It’s undeniable that video is an important tool for online marketing: It humanizes your brand, boosts engagement and brings customers closer to your brand message. A well-crafted video marketing strategy can also increase conversions and sales for ecommerce sites, helping them showcase their products and tell their brand stories.
Because of how versatile it is, there are many benefits of video marketing. From product demos and behind-the-scenes content to how-to videos and customer testimonials, video offers countless possibilities for engaging your audience. Plus, it can save you a lot of time and money that you could then invest in other kinds of marketing.
However, according to Wyzowl’s annual survey, 11% of brands have yet to actually tap into the huge potential of video. If you’re one of these brands, or you’re looking for more ways to improve your brand image with videos, we’re here to help.
In this blog, we’ll explore real-world examples and case studies to see how top brands are using video to drive results. By understanding the different ways video can contribute to higher engagement and a better return on investment, you can optimize your own approach. Here are 5 ways we’re seeing brands use video in their marketing strategy.
1. Introduce Your Brand and Explain What You Do in Minutes
If you’re not using video to introduce your brand and explain what you do, you’re missing out on a huge opportunity.
Video is a powerful story-telling medium that businesses are leveraging to connect with their audience and explain what they’re all about. It’s one of the most effective ways to build brand awareness, especially in today’s fast-paced world, where attention spans are shorter than ever.
There are a few different ways you can use video to introduce your brand.
- Put your mission statement in an engaging video. Tell your viewers who you are and what you do at a glance.
- Create a customer testimonial video. Show viewers who’s praising your brand and what they have to say.
- Share a behind-the-scenes look at your team, culture or process to inspire a deeper connection with your target audience.
Sephora tapped into the power of video marketing with this short clip showing the faces behind their company.
In this brand video, shoppers of different ages, backgrounds and more think back to their first experience at Sephora. While their experiences are unique, one theme is constant — how helpful and welcoming Sephora’s employees are.
The video celebrates Sephora’s diverse customers, showing the brand’s commitment to an inclusive and welcoming environment for everyone. It’s a message that especially appeals to younger generations — 76% of Gen Z believes diversity and inclusion is an important topic in brand messaging.
This campaign is a perfect example of how video ads can do more than just sell a product — they can reinforce a brand’s identity and values. A strong brand introduction in the form of a high-quality video is an invaluable marketing tool that can help you make a positive first impression and set the stage for long-lasting customer relationships.
2. Show Off Your Products or Services in Action
One of the best ways to show off what you’re selling is with video. It can bring your products or services to life and help potential customers see what exactly it is you’re selling.
Here are a few ideas for using video to show off your products or services:
- Create a video tour of your facility or office.
- Film a product demo video to show what you’re offering in action.
- Develop tutorials that break down complex features in an engaging format.
The whole idea is to market your products or services in a way that potential customers can really see and appreciate.
Take Acorns, a fintech app for investing, as an example. To make sure customers are using the app correctly, Acorns has several explainer videos showing how to use different parts of the app. The video below demonstrates how to use their “Round-Ups” feature.
An easy-to-follow video like this breaks down everything the viewer needs to know. In this case, the video clearly shows Acorns users how to set up automatic round-up investments in the app.
In fact, customers prefer to learn about new products or services via video. Research shows they’re 3.5x as likely to prefer brands that use video to explain complex information.
Another creative approach is to make your videos interactive. For example, EE, a UK telecommunications brand, used Interactive Video to invite customers to explore its products after a major rebrand. The video takes viewers into a home, allowing them to control the narrative of different scenarios — like work calls, gaming and more — to see how EE can add value to each.
Why is interactivity so effective? Because it makes the video relevant to each viewer, showing the benefits they would most value. The audience isn’t just passively watching, they’re actively engaging with the content, making it more memorable and noteworthy.
There are plenty of ways to incorporate interactivity. Clickable products in retail videos, choose-your-own-adventure style onboarding videos or dynamic videos that recommend products in real time based on viewer input are just a few ideas. No matter which direction you take, adding video to your content strategy is a smart move that’ll keep your audience engaged.
3. Showcases Your Brand With Shareable Content
If you want people to find interest in your brand, you need to create engaging and shareable content. And one of the best ways to do that is by using video.
With video, you can really show off your brand’s personality. You can make people laugh, make them think or just give them a behind-the-scenes look at what you do. Whatever you do, make sure your video is entertaining and informative.
Of course, you also need to make sure your content is shareable — and video is among the most popular types of content users share on social platforms. For instance, tweets with videos are 6x more likely to be shared than those with photos. Short-form videos, such as on platforms like Instagram and TikTok, are especially popular, making them a great way to grab attention.
While videos are naturally shareable, they become even more compelling when people are able to customize video content to their liking. Tap into the power of user-generated content to boost your brand reach, as WW (formerly Weight Watchers) did below.
Using Idomoo’s Next Generation Video Platform, the company created a video where users could handpick their best stats from the year, straight from the video player. Once the video was customized to their liking, viewers were invited to share their video on their social platforms to celebrate their fitness journey and show off all they had achieved.
Southampton Football Club also nailed this strategy with its personalized, data-driven season-in-review videos. The club combined fan attendance data with key stats from the pitch, creating videos that included 20 unique data points and 15 possible narrative paths.
The result? No two recaps were exactly alike and fans loved seeing their Personalized Videos. Plus, since the videos gave them ultimate bragging rights, they were eager to share and showcase their loyalty and dedication to their team.
Notice how both WW’s and Southampton FC’s videos go beyond tailoring based on just demographics or general audience segments. When you personalize content with individual data points, you create videos that speak directly to them. This makes the content more engaging and share-worthy — after all, people love to post content when it’s about themselves.
Beyond engagement, this kind of shareable personalized content can also be a powerful tool for lead generation. When your current customers share their videos, they’re introducing their family and friends to your brand in an authentic way. Their network gets a genuine look at what your brand offers, potentially turning them into new leads.
Tip: To make it easy for viewers to share videos, add social sharing buttons at the end of your video or below it. Don’t forget to promote your video on other social media platforms, too.
Don’t Forget About Your Own Data
Shareable content is great, but if you’re not looking at how your videos perform, you’re missing half the story. Analytics are essential for any successful video strategy. They help you understand what’s working, what’s not and how you can fine-tune your approach to meet your marketing goals.
It’s not just about counting video views (though, that’s a good start!). You need to dig deeper. Are your viewers dropping off at a certain point? What’s your click-through rate? Where are your viewers coming from? Looking at these metrics helps you figure out exactly where to adjust your strategy for maximum impact.
With our platform’s analytics dashboard, analyzing your marketing campaigns is easy. Zero in on the parts of your video that perform the best, gain insights into who’s watching and more.
4. Answer Common Customer Questions and Address Concerns
If you’re like most businesses, your customers have some common questions. But you don’t have to leave it to your customer service to answer the same question again and again. A more effective solution that can help address common customer concerns is video.
Video is a great way to answer common questions and address concerns because it’s easy for customers to understand. Plus, they can watch the instructional video as many times as they need, whether they’re on their mobile device or desktop.
If you’re not sure where to start, try creating an online video FAQ section on your website or blog and consider using different video formats — like animations, screen recordings or pre-recorded live streams — to cater to different learning styles.
You can make your video even more effective by personalizing it to your customer’s circumstances, as Mr. Cooper did below.
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Escrow is a nuanced and complicated process. To make it easier for customers to understand, Mr. Cooper not only made their explanation visual, but personal, too. Explaining every viewer’s escrow statement with information tailored to their situation made for a message that was straightforward, clear and relevant. We’ve seen customer service videos like these reduce customer support calls by 73%.
This is a great way to proactively answer customer questions, and it can help to address concerns before they even arise. Plus, it shows your brand is willing to go the extra mile to help resolve issues and answer questions, building trust with customers when it matters most.
5. Drive Traffic to Your Website or Landing Pages
If you’re looking for a way to drive traffic to your website or landing pages, video is a great option. By creating engaging videos, you can reach a wider audience and promote your brand. Plus, video content is incredibly engaging, keeping your customers longer on your page, which could potentially boost conversion rates. In fact, over 85% of marketers have seen video help them generate leads.
For instance, CCP Games created a visually stunning landing page to host their personalized highlight reel campaign for EVE Online. The page also featured a sign-up option for friends, with both players being rewarded with extra points with every new sign-up.
If you already have content that you want to turn into a video, you could even leverage AI to streamline the process. For example, our AI video creator, Lucas, can repurpose existing content — like PDFs, blog posts or webpages — into video.
Here’s a great idea from the world of fundraising, instantly transforming a donation webpage into a video to boost donations. According to Nonprofit Source, crowdfunding campaigns with personal videos like these actually raise 150% more funds than those without video.
When creating videos for your landing page or site, be sure to include a call to action so viewers know what step you want them to take next. Still wondering what else you can do to make the most of this type of video? Check out our best practices for creating your very own video landing page.
Different Videos for Bolstering Your Marketing
Video marketing has been around for some time, but it’s here to stay — and evolving fast. Take your video marketing strategy to another level with Next Generation Video. Make them personalized, interactive, contextual and even AI-powered. The result? Standout content that drives better business results and amplifies your digital marketing efforts like never before.
With our Next Generation Video Platform, you can scale up your video production with ease, creating millions of data-driven dynamic videos for every one of your customers. We’d love to show you how it works. Schedule a 15-minute call to connect with one of our experts.
