Creating effective branded videos is a long-term process that requires constant creativity and analysis of the results. But if you can create a video that engages your audience and meets your goals, then it can be a powerful tool for attracting new customers and building your brand awareness.
What are branded videos?
Branded videos are videos created to promote a specific brand or product. They can be used both for marketing purposes and to strengthen the brand image or create loyalty among consumers.
Branded videos can take many forms, for example, they can be commercials, corporate videos, product review videos, video testimonials, etc. The main purpose of such videos is to attract attention and establish an emotional connection with consumers.
In addition, an important aspect of such videos is the presence of a unique concept that helps to distinguish the brand from competitors and be remembered by the consumer.
Types of branded videos
There are many types of branded videos, and each of them has its own characteristics and applications depending on the goals and strategy of the brand. Some of the most common types of branded videos include:
Commercials: Short videos that are often featured in TV ad units, YouTube, and other video platforms. They usually contain vivid images, cheerful music, and sell a product or brand idea.
Corporate videos: This is a video that shows the internal processes and structure of the company, its values and mission. They can be used to attract new employees, present the company at conferences, or strengthen the brand image.
Product Reviews: This is a video that takes a closer look at a product and demonstrates how it works in action. They can be used to boost sales, build brand credibility, and attract new customers.
Interviews & Testimonials: This is a video where people share their experiences using a brand's product or service. They can be used to build brand trust and increase consumer loyalty.
Branded series: These are videos that are created as a series and are longer stories than commercials. They can be used to hold the audience's attention and increase brand awareness.
Video tutorials: This is a video that demonstrates how to use a brand's product or service and gives instructions on how to set it up or install it. They can be used to improve the usability of the product and improve the customer experience.
Infographics: This is a video that uses graphic elements and animations to showcase information about a brand, its products, and services. They can be used to simplify complex information and improve consumer experience.
Event Video: This is a video that showcases special brand-related events such as new product launches, conferences, exhibitions, etc. They can be used to strengthen the brand image and draw attention to the company.
Social Media Video Content: This is a video that is created specifically for social networks such as VK, TikTok, etc. They can have a shorter duration and use more intimate and informal language to attract the attention of younger audiences.
Interactive videos: This is a video that allows the viewer to participate in the story or make decisions as they watch. They can be used to increase the viewer's level of interaction with the brand and create a deeper connection.
Animated videos: This is a video that is created using animations, drawings, and other graphic elements. They can be used to create a unique style and draw attention to the brand.
These are just a few examples of the types of branded videos, and the list goes on depending on the needs and strategy of the brand.
Examples of the best video brands
Choosing the best branded videos of all time is quite difficult, as this is a subjective opinion, and it can vary from person to person. However, we can give some examples of branded videos that have become very popular and that many consider examples of successful use of this content format:
1. Nike - "Write the Future" (2010)
In this video, Nike demonstrated the connection of its products to athletic achievements, showing how the players of the national teams imagine their future at the World Championships.
2. Coca-Cola - "Hilltop" (1971)
This video was created as a welcome to the world, and it showcases various people celebrating life along with a bottle of Coca-Cola. The video is accompanied by the iconic music of "I'd Like to Buy the World a Coke".
3. Old Spice - "The Man Your Man Could Smell Like" (2010):
In this video, the main character is Terry Crews, who promotes Old Spice products and states that it can make every man more attractive.
4. Apple - "1984" (1984)
This video is historic, as it was created for the presentation of the first Macintosh computer and was the first cinematic commercial of its kind. It shows a cruel and gloomy world that is destroyed by the introduction of a new product. Naturally, this is a reference to George Orwell's "1984".
5. Blendtec - "Will It Blend?" (2006 - ...)
This is a series of videos that has become popular due to its unusual concept. The creator of the Blendtec blender, Tom Dixon, demonstrates how his blender easily handles the most unusual objects, including iPhones and golf balls.
6. Always - "Like a Girl" (2014)
This video campaign addresses stereotypes about what it means to do something "like a girl". The video shows that it doesn't have to be offensive and that "doing things like a girl" can be powerful and confident.
7. Volvo Trucks - "The Epic Split" (2013)
In this video, the main character is actor Jean-Claude Van Damme, who demonstrates his flexibility skills by standing on the mirrors of two Volvo trucks that drive in different directions. The iconic video has created many parodies, including the famous Christmas greetings from Chuck Norris between the two planes.
8. Google - "Dear Sophie" (2011)
This Google promotional video demonstrates how a person can use the company's various services to record their life moments and pass them on to their daughter when she grows up.
9. Johnnie Walker - "The Man Who Walked Around the World" (2009)
This video was created to celebrate the 200th anniversary of the Johnnie Walker brand and showcases the company's history through the voice of actor Robert Carlisle as he walks along the coast of Scotland telling a story.
Each of these videos demonstrates the successful use of branded videos to convey an idea or message to an audience. They have become popular and loved by many people and continue to influence our culture.
Tips for creating effective videos for brands.
Creating an effective video for a brand is a multi-step process that involves several key steps. Below are some tips to help you create an effective video for your brand:
Define Your Target Audience: Understanding your audience is key when creating branded videos. Study your audience – their interests, needs, values – to create content that will be of interest to them.
Tell a story: Create an emotional connection with your audience by talking about what makes your brand unique, why it's important, what problems it solves, and how it can help its audience.
Create content that evokes emotions: Emotional content is key to attracting and retaining viewers' attention. Think about how you want your audience to feel while watching the video and create content that evokes the right emotions.
Be creative: Try to create videos that stand out from other content. This can be achieved through the use of original and unexpected ideas, the application of visual effects and custom editing.
Focus on quality: Creating a high-quality video will help your brand stand out. Try to use high-quality equipment and machinery, shoot in good light and with good sound.
Make sure your video aligns with your marketing strategy: Your branded videos should align with your marketing strategy and convey its core messages.
Optimize your content for social media: Most viewers watch videos through social media. Make sure your video is optimized for social sharing, use legends, add hashtags, and optimize it for mobile.
Measure results: Measuring the effectiveness of your content is an important step in the process of creating branded videos. Evaluate the number of views, reactions, comments, overall engagement, conversion rate, and other metrics that will help you understand how effective your content is and how well it meets your goals.
Use Call-to-Action (CTA): Don't forget to include CTAs in your videos to get viewers to take action, such as visiting your website, leaving a review, following your social media page, or making a purchase.
Update your content: don't stop there. Constantly update your content, follow trends and new ideas, and implement them in your videos.
Collaborate with professional videographers: Creating high-quality videos requires certain skills and knowledge. If you don't have enough experience or equipment, consider collaborating with professional videographers to create more effective content.
Try not to be too salesy: Avoid creating videos that promote your product or service too explicitly. Try to create content that will help your audience solve their problems or meet their needs, not just sell your product.
Use influencers: Collaborating with influencers can help increase the reach of your content and drive more attention to your brand.
Use animation: Using animation in branded videos can help grab viewers' attention and convey complex ideas in a clearer and more engaging way.
Don't be afraid to experiment: don't limit yourself and your brand to standard solutions and approaches. Experiment, try new formats and ideas, and find your own style.
Using these tips and inspired by historical examples of successful marketing campaigns, you can create your own unique brand video that can reflect your company's idea and help create a connection between you and customers.
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