What Makes an Effective Brand Video
Video is now a key component of any brand strategy. When planning your video strategy, you need to carefully consider how and what role video plays amongst all your marketing assets. Because of the format, video is perhaps the best opportunity to tell the story you wish to convey across other platforms.
In many cases video will be the first time viewers are introduced to your brand, and it needs to accurately convey your message while encouraging the viewer to engage. When done correctly, your video will fit seamlessly into your brand’s identity.
Let’s explore the components you need to create an effective brand video.
Captivating titles and thumbnails
Titles and thumbnails are often the first impression viewers have of your video. These two components help viewers decide whether they want to watch, or keep scrolling.
Frame your headlines as a solution to what your audience is searching, and include keywords they’ll use. Titles like, “Four Proven Ways to Increase Your Real Estate Profit” or “Stop Losing Customers with These Six Tips” effectively illustrate what viewers will see in the video and what they will gain by watching. Test different headline styles (e.g. positive or negative framing) to see what garners the best response.
Thumbnails are a visual expression of what your viewer will find in the video. Faces are much more captivating than other images, so if you have a speaker in your video use an expressive photo to draw in your viewer. Bright colors and engaging copy on the thumbnail are also effective at capturing viewers’ attention.
Harborstone Credit Union brand spot, created by Spin Creative.
Consistent visual style
Visual design in your videos quickly sets the tone and is a cue for what viewers can expect. You can create consistency in many ways: video titles and thumbnails, fonts, format, shot framing, wardrobe, colors, speakers and more. Consistent visual cues will help your viewers recognize your videos and form a connection with both your video content and your overall brand.
Visual style also needs to be consistent with your brand outside the video. You already have a brand logo and assets that carry across your website and print materials. If your website is bright and loud but your video is soft and ethereal, your viewers may be confused at best, or think you’re an entirely separate brand at worst.
Speaking to your specific audience
While you may want to cast a broad net to gain more viewers, you need to know your audience. What resonates with them, and what doesn’t? What kinds of videos do they want to watch? Are they moms used to watching how-to vlogs, or college kids who love brief viral clips?
Beyond knowing your audience, reflect inward and create videos based on your company’s strengths. What are you and your colleagues experts in? How can you help solve problems for your viewers? Think about your past blog topics, or create a list of ideas you want to explore, and plan how you could turn those into short brand videos.
Effective brand videos do just that: convey your brand. Consider what you hope viewers will feel and learn about your brand when engaging with your videos.
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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.
