The Importance Of A Brand Video

Whenever I think about brand videos, I can’t help but think about Forrester researcher Dr. James McQuivey, who estimates that one minute of video is equal to 1.8 million words.

Now, McQuivey is the first to admit that this “stat” is mostly a soundbite, which was arrived at using some loosey-goosey math based on a picture being worth 1,000 words and multiplying that by the number of frames in a second of video, etc. (Sidenote: to the extent that it can be measured, a picture may only be worth around 84 words. Just saying.)

But here’s the thing. While his methods may have been somewhat tongue-in-cheek, the point he is getting at is not wrong. Videos can deliver a staggering amount of information in an incredibly short amount of time. I’m talking seconds. Fractions of seconds. The combination of spoken word with moving images, sound effects, music, text, and so on – creates a powerful and efficient information delivery mechanism.

While you might not be able to create a direct equivalency to a number of words, it’s not difficult to assess the value of making video part of your branding strategy – and there are some very non-bogus statistics to back this up.

Including video on your landing page can increase conversions by up to 80%. Including video in an email can increase click-through by 200-300%. 84% of consumers have liked a branded video on their social media feed. I could hit you with these all day long.

There are a lot of different ways to incorporate video into your marketing and branding strategies. How-to videos, behind the scenes, product ads, video blogs, event promos – and so on.

But one of the first, and most important kinds of videos you should consider creating, is a simple brand video. This could take the form of a video mission statement, an origin story, or even a more traditional company promo.

Brand videos have tons of value as content that can have a long life on your website’s home or about page. It can be sent out to subscribers in a newsletter, and even shared on social media. And unlike many other types of video content, brand videos stay relevant beyond just an initial campaign.

As established above in statistical form, people love watching videos. They can’t get enough of them. So, creating a brand video increases the chances that people will actually learn something about your company versus trying to convey what you are all about through text alone. These videos are also a chance to showcase a certain tone or sense of humor, convey a passion, or drive home a sense of professionalism. Because the video can be viewed and shared outside the context of your website, it’s an opportunity to spread that message to new channels and a wider audience.

Videos are also way more effective at telling stories and getting emotional responses than plain text or images. By linking your company with an emotion in your audience's minds, you are creating a connection, building loyalty, and increasing chances of engagement all at the same time as getting information across.

Producing videos has gotten more affordable than ever, video engagement is at an all-time high and growing every year, and while creating a video is still a relatively time and resource intensive process, companies across the board report video as being one of their best returns-on-investment. If there’s one thing that all the online video statistics point to, it’s that the time is right for including brand videos on your website, and as part of your overall digital marketing strategy.

Want to discuss getting started on a brand video for your business? Contact us today!