In today’s highly competitive marketplace, it’s tough for brands to grab viewers’ attention. People are exposed to thousands of ads daily, making it tough to stand out. If you can relate to this uphill battle, it may be time to switch things up — is video marketing the way to go?
Absolutely. As of 2023, there are over 2.5 billion monthly YouTube users, and 96% of marketers consider video an ‘important part’ of their marketing strategy — if content is king, and video content is the emperor.
However, not all videos are created equal. Sometimes, you must pivot and try something new to connect with your audience.
Today, the savviest marketers are seeing the value of branded videos, and rightfully so. This strategy can surprise and delight your followers, connect with new leads, boost conversions, and lead to a greater ROI — here’s why and how to get started.
What is a branded video?
A branded video is marketing content created or sponsored by a brand but does not directly advertise the brand. While the story or message behind the video will reflect the brand’s values and mission, this approach focuses on positive association instead of self-promotion. It’s a way to connect with viewers constantly bombarded with ads. Despite that, the junk-ad epidemic can be used to your advantage, especially when you start investing in storytelling.
There are a lot of bad ads out there, which is why you need to focus on rising above to combat ad fatigue. Branded videos are an excellent opportunity to showcase your brand in a meaningful, transparent, and relatable way. A meaningful branded video can help you cut through all the digital noise, turning prospective customers into loyal brand advocates.
Think of branded videos as a way to share your missions or values without directly advertising your products or services. These videos could be case studies, origin stories, testimonials, an inside look at your company culture, or any other concept that helps you bridge the gap between viewers and your brand in a way that leaves a lasting impression.
Examples of branded videos?
- A cookware brand creating recipe tutorials.
- An outdoor brand sponsoring an influencer and creating interesting backcountry camping videos.
- A tech brand showcasing its sustainability practices in action.
In the above examples, products or services are not the primary focal point. Instead, these videos highlight who brands are to build genuine connections. The ultimate goal is brand awareness and alignment. As you build an active and engaged audience, you enhance consumers’ loyalty and trust first before you begin pushing sales.
Discover more: Boost Sales With Product And Service Videos
Key considerations when crafting a winning branded video
While branded videos do not prioritize selling, that doesn’t mean they do not convert.
Whether you aim to boost engagement levels, evoke emotion, make a fun or informative video that people want to share, or position your brand as an authentic industry leader, branded videos help you tick all those boxes — and then some.
Achieving these goals begins with an effective branded video, which is easier said than done.
So, let’s start with the basics:
- Know your audience: Regardless of your angle, you must know who you’re speaking to. You want to connect with viewers in a meaningful way. Focus on their pain points, passions, and unique motivations. This consideration helps you develop the right tone, message, etc.
- Focus on your video’s purpose: Is your goal to establish credibility, generate buzz, generate leads, increase brand awareness, or something entirely different? Once you’re clear about your goal, you can start creating your story, focusing on your brand’s core values. Your videos should portray how you can help viewers overcome their challenges while reflecting your brand’s personality.
- Consider no volume (add subtitles): Since mobile devices are the number one device for watching videos, many viewers watch content with the volume off. To combat this, you can add subtitles, but not before you make a storyboard. A video script helps organize your thoughts, ensuring your message is clear and concise.
The StoryBrand video framework — gain a competitive edge
StoryBrand is a company that helps businesses clarify their messages. Crafting compelling marketing stories is what StoryBrand is all about, helping brands of all sizes develop a clear message that can then be converted into a captivating story.
With the StoryBrand framework, you can easily tap into the power of storytelling, creating branded videos that resonate with your intended audience. Instead of listing facts and features, you create a story based on the seven parts of this framework — character, problem, guide, plan, call to action, help avoid failure, and success.
To begin, create an effective one-liner. This sentence (or two) is the condensed version of your StoryBrand BrandScript. While this one-liner can be used on business cards, as your website headline, social media profile description, etc., it is also a good starting point to develop an interesting branded video that nails what your brand stands for and why viewers should care.
Why consider a branded video company?
Developing your branded video strategy can be overwhelming, especially when creating the video — but it doesn’t need to be this way. You can make every dollar count when working with a branded video company to help you get the most out of your campaign. As Donald Miller, CEO of StoryBrand, says, “Marketing shouldn’t feel like gambling. It should be the kind of investment where you’re sure you’ll get a solid return on your dollars.”
When you partner with a reputable branded video company, you can ensure the most crucial aspects of any marketing-related video are met. Your video must be high-quality, include an effective story, and stand out. Working with a professional video production company helps you achieve that while eliminating the barriers that can quickly drain your budget.
Whether it’s access to the necessary equipment, crew, or expertise, a branded video company helps you create a story that drives higher engagement across a wider (yet still targeted) audience.
If you’re ready to take the next step to up your branded video game, McCully Media Group can help you every step of the way. Schedule a consultation to take your videos to the next level today!