Attention spans are shrinking and competition for consumer engagement is fierce. This is why businesses need to employ creative and effective strategies to boost their brand awareness.
One powerful tool that has gained immense popularity is video marketing. Video content has the ability to captivate audiences and convey messages in an engaging manner across the customer journey.
To boost brand awareness with video marketing, create engaging videos that portray your brand identity and appeal to your audience.
To increase visibility and attract a larger audience with video, it’s important to tailor videos for different platforms, optimize content for specific audiences, and distribute the video to the right people.
Using video to support your brand awareness efforts is an essential strategy for businesses in contemporary times.
It has a unique ability to engage audiences and communicate messages in a powerful way, making it a popular choice for companies of all sizes.
In this article, you’ll learn how video marketing can help increase brand awareness and leave a lasting impression on your target audience.
The Power of Video Marketing
Videos have a unique ability to capture attention and deliver information in an engaging format. They combine visuals, audio, and storytelling to create an immersive experience that resonates with viewers.
Of all digital content, video is the most engaging one. For example, according to Wyzowl, 78% of marketers say it helps them increase sales conversion rates.
Using videos as part of awareness campaigns can have a big impact on brand awareness and customer engagement, as shown by the fact that 54% of consumers want to see more video content from brands they support. This applies throughout the buying cycle.
How To Use Video Marketing To Boost Your Brand Awareness
Before we jump into how to strategically use video in your awareness efforts, it is important to cover a few concepts first.
What is a brand awareness video in video marketing?
A brand awareness video in video marketing is a type of video content specifically designed to introduce and familiarize audiences with a brand.
Its primary goal is to create recognition and establish a memorable brand presence in the minds of consumers. Because of this, these videos are used in awareness campaigns through different channels.
Brand awareness videos often contain three characteristics:
- They showcase the brand’s unique selling propositions.
- They share the brand’s values and personality.
- They aim to leave a positive and lasting impression.
These videos can take various forms, such as animated explainer videos, brand stories, testimonials, personalized videos or product showcases.
Brand awareness videos are meant to capture attention, evoke emotions, and make the brand memorable.
Benefits of Video Marketing for Brand Awareness Strategies
Using video for brand awareness in marketing offers several benefits. Firstly, videos have a higher potential for capturing and retaining viewers’ attention compared to other forms of content.
The combination of visuals, audio, and storytelling in videos creates a unique experience that resonates with audiences. This puts your brand in the top-of-mind awareness stage.
Moreover, videos have a higher likelihood of being shared on social media platforms, which can exponentially increase brand visibility to reach potential customers.
In fact, in customer experience strategies, video plays a unique role when compared to other types of content.
The sensory appeal of the customer experience in video marketing is the way a video stimulates the senses. The sensory appeal is the most influential dimension of the customer experience.
Hence, the sensory appeal has an impact on the perceptions of product performance. At the same time, this moves potential buyers into the sales funnel as it puts your brand as their top-of-mind reference.
Video also allows brands to convey messages more effectively. Video is a powerful tool for presenting products and services in a way that engages people.
53% of audiences say it’s less important to choose a well-known brand than it was three years ago
Through video, you can show the benefits of what you’re offering in a personalized way. It allows you to connect with people emotionally.
It’s a format that’s more compelling than just using text or images alone.
Additionally, videos provide an opportunity to humanize the brand by featuring real people, their stories, and testimonials.
This human element helps to build trust and establish a deeper connection with the audience.
What should be in an awareness video?
A compelling awareness video should include the following elements:
- Captivating Opening: Grab the viewers’ attention from the start with an engaging and visually appealing introduction that sets the tone for the video.
- Clear Branding: Ensure that the brand logo, name, or other visual identifiers are prominently displayed throughout the video to reinforce brand recognition.
- Compelling Storytelling: Tell a captivating story that aligns with the brand’s values, mission, or unique selling propositions. A well-crafted narrative can create an emotional connection with the audience.
- Showcasing the Brand’s Personality: Infuse the video with the brand’s personality and style, whether it’s through humor, sincerity, or creativity. This helps to differentiate the brand and make it memorable.
- Visual Appeal: Utilize high-quality visuals, such as professional videography, animations, or graphics, to enhance the overall aesthetic appeal of the video.
- Concise and Clear Messaging: Keep the video focused and concise, delivering the key message in a clear and easily understandable manner. Avoid overwhelming the audience with too much information.
- Call-to-Action: End the video with a compelling call-to-action, such as visiting the website, subscribing to a newsletter, or following the brand on social media. This guides viewers toward the desired next steps.
- Top-of-mind awareness: A precise brand awareness strategy should focus on leaving a lasting impression that situates your brand in the top-of-mind awareness stage.
Remember, the specific content and style of the awareness video will depend on the brand’s target audience, industry, and overall marketing objectives.
I wrote an article about how to create a simple video marketing strategy to increase sales. Make sure to read it if this is one of your goals.
What is the best video marketing strategy for brand awareness?
The best video marketing strategy for brand awareness depends on various factors, including the brand’s industry, target audience, budget, previous brand awareness efforts, and available resources.
In my experience, the best strategies take into account the customer’s journey and their experience with the brand.
However, here are some effective strategies marketing managers and video marketers can implement today to improve brand awareness with video.
Define Your Target Audience
Identify your ideal customers and understand their demographics, interests, and online behavior. This information will help you tailor your brand awareness efforts to reach the right people.
Develop a Strong Brand Identity
Create a consistent and compelling brand identity that aligns with your target audience’s preferences and resonates with their values. This includes your brand name, logo, visual elements, and tone of voice.
Use Content Marketing To Increase Brand Impact
Produce high-quality and valuable content that educates, entertains, or inspires your audience. Make sure to add videos to your marketing plan to support other marketing and sales collaterals.
To learn more about how to use video in your sales funnels while supporting your brand awareness goals, make sure to watch the following video:
Make sure that your brand is correctly represented across all content. Potential customers require between 5 and 10 brand impacts before they make a purchase decision.
Your content marketing strategy and marketing campaigns with video can place your brand in the top-of-mind awareness stage.
This makes your brand their top choice when comparing options in the marketplace.
This can include blog posts, social media content, infographics, or podcasts you can refer to right from your brand videos.
The goal is to position your brand as an authoritative and trustworthy resource in your audience’s mind.
Create Compelling Video Content
This content should align with your brand identity and effectively convey your message to your target audience.
When creating videos for your business, make sure they are interesting, informative, and visually pleasing. This can include personalized video demonstrations, customer onboarding videos, testimonials, or behind-the-scenes looks.
Watch my video case study about how a healthcare brand increased its efficiency by using personalized videos to guide customers and expedite payments.
As a result, they saw a 78% viewer engagement with personalized customer onboarding videos.
Their customers have a positive experience that translates into accelerated payments.
Tailor Videos for Different Platforms
Each social media platform has its own unique characteristics and audience demographics.
To maximize the reach of your online video marketing efforts, tailor your online videos for different platforms.
This requires different video production efforts depending on the social network or channel you choose as audiences have different expectations depending on the channel.
For example, shorter videos with attention-grabbing visuals and captions work well on platforms like Instagram and TikTok, while longer-form videos with in-depth information are better suited for YouTube and LinkedIn.
Optimize Video Titles and Descriptions
Just like written content, videos can also benefit from search engine optimization (SEO). When uploading your videos to platforms like YouTube, optimize your titles and descriptions with relevant keywords.
This will increase the visibility of your videos in search results and attract a larger audience.
Leverage Influencer Collaborations
Influencer marketing has become a powerful tool for brands to expand their reach and connect with their target audience.
Collaborating with relevant influencers in your industry can help you tap into their existing follower base and boost your brand awareness.
Create engaging online video content featuring influencers endorsing your products or services, and leverage their credibility and influence to expand your reach.
Encourage User-Generated Content
User-generated content (UGC) not only helps build brand authenticity but also serves as a valuable resource for video marketing.
Encourage your customers to create videos showcasing their experiences with your brand and share them on social platforms.
Don’t leave UGC strategies to luck. Make sure it is easy, fast, and exciting to participate.
Also, make sure that your brand assets are well-represented and aligned across all content.
For this, you can rely on automatic video editing. With automatic video editing software in the cloud, your audience can easily focus on adding their content while the software takes care of the editing according to your branding.
This not only boosts brand awareness but also fosters a sense of community and loyalty among your customers.
Utilize Live Streaming
Live streaming has gained significant popularity in recent years, allowing businesses to interact with their audience in real time.
This is why it has become one of the key video marketing trends, especially in B2B marketing.
Consider hosting live video sessions where you can answer questions, provide demonstrations, or share exclusive content.
This creates a sense of urgency and exclusivity, encouraging viewers to engage with your brand and share the experience with others.
Elevating brand awareness with personalized videos for a Personal Touch
Personalized marketing has become a game-changer for businesses looking to improve customer experience and boost brand awareness.
No matter the size of your organization, video personalization elevates your brand and sets it apart from the competition.
One effective way to utilize personalization in your video marketing strategy is by creating personalized videos tailored to your audience’s preferences and interests.
By leveraging customer data and segmentation, you can deliver videos that resonate on a personal level, making a lasting impact on your viewers.
The Power of Personalization in Your Brand Awareness Strategy With Video
Personalized videos provide a unique opportunity to connect with your audience on a personal level and can be a key component of an effective brand awareness strategy.
Here is an example of a personalized video used as part of a travel and hospitality marketing strategy:
As you can see, addressing your audience by name, acknowledging their specific needs, or showcasing products relevant to their interests can create a feeling of exclusivity and relevance.
This helps to increase engagement.
This personal touch not only captures attention but also fosters a stronger emotional connection between your brand and the viewer.
Implementing Personalized Videos
To implement personalized videos effectively, start by collecting data about your audience.
This can include their name, demographic information, purchase history, or any other relevant data points.
Personalization can be as simple as adding the viewer’s name to the video or as complex as dynamically changing the content based on their preferences.
Then, segment your audience based on this information to create targeted online video content.
Personalized Videos Across the Customer Journey
Personalized videos can be used at various stages of the customer journey to boost brand awareness and drive conversions. Let’s explore how:
Awareness Stage
During the awareness stage, personalized videos can help grab the attention of your target audience.
Craft videos that address specific pain points or aspirations of your audience, showcasing how your brand can provide solutions or fulfill their desires.
By tailoring the content to resonate with their needs, you increase the chances of capturing their interest and making a memorable impression.
Consideration Stage
As potential customers move into the consideration stage, personalized videos can help nurture their interest and provide more in-depth information.
Create product videos that highlight the unique features or benefits of your products or services, tailored to the specific needs or preferences of each viewer.
This level of personalization demonstrates that you understand their individual requirements, making your brand more trustworthy and compelling.
Potential buyers need reminder campaigns to make a decision. This is one of the reasons why brand teams invest in video ads.
It helps them support the effort made by the marketing and sales teams. Because of this reason, video ads are the future of advertising since they elevate your brand.
This is also why marketing and teams shouldn’t work separately. By joining forces, they can make lasting impressions that help potential buyers advance in the journey until they become brand advocates.
However, take into account that to build awareness with video through social channels, you often need to launch intensive advertising campaigns because many brands advertise with video.
And since consumers change all the time, dynamic video ads are a better choice when compared to static videos.
With intensive advertising campaigns, you move customers to the decision stage. In this case, it is extremely important to segment your audience so that you achieve your ROI goals.
Decision Stage
In the decision stage, personalized videos can be the final push needed to convert leads into customers.
Showcase testimonials or case studies from customers who share similar profiles or challenges as your viewers.
This social proof can instill confidence in your audience, demonstrating that your brand has a track record of delivering results.
Measuring the Impact
To gauge the effectiveness of personalized videos in raising brand awareness, utilize analytics tools to track engagement metrics such as video views, call-to-action click-through rates, and conversions.
However, don’t focus only on video-related metrics. Depending on your end goals, you need to consider other marketing metrics.
This is often easier in B2B marketing as the number of channels is more limited.
Additionally, consider gathering feedback from your audience through surveys, consumer research, or user-generated content to assess the impact of personalization on their perception of your brand.
Incorporating personalized videos into your video marketing strategy allows you to create a deeper connection with your audience, increase engagement, and ultimately raise brand awareness across the customer journey.
Types of Videos and Distribution Channels to Build Brand Awareness with Video
Many video marketers forget that customer experience is a critical aspect of video in marketing.
The following table shows the different types of videos your brand can make in order to build brand awareness with video.
As a fan of video marketing and CX, I consider the four dimensions of customer experience, how customers interact with brands to make choices, the information your organization has gathered, the funnel stage, and the optimal communication channel with customers.
Take this as a base ground to build awareness with video across as your audience interacts with your brand wherever videos are played.
| Dimension of the Customer Experience | Information Experience | Funnel Stages | Type of Videos | Recommended Channels |
| Informativeness | Cognitive | Interest, Consideration | How-to, explainer videos, educational videos, interactive videos | YouTube Channel, Knowledge Base, Blog |
| Entertainment | Affective | Awareness, Loyalty, Advocacy | Social media videos, explainer videos, video ads | Facebook, YouTube, Blog |
| Social Presence | Social | Consideration, Intent | Social media videos, customer testimonials | Facebook, YouTube, Twitter, TikTok |
| Sensory Appeal | Sensory | Consideration, Intent, Purchase | personalized videos, interactive videos | Email, SMS, WhatsApp, Landing Page |
In the following video, I explain this in detail with examples. Watch it now to learn how to create an effective video marketing strategy with a customer experience mindset. This ensures that your brand videos connect with your audience.
Frequently Asked Questions (FAQs)
How can video marketing improve brand awareness?
Video marketing utilizes engaging visual content to capture attention and deliver messages effectively. By creating compelling videos tailored to your target audience, optimizing titles and descriptions, leveraging influencer collaborations, encouraging user-generated content, and utilizing live-streaming, you can significantly improve brand awareness.
Which platforms are best for video marketing?
Different platforms cater to different audiences.
Instagram and TikTok are ideal for shorter attention-grabbing videos, while YouTube and LinkedIn are better suited for longer-form and informative content. Tailor your videos according to each platform’s characteristics to maximize your reach.
Can video marketing help with SEO?
Yes, video marketing can positively impact SEO. By optimizing video titles and descriptions with relevant keywords, you increase the visibility of your videos in search results, driving more organic traffic to your brand.
How can user-generated content benefit video marketing?
User-generated content adds authenticity and builds a sense of community around your brand. By encouraging customers to create videos showcasing their experiences with your brand and sharing them on social media, you not only boost brand awareness but also foster loyalty and engagement among your customers.
How can influencer collaborations impact video marketing?
Collaborating with influencers in your industry allows you to tap into their follower base and leverage their credibility. By creating engaging video content featuring influencers endorsing your brand, you can expand your reach, gain exposure to new audiences, and boost awareness.
Conclusion
Video marketing is an invaluable tool for businesses looking to boost their brand awareness.
To engage with your audience and increase brand awareness, you can create interesting videos, and customize them for each platform and audience. Also, optimize the content for organic SEO and collaborate with influencers.
User-generated content has proved to be really effective for brand awareness. Make it easier for your audience to create content and help them be consistent with your brand assets and tone.
If you follow the advertising path with video, in most cases you’ll need intensive advertising campaigns because of channel saturation.
These strategies can help you capture your audience’s attention and leave a lasting impression on your brand. Embrace the power of video marketing and watch your brand awareness soar.
