Video Killed The Radio Star: Building Brand Advocates Through Video Content Strategy

Business.com / Marketing Strategy / Last Modified: February 22, 2017

Savvy marketers have not ignored the shift in their respective audiences’ sensory prerequisites around video content needs.

In the past two decades, the advent of technology in the marketplace has given birth to an entirely new demographic of consumers and employees.

The current generation has been weaned on digital content, so much so that it eschews the hard copy print medium for everything from marketing/promotion to job applications. This population has grown up in a streaming global environment, and video plays as important a role in fulfilling their consumerism and employment needs as it did their parents’ entertainment fix with the dawn of MTV.

Savvy marketers have not ignored this shift in their respective audiences’ sensory prerequisites and are subsequently -- and aggressively -- moving toward incorporating video content into their individual and collective brand establishment plans.

Related Article: A One Minute Video Is Worth 1.8M Words: Content Marketing's Newest Weapon

The Hows and Whys

The power of video content as a marketing tool is difficult to fully quantify, but there is no debating that it enhances a company’s presentation by offering information in an attractive and accessible format.  

As an example, think about rudimentary computer training DVDs and how effective they were versus strict print directions and book format learning modules.

Now take that one step further, moving away from DVDs and into the world of streaming video. Old school marketing continues to lose ground to digital and the premise of video advertising usage is quite simple: give the masses what they want. Thus, cinematic avenues for branding are being exploited to coincide with the popularity of YouTube, Vimeo, Wistia and various other video-specific outlets.

Video Content Gets Sophisticated

The importance of video content for branding is evidenced by two primary considerations:

  1. Entities such as Google BrandLab offer consulting type services to enhance video marketing creation.
  2. 2) YouTube has rapidly evolved from a quaint entertainment device to a powerful promotional tool.

Regarding the former, suffice it to say that Google doesn’t get involved in anything unless it is B-I-G, and video branding consultation services are assuredly going to rise in necessity and availability. As to the latter, make no mistake, YouTube still has a near-infinite amount of non-business related content (from prank videos to sporting event footage), but it is clearly the model for every other video portal online and the unchallenged colossus of the digital world. 

That said, there are various ways to incorporate video into a given branding blueprint aside from having a dedicated YouTube outlet for promotional videos.

Related Article: What Really Makes Videos Go Viral?

Prime Examples of Effective Video Branding

Regardless of your business size or product line, an excellent example of video branding comes from Paul Akers at FastCap, a product development company for professional wood workers.

A cursory glance at the FastCap website provides video branding at its most basic, and best. First, Akers “floats” across the screen and introduces the company to visitors in a casual and welcoming manner. Second, easy click tabs on the left hand side of the page allow additional video clips to be accessed, including a virtual tour and Akers offering insights into his business. There is also a link to the company’s YouTube page for more video content.

fast cap paul akersImage via FastCap.com

This is where FastCap’s website and off-site content feed into each other. Potential brand evangelists may stumble upon his videos on FastCap and link back to the site, or others may be moved to share his expertise – and videos – by posting his videos on their own social media accounts.

Akers brands his company with an effective strategy of coming into viewers’ viewing space -- putting a face to a name, as well as humanness to the face and his company.

In front of the camera, Akers emits a folksy warmth that draws viewers in, and emphasizes a passion and commitment to his company’s sizeable product line. He appeals to viewers with an everyman type of sensibility, as he dives into projects with clear step-by-step protocols while retaining a youthful exuberance that is contagious. Akers utilizes fairly standard video footage, but the technical simplicity of the digital content is juxtaposed by the high value of successful branding initiatives.

 

Need More Examples?

As a branding strategy, Akers is the face of FastCap, essentially welcoming site visitors through its digital front doors. Yet, video branding can be accomplished in other ways, sans business leaders and interpersonal video content.

For instance, take a look at Birchbox, a cosmetics and beauty care retailer that uses video to promote its monthly subscription gift boxes. Or consider Harborview Hotel in Martha’s Vineyard. The hotel offers video tour footage on its Facebook page to bring viewers right up to the sea and sand.

birchbox video sampleImage via Birchbox.com

Both businesses are in completely different industries, yet they give viewers a deeper look at what they have to offer. Each puts the stamp of their specific brands on their homegrown video content, hopefully leaving an indelible mark on potential consumers/clients that will turn into profits in the future. 

The Power of Video for Branding

The business world is glutted will the “next big things” and countless can’t miss trends. Interestingly, video branding is neither, and both, at the same time.

With global video usage increasing for promotional purposes, all sizes and types of businesses are adopting it as a mandatory component of their branding templates. Similarly, video incorporation into webpages and virtual marketing materials is the “now” strategy for a majority of companies interested in expanding their images to an incalculably large virtual audience.

Although video branding can take many different avenues, be it a proprietary YouTube library or website-based streaming content, the main crux is to present a memorable brand image and augment that image with useful content for viewers and consumers.

If you have already adopted video techniques for your business branding goals, you’re in the mix, and quite possibly ahead of the curve. If not, you need to consider video content as a viable resource to enhance your company’s brand. Look around the global business community and witness video branding in real time … then realize that 2015’s video branding isn’t your parents’ MTV. 

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