Using Video To Broadcast Your Brand Message So You Attract Your Ideal Customers

There are two important takeaways for you in this post about brand message using video:

  1. The first is that you don’t need to be a big-time corporation to publish a video that becomes popular. Today, if you have a smartphone, you can make a great marketing video to depict your brand message. A one-minute video highlighting the things that make your company unique could become your best customer acquisition tool yet.
  2. The second is that successful videos by SME / SMB businesses or solopreneurs are always about delivering a brand message with strategic intent. It’s got to give a value-add message or contribute towards enhancing your target customers lives. Alternatively, it needs to incorporate story building and showcase your brand’s characteristics. Injecting personality into a company’s online presence is what sets your business apart from the crowd so video is the perfect vehicle to showcase your brand at its best with its stand out personality.

 

Publishing a video just for the sake of it will not bring success because it’s the brand strategy behind the video content coupled with the people delivering the message to the camera, which makes it successful.

 

Related: Video Brand Strategy Top 11 Tips for How and Why You Need To Use Video

 

Codifying Your Brand Message to Stand Out and Create Great Videos to Attract Your Ideal Customers

Every business has its own brand, whether it’s strong because it’s been created with deliberate intent, or whether it’s weak and undeveloped as a consequence of a series of unplanned actions.

 

To codify your brand means to plan the messages you want to send out to attract your ideal customers and the manner in which you send those messages via the personality of your brand. Video is one of the brand strategy mechanisms for sending out those messages. Every message your business sends out must be in line with what you want your brand to be saying about itself and what it stands for — it’s purpose.

 

 

Related: Personality Matters: Bringing Your Brand to Life to Grow Profits

 

It’s often the case that SME / SMB businesses unintentionally neglect their own branding, to their detriment, because they lack the big brand know-how. Our mission is to empower business owners and entrepreneurs so they can transform their brands and increase their sales.

 

So the question here is, what’s the big deal about brands and branding?

 

 

Well, think of your brand as a store. What would it look like in a mall or shopping centre so it attracted the right customers? Because not all people or businesses will buy into your brand and what it stands for, and not all people or organizations need what you offer. So if your brand was a store you’d want to attract those for whom your product or service really meets their needs and is a great fit and deter those who are not really your ideal customers.

 

So. What would your brand look like if it was a store in a mall or online?

 

If you’re having trouble relating to this question consider asking these questions about your brand because the answers will provide some insight to help you codify your brand so it stands outs and attracts your ideal customers:

  1. What makes your brand unique?
  2. How do you want those you serve to feel when they’re doing business with you? For instance, is the experience uplifting, fun, spiritual, exciting, or something else?
  3. Who are your customers, or who do you want them to be? Picture them in your mind and describe them in detail.
  4. Who are your competitors and how do they compare?
  5. What problem does your company solve?
  6. Is your value proposition relevant to your customers?
  7. When people think about your brand, what feelings do you want to evoke?
  8. What kind of personality should your brand have in order to attract the right customers?

 

Codify who your brand is, it’s personality and promise, into a core concept that becomes the filter and directional reference for building and implementing your message and brand strategy.

 

 

If you want some direction developing your brand and your brand strategy so you can build your brand using really strong shareable videos then take a look at our brand building programme called the Personality Profile Performer™. This online course takes you through all the key steps you need to implement in building your brand. You can watch a free course preview here.

 

 

How to Build Your Brand

Want to create your strong brand message so it really attracts your ideal customers? Find out how here

 

Ring us today and discover how to make your brand message really stand out

Give us a call T: +353 1 8322724 (GMT hours 9:00-17:00) or drop us a line here to [email protected]. We’d be delighted to talk with you.

Use Video to Stand Out and Make Your Brand Matter to Your Customers Through Your Brand Message

Statistics show that on average, a person abandons a website, or blog post on a website, within 10 – 20 seconds[1] of arrival, but the average video holds 37%[2] of people’s attention right to its very end. Since the majority of videos are just under two minutes long[3], we can safely state that video is more effective at getting and keeping attention, than the written word alone.

 

In addition, according to SocialFresh[4], video produces the 2nd highest return on investment out of all content types:

 

Brand Message

Image via SocialFresh

 

Reason enough to incorporate video as part of your brand strategy, right?

 

Related: From Zero to Hero; How To Become a Must-Have Brand

 

As a practical example, let’s take a look at Code.org[5], whose success is attributed to one smart video that happened to go viral…

 

Code.org, a nonprofit committed to bringing computer science education to all children, was founded in 2013.

 

In the video, co-founders Ali and Hadi Partovi interviewed the world’s top entrepreneurs, like Bill Gates and Mark Zuckerberg. They were questioned about their early experiences with computer programming.

 

Brand Message

Image via Code.org

 

The interviews were edited down to a five-minute clip with the purpose of inspiring a new generation of coders and teachers.

 

The video, titled “What Most Schools Don’t Teach,” reached the number #1 spot on YouTube on its very first day. As a result, 15,000 schools reached out to Ali and Hadi for help after the video went live.

 

Today, just a few years later, Code.org boasts 15 million student accounts with 10,000 additional created every day.

 

Being a small non-profit, and to keep expenses down, the videos they distribute today showcase their staff instead of paid actors.

 

Have a look at their first video which launched their nonprofit:

 

 

What separates them from other struggling non-profits, is their strong brand vision which is carried out in everything they do.

 

Code.org’s brand strategy development has always been simple and consistent: it is to be inspirational to students (the video that went viral certainly is, providing motivation and inspiration to thousands), to “think big but act small”, to be personal, transparent, thankful and community-based. They are good at demonstrating their brand values in clear video brand messages.[6]

 

Related: Brand Profiling, How Brand Performance and Purpose Are Inextricably Linked

To Use Video To Share Your Brand Message You Don’t Have to be Bill Gates

To use video in your brand message does not mean you have to have the pockets of a Bill Gates. Anyone with a smartphone that can record a video has the means of video marketing!

 

Brand Message

Image via MarketingWeek

 

Many small businesses have successfully gained traction with video in various, affordable ways, like:

  1. Featuring their own employees
  2. Using their leaders
  3. Interviewing their customers
  4. Building brand stories

 

Related: Brand Stories: 5 Compelling Examples That Sell Themselves

 

A great example of affordable, but wildly popular branded videos, is Catmantoo who for one of the owner’s videos, got a whopping 7,858,920 views.

 

 

Catmantoo is owned by Robert Dollwet, a solopreneur who has no website but shoots videos that people love. They are actually ads, but you wouldn’t know it, which is precisely why they’re so popular. Robert sells all of seven products from his Facebook page[7] which has an extraordinary 959,145 likes:

 

Brand Message

Image via Catmantoo

 

This entrepreneur uses the animals he trains to make entertaining videos. It’s pretty clear that his online success and cute cats are tightly intertwined; strong personality, compelling storytelling and clever brand strategy which achieves results. All his videos tell a story and then only briefly at the end, mentions Robert as the trainer of all the animals involved. Clever!

 

Discover how to build your stand out, customer attracting brand personality here so you can grow your business more profitably and faster.

 

You can demonstrate your product or services and broadcast your brand message just as effectively by video too. The key for video is either to add value, touch hearts or be entertaining because it’s only when you emotionally engage people positively that you’ll move them to buy.

 

Even the more traditionally conservative B2B service sectors can get it right, just like Taulia[8] who provides a cloud-based invoice, payment, and dynamic discounting management solutions. In a niche not widely recognized for blazing creativity, they’ve managed to carve a place for themselves by building a strong brand personality, creating entertaining videos that become beloved to their primary customers.

 

Related: Use Humour in Branding to Create Strong Emotional Bonds so You Increase Sales

 

In amusing worst-case-scenarios, Taulia demonstrates by video what can happen when you don’t use their services, not only giving a laugh but providing a humorous take on a serious B2B solution. Their videos build a connection between their customers, their brand and their company. Their videos have pushed them above their less creative competitors so they stand out and attract their ideal audience.

 

The proof is in the results – this brand attributes more than $125M[9] in their marketing pipeline to video content, and found that 45% of all closed-won deals had involved prospects watching their videos.[10]

 

 

The lesson here is that Taulia creates videos that appeal directly to its target audience. Bhaji Illuminati, Senior Marketing Manager explains, “Rather than trying to make one video that appeals to the entire world, we’ve learned that we can get stronger results by making many videos that appeal to specific audiences.”[11]

 

Brand Message

Image via MarketingWeek

 

Their primary branding strategy is to use humour and infuse personality into communications in order to deliver what might otherwise, in another format, be perceived to be a bit heavy going or not get noticed at all by their target audience. With your phone, you can also use Facebook Live to host a live video broadcast, similar to a webinar, to your primary audience and followers and make it a highly interactive experience.

 

Conclusion

If other entrepreneurs and small business owners have accomplished great success sharing their brand message through videos, so can you. All you need is a smartphone, good planning and a clear, well-developed brand strategy. Find out more about how you can build your brand here.

 

Questions to consider

  • How can you inject vibrant personality into your brand message using video so it stands out and attracts your ideal customers?
  • What would your brand look like if it was a store in a mall, what are its key stand out elements to attract your ideal customers and how can you convey that in a video?
  • What are the key factors you need to integrate with your brand strategy to increase your sales?

 

Want to develop your brand so you can increase your profits but you’re not sure where to start to get a successful return on your investment?

 

The Persona Brand Building Blueprint Workshop

 

If you want direction and support empowering you to transform your brand so it increases your sales then the Persona Brand Building Blueprint™ Mastermind is the perfect fit for you.

 

This is a two-day brand building intensive shared with a small group of like-minded peers where you work on your brand with our leadership. In fact, over the two days, you reevaluate your brand, codify it and create your brand strategy from the ground up whether you’re revitalising an existing brand or creating a new one.

 

This is a highly empowering workshop where we take a deep dive, step-by-step into how to build a brand. You discover and apply the systems and methodologies used by some of the world’s greatest brands as you work on your brand under Lorraine Carter’s direction and tutelage so you can grow your own brand and business.

 

This is not a theory based programme but a highly interactive fast-track course where you work intensively on your brand throughout the programme duration using our ten step system to:

  1. Completely re-evaluate your brand to make it much stronger so it’s highly visible enabling you to increase your profits
  2. Map out your brand in full so it’s codified and comprehensively documented to grow your business faster
  3. You leave with your total brand road map or GPS of your brand empowering you to manage your brand, stand out and attract your ideal customers so you multiply your sales

 

Outcome: Your brand transformed so you can increase sales.

 

At the end of the two-day Persona Brand Building Blueprint™ Mastermind you leave with your fully documented brand strategy ready for implementation in your business or organisation.

If your team is larger and you’d like to include everyone’s’ participation in the Persona Brand Building Blueprint™ Mastermind then we also run in-house private client brand building intensives tailored to your specific needs too.

 

Just drop us a line to [email protected] or give us a call T: +353 1 8322724 (GMT 9:00 – 17:00) to discuss your preferences and we’ll develop your brand building intensive bespoke to your particular brand requirements so that you’re empowered to develop your brand and take your business further a lot faster.

 

 

 

[1] https://www.websitemagazine.com/blog/5-reasons-visitors-leave-your-website

[2] https://blog.hubspot.com/marketing/video-marketing-statistics

[3] https://blog.hubspot.com/marketing/video-marketing-statistics

[4] https://www.ibm.com/think/marketing/social-keeps-mobile-marketing-tactics-current/

[5] http://www.code.org

[6] https://code.org/about/values

[7] https://www.facebook.com/pg/CatmantooOfficialPage/shop/?ref=page_internal

[8] https://taulia.com/en/

[9] http://www.dmnews.com/marketing-strategy/taulia-a-b2b-brand-with-a-strategic-approach-to-video-marketing/article/345971/

[10] https://www.clickz.com/b2b-companies-can-buck-the-norm-and-win-big-in-marketing/26174/

[11] https://www.vidyard.com/blog/how-taulia-became-a-video-marketing-powerhouse/

Rugby World Cup Branding: 5 Ideas You Can Learn From Big Brand Marketers

At the early Olympics, every four years triumphant athletes were lauded by having sponsorships called out (family name and native town), odes written and likenesses commissioned. These ancient versions of mass media frenzy were designed to create buzz and sing the virtues of the victorious. Today, major sporting events continue to represent big opportunities for ambassadorships and sponsors, since everyone loves a winning athlete.

 

As the world’s third-biggest sporting event, attracting an audience of 4.5 billion, brands of all sizes have jumped on board. Three thousand years later, what can we learn from the contemporary interpretation of getting one’s brand behind huge sporting events such as the Rugby World Cup?

 

 

Note that brand strategy in 2015 requires the “softly, softly”, more authentic and transparent approach for even the most hard-core rubgy fans. Here’s what we mean by that:

  

1. Humanizing Your Brand (case study Duracell)

 
2. Developing Influencers (case study Heineken) 

 
3. Adding Values (case study EY)

 
4. Thinking Locally (case study Land Rover)

 
5. Using How-To (case study Canon)

 

  

Humanizing Your Brand: Duracell’s Powerplay

First and foremost, you want a battery that lasts; not much else about a battery is terribly important. But, how do you know when the battery is about to die? Unlike smartphones, there’s no indicator screen — unless you’re using PowerCheck technology, uniquely found on Duracell batteries since 1996.

  

Duracell re-positioned #PowerCheck within the rugby event framework, capitalizing on an ideal opportunity for Duracell to emphasize both power and strength. A two-pronged approach, to put a face (and physique) to the brand, enlisted Wales and British Lions captain Sam Warburton as the muscle-bound ambassador for a digital, in-store and PR campaign featuring footage from previous Rugby World Cups.

 

 

  

 

  

On the 2015 World Cup rugby pitch, #PowerCheck technology is used to help to track players’ performance indicators, combining rucks, tackles, carries and turnovers won during each game, rewarding those who “stay stronger for longer.”

 

 

 Duracell Sam Warburton Rugby World Cup 2015

Image via www.marketingweek.com and www.duracell.com

 

 

Alex Haslam, senior assistant brand manager for Duracell UK & Ireland, told Marketing Week the sponsorship will continue in future years and become part of the brand’s long-term brand strategy. Haslam said, “We know we’re not going to own rugby as a brand, but we’ve created something totally ownable. No other brand is talking about power and longevity.”

  

  

 

 

   

Actionable Branding Tip 1

How can I humanize my brand? The Duracell brand strategy can help smaller brands because it’s totally scaleable. Community events, county championships, school fairs, local youth sport clubs, charity fun runs and tournaments all present opportunities for associating your brand with local heroes and teams. Sponsor T-shirts, donate the local juniors’ kits, donate printing services, provide snacks and beverages for break time. We can help you find a great fit for your brand message in connection to a well-respected event, just like Duracell did.

  

  

Developing Brand Influencers: Heineken’s Heads or Tails

Former England captain Will Carling is a rugby VIP. Heineken is a big beer brand. People watch the rugby while drinking beer. Everyone gets that…but, there’s more to a tie-up than hiring someone like Carling to hold up the famous green beer bottle with the red star for the camera.

 

Heineken thought out some ways to get armchair fans involved with star rugby brand ambassadors to enhance the spectator experience, even to the extent of getting 48 fans onto the actual field to open matches, creating untold positive reinforcement for Heineken.

 

The campaign, “It’s Your Call” was created. Consumers find a unique code on the inside of special Heineken promotional packs or on a coin card given out in pubs when buying a Heineken during the promotion. Up for grabs are thousands of official Rugby World Cup 2015 merchandise prizes and the chance to flip the coin at Rugby World Cup 2015 matches.

 

 

   

    

  

To further emphasize “experiences, not just sponsorship,” Will Carling includes coin toss winners in video interviews with top rugby stars, while consumers are invited to live tweet at the rugby legends.   

 

David Lette, premium brands director for Heineken UK, told Marketing Week, “The key thing for us is how we drive the association in a unique and experiential way for consumers.”

 

 

 Heineken Rugby World Cup 2015 600px

Image via www.marketingweek.com and www.heineken.com

 

  

 

Actionable Branding Tip 2

Can a smaller brand develop influencers? Absolutely. Heineken created evangelists-for-life by rewarding ordinary consumers and small brands can, too. Influencers don’t need to be famous. Your brand’s evangelists are your satisfied customers, and they’re happy to enter competitions, provide testimonials, attend events, sample new products, appear in videos. Just begin the conversation with them and press “record.” We’ll show you how to create effective videos within budget.

  

 

    

Adding Values: EY (Ernst & Young) Connects the Dots

Appointed as the official business advisor for the tournament, professional services firm EY (Ernst & Young LLP) targeted a B2B opportunity outside the consumer sphere.

  

 

 Ey Teambuilding And Leadership Rugby Worldcup 2015 600px

Image via www.ey.com

 

 

Homing in on good sportsmanship values like leadership, motivation, performance and teamwork, EY connects the dots to resonate with their client base. Via exclusive seminars and publishing interviews with highly regarded rugby personalities, EY stays relevant while shining a light on their brand’s appointment.

 

  

 

 

 

Comments from proven winners in the world of rugby come from Katy Mclean, England women’s captain; Sir Graham Henry, former coach of New Zealand’s All Blacks; and Sir Ian McGeechan, former Scotland and British Lions player and coach, on topics such as “Lessons in Leadership: Rugby to the Boardroom.” It’s a perfect fit for B2B.

 

 

 Ey Sir Ian Mc Geechan Rugby World Cup 2015 Leadership

Image via www.ey.com

 

 

Tom Kingsley, sport and sponsorship director at EY, illustrates the tie-in, “On a daily basis we are asked by our clients about how to compete on a global stage…

Rugby World Cup affords us the opportunity to explore some of those issues because it is the coming together of 20 elite rugby teams all with one aim — to win on the global stage.”

  

 

Actionable Branding Tip 3

We’re a B2B brand, but small: Smaller business can mirror EY’s content marketing strategy by creating white papers, blog posts, newsletters, webinars, videos and other B2B marketing initiatives that deliver meaningful information and added value to clients and prospects. When there’s a trending event, connect to it through content. We’ll show you how hashtags are your workhorse and a strongly developed brand content strategy can help you punch well above your weight. 

  

  

 

Think Locally: Land Rover Drives the Message Home

Fact: every sports hero and Olympian began as an amateur. Land Rover plucked “from the grassroots to the greatest stage” as the theme for their local-to-global storytelling campaign using the hashtag #WeDealInReal. The brand recruited 96 enthusiastic mascots aged 7-13 from 11 amateur rugby clubs around the world, representing each competing country to run out with their nation’s team.

 

 

 Land Rover Smallest Rugby Team In The World

Image via www.landrover.com

  

    

People are drawn to inspirational stories. Among the videos created to support the campaign, the biggest hit is titled, “Land Rover Rugby Ambassadors visit the World’s Smallest Rugby Club.”

  

  

 

 

 

“It speaks to the heart of the game and I think it also speaks strongly to the brand about being authentic and genuine,” Laura Schwab, UK marketing director at parent company Jaguar Land Rover, told Marketing Week.

  

 

  

  

  

Actionable Branding Tip 4

Great idea, but we’re not a global brand. Small brands are perfectly positioned to drive Land Rover’s concept forward. As a mascot for the Welsh Rugby Union, pint-sized 8-year-old Finlay Walker at Llanharan RFC and a Hampshire local rugby club were not too tiny to garner attention from Jaguar Land Rover. Every brand can — and must — tell their own authentic brand stories one person at a time. We can help you identify and create the best story opportunities using our Story Selling System™.

  

  

 

Using How To: Canon Says You Can

 

Idea #1: Spot yourself in the stands? Official sponsor of the tournament, Canon is producing a series of 360-degree images capturing the entire stadium during major matches. In a clever interactive twist, fans are encouraged to tag themselves in the crowd via social media.

 

  

 Canono Fan Tag Rugby World Cup 2015

Image via www.rugbyworldcup.com

  

 

Idea #2: Exclusivity rocks. Canon offers amateur photographers who post the best rugby shots to shadow a Getty Images photographer at a RWC 2015 training session. The shots get featured on the official RWC website photo gallery. Who knows what special moments might be captured?

 

  

Rugby World Cup Fan Pics 600px 

Image via www.rugbyworldcup.com

 

 

Idea #3: How-to tips. Self-proclaimed “massive fan” Bear Grylls, intrepid adventurer, is joined by professional rugby photographer Dave Rogers to demonstrate angles, shutter speeds and more tips for capturing great shots like Rogers’ famous Jonny Wilkinson drop kick in Sydney from 2003.

 

  

 

 

 

Cyprian da Costa, brand communications director for Canon Europe, said that images play “a vital role in capturing the unmatched excitement and emotion of global sports.”

 

  

Canon Rugby World Cup 2015 600px 

Image via www.rugbyworldcup.com

  

 

 

Actionable Branding Tip 5

How can Canon ideas help my brand? By turning your brand marketing approach on its head. Years ago, a big brand idea around a huge event would have focused on “Canon can…” rather than “You can…” Take a second look at all your brand’s content and brand collateral, adverts, tag lines and social media to re-position everything with an emphasis on your brand seen through the eyes of your audience, not your executive boardroom. We’re here to help.

  

  

We’d love to know what you think about how to scale these five big brand approaches to fit a smaller brand size.

 

• Have you successfully humanized your brand? Do you need to re-evaluate this as part of your rebranding strategy?

 

• Are you using event tie-ins in your brand content marketing strategy?

  

• Would you like to know more about hacking trends?

  

• Have you shot and posted a library of how-to videos?

  

• Are you telling compelling stories about your brand? This is where you might want to consider brand profiling using a system like our Personality Profile Performer™ combined with our Story Selling System™ to help you develop a really compelling and distinctively different brand.

  

• Is CSR part of your brand strategy? Does your brand support a school, community program or charity drive?

  

  

You might also like:

 

• Rebranding Strategy: Why Your Rebrand Must Embrace Storytelling

 

• Brand Personality: Is Your Brand’s Character Big Enough to Compete?  

 

• Brand Sponsorships: The Best Brand Ambassadors Are Already On Your Payroll 

 

• Brand Voice: Differentiating Through Your Own Brand Language and Attitude

 

Video Brand Strategy: Top 11 Tips for How and Why You Need to Use Video

 

• Humanizing Your Brand : Why It is Key to Commercial Success

 

• Brand Profiling: Top 6 Components to Creating a Strong Brand Personality

 

• CEO Brand Leadership: How Does Your Leadership Impact Your Brand?

  

  

Video Brand Strategy: Top 11 Tips for How and Why You Need to Use Video

 

The Romans said, “Veni, vidi, vici,” meaning “to come”, “to see”, and “to conquer”. Two millenia later we say, “Video, video, video” in conquering digital marketing frontiers. Your brand’s one, three and five year brand strategy plans should reflect the fact that video content is an increasingly a powerful, indeed essential tool for both small and larger businesses.

   

     

You Tube 360 600px

Image via Google / YouTube

 

  

Orabrush is a great example of how a small start up brand can capitalize on video to achieve outstanding results. They’ve built a small brand from humble beginnings to worldwide distribution using YouTube videos exclusively. In fact they’ve had more online viewers then P&G Crest and every other brand in the oral healthcare sector combined!

   

   

  

  

If that’s peaked your curiosity then you might want to checkout some more of our key insider tips and brand strategies below for promoting and growing your brand using video.

 

  

 

Top 11 Video Tips: How to Use Video to Promote Your Brand

  

1. Video is Increasingly Essential for Search Rankings

   

Remember, Google owns YouTube, so YouTube videos rank high in Google search results and help your brand’s authority for better positioning in internet searches. Smaller brands and newer websites can rank higher on YouTube than on Google, which is no small thing, since YouTube is the world’s second biggest search engine, above Bing and Yahoo.

  

At the same time, YouTube is the world’s third largest social network, behind Facebook and Twitter. Bottom line, YouTube is an awesome boost for your brand’s profile on the web and an essential part of your brand strategy.[1]

  

The icing on the cake? Seven in 10 people said they view brands in a more positive light after seeing interesting video content.[2]

  

  

2. Long Live Video!

  

Among the knock-your-socks-off statistics in circulation, research from Salesforce[3] indicates that:

   

  • The average consumer spends 88% more time on content with video

 

  • People are five times more likely to click on content that contains video

 

  • Video is shared 1200% more times than links and text combined

 

  •  A landing page with video gets 800% more conversion than the same page without video

 

  • Video will be 74% of all consumer internet traffic by 2017, up from 59% in 2012

 

  • The average lifespan of a video is four years

 

  • More than 50% of smartphone video viewers use video to help them make product decisions[4]

  

  

 How To Incorporate Video 600px 

 Image via www.salesforce.com

   

     

3. Social Media Platforms Support Video

  

Done right, video can be accessible, fun, fast, distinctive, different, memorable… and affordable… as a way to reach new and existing customers. In short, the research indicates that video drives engagement, and we already know that engagement drives sales.

    

A proliferation of startup platforms dedicated to video have sprung up: Snapchat, Vimeo, Vine, Meerkat and Periscope. Older platforms once devoted to photos have now enhanced with video capability; Instagram and Pinterest make it easy to post and share, allowing smartphone users to record video, upload it or stream it live. Other established platforms such as Facebook, Twitter and LinkedIn have introduced video content to their publishing capabilities.

   

The video leader is indisputedly YouTube. As of 2014, 900-plus YouTube channels had at least a million subscribers each. While the video sharing giant has already turned 10, there’s no question it will be a sensation in its second decade.

 

  

4. Yes, Video is ‘Affordable’

    

The key ingredient of great video content is authenticity, not expensive production techniques. When business owners and their enthusiastic customers speak directly to audiences, the personal authentic connection a brand makes outranks flashy filming, casting and costly voiceovers.[5]

  

      

5. Best Practices for Small Budgets

  

We collected 5 top video tips from a few experts:

  

  • Timing is critical and 60-120 seconds is ideal. – Filmmaker Peter Bragiel, In Transit, Los Angeles

 

  • Create a bank of photos and videos — they don’t evaporate as quickly as some content does. – Andrew Smith, Chief Funster for Tourism Australia

 

  • Don’t be intimidated by the process; you don’t have to be an expert. – Susan Wilson Solovic, best-selling author of “It’s Your Biz”.

 

  • For inspiration, look at your top 10 Google searches and answer those questions with your video.  – Shaun Aukland, Google, San Francisco

 

  • Too much to cover? Break it up into several bitesize videos. – “It’s So Miami” by the Greater Miami Convention & Visitors Bureau

   

   

6. “How To” Videos are the Most Popular

   

Perhaps you recall the old jokes about pitches and promises made by used car salesmen. Now, the rules of the game have changed and hard selling is a car crash waiting to happen. Today’s best practice in content marketing is to bring your brand to life, be authentic, tell a story and share inside tips. Avoid a sales pitch. Explain how to do something.

 

Searches for ‘How to’ videos went up 70 percent in the first quarter of 2015, according to Google.[6] They’re the best way to share useful information with viewers, which they will be more likely to share with others. Imagine if the used car salesman were to create a video explaining the best way to wash a car or to maintain interior leather seating…that’s the kind of video that will attract views, interest followers, build your reputation and increase customers.

  

  

Case Study: How To Tie a Bowtie

 

When Columbia, South Carolina wanted to promote to holidaymakers, they targeted the destination wedding market. Instead of featuring brides and grooms in wedding venues, the visitors bureau created a how-to video on bow tie instructions that has attracted more than 3.1 million views on YouTube. As the number one instructional video on the subject, they have produced an evergreen video with an astronomical return on investment, and never ending shelf life. 

   

  

  

 

7. Aim for Shareable Videos

  

You want people to share your video for the widest possible reach, so knowing what to put in and leave out is important.

 

What are the top three factors that make a video shareable?

Creative directors say:

 

1) The Unexpected – Show the audience something they didn’t fully plan to see. ‘Surprise and delight’ isn’t new, but it is golden. 

 

2) The Cool Factor – What does sharing this video say about the person who shares it? Does it make them feel like an insider, does it make them come off as a boring professor or does it show them off as the life of the party?

 

3) The Emotional Quotient – Pulling at the heart strings works, but funny is far more shareable.

  

   I Want To Do Moments 600px

Image via Google / YouTube, Think with Google

  

  

Case Study: Volkswagen Passat Old Wives’ Tales

   

When Vokswagen wanted to overcome objections to diesel vehicles, they came up with this brilliant campaign of six falsehoods shot down by three octagenarians. Here’s one:

    

    

    

   

   

8. Bring Testimonials to Life

   

Those written testimonials on your website are great. Turn them into a video by inviting customers to upload videos of themselves using your product or services. Alternatively, interview people at your place of business. There are lots of directions you can take this idea for brand evangelists-in-the-making, which has the built-in benefit of shareability by all those you feature.

   

  

9. Take Viewers Behind the Scenes

  

Film ‘A Day in the Life’ or introduce staff members or take a sneak peek into your  warehouse. If you serve coffee, have the barista demonstrate making a cup. If you operate a nursery, make a video about propagation or seasonal window boxes. If you sell furniture, explain how to spot quality construction. Add the personal touch and help potential customers decide they’d love to do business with people like yourselves.

 

 

  

Case Study: It’s So Miami – South Beach

  

When the Greater Miami Convention & Visitors Bureau wanted to show off their city, they decided on locals for a look around. You won’t find a hotel lobby featured in this series covering real people in real neighborhoods. Take a moment to watch and listen to Morgan to experience what a day in the life of a South Beach local feels like. A caution to viewing audiences: it will make you jealous.

   

     

    

    

     

10. Position Yourself as an Expert

  

Use video to provide commentary on news or information about your industry to build your reputation as a thought leader in the space. Are you an estate agency? Talk about tips for selling a home. Are you a grocer or a restaurant? Demonstrate some great-tasting, nutritional recipes. Are you a fashion boutique? Illustrate the hottest trends for next season or how to update looks in your current wardrobe. 

   

   

 Your Brand Is The Star Google

Image via Google / YouTube

    

    

  

11. Incorporate Music

  

Audio is 50 percent of your presentation, so use music to convey the mood you want your audience to feel so you sound as good as you look. We’ll help you with obtaining royalty-free music clips ready for use by small businesses. There’s no need to spend a bundle.

   

    

Case Study: Volvo Trucks Epic Split Feat by Jean-Claude Van Damme

 

As much as we admire this video, and with the deepest respect for both the feat and the 80 million views since 2013, this is precisely what your small to medium-sized company does NOT have to achieve. Watch it and marvel.

   

   

   

    

  

“Within five years, YouTube will be the biggest media platform of any, by far, in the entire world.” – Jeffrey Katzenberg, CEO of DreamWorks Animation at VidCon in December 2014.[7]

  

You might also like:

   

• Rebranding Strategy: Why Your Rebrand Must Embrace Storytelling

 

• Brand Strategy: 6 Lessons Learned from Tourism Queensland, One of the Most Successful Branding Campaign’s Ever

  

• Brand Voice: Differentiating Through Your Own Brand Language and Attitude

 

• Millennial Branding: Creating Brands to Appeal to Teens and Young Adults   

 

• Humanizing Your Brand : Why It is Key to Commercial Success

 

• Brand Profiling: Top 6 Components to Creating a Strong Brand Personality

 

• Brand Differentiation: 30 Ways to Differentiate Your Brand

 

• Destination Branding: The Key Essentials for Success

 

• Brand Strategy: 7 Winning Components of a Market Leading Brand Plan

  

  

We’re here to help you with your video branding strategy and content creation.

 

• Is video a part of your short-term and long-term content brand strategy?
  
• Have you already created a YouTube channel for your brand?
 
• If so, does it need additional content and better attention for search engine optimization?
 
• Does your website have a video on the landing page, or one that needs a refresh?
 
• Would your staff love to get involved in a brand video and become one of your brand champions?
 
• Would you like us to show you how to create affordable video?

   

Feel free to share your thoughts in the comments, we’d love to hear from you. 

   

[1] Juan Jose Mendez, “How to Make Your Video Rank Number One on YouTube (Case Study)” on JeffBullas.com

[2] Axonn Media (London), “Video in Content Marketing”,

[3] Salesforce, “7 Ways to Incorporate Video Into Your Marketing Campaign”, June 2015

[4] Google/IPSOS MediaCT, “Brand Building on Mobile” study February, 2015

[5] Chris Trimble, Axonn Media, The Guardian, July 30, 2015

[6] “I Want-To-Do Moments: From Home to Beauty”, Think With Google, May 2015

[7] The New Yorker, “Hollywood and Vine”, Dec. 15, 2014