As technology advances and high-speed Internet connects more people, businesses of all sizes are realizing the power of video content to build their identity and engage with audiences.
This article explores how brands are leveraging video to stand out in a crowded marketplace. We’ll look at why video is so effective, examine case studies of successful video marketing strategies, and discuss the different forms video content can take.
Video: The secret weapon for brand differentiation and growth
Video is a powerful medium because it takes advantage of the person-to-person connection.
In my experience, there is nothing more compelling than a founder or CEO putting their heart into educating a consumer about why they created their service or product, combined with a demo to help show the benefits .
Video can also take many other forms to drive conversion/sales, such as one of my favorite case studies, Purple.
Before developing my own agency, I worked for Molio. At this YouTube ad and media buying agency, Purple blessed us with the opportunity to iterate on their current creative while applying deep analytics.
I will never forget spending $50,000 in the first month to $500,000 in the third month during a very unique time for YouTube advertising in 2017.
The results were surprising, as we had Goldilocks product demo video to drive intent while leveraging our Sasquatch videos to drive user engagement through earned views and subscribers. Both were instrumental in delivering upper-funnel reach, bringing users closer to the brand, and generating intent through egg testing.
What I find most interesting about video branding is how long upper funnel engagement can last. By checking with Purple, we were able to beat Casper in search, but what I think is more impressive is how people still search for Purple on YouTube today.
Insights from YouTube ads helped us increase our investment in Sasquatch as a main character, bringing him back for Christmas and many key holidays throughout the year to generate more earned media.
Dig deeper: How advertisers can take advantage of vertical video
Video Scales in B2B and B2C Markets
Depending on a number of factors, video can make a deep impact or sometimes fall flat, but no other medium offers the same level of consumer feedback.
In my experience with B2B and B2C brands, video is particularly effective for B2C, especially e-commerce. However, B2B brands that master video gain a significant advantage.
Despite being more difficult to scale, video is essential for its popularity, engagement and receptivity. If you believe in your brand, using video is a must.
If you’re not sure about video, keep in mind that all major social platforms and ads continue to invest heavily in it, including TikTok and Instagram Reels.
As Gary Vaynerchuk said, “Every company is a media company,” and I wholeheartedly agree. This sentiment has only deepened in the last 10 years.
Produce different content formats
From consulting for numerous brands, I have seen my clients operate as media companies with diverse strategies. Running an agency and working with small businesses gives a unique insight into how each brand manages their media, even within the same industry.
A common question from clients is about the type of video content they produce and how much is done in-house versus outsourced.
The most common type of video content aligns with the study below, showing mostly social media and short content followed by video ads.
I would probably rank tutorials and education higher than short content. Tutorials and education are extremely important in the early stages as you reach new customers.
The most important factor in developing video content is variation. I recommend creating multiple variations of your content to understand audience engagement and feedback, allowing for better future iterations.
This approach should also be applied to production, using different creators and outlets to get the best insight into consumer engagement.
The more varied the content, the better you can understand and reach your consumers, ultimately driving the KPIs your brand is aiming for.
Viral video marketing in action
I am fascinated by those who focus on building a brand identity through video. For example, “Nicole The Intern” impressed me by successfully growing #smasharmy and rebranding @mixoloshe, a non-alcoholic cocktail, during a difficult time to go viral.
Nicole’s goal was to get 500,000 followers to keep her job. He used videos, constantly uploading clips of smashing drinks, which created the #smasharmy.
Now aiming for a million subscribers, her impact is clear: the website has a “Here for Nicole The Intern” pop-up, showing she’s driving significant traffic.
Its history has become the center of the brand’s strategy. Small businesses can learn from their use of video, consistent uploads, and perseverance. A visually appealing product also helps.
Building brand identity through strategic video content
Building brand identity takes time. There is no perfect formula, but most brands start with or need a video to reach and capture a large audience.
Every company is, to some degree, a media company, whether you’re working with top-tier agencies or going viral with an intern. The key is to prioritize video and try different approaches.
This variety allows you to analyze what works, giving an advantage when everyone can easily make videos. Ultimately, varied content and analytics help brands scale across platforms.
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