Branded Videos The Future Tool for Brand Building

Branded Video / Social Videos

Digital influence in consumer behaviour. We have witnessed a sea of changes in the consumer behaviour. Today the collective power of internet is eclipsing the traditional channels, almost two out of three use smartphones to gain information about a brand or a product.

Most marketers accept and understand the fact that they need to maximize their online channels to make it easy for consumers to access the information about their brands.

what information to put on these channels is something worth discussing

the new different breed of tech savvy consumers, they are to be addressed differently. direct selling videos and traditional advertising does not work for them.

Brands need to create content that viewers want to engage with and don't consider it as advertising. The premise for Branded content is that you can't buy the consumer's time instead they have to give you their time.(and you wanted them to give you their time). For them to do that, Brands have to shift from selling to storytelling , prioritising on audience engagement through relevant and meaningful content which consumers are more likely to voluntarily seek out and consume .

This presents a major shift in the way brands use video, to tell inspirational educational, or entertaining stories as the main aim and selling as secondary indirect goal.

Branded content allows consumers to become acquainted with the brand values and helps building brand awareness and affinity. videos that aim to tell stories first and sell second can help brands gain a loyal, engaged audience. A community of customers and prospective customers that brands can engage ,interact and get feedback from.

CouponDunia Youtube Ad Case study

CouponDunia wanted an innovative marketing solution that would engage existing customers as well as reach new audiences. Traditional TV advertising offers reach, but the CouponDunia team realised that the interactive nature of video could engage its audience more effectively. Let's find out how this coupon aggregator reached and engaged their audience, and built some brand love along the way.

THE GOALS

Increase brand awareness amongst their target audience
Create an innovative digital campaign that stands out in a competitive market

THE APPROACH

Researched the target audience to determine the most popular YouTube channels by subscriber and inventory growth
Created 50 unique, hyper-targeted skippable ads that engaged viewers with humour and were relevant to the YouTube content they were about to watch
Used cards to enable visits directly from their videos

THE RESULTS

A 13% increase in visitors to the website over an eight-week period
32% of viewers watched the entire 30 second ad (nearly double the usual rate)
An 8% month-on-month rise in revenue

Read full article : https://apac.thinkwithgoogle.com/case-studies/how-coupondunia-reached-and-engaged-its-most-relevant-audience-with-youtube.html

The Benefits of Having Your Corporate Video Professionally Created

An expertly crafted corporate video not only strengthens ties with your existing patrons, it also positively presents your brand and company’s goals to prospective clients. However, even the best editing and video equipment for amateurs cannot produce the results a professional video production company can. Here are a few reasons why, when it’s time to update your corporate video, it’s wise to employ the services of an established video production company.

Cost of a Corporate Video

The initial cost of having a corporate video professionally produced is what turns many clients away from the process. However, when you budget in several factors — including the cost of purchasing professional video and editing equipment — you might be surprised at how affordable it can be. If this is your first attempt at producing a corporate video internally, expect the possibility of several costly setbacks and delays. From re-shoots to editing issues, it will actually cost you less to have your corporate video produced professionally. So instead of spending your weekends reading a video camera’s instruction manual or installing editing software, pass the responsibilities to a qualified professional.

Quality

Search the Internet, including YouTube, for corporate videos. It won’t take years of editing or production experience for you to determine the videos shot professionally and the videos created by amateurs. Many companies don’t have the budget to hire a staff and purchase the necessary equipment to create a quality product. So instead of asking an inexperienced employee to shoot a shaky video on his smartphone, hire an experienced professional video production company.

Your Audience

Today’s consumers are smart, savvy and sophisticated. They know quality, what they like and aren’t afraid to turn off a poorly produced commercial or video before it ends. Nothing is more unattractive to a prospective or established client than a boring, poorly produced corporate video. A professional production company is aware of what makes a corporate video interesting as well as how to effectively represent your brand in an engaging and entertaining manner. Don’t risk losing a potential client because your video won’t hold their interest.

Your Reputation

Finally, if you’re still on the fence about hiring a professional video production company, there is one critical point to consider: your company’s reputation. Remember that a corporate video is a potential client’s first glimpse into your brand. Provide a poor first impression and chances are the client will look elsewhere. Dazzle the client with your professionally produced video, though and you’ll leave a lasting positive impression that might land you the account.

A thoughtfully crafted corporate video is the best way to positively portray your company or brand. Instead of agonizing over the video’s concept and execution, turn to the professionals at Visual Entity

Preparing Your Video Strategy

You have a cause to promote or a new product to launch. You’re looking to connect consumers with your brand, or simply get the word out there about what it is you do. You’ve decided to allocate some of your budget to video production, but before renting the cameras or even before writing the shooting script, you need a video strategy. It’s an essential step many businesses and organizations skip, one that could either make your video a huge success or — if done improperly — a chaotic disaster.

Consult the Experts

If you were installing a new network in your office, you wouldn’t tackle it yourself just because someone on your staff is good with computers, right? You’d call in an IT expert. Don’t assume because you have a dynamic marketing team that they’re ready to make the leap to video campaigns without professional guidance.

Decide on the Overall Goals

Whether you plan on making one video or 20 videos, define campaign’s goals. These goals may cross over with the overall goals of your business or organization. For example:

To build your online presence
To increase sales
To increase brand awareness

Shelve these goals for now as you develop a strategy to make your video a small part of your company or organization’s overall goals. You can’t expect everything from a single Corporate Advertising Video; you’ll write that video off as a failure if you can’t achieve it all. Videos are made for more defined goals.

Define the Video’s Goals

An essential part of your video strategy is determining the individual video’s goals. Ask yourself to define the goal of the video in one sentence. For example, it might be:

To launch a new product or service
To instruct consumers on how to use a product
To introduce consumers to your company
To drive more traffic to your site
To get more followers for your social media profiles

This smaller goal should serve an overall goal. For instance, driving traffic to your website or increasing the number of followers of your social media profiles can help build your online presence. Once you have an individual goal defined, your strategy to achieve that goal — and achieve success with the video — will fall into place.

Acknowledging the importance of videos in the modern marketing arena is the first step to success for your business or organization, as Forbes reports more than 90 percent of marketers rely on videos in their content marketing campaigns. However, preparing your video strategy is an important second step — and not one you should tackle alone.

Get in touch to discuss how we can best help your business reach it’s full potential.

by Adam Krell

5 Essential Elements of a Successful Marketing Video

Video is the most lucrative marketing material around, promising higher engagement, more conversions and bigger profits. Pretty compelling stuff – at least it had better be, because the expense of video production leaves little room for error once the cameras start rolling.

However, the success of your marketing video is largely decided before the production process even begins. Tick the right boxes in the planning stages and you should have yourself a concept, storyboard and a bag full of confidence that your video will be a hit – and here are the five elements that make the difference.

#1: Emotional appeal

Whether you leave your audience weeping, crying with laughter or stunned into silence, your video needs to make an emotional impact if you want to provoke a reaction. This is nothing new to video though, even in the digital age, because TV has been perfecting this art for decades.

#2: Relevance

Reaching your audience on an emotional level starts with creating a relevant message to them. We say it so often, but this is why you need to understand your audience, down to the finest detail. Appeal to their pains, needs, desires, fears and you can use these emotional connections to bring them that extra step closer to your brand.

#3: Benefits, not features

A large part of this is understanding how to sell the benefits of your products or services. Benefits are not the features of your products, or even what you think people love about them most. The benefits you need to capture are the ones that show your audience how you’re going to improve their lives, whether by fixing an everyday problem, saving them money or making their wildest dreams come true.

#4: A narrative

To capture the benefits of your brand, make them relevant and appeal to your audience on an emotional level, you’re going to need a strong narrative. The art of storytelling is at the core of every marketing message, and it starts with a character your audience can relate to. This is the emotional bridge between your viewers and the marketing message at the heart of your video.

Every good story needs a point of conflict too, a problem that puts your main character in jeopardy and your viewers on the edge of their seats. Bang! There you have your emotional appeal and now it’s time to show your audience the beauty of resolution.

#5: Call to action

With the hero in your story facing impending doom (or something less dramatic) and your viewers full of empathy, it’s time to introduce your brand. That’s right, you’re the answer to all their problems and, if your video hits your audience on an emotional level, all that’s left is a strong call to action to seal the deal.

Always keep your goal in mind – even if you’re using humor, fear or whatever emotion to engage people, your goal isn’t to make them laugh or scare them. Your goal is to inspire action and compel your audience to buy into your services and your call to action is the final prompt – so use it wisely.

This article was originally posted on Matinee Multilingual:
http://www.matinee.co.uk/blog/5-essential-elements-of-a-successful-marketing-video/

7 Tips to Save Time and Money on your next Corporate Video Production

Ultimately it comes down to the production company you’ve chosen to ensure your idea for a video has been developed into a cohesive script, to effectively plan and execute your video shoot, and to edit the footage down to an exciting and informative video that provides your audience valuable knowledge about your business.

But there are many things that you and your employees can do to help the production company along with the process. By following these helpful tips, you can help save time in the planning, execution and editing of your video – and we all know when you save time, you save money.

Here are a few things that you can do to help expedite the process to ensure a smooth experience and a project delivered on-time and on budget.

1: Know Your Audience

It’s very important to know who you want watching your video. Are you trying to generate leads for your company? Explaining your technology or product to early adopters? Trying to increase conversion rates on your website? The more accurately you know your audience, and the information you wish to present them, the more you can help ensure your production company accomplish your goals.

2: Watch Other Videos

When crafting your idea for a video, take some time to watch examples of corporate videos, promotional videos and advertisements. Save the links and make notes on what you liked and didn’t like. Being able to give your filmmakers visual references will help jumpstart the development process and ensure you and your production company are on the same page.

3: Know Where Your Video Will Live

Often times businesses haven’t given thought to where they want their video to be seen. If you plan on having your video play on your website you might want your video to look and feel very different then if you’re looking for a broad audience on YouTube. If you’re planning on having your video broadcast on television, let your filmmakers know early on so they can plan ahead. Where the final video ultimately lives will dictate the type of equipment, cameras, video codecs and final delivery format your production company will use. If you don’t plan ahead you can run into compatibility and quality issues down the road.

4: Clear Schedules First

Your business and employees are very busy! Often times trying to get everyone in the same room can feel like herding cats… sometimes literally. If you’re able to schedule the shoot far enough in advance (even before the script has been fully developed) you can ensure the key personnel will be available for the camera.

5: Know Where To Shoot

If your production company will be filming an interview at your office there are a few things to keep in mind when choosing the room to film in. Size matters! Try and choose a room that is large enough for the gear, crew, and the interview subject. Bonus points if you have a room with a nice background, like a window with a view.

Audio is something else to keep in mind. Is the room you want to film in right next to a row of sales people busy on the phones? Try and find a space that can be quiet while filming, and off the beaten path of your employees. You don’t want to spend an hour getting the perfect take, only to have to start over because your employees were doing what they do best: Working!

If you work in a large office complex or are shooting in a tech-savvy conference room, make sure you know how to reach the building maintenance department. Video crews can often edit out noise coming from an air conditioner or flag off an offending overhead light – but being able to address these issues before your crew starts rolling saves time and money in the editing room.

6: Have A Style-Guide Ready

Providing your production company with the details of your brand’s style-guide will cut down design time in the editing room and ensure the final look of the video will perfectly compliment the rest of your company’s marketing materials. Having assets like fonts, logos, and specific colors available early in the process will save time and money later.

7: Know Who Has Editorial Approval

Often times many of your employees will be involved in the making of your corporate video. It’s always encouraged to have as much input from key people in your organization as possible, but when it comes to reviewing and approving editorial revisions, it’s important to know exactly who needs to be giving notes on further revisions, and who can ultimately sign off on the completed project. Make sure these people are available to review the cut when it’s ready! Nothing causes a production company more anxiety then waiting to hear back on an edit while watching the deadline rush closer and closer.

So there you go! With these 7 tips in mind, you can count on your next video project to be high quality, under budget and completed before the deadline.