According to a recent survey, 64% of the consumers said their purchase decisions were influenced by watching marketing videos on Facebook.
When you’re creating a video with the objective of building your brand identity, you want to be able to make sure that you’re representing the core brand values in the best way possible in that video.
The brand video has to resonate with your target audience so rushing it is NOT an option. We’ve compiled a list of tips and tricks for you all to create a brand video that is surely going to appeal to your targeted audience.
1- UNDERSTAND WHY YOU ARE CREATING THE VIDEO
The best brand videos always come up with an objective. You have to be very clear about what you want to achieve out of the video. Successful videos are well-thought out; they are a representation of the brand and should have the capability to connect with the target audience of the brand.
Ask yourself a few questions before you set out to produce the video:
Are you looking to spread awareness about the brand or business? Sharing a factual or informational video about the industry would be a great way to go about it. When you completely understand what you are trying to accomplish and who would be watching the video, you can customize it to fit the marketing platforms.
2- UNDERSTAND YOUR AUDIENCE
The next thing that you have to do is to understand and think about your audience. The content that you are producing is for them. Understanding the people that you are trying to reach to would help you in creating the content that they would be interested in.
The easiest way to do it is to sit down and put yourself in your target customer’s shoe.
Ask yourself the questions that your customer would ask!
If you’re reaching out to new customer base, you’d like to start off with explainer videos that focus on the basics. If you are reaching out to your existing customers, adding value to your video content beyond what the customers already know is the right way to go about it.
Keep the following demographics in mind when you are trying to understand the audience:
• Interests & hobbies
• Existing customers or potential customers
• Customer platforms
3- GATHER DATA BUT DON’T RELY TOO HEAVILY ON THE SCRIPTS
Video scripts are one of the most amazing tools to keep you on track while you are creating video content. But relying too heavily on them can make your content robotic in nature and hurt the authenticity of your brand.
Innovate and be as creative as possible. Gather all the data you have on your brand or business including pictures and videos. The continuity in the brand image is essential. Use your script for key points but do not rely too heavily on them.
4- SPEAK IN YOUR BRAND’S VOICE
When we say that you should speak in your brand’s voice we do not mean it in literal terms. Your videos are an extension of your brand image and they should revolve around the tone set by your brand.
A good approach would be to take copy off your website and use it in your video. Incorporate customer testimonials using the brand language to add more authenticity to your brand video.
When it comes to incorporating text in the videos, there are no hard rules about it. You can approach the text in your video in any way that you deem suitable. Just double check the typos before the video goes live.
5- TRUST THE HUMAN ELEMENT
People want to hear from the sources they can relate to. A brand video revolving around an average Joe would appeal much more to the general audience than a brand video that revolves around the brand and its products.
Your customers would want to see someone like them speaking about the product or service and its benefits. The digital world is full of ratings and reviews but what the people still trust the most are the elements that they can relate too.
Adding a human element to your brand video is a great way of gaining customer trust and adding credibility. Everything in the video does not have to revolve around your product or service. The content can be unscripted but should revolve around the narrative.
Including behind the scene footages is another great way to gain customer trust and engagement.
6- CONSISTENCY ACROSS THE VIDEO
Consistency and quality can never be compromised when it comes to creating a brand video. Best brand videos across the globe have these two common elements amongst them.
Without quality, you would lose the engagement that has to be generated among your customers and without being consistent, you would lose the chance to create a long term relationship with your clients.
Earlier we mentioned the inclusion of text in this article. Text is a great way of portraying consistency across the brand not only in terms of the language being used but also the colors and typography that your brand has chosen.
It would create an aura of multi-channel consistency and the brand would be able to flourish accordingly. Including your logo in the videos is also essential.
7- BE STRATEGIC
You’ve understood the fact that your videos have to be authentic and engaging but it does not mean that you shouldn’t have a clear strategy in place. Every member of your team should be engaged in the creation of the video and it should be on the top of their heads.
The platforms that the video needs to be sent out to, the message and the goals should be set in a strategic way. If you have to create a series of videos, the content strategy should be in place; the frequency of how often the videos would come out should be set and you should have an estimate of how long would it take for you to reach your desired goals.
WRAPPING IT UP
As long as the message being sent out in the video is clear, you’re all set to produce a great brand video for your business. These tips will help you create a perfect brand video for your brand and would envision everything that your brand represents!