Building Awareness through Video

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Building Awareness through Video

Before the rise of social media platforms and YouTube, brand awareness via video was solely done through television commercials. Now, social media platforms have the ability to integrate video into posts and livestream, and YouTube remains an extremely popular platform. Brands now have far more opportunities to create original video content in a multitude of styles in order to expand brand awareness. 

Benefits of Using Video for Brand Awareness

Storytelling

We can’t emphasize enough how important telling your brand’s story is to conveying the authenticity of your brand. Sure, you can have an amazing site that conveys your story well and even promote it audibly so that people can hear your sincerity, but nothing is as convincing as actually seeing your story. 

Video is also an extremely creative platform. When you have the opportunity to tell your brand’s story, that doesn’t necessarily mean you personally in front of a camera. That is certainly an option, but you could also use animation, images and voiceover, behind-the-scenes footage, customer testimonials, or any other content or style that best fits your brand. 

Your goal with using video as a medium to build brand awareness should be to create concise, engaging content that can effectively communicate to audiences what your brand is all about and what you can offer to them. 

Take Dawn dish soap as an example. We all know that Dawn is a product that helps you to clean your dishes, but the image most people think of is not a person washing dishes, but the penguin or duck covered in oil. Those videos, in a very short time, communicate a multitude of messages: they care about the environment and wildlife; if it can get oil off an animal, it can clean your dishes, and it’s a safe product to use.

While you may not have P & G’s commercial budget, you can certainly still create effective, quality videos that communicate your brand’s value proposition to your target market.   

Improves Search Engine Performance

Video ranks higher in online searches with 62% of Google universal searches including video. Think of the last time you did a Google search and your keywords were included in a video. The video appears on the page before any site link which can give you the advantage of visibility over other competitors.

Since videos are more engaging than articles, they also tend to get more click traffic and are easily shareable. The more your content is linked, the better your search engine performance will be. So, if you can create an engaging video that people will share, not only are you building awareness through the video itself, but you are simultaneously improving your SEO. 

Multi-channel presence

You already know a website by itself isn’t enough today. You have to be where your audience is. Videos can be embedded into every social platform. Some even give you the added benefit of auto-play which increases the likelihood of grabbing someone’s attention. 

Being able to share your video content across multiple platforms allows for you to communicate the same message but to different demographics within your target market. You can even get creative with how you use the same video content between platforms. Perhaps on one platform you provide the teaser to the full video on another platform. 

Recorded video content is not the only video style that can be shared over multiple platforms. Live streams can also be connected to multiple platforms at one time which opens up opportunities for you to stay relevant and in the moment with your customers. Organic content like a live stream can also help communicate your brand’s authenticity. Other content can be edited and perfectly concocted to deliver a message, but with a live stream, what you see is what you get. There is nothing fake about it.  

How to Utilize Video

For your recorded content, there are many factors that go into a video, which plays to your advantage when using it to build your brand. From the color schema, to the fonts and music, you have many opportunities to subtly cue your audience to buy into your branding.

Consistent Fonts and Logos

Think of this as a way to tie together every single piece of branding or marketing you put out into the world. While using the same logo is pretty straight-forward, remaining consistent with font choices as well creates continuity across all mediums of your brand helping your customers recognize your brand. 

Perhaps the most iconic use of brand font is the Disney logo. Disney uses their specific font on all of their marketing. Disney is so consistent in their font use that most people only need to see the letter D in that font to know that they are looking at Disney content.

While your brand will probably not become the behemoth of a brand that Disney is, it effectively communicates the point that visual recognition in an instant is beneficial for your brand. 

Familiar Characters

If you want to build up your brand awareness, it’s imperative to decide what your recognizable ‘features’ are to be. Remember, standing out from other competitors in your content is essential and a memorable character could be the way to go for you. 

Take Dos Equis’ The Most Interesting Man in the World campaign for example. His catchphrase “I don’t always drink beer, but when I do, I prefer Dos Equis” was adapted to become a popular internet meme. Even consumers who don’t drink beer would recognize the character and are likely to associate the brand with a positive memory. While teenagers who can’t drink beer are primarily the ones creating the memes, that memory sticks and could eventually lead to them purchasing Dos Equis when they are of age. 

Referral Programs 

People are very likely to trust the opinions of their friends. They tend to use brands recommended by those close to them.

You can use videos as a call-to-action via social media to encourage customers to recommend your services to a friend. You could even include a sign-up link or code that will grant both customers some form of small benefit or a free gift as a thank-you. You can use referral programs as a means to build brand awareness in of itself, but the advantage to utilizing video for this purpose is the shareability.

Someone who is tagged in a post or a post is shared with them on social media is much more likely to watch that content that contains the referral program than if it was simply emailed to them. 

YouTube

While YouTube is certainly considered a social media platform, the opportunities for building brand awareness differ a bit on this platform. While other platforms like Facebook, Instagram, and Twitter will cater to your target market, YouTube is more of an open platform. Depending on the video content you decide to put on YouTube, your videos could actually apply to an unintended audience. 

For example, let’s say your YouTube channel for your brand consists of tutorials for creating epoxy LED lamps. Clearly, you have a very targeted market. But on YouTube, a student who is working on a STEM project integrating LED lights actually comes across your channel because they are looking for ideas for their project. That student was not your intended audience, but your content still applied to them. 

This does not mean that you should create content for your Youtube channel that isn’t on brand just to appeal to wider audiences, but it does mean that it may be worth considering exploring parts of your brand that do apply to the masses for more brand awareness. 

Television

Advertisements

Even though your possibilities with using video to build brand awareness have exponentially grown, television advertising shouldn’t be ruled out as an option if it could be beneficial to your brand. Granted, this option will take more money than other forms of video, but if your target market still watches the evening news, it may be worth your investment. You may not have the budget to advertise on television just starting out, but as you grow and want to build more awareness, turning to television advertisements is still an effective method. 

Sponsorships

Even though more and more consumers are turning to streaming services to watch television, there are still opportunities for awareness on those platforms through sponsorships. In fact, sponsorships can be even more beneficial for your brand because you can sponsor a particular show. 

Let’s say you are the company that makes the epoxy LED lamps. Sponsoring shows like “Making It” or “Fixer Upper” speak directly to your target market. Again, this option is more on the expensive side, but the advantage is that you are still directing your brand to your niche audience.  

Interviews

Local news channels are always looking for community stories to tell. Like radio, creating the opportunity to get an interview will take curating some relationships. But if your brand serves your community, exposure on the morning news shows can be an effective choice in building your brand awareness. 

Planning for Video

With so many opportunities to use video in building brand awareness, it can seem overwhelming when deciding what is right for you. When in doubt, always research to see how others are utilizing video for their brand. You can get a better idea of what can work for you when you look at the competition. 

Like every decision in starting your business, you also need to consider all of your capitals. Do you have the skill set to edit and create quality video yourself or do you need to hire someone? If you have the skill set, do you have the time? How will that affect your balance of other aspects of the business? Based on your budget and brand, those are all questions you will have to answer before moving on to actually creating the content. Once you do, you’ll have a better vision of what is feasible and a better idea of how to best incorporate video into your awareness strategy. 

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Chapter 1: Getting started

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Chapter 2: Coronavirus Cyberattack Statistics

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Chapter 3: General Cybersecurity Statistics

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Chapter 4: Phishing & Email Attack Statistics

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Chapter 5: Industry Cybersecurity Statistics

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Chapter 6: Privacy Statistics

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Chapter 7: Privacy Statistics

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Chapter 8: Privacy Statistics

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