What Kind of Video Does Your Brand Need?
Spin Creative • June 1, 2021
Too many brands get started in video marketing without a precise direction, simply because they “need to do video.” While video marketing is a great choice for almost every brand, you don’t want to make video solely for the sake of making video.
Your video production strategy should be closely aligned with your overall marketing goals. The specific types of videos you share should support those larger goals and drive your brand in the direction you want it to go. If there’s a disconnect between your video marketing strategy and your marketing goals, you may end up wasting time and money on a poorly performing video with a low return on investment.
Some types of videos work well for all brands, while others work best for certain goals. In order to maximize your video marketing budget, think carefully about your marketing campaigns’ purpose and how video will align.
Video for all brands
The one type of video that every brand should have in their marketing arsenal is a brand story video. Every single business has a story to tell, whether you’re explaining how you started, what you do or how you plan to give back. A few-minute-long brand video is an excellent medium to share these things and build connections with your audience. Plus, the video can be used almost anywhere, from your website, to launch emails, to social media. If you’re getting started with video, make this one of your first.
Video for building brand recognition
If you’re a relatively new brand and your goal is to build awareness and recognition for your business, you’ll want to make videos that hold people’s attention. The best outcome is that people will remember your video days, weeks and months later—and your brand name along with it.
Your brand story video can certainly help accomplish this, but so can other branded videos. Short, humorous videos or very emotional stories that appeal to the human condition are some of the most memorable. These videos should be unique, entertaining and story driven for the best results.
Video for establishing authority
Your video strategy will look different if your goal is to establish your brand as an authority in your industry. In this case, the videos you create should be focused on teaching viewers, building trust and providing immense value.
Thought leadership or instructional videos are great choices for an ongoing video series that’s informational in nature. These provide value and position your brand as a trusted source.
Case studies
or testimonials are also important. By using real-life examples of happy customers and showcasing your brand’s solutions, you legitimize your business and build immense trust.
Video for increased conversions or sales
If your brand is well established and recognizable in the marketplace, you might be more focused on driving sales or conversions. In this case, your videos should be centered around your products and services.
Both product explainer and product demonstration videos dive into the key details and benefits of what you have to offer. These videos tell viewers what your products do and why they’re better than the competition’s. By highlighting specific offerings, you’ll pique viewers’ interest and push them further down the sales funnel toward a purchase.
There’s no right way to begin video marketing. However, you’ll get the best results if you think carefully about your brand’s goals and the types of videos that support them the most. Once your video is complete, you’ll want to use those same goals to determine the metrics you track, as well.
Is your brand ready to launch a new video campaign? Spin Creative can help you conceptualize and produce videos that meet your marketing goals. Say hello!
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
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