Nick BuchheitCompanies need many different things to succeed: outstanding leadership, an attractive offering, exceptional customer service, and so on. But one thing that will also make or break your business is the ability to communicate efficiently. Externally, as well as internally.
And when it comes to communication, there is no better way to do it than video. But what kind of video should you use, and when?
Let’s have a look at two video categories that every business can (and should!) leverage to build trust, affinity, and drive growth: brand video and corporate video.
| Brand video refers to video content where the purpose is to build your brand, share your brand story and brand values, and drive brand awareness. |
What Is Brand Video?
One type of video that is relatively new for many businesses is the branding video. There’s no more powerful vehicle for telling your brand story and placing your brand in a narrative than a brand video.
Brand videos drive awareness about your brand and build a positive perception of your business. A brand video doesn’t necessarily need to advertise a specific product or service but is instead about your company and brand as a whole.
You can think of the brand video as your elevator pitch in video format. It’s your brand’s core distilled into a short yet powerful message in a way that grabs attention and invokes action.
The video’s message and style of a brand video can vary widely. Great brand videos come in all shapes and sizes and can be corporate videos, docu-style videos, animated videos, or almost any other video form. However, its purpose is always the same; to translate your core values and your uniques selling points in a way that is compelling to your target audience.
Related reading: Dollar Bank–The Road of Life–Brand Video
When Should You Use Brand Video?
Brand video is great for creating awareness or launching a new initiative. When you want to show the world what your brand stands for and what the very core of your brand is, a brand video is the best way to do that.
What Companies Need a Brand Video?
Every brand needs at least one brand video. It’s an essential tool in the marketing toolbox for building trust, recruiting, and selling. A good brand video will make your ideal customer understand what your brand is all about and fall in love with it. The brand video will help you build brand affinity and grow a loyal audience of fans, rather than just buyers.
Related reading: Brand Video Production With Covalent
| Corporate video refers to all non-advertisement video content created for and commissioned by a business or organization. The purpose is to inform, educate and/or inspire your customers and/employees/investors. |
What Is Corporate Video?
Corporate video refers to any type of non-advertisement video content created for and commissioned by a business, company, corporation, or organization.
Today, the vast majority of corporate video content is hosted online and published on the company’s website page, and distributed through social media or email marketing. Corporate video content can target the company’s target audience or internal employees.
Examples of corporate video include:
- Corporate overview videos
- Staff training and safety videos
- Promotional films
- Product videos
- Investor relations and shareholder videos
- Market updates
- Executive proposal videos
- Customer testimonial videos
As videos are increasingly recognized as the most efficient and engaging way to communicate, corporate videos are becoming an integral part of corporate communication. Companies will release corporate videos with press release announcements, newsletters, and other forms of communication to increase the reach of their messaging.
To create high-quality corporate video, most companies team up with film production companies who specialize in this field of video production. An agency can leverage a company’s existing marketing material with guidance from their communication director and use it to produce a corporate video. This can be a powerful way to repurpose and maximize the impact of your already existing material.
The time and scale of a corporate video production vary depending on complexity and messaging. While some corporate videos require only a minimal crew and basic equipment, other projects are more extensive and need more resources and a highly skilled team.
Related reading: Corporate Video Production With Covalent
When Should You Use Corporate Video?
If you want to engage and inspire your employees and customers, you should look into corporate video. There is no better way to motivate employees, inform stakeholders, and educate your customers than via video.
As a company and marketer, you’re constantly communicating a million different messages. Have a think about which ones are the most important, and explore how they would come across in video format. The best way to do this is to partner up with a corporate video production company that will advise you on your journey towards more engaging content.
Related reading: Corporate Video–Dos and Don’ts
Brand Video and Corporate Video Helps SEO
Video content has become a significant ranking factor for search engine optimization. Not only does it help you rank, but it also increases the time visitors spend on your website.
Video increases time spent on your website
Time spent on site is one factor that Google’s algorithm uses to determine how relevant your content is for visitors. Video, by nature, increases the time visitors spend on your website, whích is not only great because it means they spend more time with your brand, but because it will make Google rank all of your content higher.
Video will help you get found on Youtube
Youtube is the second largest search engine in the world after Google, so if your brand is not present there, you’re definitely missing out on traffic. By creating compelling video content and hosting it not only on your website but on Youtube as well, you will reach a larger audience.
Video increases the number of backlinks
Using video on a page or in a post almost triples the average number of backlinking domains, as stated in this research from Moz. And as we all know, backlinks are the holy grail of SEO.
Would you like to know more about how we can help your brand come to life with corporate video and brand video? Get in touch!