How To Use Video To Build a Memorable Brand

Video is a unique tool to develop brand affinity. When created, promoted, and optimized correctly, video can close the gap between you and your customers. In this blog, we'll dive into the "how" and "why" of building brand affinity through video content.

The Significance of Brand Affinity

Brand affinity goes beyond a customer buying a product or service. It’s about creating a genuine connection with your audience. Video is especially good at this because it can humanize your brand in an accessible way. Video transforms your business from a just product into a positive experience. Given that 70% of decisions are based on emotions, those impressions can quickly turn into conversions. 

Types of Brand-Building Videos

Here are some of the strategies you should consider when building your brand through video:

Storytelling and Narratives

Whether it’s how your brand got started or testimonials from satisfied customers, telling a story through video can bring it to life. Think about the challenges your audience relates to and how your brand can help solve them. 

Behind-the-Scenes Content

The less polished size of your business can make it feel more authentic. Showing how your product gets made or a tour of your facility allows viewers to get the whole picture of your brand. 

Educational Videos

Position your brand as an authority in your industry by creating educational content. This can help by both adding value and building trust with your audience.

User-Generated Content

Ask happy customers to post video reviews, share their opinions on topics related to your brand, or participate in a social media series. User-generated content builds community and provides followers with a sense of shared identity.

How to Distribute Your Video

So, you have a brand video locked and loaded. Now what?

How you distribute your video is just as important as what's in the video itself. After all, if no one can see your new content, it can't help build a relationship.

Add it to your youtube channel 

Regardless of where you share your video content, you'll want to have a library where all of your video content lives. A YouTube channel allows you to gather all of your content in one place. Plus, it makes it easy to share and embed videos into future content.

Add it to your website and workflows

One of the great things about video is that it can be repurposed for almost any digital space. Consider putting a one- to three-minute narrative video on your website homepage. Try shorter behind-the-scenes videos in your emails. This can break up wordy sections and give users the option to digest information faster. 

Promote it on your social channels

You'll need to know where your target audience spends their time. Are they more likely to watch videos on Instagram or TikTok? While less polished content typically performs better on social channels, you can also cut down longer videos and post them in 15- to 30-second snippets. 

How to attract and encourage video Engagement 

Once you post a video, don't just set it and forget it. These simple steps can ensure your audience engages with your video and, therefore, your brand. 

Include a Call to ACtion (CTA) 

In every video, clearly ask viewers to take an action like commenting or visiting your website. Usually, CTAs come at the end of content, but you can experiment with including them in the beginning or middle, such as asking viewers to subscribe.

Tell them exactly where to click and how it will benefit them to engage. This gives viewers a specific way to respond, making them more likely to actively connect with your content instead of passively consuming it.

Leverage data analytics 

Aside from views and shares, some important video metrics to watch are drop-off and click-through rates. Analyze these after posting a video to see when users stopped watching and whether they followed your CTA or engaged in some other way. This information can help you improve your video content in the future. Like most things in marketing, success will require some trial and error. Try adjusting the length, topic, and placement of your videos to see if that impacts watch time, shares, or subscribers. 

Respond to comments 

Ask viewers questions to spark discussion or highlight insightful comments to validate fan opinions. While responding to comments may not influence a platform’s algorithm, it can go a long way to encouraging further engagement with your videos. Respond personally and with empathy, allowing the audience to connect emotionally with whoever manages the channel. This cultivates brand loyalty, prompting viewers to invest more attention in videos and your brand overall. 

Not sure where to start? 

Video is an amazing tool for fueling brand affinity. By incorporating storytelling, behind-the-scenes content, educational videos, and user-generated content, brands can create a strong emotional connection with their audience. Choosing the right platforms, incorporating effective CTAs, leveraging data analytics, and engaging with comments are essential for maximizing the impact of your video content.

And finally, remember to keep it real. Authenticity matters as much as consistency in your brand. Start creating compelling videos today, or contact our team for assistance on strategy and storyboarding your next video campaign.