A brand is your ticket to higher sales and large profit volumes. Whatever your business goal is, the ultimate aim is to earn money out of it. In today’s competitive world, the brand helps you thrive and create your unique image. It helps you stand apart, earn business from it and create something larger than your life. As they say, people die but a well-developed brand continues to live for centuries. Building a brand is no easy task. Besides, it’s not a one-time task either. Building a brand is a continuous process. But how do you build a brand? Is it that easy in today’s digital world?
Creating a distinct brand image, especially when there is cut-throat bottleneck competition requires a creative and strategic mind. It requires clarity on your part and acceptance to adapt. Experiment, adapt and consistently put in efforts to create a brand that is recognized by customers. Content is one powerful way to create a brand image. Of all the content forms, video content proves to be a powerful and most effective one. It offers results on a grand scale and is consumed by everyone. While the other content forms have their limitations, video content is easily grasped by people of all age groups. This article will walk you through effective ways of using video marketing to build a brand. Not only that, we shall focus on strategies that shall help you gain commendable brand trust.
Video marketing has become a fundamental practice for leading businesses and budding brands. The statistics repeatedly indicate the beauty of video marketing. And if you aren’t convinced, here are a few statistics and statements for you to reconsider.
- An average person spends nearly 100 minutes watching videos online. Everyday.
- Video Marketing strategy is considered more important than having a website. Nearly 30% of sellers belong to this category.
- 83% of video marketers claim to have generated new leads with video marketing.
- 52% of marketers agree that Video marketing offers the best ROI.
- 66% of people would prefer watching a video to learn about a product or service.
- About 95% of the message is absorbed through video.
- 84% of viewers purchase after watching a product/service video.
- Google SERP ranking loves videos.
- Video ad increases conversion rate by 34%.
- Nearly 75% of brands are using video ads on Facebook.
- 93% of brands got a new customer after posting videos on Social Media.
- 54% of consumers want to see more videos from brands and businesses they support.
- 74% of consumers claim that a brand’s social media presence have influenced buying decisions.
- 82% of Global Internet traffic comes from video streaming.
- Videos are consumers’ favourite type of content to see on Social media. They love watching the brands they follow.
All these statistics indicate different things. However, one core conclusion that comes from these statements is that video marketing is more enhanced than ever. It is one powerful marketing tool that can be used in different ways. There are a variety of different ways to play with video content. Here we will show you different ways to add video marketing to your strategies to increase the brand’s overall trust value.
Now, don’t let the fear and complexity of starting something new stop you. It is easy to create videos with minimal resources and a minimum budget given the number of editing tools. Start with tried and tested marketing strategies. Create a video. Edit a video online using an online video editor. And start posting it on different digital platforms. Over time, with consistent posting, you will see a collective result in the form of increased brand trust.
8 ways to increase brand’s trust through video marketing
- Tell a Brand Story
As said earlier, the brand is your unique image. It differentiates you from others. In today’s era, millennials and GenZ make up the largest buying force. These buyers love purchasing from brands and businesses that have a unique edge. They love associating themselves with a bigger purpose and grand institutions. Now, every business is unique. Earlier it was not necessary to highlight the uniqueness of business in every stance. However, today, the only way to stand straight and high is by creating a distinct image. The easiest way to do so is with a video.
Video helps you simply translate complex nuances. People tend to absorb the message passed through video. Not only that, people remember a video for a longer time. Videos always leave a tiny bit of resemblance in the mind. Hence, leveraging the power of video to craft your unique brand image is a wise move.
A brand story is something that familiarizes the audience with your brand. These are cornerstone videos that set your root identity. Brands over the years have taken creative highs to tell their story in their unique ways. Decide what are the highlight points of your brands. Jot down the challenges, mission, vision, core values, impacts and social environment that forms your brand. Now, find ways to create a narrative and story to show people what to expect from you. Don’t make this a product or service video. But use this as an opportunity to create a connection with your audience.
The brand story could be divided into different parts. They together form the foundation of your brand content. Brand stories are timeless content designs that can be revised and used repeatedly. Here are different ideas that could be included in your brand story.
- Brand story straight from the founder.
- A creative video with clarity of the brand’s foundation, mission, vision and core values.
- Unique manufacturing practices or development phases.
- Brand’s USP.
- Working environment, employees and customers that make your brand.
- How the idea of forming a brand emerged.
- Social responsibilities performed by your brand.
- The environmental and social impact you are addressing.
Check various references for brand story videos. And create your unique brand story with a creative angle. It is preferable to let a professional work on this core video. A brand story video will be used across your website, newsletters, social media channels and various other platforms. It is therefore important that this video represents the ideal brand image you are establishing. Reform these videos time and again with changing times to align with newer values.
- Get video Client Testimonials
“A customer talking about their experience with you is worth ten times more than what you write or say about yourself.”
Client testimonials are the cheapest, yet, most effective marketing tools to build brand trust. While all the marketing efforts talk about how great your brand is, client testimonials do the same, except that your customers become your brand advocate. Word of the mouth is a brilliant marketing strategy that offers indefinite returns. Here are some statistics to prove the effectiveness of word-of-mouth marketing.
- 90% of people are more likely to trust a recommended brand, even if it is from a stranger.
- Word of mouth drives $6 trillion in sales annually, Globally. This accounts for nearly 13% of sales on average.
- 70% of marketers are looking for ways to increase their online word-of-mouth presence.
- 38% of people are more likely to discover a new brand by getting recommendations from friends or family.
- Word of mouth is directly responsible for 90% of all purchases.
- 31% of electronic purchases are heavily influenced by word-of-mouth advertising.
It’s time to leverage this inorganic tool for organic growth uses. Video testimonials work 100 times better than written or image testimonials. People tend to believe good things that others have to say about your brand when it has a face to it. Encourage your customers to turn into your brand advocates. Encourage them to send video testimonials about how your brand solved their problem. The most basic testimonial video should include the problems that a customer was facing, how your product/service solved that problem, the relationships you created, how satisfied they are and why others should try your brand. Even B2B businesses and brands should focus on customer testimonials. Testimonial videos should come from customers and shouldn’t be scripted by you. The genuineness should reflect in the video.
Now, testimonial videos shouldn’t be shot professionally. People appreciate the flaws and unnatural canniness in the video. Ask your customers to shoot their testimonials and send them over to you. Use a video editing website to make necessary edits in the video. Add brand templates, and music and smoothen the flow of the video before uploading those testimonial videos.
Testimonial videos should be on your landing page, product sales page and social media. Testimonials can be used as video ads to run campaigns. The more people will see others advocating your brand, the more likely they are to trust you.
- Use videos to get direct customer engagement
There are a hundred different ways to creatively use videos for brand engagement. When your audience gets an opportunity to connect with you they will trust the brand more closely. Don’t keep your marketing videos one way. The videos are engaging. Well, use them to strike conversations and open ways for people to connect with you.
But how to create engaging videos? What are the ideas one could use? Well, here you go.
Stories are interactive, and engaging and gather more views than posts. Instagram and Facebook stories are prominent social media platforms for stories. Create an engaging series, polls, and Q&A on stories.
Polls allow you to get a better insight into customers, viewers and followers’ minds. These statistics can be used to gain engagement. However, it should further be used to make necessary changes in products and services. Attractive Instagram stories take less than 5 minutes to make. However, the engagement gained by those stories would be unimaginably rewarding.
You must be aware of Q&A sessions on Instagram. Create a regular Q&A campaign. Encourage your followers to ask you queries, questions and doubts. Instead of answering them through plain text, reply in videos. Face the camera and answer them directly. It establishes more trust and connection with the audience.
- Live videos
Live videos are viewed thrice more times than regular videos. Besides, it establishes you as a brand that is much more than its product and services. Host live sessions on Instagram and Facebook. Live videos could be initiated for varying purposes.
- The launch of a new product or service.
- Inviting an industry leader to talk over certain issues.
- Taking you to the live event, mostly fashion shows and gala events.
- Announcing a giveaway.
- Announcing results.
- Making important announcements like changes in brand values, the addition of a new branch or the introduction of new services.
- Host free classes- cooking, dancing, fitness and much more.
Live videos have statistically proven to offer desired results. Plan them often and advertise them heavily.
Webinars are more or less like live videos. However, webinars allow you to restrict entries and make it strictly for a few visitors and invitees. Webinars can also help you generate income. Host paid seminars and classes for your audience. Gather sign-ups and educate them.
- Interact with comments
Don’t leave the viewer’s comments unanswered. Answer them always. Put in extra effort to resolve their queries. Even if they are not your customers yet, they have the potential to convert into well-paying customers. So always respond to Dm’s and comments.
- Respond to the public content
You don’t necessarily need to advocate your product or service always. Use social media as a platform and your brand voice as a reliable measure to create a unique image. Use the power to address myths and superstitions concerning your product and industry. Don’t always be in a supportive light. Use brand voice to pinpoint videos and content that is false. Respond to it and educate your viewers.
- Answer with videos
Just like FAQ, you should have FAQ videos. Have videos for generally asked questions. Instead of responding with textual information, send a relative video whenever a question is thrown your way. Share the videos directly and allow options for viewers to share the videos too.
There are different ways to bring interaction into your marketing strategy. It is an all-inclusive thing and cannot be limited to one strategy or platform. Use different ways on different platforms to connect with your audience.
- Create Educational videos
Be a brand that is more than its product, services or sales. Be a brand that is concerned with resolving its audience’s core problems. Create content that shall help people increase their awareness.
Understand what the core problems of your targeted audience are. Now, create video content that answers those problems by inculcating your products and services. Youtube, Social Media channels and Newsletters could be effective modes to spread educational video content.
- These are the few video ideas you could focus on.
- How to use your product or service.
- Peculiar characteristics about your product or service.
- How to assemble your product. If it’s a technological product, how to initiate a setup?
- Different ways to use a product.
Related videos from your field. If creating educational content is challenging for you, head over to Google and make relevant searches. You will come up with topic ideas. Follow competitors and see their different takes on video content.
i.e. Styling videos for a fashion brand. Cooking videos for food products. Different uses of kitchenware. How to use Excel sheets. Tricks and techniques of XYZ products and much more.
Collect and gather the tools you require to make a video. Shoot the content. Gather data. Edit a video online. Ensure that the video flows smoothly. Post it and endorse it heavily.
- Highlight your industry with Videos
Show the audience that you know your industry well. When you claim something, people should believe that power. Always be at the top of your industry with your video marketing content. Bring industry experts on board and host seminars and webinars with them. Inform the audience about the latest changes in the industry. Be the pioneer of change within your industry. Ensure that the new innovations, technologies and research you get noticed. While you do your work being the best in the industry, your marketing strategies should reflect that pioneer path. Get in collaborations with industry and tech experts. Ask them to review your products. When the recognized voice in the industry speaks about your product, it establishes credibility and trust. Always be on the lookout for becoming the adaptive and reforming brand.
Have you started using video marketing techniques yet? If so, be consistent with it and improvise the methods and techniques. Ensure that the video you make resolves the core purpose and stays true to its objective. Also, stay genuine. It’s easier to be authentic than to fool people into thinking something that you aren’t. Besides, people tend to connect with brands that portray genuineness instead of perfection. Start allocating the budget to video marketing and make video marketing a prominent part of your marketing strategies. Every point of interaction between you and the audience, be it social media, websites, EMails and others should have a part of video content in it. Plan your marketing calendars, start making videos and leverage them to increase people’s trust in your brand.