Video is one of the most impactful tools a marketer has at their disposal. In the modern digital space, it’s the best way to capture your audience’s attention and give them the information you want them to have. Since everyone knows by now that video should be the cornerstone of their digital marketing efforts, businesses need to go above and beyond to set themselves apart from the crowd. Investing in your brand video production will give your online video content the professional finish you need to do just that.
Improve Storytelling
Stories are fundamental to the way human beings communicate with each other. That’s no different in marketing. While you could just hit your audience with the fundamental information you want to communicate—a new product, a promotion, etc.—they’re much more likely to retain that information if you frame it through a story.
This can be a fictionalized account of how someone has been helped by your brand or a true success story from one of your existing customers or clients. You can even take the opportunity in a video to tell your own story, putting a human face to the brand that helps your audience connect with you. This higher concept brand video production takes more time and effort to plan, but it’s well worth the effort.
Strengthen Brand Identity
Your brand identity online must be cohesive and recognizable. No matter what platform a viewer encounters your video on, they should be able to tell it’s yours within moments. Investing in your brand video production allows you to solidify your brand identity, making your content easy to identify at a glance.
Many businesses choose to bring on the assistance of a professional production company to help develop and unify their brand identity in video, utilizing their industry knowledge to make the most of the medium. Some companies, such as Pretzel Logic Productions in San Diego, offer a full spectrum of services, spanning from initial idea development all the way to delivering a finished product, helping clients create a congruent piece of content.
As opposed to working with a smattering of different vendors, a production company can partner with a business to make sure everyone involved with the project is aligned with your goals and mission. With a holistic approach, you can ensure any video you post online will be part of a unified brand.
Boost Conversion Rates
When it comes to creating conversions, video is second to none. Brands that utilize video as part of their digital marketing strategy see, on average, 34 percent higher conversion rates than those that don’t. If you want to maximize your conversion rates, you have to invest in your brand video production. Convincing more people to convert isn’t as simple as filming a video on your phone and posting it to your Instagram account without forethought. You must produce something that both communicates your message and is visually appealing.
That doesn’t necessarily mean you have to sink a huge amount of money into your content, either. There are plenty of ways to give your videos the professional touch, whatever your budget may be. If you choose to work with a production company, they should be able to help you maximize your budget to create the best content possible.
Drive Deeper Audience Engagement
A large part of the reason video has risen to prominence in the digital marketing space is its ability to engage an audience. In a media environment where users’ attention is divided between so many different platforms, video demands to be listened to. While it’s still important to provide written information online, a video is much more capable of holding the attention of someone while they’re scrolling. Text can easily be passed over, but a striking video can connect with a user in a way that’s more likely to draw them in.
By utilizing narrative techniques, emotional appeals, and dynamic graphics, video is much better positioned to create a personal connection and increase information retention than plain text. To gain all these benefits, though, you need to put the work in. Your audience won’t connect with your content if it feels lazy or low quality. If you really want to engage your audience, your brand video production needs to meet the standards of the market.
Enhance Visibility Across Digital Platforms
When we talk about video, it can sound like a monolithic concept. The truth is, there’s a wide variety of content in online video marketing. That’s because every digital platform has its own wants. Depending on where your users encounter your video, different things will resonate with them.
YouTube users, for example, are primarily interested in long-form content. You’re more likely to get someone to watch an explainer or product demo that really gets into the details. Instagram and TikTok users, by contrast, are more likely to respond to short-form content. They want something bite-sized that they can consume in a few minutes—or even a few seconds—before moving on.
Knowing this, you have to approach your brand video production with variety in mind. When you’re developing videos, plan to cut multiple versions to share across platforms. This will allow you to present the same concept in a way that appeals to broader audiences, enhancing your visibility.
Quality brand video production should be central to your digital marketing strategy. It shapes the way your audience perceives you and inspires them to take action. In the modern marketing landscape, it can be your face online. Whether you’re still in the conceptual phase or you’re ready to begin shooting, make sure you invest the time and money into making the best possible content. You’ll be glad you put your best face forward.
