In today's dynamic business landscape, a compelling corporate brand video is not a luxury, but a necessity. It's a powerful tool that encapsulates your brand's identity, engages audiences, and drives action. Let's delve into the world of corporate brand videos, exploring two key aspects: their importance and a variety of examples across different industries.
Firstly, corporate brand videos are instrumental in conveying your brand's story, values, and unique propositions in a succinct, captivating manner. They build emotional connections, differentiate your brand, and foster trust. Moreover, they're highly shareable, enhancing your brand's reach and reinforcing its message across multiple platforms.
The Importance of Corporate Brand Videos
Brand videos are increasingly sought by audiences. According to a study by Wyzowl, 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video. They're also excellent for SEO, with videos on a landing page making it 53 times more likely to appear on the first page of Google.
Furthermore, brand videos canHumanize Your Brand, Making It More Relatable and Likeable. By injecting personality, humor, or emotion, these videos make your brand approachable, kindling an affinity among your audience.
Humanizing Your Brand
Brands like Mailchimp have mastered this art. Their "Founded in 2001" video series runs counter to the typical corporate brand video, showcasing real people, behind-the-scenes stories, and a touch of quirkiness. The result? A human connection with their audience that sets them apart from competitors.
Another standout example is REI's #OptOutside campaign. Instead of focusing solely on their products, they champion their values, encouraging viewers to disconnect from their screens and reconnect with nature on Black Friday. This heartwarming video has won multiple industry awards and reinforced REI's status as a responsible and forward-thinking company.
Storytelling: A Powerful Narrative Strategy
The power of storytelling is undeniable, and it's a storytelling that makes corporate brand videos compelling. Airbnb excels in this area, their "Belong Anywhere" campaign telling relatable, emotional stories through unique hosts and guests. Each video weaves a tale of connection, belonging, and the transformative power of travel.
Consider as well the video sequence "Old Spice Guy Responds" by P&G. Here, instead of narrating their product's benefits, they created a humorous, offbeat campaign centered around the Old Spice Guy character, responding to social media comments in real-time. This unconventional approach generated massive engagement and increased sales by 107%!
Corporate Brand Video Examples Across Industries
Basketball fans worldwide know State Farm for its hilarious ads featuring basketball stars. But the insurance company's corporate brand video takes a different tack. Titled "Born Smooth", it traces State Farm's 94-year journey, highlighting their integrity, reliability, and humble beginnings, making them relatable and trustworthy.
In contrast, HubSpot, a software company, uses its brand video to educate viewers about its product, demonstrating its inbound marketing platform in action. The video employs simple animations, clear language, and handy visual examples to showcase HubSpot's features, positioning it as an innovative, user-friendly tool for businesses.
Integrating Your Product or Service
Emerging technologies like blockchain warrant clear, comprehensible explanations. Vitalik Buterin, the creator of Ethereum, uses his TED Talk appearance to do just that, demystifying blockchain technology for a general audience in plain language. His accessible, engaging delivery turns a potentially complex subject into intriguing, democratized knowledge.
Another standout example is Clif Bar's "Meet the Bar" video. Instead of merely listing ingredients, they tell the story of their nutrient-dense energy bars. We meet the founder exploring a country road, the bakery's aroma, the wholesome ingredients, and the people who make it, imbuing the product with warmth and authenticity.
In conclusion, corporate brand videos span a wide range of styles and approaches, reflecting each brand's unique identity. However, they share a common goal: creating emotional connections through compelling storytelling. Whether humous, heartwarming, or educational, these videos are invaluable tools for engaging audiences, driving action, and fostering loyalty. So, if you're not investing in a corporate brand video yet, perhaps it's time to consider how your brand's story could captivate your audience and fuel your growth.