How to increase brand awareness with video
A common problem for marketers across the world, unless your name is Elon Musk or Bill Gates, is trying to increase brand awareness.
It’s not easy and a it can take something really special or different to make you stand out from the crowd.
We believe that consistent video content is a key component that you’ll require to raise brand awareness and really stand apart from the competition.
BRAND AWARENESS
If we’re going to tell you how to increase brand awareness, it’s probably important that we’re on the same page about what brand awareness actually is.
It’s how familiar your target audience is with your brand.
Good metrics for this in the modern day are things like your mentions on social media, followers, impressions, likes, shares, etc. Where do you rank on search engines for industry keywords?
Using Google analytics to track your visitors is a great way to stay on top of measurement too.
It’s incredibly important to have good brand awareness, and continually increase brand awareness, because ultimately it’ll define a customer’s buying decision.
BE CONSISTENT
Before reading on and getting to how video can increase brand awareness, it might be wise to do a couple of checks across all of your marketing channels and materials.
There are a lot of different ways to define what a brand is, but ultimately it’s a combination of all the things that make you different from everyone else.
You need to first define what your brand is.
Are you funny or are you corporate? Do your colours match up? Is the same font used across everything?
How can people associate your brand with something if they’ve got a million different things to associate things with?
Be consistent and make sure you are before you think about using video.
INCREASE BRAND AWARENESS WITH VIDEO
VIDEO ON YOUR WEBSITE
First things first, you need video on your website.
YouTube is owned by Google. Google wants brands to spend money on advertising space. Google promotes YouTube, Google pushes websites with YouTube videos on up the rankings. The capitalist circle of life.
Your website is the hub of all your marketing efforts. It should be the centrepiece of your sales and marketing department; the first thing most people are going to see about your organisation.
In this day and age, you should have a headline video, or at least a video on your homepage, that shows what you’re all about.
Headquarters, case studies, values, your mission, your services; all great things to include in a video on your homepage and increase brand awareness.
Not only that, but video is the most eye catching and memorable form of online content. In fact, according to research, viewers of video will retain 95% of a message as opposed to only 10% when read.
In fact, according to research, viewers of video will retain 95% of a message as opposed to only 10% when read.
If you have a memorable video, people will remember the brand and become a return visitor. This is how brand loyalty starts, so it’s a really important step to increase brand awareness.
Once you’ve created a video, you have a tangible asset to post across your social media channels, put onto PPC ads, play on the screens in your office or send out through email.
It’s an incredibly valuable tool that you should be utilising.
VIDEO ON SOCIAL MEDIA
It almost goes without saying that the best place to share content nowadays is on social media, but you’d be surprised at how many organisations aren’t using it well, or even at all.
If you’re from one of those organisations, fix up!
There’s no real limit to how much you can share your video content on social media, even to the point of annoying people! The best content is that which elicits an emotional response, so there’s genuine science behind it. However, we don’t recommend annoying people to increase brand awareness, unless you’re one of those shampoo companies with terribly dubbed adverts.
Here are some stats we’ve used before, but really drill home the point we’re trying to make.
⭐ Tweets with video get 2.5 times more replies, 2.8 times more Retweets and 1.9 times more likes.
⭐ 70% of users report that YouTube makes them more aware of new brands.
⭐ 500 million viewers watch 100 million hours of video content on Facebook daily
⭐ Videos on LinkedIn also earns an average of 3 times the engagement of text posts
⭐ Instagram video posts have 2 times the engagement of other types of posts
IMPORTANT TIPS ON HOW TO INCREASE BRAND AWARENESS
SPEAK TO YOUR IDEAL CUSTOMER
If you work in marketing, you’ll have a good idea of your target audience, perhaps even a profile of your ideal customer. In the perfect world, you’ll increase brand awareness with your ideal customer.
Imagine that all of your video content, or all of your content, is directed at that customer.
What do they want to see? What are their pain points? How can your services benefit them?
Keep that in mind throughout the video production process and you’re off to a great start.
Optimise your video content for different devices and platforms
Again, you’d be surprised at how few places do this.
If there’s a part of your video that’s particularly important and you want to put it on TikTok or Instagram reels, make sure you’ve got a portrait version, rather than a squashed landscape version for which people need a microscope to see the details.
Be unique
Show what makes you unique! Only you can be you.
If you have a unique idea or a feature that’s different to everyone else in your industry, go for it!
This doesn’t mean rip up the rule book entirely and go for something completely outrageous (necessarily), but do plenty of research on other brand videos and take inspiration from little snippets you like in each of them.
Be succinct
Don’t make it drag on and on (that’s what she said), just give everyone a taste of what you’re about.
You don’t have to show everything in great detail in a brand video, just enough to let the world know what makes you a great organisation.
If, perhaps, there are certain branches or features that you would like to show in greater depth, make an individual video on that feature.
You can then include it on the corresponding page on your website, or share it across social media. See how it all starts adding up to a plan?
Be engaging
Make video content that engages your audience and makes you approachable.
Ultimately, you want to create video content that generates interest, conversation and an attachment to your brand.
Plain videos aren’t going to do this; you need to create something that people can relate to or feel.
Be consistent
There’s no denying, how powerful a tool video is, but, as with everything, you need to be consistent.
If Michael Jordan, or Lionel Messi, or Tiger Woods, or Serena Williams, or any other person at the top of their field had just put out one good performance, would we know who they are?
You need to be consistent and regular with your content to become, and remain known as, an engaging and recognisable brand.
TYPES OF VIDEO TO INCREASE BRAND AWARENESS
Brand Video – It seems silly trying to increase brand awareness without a brand video. Use it to show what your brand promise is and connect with your audience.
Testimonial Video – Testimonial videos, or case study videos, are a fantastic way to increase brand awareness because they create a sense of trust that audiences buy into. People buy from people and there’s no need for you to wax lyrical about yourself, if you’ve got someone doing it for you!
Product Video – Product videos allow your audience to see a product in action and give it a sense of realism that images on a page simply can’t do. The same is true for explainer videos for a service. If it’s impressive and gets shared, it will increase brand awareness.
Thank you for taking the time to read our blog on how to increase brand awareness with video, check out these great resources while you’re here!
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