• Lucy Norris

How to Use Video to Drive Brand Awareness

There are many different ways in which you can use content to help drive awareness, promotion and sales around your brand and company. The options are endless, and sometimes it can be a little overwhelming? Where do you start? What will be the most effective for your company, and more importantly, what will encourage your users to convert into customers? After all, we want to create content that brings results, right?

Depending on your goals, there are a number of ways in which you can reach them AND reach your audience through video.

  • Let’s start with DEMO VIDEOS; these help to showcase how your product works — whether that’s taking viewers on a tour of your new product and showing how it can be used or unboxing and putting a physical product to the test. People love that stuff. Especially when there is a challenge involve. Think Red wine spilling on a shirt, and ta-da, the disaster is accompanied with some fancy new gadget that removes stains instantly. Demo videos are perfect to help tell the story around the solution you have created as a business owner.

  • BRAND VIDEOS; these are typically created as a part of a larger advertising campaign, showcasing the company’s high-level vision, mission, or products and services. It’s basically the companies narrative told throughout a video.

  • EVENT VIDEOS; These are great when your business is hosting a conference, round table discussion, fundraiser or charity. Now of course we are in very different times, but you can still capture the excitement of virtual events/ contests/ networking events that you host. Recording Zoom sessions are super easy and a great solution for capturing live discussions and webinars.

  • EXPERT INTERVIEWS; This is when you capture interviews with internal experts or thought leaders in your industry. It’s a great way to build trust and authority with your target audience.

  • EDUCATIONAL / HOW TO VIDEOS- INSTRUCTIONAL; These can be used to teach your audience something new or build the foundational knowledge they’ll need to better understand your business and solutions.

  • EXPLAINER VIDEOS; This type of video is used to help your audience better understand why they need your product or service. Sometimes even though it seems logical to you, they need a little more explaining.

  • LIVE VIDEOS; this type of content gives your viewers a special, behind-the-scenes, exclusive look at your company. This form of content is key for creating a community.

So as you can tell there’s a lot of different ways in which you can produce content for your brand. Decide on the type of videos that would be good for you and your company and then begin either working with a team to execute your vision or carve out the story yourself. No matter which type of content you choose, you will and should be in front of the camera talking about your passion and brand. For that very reason, you need to be able to be yourself in front of the camera.

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