Increasing brand awareness is the first step towards increasing your customer base and sales. Video can help you do this!
Video is not just a powerful marketing tool, it's the powerful marketing tool. People have been saying that video is the future of marketing for years; and now, the future is finally here.
42% of businesses are still not currently taking advantage of video marketing.
This is very concerning! Especially when you consider that an incredible 74% of internet traffic will be video in 2017.
With these statistics in mind, it's crucial for marketers to start implementing video into their content strategies -- and, for those already using it, to start perfecting it.
In this four-part blog series, we'll be demonstrating how you can smash all of your marketing targets with video. When it comes to increasing:
- Brand Awareness
- Conversion Rates, and
- Product Understanding
You can sure of one thing:
VIDEO GETS RESULTS.
In this first article, we'll be looking at increasing brand awareness with video. So, let's start at the top...
What is Brand Awareness?
The term itself is pretty self-explanatory - it refers to how aware consumers are of your brand.
Increasing your brand awareness is very important because it creates a positive ripple effect for your business:
1. More consumers know who you are
2. They do business with you (increasing your revenue!)
3. They tell their friends to do business with you (further increasing your revenue!)
Before creating marketing material that raises awareness of your brand, you need to be confident about what your brand represents. The way you present your brand should be so strong that people are able to tell when content, including videos, has been created by your brand even if your logo isn't on it.
Defining your Brand
Defining your brand should be the very first step in your marketing strategy. The are three key pillars that make up your brand:
The first thing you need to do is determine the voice of your brand.
Are you corporate?
Are you fun?
This messaging needs to be consistent across all of your marketing channels, including your website and emails; and especially your videos!
Tesco Mobile is a brand known for their straight talking, tongue-in-cheek humour, and great value. This shines through in all of their different channels:
Their social media channels:
And their videos:
Your design must be consistent across all of your marketing collateral, too. This means using the same colour palette, the same fonts, and the same overall style in all of your content.
This allows people to glance at videos and images and instantly recognise that your brand has created them. A lot of well-established brands are really good at this. Coca Cola has been using its signature red to stand out for decades:
USP stands for Unique Selling Point. It's the thing that makes your brand stand out from the crowd, and convinces customers to choose you over your competitors -- so it's crucial to defining your brand!
How to Increase Brand Awareness with Video
Now down to the good stuff...
In our experience, there are 5 main ways to increase your brand awareness with video; and they work best when you use them all together.
Let's take a look:
1. Know your Audience
The first thing you need to think about when creating a video to raise awareness of your brand is your audience. After all, they are the people you are making your video for.
You need to think about how to appeal to your ideal audience:
What are they interested in?
What kind of language do they use?
What kind of imagery will resonate with them?
A good way to really know your audience is to create buyer personas. Buyer personas are three-dimensional representations of your ideal customers based on existing customer data, or new market research. They look a little like this...
By creating back-stories for your ideal customers, you breathe more life into them. This helps when it comes to creating videos that will resonate with your audience.
Cyclemon, a French bicycle manufacturer, aim their products at trendy, young people that value individuality. With this in mind, they created the video below to raise awareness for their brand:
2. Be Original
Every day people watch hundreds of millions of hours of video on YouTube alone. The competition is rife. So it's important to make your videos original.
Original is Attention-Grabbing.
Before considering what is original, let's take a look at what is completely unoriginal. When stock footage distributor, Dissolve, grew tired of seeing their imagery used in generic videos, they created this hilarious response:
This video is bold and funny. It calls out all of the unoriginal techniques that brands have been using in their videos for years, and challenges viewers to make something new.
Being original is so important when it comes to brand awareness, because you need to stand out. Only you will know what can help you stand out in your industry. You just have to look around at what others are doing, and do something better. Here is an excellent example of a brand breaking the boundaries and creating an original video to increase awareness:
3. Be Succinct
In case you didn't already know, people are busy! In this fast-paced world, no one can spare more than a few minutes to learn about your brand. The recent rise in technology has reduced attention spans and made instant gratification a must. According to Visible Measures, 20% of viewers will click away from a video in 10 seconds, and according to VINDICO, 80% of online video ads are abandoned within the first half of the ad!
So it's super important that you get to the point! To create a clear and concise message in your video, you should highlight a few key points about your business - 3 or 4 should be more than enough. This way, you aren't overwhelming the viewer and they will watch your video until the end, seeing that all-important call to action.
This short but sweet video is a great example:
4. Promote Like Crazy
There is a common rule among marketers. It's called the 80/20 rule and it refers to content creation and promotion. The criteria is as follows:
Spend 20% of your time creating content
And 80% promoting it.
Yep, that's right. All of the sweat, blood, tears and, most importantly, money, you put into creating your video is only worth 20% of the overall effort.
There's so much content online! To make sure you are seen by your ideal customers you need to promote across as many different platforms as you can:
etc. etc. etc.
The more platforms, the better.
Promotion is a huge, huge topic, and instead of asking you to read hundreds of words about it, we thought we'd practice what we preach. Here's a video with 6 tips for promoting your explainer video:
5. Optimize for Different Devices
Last, but by no means least, you need to consider the devices people will be watching your video on. Video traffic accounted for 55% of total mobile data traffic in 2015, and that is only set to increase year on year.
To optimize your video for different devices, you first need to ensure that your video player is responsive and that the size of your video will automatically adjust to fit the screen it is being viewed on. You can usually do this within your video player dashboard.
From there, you need to think about your video content with the mobile viewer in mind. For example, people viewing on mobile devices could be on the move, so it's important to keep your videos short with a strong call to action. With this in mind, you need to make sure that the website your call to action sends viewers to is also responsive.
Types of Video for Increasing Brand Awareness
There are many different types of videos you can create to showcase your business, it all depends on what you want to achieve. For the purposes of increasing brand awareness, there are 3 types of videos you can use:
An explainer video helps people understand your product, service, or vision. Usually around 1-2 minutes in length, they capture the key messages of your brand and encourage viewers to find out more.
When creating an explainer video, it's always a good idea to tell a story. People can connect with stories emotionally, and this will make them feel more strongly about your brand and more likely to share your video with others.
Here's a Wyzowl example:
Pre-roll videos create a great opportunity for you to increase the awareness of your brand. These short videos (15-30 seconds max.) are paid ads that appear before a relevant online video.
Pre-roll videos allow you to grab the attention of your ideal customers for a few seconds and instil a sense of wonder in them. Be sure to include a clickable call to action at the end so that viewers can find out more about your brand.
Here's an awesome example:
Video Blog (Vlog)
By creating keyword-optimized video blogs, also commonly known as vlogs, you can positively increase brand awareness. To do this, you need to choose a question that your ideal customers want the answer to, for example:
"What makes a great explainer video script?"
Then you film one of your team members answering the question and post the video on YouTube with a keyword optimized title, like this:
YouTube is the second most visited website on the internet, so having a consistent presence there will help you to continually increase awareness of your brand.
Now, all of the information in this article is pretty much redundant without results. So let's talk about for a while.
First things first:
How do you know if your video is getting the results you want?
You can do this in a number of ways. You can track the inbound links from your video to your website; you can measure the attention your video is getting on social media; and you can also take a look at how well your video is performing from within your video hosting dashboard.
Most video hosting sites will have an analytics page that you can view. Here's a snippet of data from Wistia:
Keeping in mind all of the points raised in this article, here are some brands that have managed to raise awareness with great videos...
DermaBlend, a professional make-up brand, increased awareness when this video they created went viral:
The video hooked viewers with its reverse-storytelling technique. It helps to define their brand as innovative and original, and is directly targeted towards their buyer personas.
They also promoted like crazy! They took over the YouTube masthead for a day, and in that 24 hour period they had as many unique visitors to their website as in the entire month prior.
Metro Trains created an animated video to raise awareness of rail safety. Their video featured cute characters suffering gruesome yet hilarious deaths, all while singing a very catchy song:
To date, the video has received over one hundred million views! And, according to McCann, 127 million people have stated that they would be safer around trains because of the video.
Increasing brand awareness is just one way video gets results! Join us next time for article 2 of 4 when we'll be talking about how to increase traffic with video.