makes some of the best videos. They are so on brand and full of wonder.
Here’s one that reimagines the world through the eyes of the new generation.
When you think of Harley-Davidson, you can’t help but picture a lone rider cruising down a wide-open road, riding off into the sunset.
The brand captures the feeling of riding its motorcycles in its brand videos, and the viewers love it.
Once you put the right amount of elbow grease into the process of creating a great brand video, your end product won’t fail to deliver.
I hope these stats and tips have better equipped you to compete in the video marketing arena for 2021 and beyond.