Without a doubt, videos are a consumer’s most coveted content form to consume.
According to Wyzowl, 69% of people prefer to watch a video than reading text when they want to learn about a product or service. And we can’t blame them!
Videos are not only engaging and fun to watch, but they also make information easy to digest and retain. And above all, they strike a deeper connection by triggering an emotional response, which motivates viewers to take action, making them the perfect tool to market your business.
In fact, 84% of people say they bought a product or service after being convinced by a brand video, proving how effective videos can be.
Seeing how people love and respond well to brand videos, many businesses are now incorporating them into their marketing strategies. They are crafting video marketing campaigns designed to reach their target audience, increase awareness, and achieve business goals.
But not all videos are created the same.
This article will discuss the four most effective brand videos of recent time, why they’re effective, and how you can use them for marketing your business.
But before we proceed, let us first define what brand videos are and why they’re important.
What are Brand Videos, and Why are They Important?
Brand videos are any videos that are created or sponsored by a brand or business.
These types of videos don’t directly promote or advertise your brand. Still, they aim to share the human side of your business, telling people about its values, company culture, and the things they care about – all of which are becoming increasingly important for consumers today.
In fact, According to HavasGroup, 77% of customers prefer to buy from brands that share the same values as they do.
Brand videos are an essential part of every business’s marketing strategies. They help build your image, increase awareness, and establish your name in the minds of your target audience in a way that truly stands out.
By humanizing your brand, you also allow your audience to relate and identify themselves with your business, which helps build trust and create a strong connection.
4 Effective Brand Videos to Motivate Marketing Campaign
Product Explainer
According to a study conducted by Google, 86% of users use YouTube to learn new things, while 7 in 10 use the channel to solve a problem relating to their job, studies, and hobbies. This proves how important and helpful explainer videos are too many consumers.
Product explainer videos allow you to communicate who you are and what you do differently to your audience as efficiently as possible.
You can use it to introduce a new product or service, demonstrate how to do something, market your business, and discuss everything a user needs to know to answer every question they may have in mind about your products and services.
Aside from this, product explainer videos also demonstrate a customer’s pain point, to which many can relate, and provide a solution in the form of your product.
When created strategically and creatively, an explainer video can be more than just an informational video. It can become a powerful piece of brand storytelling. This is why they’re incredibly effective.
Here’s an example:
This explainer video by the Dollar Shave Club is just awesome. Would you believe it if we said that that this 90-second, low-budget ad went viral overnight?
This video was so successful that Dollar Shave Club received 12,000 orders within 48 hours!
Why is it effective?
This video was so effective and successful that they really know who their target audience is to the core (20 to 30 plus-year-old men who are open to the idea of a razor subscription service).
Based on the video’s title to the character actor up to the story’s overall flow, you can tell that DSC made sure everything was consistent and matched the language and humor of their target audience.
This makes the video highly relatable compared to other shaving TV advertisements that use A-list celebrities and sophistication to lure men into buying their razors, which is simply unreal. But DSC has set themselves apart from their competitor by being the authentic and reachable brand.
What we love about it!
This explainer video is that it’s very well structured. The video starts with a summary of what the service is all about; next, is they introduce the problem, and then they introduce their product as a solution.
The flow is effortless, but the video speaks volumes. Plus, it’s funny!
What can we learn from this video?
You don’t need to have a huge advertising budget to create effective product explainer videos! Getting to know your target market is the key to creating video marketing campaigns that effectively promote your business.
Company Culture
Company culture videos are generally created to attract the right candidates for job vacancies.
It gives potential hires an inside look at what it’s like working for your business every day. It also sets expectations, which allows them to decide if they’re a perfect fit for your company or not.
But more than this, company culture videos allow you to show people who you are and what you believe in and stand for as a company. It tells the story of both your brand and the people dedicated to making it better every day.
Humanizing and putting a face on your brand builds brand affinity and increases your value in the minds of consumers.
This means that by making your business relatable to your target audience, you get to build trust, establish a loyal customer base, and make more sales.
Here’s a good example of a good company culture video:
This company culture video by the DocuSign team shows us that great company culture is more than just about free food, fantastic benefits, and a cool office.
It’s about the way you feel about your products and services and the relationship you have with your customers.
Why is it effective?
In this video, we can see DocuSign employees worldwide enthusiastically share their personal experiences and favorite DocuSign stories. What makes it effective is that you can see and tell that these people genuinely believe in their products and are passionate about helping others solve their problems.
What we love about it!
This video is unlike other company culture videos. It’s raw, genuine, and unscripted. They were also able to capture their employee experience. However, not directly, but you can see how they’re very confident in their product and passionate about what they do and, in a way, reflects their company culture.
It shows that the entire team is dedicated, hardworking, and puts the interest of their customers first, which in our point of view is very attractive to potential customers.
What can we learn from this video?
There are so many ways you can creatively show your company culture. In this video, they weren’t pitching about jobs or how cool their office is. Instead, they focused on how their employees are personally using the product, how it has helped them, and their favorite customer stories, which speaks volumes on how invested the employees are.
You can use a similar strategy too! Interview your employees during an event, or have them talk about their favorite customer story that inspired them.
Testimonial Videos
According to Big Commerce, 92% of consumers check out online reviews before making a purchase, and 72% of them say positive testimonials and reviews increase their trust in a business.
This proves how important testimonials, videos, and reviews are for your business to make more sales and strengthen your reputation and establish credibility.
Testimonial videos feature actual people talking about their personal experiences with a product or service, specifically how it has helped them solve a problem.
Testimonial videos are extremely effective because, unlike endorsements, these are real and unpaid words coming straight from an average joe.
According to Big Commerce, putting testimonial videos on your website can increase customer spending up to 62% per site visitor. It can also increase organic traffic to your website and boost your ranking on SERPs. For these reasons, you’ll see that most websites have testimonial videos and even landing pages.
Here’s an example of a good testimonial video:
Why is it effective?
This testimonial video by Fort Street Veterinarian has a great story to tell. It narrates the story of an owner of a very sick dog and how Fort Street Veterinarian Clinic went above and beyond to help them.
What makes this testimonial video so effective and powerful is its genuineness. It shows a truly grateful customer for what the vet has done to save her pet’s life and how it changed their lives.
Why we love it!
What’s so great about this is that the dog owner expressed her frustrations with other veterinary clinics and how Fort Street Veterinarian was the only one that went out of their way to find a solution for the complex case of her dog.
However, it didn’t sound like she was trashing the competitors. It sounded very genuine and relatable, like how other owners would probably feel if they were in her shoes.
What can we learn from this video?
Although simple, this video shows us how powerful authenticity can be. In your testimonial videos, you want to capture your customers’ body language, expressions and use their own words to maximize the impact and believability of their testimony.
Product Demo
Did you know that if a shopper watches your demo video, they’re 1.81 times more likely to buy your product than those who don’t?
A product demonstration video shows viewers how your product works by presenting it in action.
It can be a very effective way to communicate the value of your product to potential customers and push them further down the sales funnel, especially those trying to make sense out of your product or are skeptical about them.
You might ask what’s the difference between explainer videos and product demo videos; well, explainer videos provide a general outline of what your product is and how it can help your target audience solve their problem, while product demo goes into detail about your product’s features and specs and how those details work to solve a problem.
In other words, product demo videos are more focused on the technical side of your product, like its specs and the technology behind it.
Here’s an example of an effective product demo:
Why is it effective?
This product video by NoseFrida is simple, yet it effectively illustrates the viewer’s pain point and how their product can solve their problem.
This video also highlights the issues many parents face with its existing competitor (hard to clean, intrusive, and ineffective) and how NoseFrida is the better solution (easy to clean, designed to be hygienic and safe, and extremely effective).
What we love about it!
As you can see in the video, they paid special attention to a common concern for these types of products: hygiene and safety.
They took the time to explain how they’re different and why they’re guaranteed to be safe and hygienic as they claim. We believe this is a major bonus because it puts your target audience’s mind at ease.
What can we learn from this video?
This video directly addressed the main issues people usually have regarding using products for babies: safety and hygiene.
They didn’t beat around the bush, but instead, they took the time to explain why their customers didn’t have to worry about those things when using their products.
In your product demo videos, addressing any major issues or doubts your potential customers might have about your product is a great way to market your business.
This will not only put their minds at ease but may even convince them that your product is the right solution to their problem.
Are You Ready to Market Your Business using Effective Brand Videos?
There are so many other effective brand videos out there you can use to get inspiration from your next video marketing campaigns.
But we chose these four videos because they demonstrate that powerful brand videos don’t always have to be complex or expensive and that small business can afford them too! They need to be well-thought of and carefully planned.
Video Marketing Campaign: 4 Effective Brand Videos to Motivate Marketing Campaign
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