Building a brand with video marketing is a hot topic, and for a good reason.
As the popularity of video continues to grow, brands need to have a clear video marketing strategy, especially on social media. Creating engaging, high-quality video content is the key to staying relevant in an ever-crowded market.
With the rise of new video platforms and formats such as IGTV, TikTok and stories, there are also huge untapped opportunities that you can take advantage of to boost your branding.
If you’re not already making quality video content for your audience, you are falling behind. The good news is that it has never been easier to make video content. The barrier to entry has dropped dramatically and audiences have an appetite for the content of any production value.
You no longer need to hire a videographer and sit through multiple revisions of the same video; you can now record amazing HD quality with your smartphone and use a simple online video editor to create highly engaging videos in just a few clicks.
Before we start, let’s define what we mean by “using video marketing to build your brand.” This is the act of creating video content relevant to your audience that builds trust and awareness in your brand.
Here, we’re going to focus on video marketing – primarily on social media – but the lessons can apply to many other types of content and aspects of your business.
In this post, I’m going to share with you how video marketing can help you build your brand, and explain strategies and examples you can use. We’re also going to have a look at easy ways you can get started creating video to build your brand online. Now let’s get to it!
Your brand is arguably the most important asset that your company owns. It is more than a logo; it is everything you do. Every interaction you have with your audience is a touchpoint, an opportunity to connect and tell your brand story. It’s a way to communicate who you are, what your values are and what you stand for.
How you decide to shoot your content, how often you share it and the production value are all part of your brand story. Everything you do, even if you do nothing, says something about your brand.
By creating quality video content regularly, you are keeping your brand relevant and also growing your audience.
Why?
People like to do business with companies they are familiar with. Over time, this strategy helps build a relationship with your audience and therefore solidifies trust with your brand that can be leveraged when you need it. Like building anything of value, it takes time and a lot of love.
If you’re building your brand from scratch, think about what kind of content you want to make, but more importantly, who it’s for and what you want to say. The videos you decide to create and share with your audience will start shaping a narrative around the type of brand you are.
If possible, we believe you should start creating content and building your audience before you launch your business. Having this foundation is a great sounding board to help you develop ideas and also provide insights into who your audience and future customer is!
If you already have an audience and want to start making video content, think about what your audience responds well to. This might involve a little bit of trial and error to start with; however, people are generally quite good at letting you know what they like and what they don’t.
Video as a format is extremely versatile; it can be used to educate, entertain and inform your users.
Because of this, you can use video in many parts of your company, from social media to creating educational content.
Here are 2 popular video content types that perform extremely well on social media, and that you can use to build your brand with video. The goal here is to create content that provides value to your users.
Popular influencers like Gary Vee have built huge followings on social media by creating thought-leadership videos.
The format is simple: Pick a topic and provide value to your followers. For example, a personal trainer might create a video on the latest nutrition trends. This type of content will engage your audience and also help you build your following quickly, as it’s extremely shareable.
This format also naturally increases your sales and revenue, as it positions you as a figure of authority. If you would like to learn how to make a video like Gary Vee, here is a great tutorial.
A recent study found that 51% of YouTube viewers use the platform to learn new things. This means there’s a huge opportunity to use this format to build your brand while also teaching your audience something new – whether through a workout routine, a programming concept or a simple how-to guide.
These videos are a great way to offer value to your following; all you have to do its offload your knowledge and expertise in bite-size videos.
Finally, let’s look at how to get started building your brand with video.
The most common misconception is that you need time, equipment and budget. Therefore, you’ll be able to execute all of the examples I’m going to give yourself, with just your smartphone. Don’t set yourself up for failure by aiming too high; instead, let’s get the ball rolling by making some basic videos that you can create now.
Next time someone joins your mailing list, follows you on Instagram or likes your Facebook page, why not send them a quick thank-you video? You will be shocked by the response! This personal touch helps you build relationships and also set great foundations for long-term brand loyalty.
Record a simple video explaining what has been going on this week / month / year. Gym Shark’s CEO Ben Francis posts videos on his YouTube explaining how he has grown the company from his bedroom:
There are no fancy tricks, just a camera with some images added to it. Here is another one he posted on his Instagram; all he had to do is add text and subtitles to the video:
As gym share is one of the UK’s fastest-growing brands, I think we can all learn from Ben’s approach to video marketing.
Video is one of the best formats to show off a product, whether an item of clothing, a digital product or even an online course. Use video to demonstrate this product to your audience, show them what’s inside and give them a sneak peek or a detailed overview of why it’s great.
If you’re building a personal brand or are a thought leader, you can simply record a video of yourself sharing some of your experience, tips, tricks and wealth of knowledge.
Don’t forget to keep it simple and try not to overthink it. To illustrate this point, below is a video Google published over 12 years ago on their YouTube channel. It’s narrated by the product engineer who personally introduces himself in the video. Google has come a long way since then, but it’s important to remember that we all have to start somewhere!
Don’t take it too seriously; have fun and be creative.
And, don’t expect to see dramatic results on day one, as building a brand take time. Your persistence and creativity will pay off in time.
Just like we said before, your brand is everything you do. Even if you do nothing, this says something about your brand, so don’t be a brand that gives up.
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