People want to associate with brands they connect with. Video is an essential way of making that connection across all the boundaries of sales. No other commercial method of communication is able to strike an emotional connection so directly and effectively to your current or future clientele. It’s not as easy as making a single video and hoping it reaches the intended eyes and ears. Instead, the video content you deliver ought to be thoughtfully tailored, produced and delivered with those same eyes and ears in mind from beginning to end! To give you a better idea of how to harness the story-telling power of video for your own brand, we’ve compiled a few examples of the types of videos we have created for some of our clients that they’ve found most essential to telling their brand story.
Brand manifesto
This video proclaims “this is who we are and what we do.” Many of our clients have successfully used Brand Manifesto videos in the following use cases:
• Home page (first interaction with visitors)
• Ad campaign email embed (remind mailing list of why they should work with you)
• TV and Social Media Campaigns (cut down versions of your brand manifesto work great for advertising)
• Loop on company televisions and points of sale (Reinforce company story to employees and clients)
• Used by HR in on-boarding meetings (bringing new employees up to speed on “who we are”)
• Trade show booths (catching the eye of attendees)
“We use our a brand manifesto video all the time, we use it internally to motivate and promote our culture. We use it externally to show our customers and trade partners who we are and what we stand for. We have seen amazing loyalty and growth come from our brand manifesto.”
Case studies and testimonials
Hearing from satisfied customers giving testimonials about your product is a time-tested sales method. It’s hard to replace the energy and effectiveness of an authentic stamp of approval from a real-world consumer. While the word influencer comes with a lot of connotation these days, the truth of the matter is any happy customer can be as effective as any paid influencer, if their story is effectively told! There are thousands of hours of low quality user-generated review videos online which make or break a product’s success. A thoughtful case study can speak with even more authority when properly produced and delivered.
• Case studies help potential customers envision themselves using the product in a similar manner.
• Typically a negative experience with a product is what makes people take to the internet with passion and emotion, even if there is a majority of positive experiences. Ensure the positive testimonials take the spotlight!
“Working with Ramble has been an incredible experience for Everee. As our trusted partner for customer story videos and product explainers, they have consistently demonstrated exceptional creativity and vision...
Customers want to feel confident that you work with companies similar to them and can support their use cases. Because of this, there is no better sales tool than a case study that showcases how you make your customers more successful.”
SOCIAL MEDIA CAMPAIGN
For the time being, social media videos reign king in the content consumption universe surpassing television and streaming services in number of hours by a long shot. No other media type performs as well nor is prioritized by algorithms as video is. Because of this visibility, you need to create a deliberate social media campaign aimed directly at your target market. Using the social media tools such as anyalitics, scheduling, A/B testing, key wording, ad buys and promotion you can dial in to your target audience. The new statistics of conversions from video to sales are blowing minds such as 50% of TikTok videos made converted to a purchase or a product. Social Media campaigns can often consist of brand manifesto, explainers, case studies and many other types of video content.
•Instagram, LinkedIn, Facebook, TikTok all have different metrics and audience durability. Your content should be tailored for each platform.
•Social media has surpassed every other major media outlet in terms of consumption hours
•Social media is an effective way to transmit your brand stories and information to the ideal audience.
“We sell a complex software tool so it’s vital that our prospects see how it’s actually used by other customers. Not only are customer testimonial short films really important to our marketing strategy, we’ve found our most engaging social posts and paid ads are short 15 second clips. Ramble approaches every shoot with this in mind which allows us to tell compelling stories across multiple mediums and channels—and optimize as we go.”
Explainer videos
Recent statistics say 91% of consumers watch short explainer videos to learn more about how a product and how it is made. Mr. Rogers normalized our curiosity of how things work and how products are made. Not only are these videos satisfying and interesting, they also allow the customer to appreciate the efforts and craftsmanship which go into your company and product.
• Highlight the quality and craftsmanship in a product or process
• Explainer videos can solve major customer service issues through simple visual FAQ videos
• Customers sometimes like to be guided along the path. Explainer videos can simply walk through step by step.
• “Pay no attention to that man behind the curtain” only made Dorothy more curious about the man behind the curtain!
• 69% of consumers say a product video assisted them when deciding to make a purchase
“We made videos to highlight features of each of our headphones. In these videos we showed the process for pairing wireless headphones which result in an 85% decrease in pairing related customer service inquiries.”
Product highlights
Most potential consumers, whether knowingly or subconsciously envision themselves using the product prior to purchase. For this reason, high quality imagery of your product should be available to the consumer. These videos will show off the efforts you’ve put forth in designing and engineering your product or process.
• These videos can be cut up into bite-sized social content as well as long-form website content.
• A great way to hype up a potential AND existing customer is showing the beauty of a product design, functionality and process
• Even if your content strategy is focused on low-quality “user-generated” videos, high quality product highlights mixed in can beef up customer trust in your brand
• There is a reason advertising has most-often used hero imagery of products as the key imagery for sales
“At Zero, it was crucial to incorporate video on the product pages to showcase the products in real-world scenarios, demonstrating to customers how they might engage with the bike. The objective was to accomplish this in the most on brand, and elevated manner possible.”
Brand relevancy - Top of Mind
For some businesses and brands, staying top-of-mind also means staying top-of-feed. Too many content creators feel this means quantity over quality. We feel a good story should be central to your brand videos regardless of the amount of videos your produce. A 5 second clip of your product in use could be packed with as much story as a 50 second clip, as long as it’s intentionally captured and delivered.
• Typically we will produce many of these other video options with the idea in mind that we will break it apart into bite-sized clips which can be used through social media to stay top of mind.
• Consumers’ minds are able to piece together separate small but mighty clips over long periods of time to create a wholistic perspective of your brand. The whole is made of the sum of it’s parts!
“Sharing the bite-sized clips derived from our brand manifesto video keeps our audience’s eyes on us, regularly. It’s a powerful and easy way to have high quality social media posts. ”
Entertainment and infotainment
According to countless polls the number one reason people give for consuming video content online is for entertainment and relaxation. We are all drawn to a good story. When your brand aligns itself with entertaining stories, even without overtly selling a product, your brand image increases in value and gains the attribute as a storyteller. Storytellers are always the first to be invited around the campfire! There are unbelievable and captivating stories to be told in the creation of a business, product or brand with more drama and action than most reality television series. Those are great story opportunities which ought to be captured. The second reason people consume video content online is to be informed or to learn something. Creating a series of informative and interesting videos can make your brand a trusted source of good information! Create a cooking series, an art history series or any other interesting topic.
•A video series hosted on your website drives traffic and engagement on your site
•An infotainment series could be completely unrelated to your brand and people will still engage because it’s interesting and helpful.
•YouTube has become a leading modality in informing and entertaining. Authentic and raw stories perform really well on YouTube
•Much of the content captured within these stories can be broken apart into LOTS of mini content for social media
•Just because you’re not overtly selling your product does not mean your product isn’t selling. People want to associate with brands they connect with.
“Our members are at the heart of everything we do at America First Credit Union, and we love to celebrate them every chance we get. We work with Ramble on a video series called “Our Stories” to highlight the impact some of those members are making in the lives of others. They are tremendous examples of the credit union ideal of “people helping people” and we’re grateful for the chance we have to work with Ramble to bring their amazing stories to life.”
