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5 STEPS TO CREATING SUCCESSFUL BRANDED VIDEO CONTENT

By Kendall Jenkins on 2020-09-23 08:31:00

Videos have taken over the digital market with their appeal. The trending social media platforms, Facebook, Instagram, and Twitter, constantly create fresh ways of video sharing and posting on their applications. A study by Cisco pointed out that a person would take 5 million years by 2021 to consume all the video contents posted on the internet if they watch them one by one. And this number is only set to increase. So, to increase your brand awareness, you must create a unique video content that attracts your target audience. 

Only when you know what a branded video is you can make the most of it for your brand marketing. Let’s understand the distinguishing characteristics of a branded video. 

What makes a branded video different from an advertisement?

Instead of directly promoting the brand name like the advertisements, branded videos implicitly create a positive image of their products and services. They are smartly placed as a solution to the customer’s problem to create a bond with the target audience before showing the products. 

Let’s look at the specific points between a branded video and an advertisement.

  1. Duration: Video advertisements are designed to be two to three minutes long. They separately contain chunks of thirty-second acts that are brought together to create a piece. These are the advertisements you see in between the YouTube videos.  Branded videos are created to stay in your profile or page for a long time. These videos could be two minutes to twenty minutes long. Basically, there is no cap on the video’s upper limit as long as you keep it entertaining. 

  2. Nature: An advertisement directly points out at the Unique Selling Proposition (USP) of the brand to lure the customers in. In contrast, a branded video creates different content that revolves around the utility of the product or services offered by the brand. 

  3. Purpose: The purpose of both these marketing videos is to attract the target audience. But advertisements are meant for introducing the brand to a new audience, while a branded video aims to provide value to the old and new customers. 

  4. Content: By nature, ads show the brand’s product and services’ use and uniqueness in a short video format. A branded video indirectly shows the importance of the product by creating an impactful context. For example, a company that creates mobile phones will pay influencers on social media to show how the product improves efficiency. 

How to create a successful branded video?

The success of a branded video is, in every way, subject to the preference of your target audience. Before reading the steps below, you must understand in depth about the likes, dislikes, purchasing behavior, and concerns regarding your products in your prospective customers’ minds. The fusion of this information and the steps listed below will deliver the desired impact in less time. 

          Step 1: Add text to video 

Words are the oxygen for any branded video. Not only do they breathe life into the content, but they also boost the engagement of the target audience with the video. So it is very important that you add text to video.

In-video texts are used to create an impact collectively with the help of the audio. For instance, if the audio says, “To add flavor and softness in this recipe, use a thick marble wok which seamlessly cooks your food without playing with its original taste.” Here, the words flavor, softness, thick marble, cooks, and original taste would be written in bold across the video for emphasis. 

          Step 2: Use the first 5 seconds 

The first 5 seconds are the deal maker or breaker for any content on the internet. You must answer the three key questions in this part of the video - why should people watch this video? How is it different from other videos? And how are you improving their lives with your product or service? If you have the right information about your target audience, they will be hooked on your content for learning more about your brand after the first 5 seconds.

          Step 3: Decide the length of the video.

With an exception to informative videos, every video must be within the 10-minute upper range because people felt disconnected by watching long videos. After every three minutes, give your audience a reason to keep watching the video so that their interest doesn’t fade. 

The best practice ensuring your branded video’s success is to create a structure of your video before writing the content. After every section or sub-part, induce a curiosity regarding the following content if the video is long. 

          Step 4: Keep it witty, informative, or entertaining 

Studies have shown how informative, funny, or witty videos attract more people to their content. Marketers should always remember to create videos in a language that is often used by the target audience, and it should include witty or funny fillers in between to keep the mood light and breezy. 

          Step 5: Subtly talk about the merits of your brand 

Once the informative or funny part of the video holds the audience’s attention, raise a problem they face in daily life, and answer it by introducing your product or service. The weight of the problem will create a positive image for your product, and your audience will be more likely to buy it. 

Add a logo to the video when you post any content on the internet; this will help the brand recall. For instance, if you post a branded video on Instagram, it is highly probable that someone downloads your video to share on WhatsApp. In this course of exchanging content on different platforms, your name would disappear. Therefore, a logo and your brand merits will guarantee that people would know about your brand wherever the content is posted. 

Conclusion

Once you’ve incorporated these steps into your branded videos, your target audience will love your content. They will be hooked on to your videos till the end and share it with the people who might like your products or services. 

Good luck with your next branded video!



 

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