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  • 5 Ways to Build a Better Brand Using Video

    A strong brand is crucial to the success of any company, regardless of your industry. Branding is how you introduce your business to the world and set expectations for the services you provide. Naturally, every company looks for ways to improve their brand. The most effective way to do that? We say, embrace the power of brand video.

    Today’s consumers increasingly prefer, and react more strongly to video over any other medium. Consider these statistics (source):

    • One-third of online activity is spent watching video.
    • 64% of consumers make a purchase after watching branded social videos.
    • Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.

    If you don’t have any experience with video, you may be wondering where to start. So, today we break down five ways you can use video to improve your brand. Keep reading!

    1. Vlogs

    Blogging is one of the most effective ways a business can build their brand. Blogs, when written well, provide great content to share on social media and often boost your brand authority. But, as we see an increasing shift from written content to video content, we recommend giving vlogging—or video blogging—a try.

    Vlogs provide all the benefits of a blog – informative content, conversational tone, actionable insights – in a more digestible, visually appealing package. If you want to get your brand in front of more eyes, video blogging is the way to go. In fact, videos receive 12 times more social media shares than link or text posts combined (source).

    So, the next time you have an idea for a blog, consider how you can turn the idea into a vlog rather than a written post. Keep in mind, vlogs should be short and entertaining while still packing enough information to be worth the viewer’s time.

    2. Brand story videos

    The best way to build a brand people trust is to give consumers an inside look at your company—its message, history, and the real people behind the work you do.

    Brand storytelling can be effective in many forms, but video has proven to be the best medium to elicit an emotional response from your audience. Start with a short video that details your brand’s creation and growth. What message was your brand founded on? What kind of experience do you aim to deliver to your customers?

    Customer testimonials are another effective form of brand storytelling. Film case study interviews with your top customers, highlighting what your brand has done for them. A quick success story video can establish your company as a reputable, trustworthy brand that delivers on its promises.

    Check out the following article to learn more about incorporating brand storytelling into your video strategy: What is Brand Storytelling: A Q&A.

    3. Video brochures

    Every brand strives to stand out from the rest of the pack. To do that, you must offer something different, an innovative twist on the tried-and-true methods of communicating with customers. Enter: video brochures.

    If you’re unfamiliar with the concept, video brochures include embedded video files within a promotional brochure, pamphlet, display or invitation. A video brochure includes a small LCD screen inside of the physical brochure or book. Video brochures are effective in growing your brand for several reasons:

    • They grab attention: People aren’t expecting to see a video when they open a physical brochure. They likely expect the traditional combination of images and text. But, even the best brochures aren’t exactly inventive.
    • They offer variety: Traditional brochures don’t offer much freedom for creativity. They include relevant information alongside some images, and that’s pretty much it. With video brochures, you have room to include a product demo or how-to video, a brand story video, or even a personalized message to your customers
    • They provide more value: If you’re lucky, a prospect will read through your brochure once and then cast it aside. Video brochures can include valuable videos, such as product demos, that can be referenced many times after a customer first opens it. Long term value goes a long way toward keeping customers engaged with your brand.

    4. Video business cards

    Video business cards accomplish something similar to video brochures– a unique twist on a classic business concept. A traditional business card tells people who you are, what you do, and how to reach you. That’s great– but it’s almost impossible to make your business card stand out from the pack, and it’s likely to be lost or, even worse, tossed in the trash.

    A video business card includes all the same information, but features a video that plays when opened. Instead of a standard card that tells people who you are, you can show them who you are with a visual presentation. This gives you the opportunity to make your business card more personable, so you and the brand you represent will be instantly memorable to whoever receives it.

    And while this video can be used in a physical format, it can also be used in digital formats. Consider it your video email signature!

    5. Live video streaming

    • Live video streaming is one of the newest and most effective ways brands leverage video for marketing. In fact, we’ll let these live video statistics speak for themselves:
    • People spend 3 times longer watching a live video on social media compared to a prerecorded video (source).
    • Live video is more appealing to brand audiences: 80% would rather watch live video from a brand than read a blog, and 82% prefer live video from a brand to social posts (source).
    • 45% of live video audiences would pay for live, exclusive, on-demand video from a favorite team, speaker, or performer (source).

    Live video can help build your brand because it allows you to interact with your audience in real time. You can host a live Q&A, stream coverage of an event, unveil a new product, and more. And, all the major social platforms now have built-in streaming capabilities, so it’s easier than ever to captivate your audience with live video.

    Final Thoughts

    There you have it, your guide to building your brand with video. Of course, this list is far from comprehensive– there are countless ways to effectively use video in today’s digital world. But, these five methods are a great starting point if you want to add some creativity, personality and emotional connection to your branding strategy.

    About the Author: Sam Holzman is the Content Marketing Specialist at ZoomInfo where he writes for their B2B blog. ZoomInfo is a leading business contact database that helps organizations accelerate growth and profitability. Sam regularly covers topics related to sales, marketing, and recruiting, and likes to write about sports and travel in his free time.