We’ve already explained the importance of a video to a brand. And there are no doubts that a video is a powerful weapon when it comes to bringing a brand closer to the public, or selling a product. But…
How am I going to make money investing in a video?
A video doesn’t go unnoticed and it captures the attention of those who navigate the web. And that’s what we’re after: standing out from the crowd and from the competition. Not only do videos help with the ranking of a brand on the Google search engine and are easily shareable, they can also become viral. What do we gain from this? We get closer to the consumer.
And what kind of video is the most appropriate for my company?
Outside of institutional videos that present a company and its activity, there are two other types of videos, with different goals and results: branded videos and advertisement videos.
1 – Advertisement videos
Ideal for when we want to sell a product immediately. The goal of this type of video is to straight to the point: present the product or service and convince the consumer to purchase it fast.
Nike knew how to do it perfectly. In less than a minute it sold us the idea of a pair of comfortable, light and stylish sneakers… And most importantly it left us wanting to go buy them for ourselves. All of this without leaving behind the personality of the brand. Mission Accomplished!
2 – Branded or promotional videos
They’re a sort of advertisement in disguise, with the intention of promoting a brand. They tell a compelling story that the consumer identifies with.
We want the potential client to fall in love with the values and character of the brand, to feel emotionally connected, which will reflect in owning their preference against competitor brands. The goal isn’t to get immediate results, but rather increase the level of trust in a brand.
We become involved in this narrative, from beginning to end, without thinking about the fact that we’re watching a marketing product. Who doesn’t get emotional with the story of a boy that believes in his worth even when everyone else doesn’t? Duracell took advantage of this idea and left us the message that we should believe in our own power. And what is the best source of energy and power? Duracell batteries.
It’s now evident that videos are essential to a good multimedia communication. And these are some of the ideas of what can be done to promote brands and products through video.