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How To Use Branded Video Content To Build An Audience

Posted by: Joey Xoto Posted on

Video marketing has become a must-have in 2022.

Through branded video content, businesses can increase engagement, drive sales, improve brand awareness, and reach their target audience.

In this comprehensive guide, we’re going to show you how to use video marketing to propel your business to the next level, and speak to the people who matter.

We’re going to cover the different types of branded video, content ideas you can make, and give you examples of successful brand videos.

Viddyoze is the expert in branded video. Using our software, thousands of well-known brands have told their story and achieved their goals. Here, we’re going to show you how you can do the same.

Contents

 

What Is Branded Video?

Branded video content is all marketing materials created by a brand to explain its values, mission, and services. In short, it tells people who you are, what you do, and why you do it.

The main goal of branded video is to increase brand awareness. It does not always promote products or services directly, like traditional advertising, but helps create positive association and brand recall, with a view to converting leads further down the line.

 

Quick Video Stats

The power of branded content for businesses is obvious. Here are a few stats to prove it:

  • 86% of consumers say that branded content has played a part in their purchases – Wyzowl
  • 54% of people want to see more video content from a brand they follow – Hubspot
  • LinkedIn users are 20x more likely to share a video compared to other content – LinkedIn
  • 45% of people want to see more live video from brands they follow – Sprout Social
  • 64% of consumers said they’d bought something after viewing a brand’s video on social media – Tubular Insights
  • 82% of consumers say they feel more positive about a brand after consuming customized content – Demand Metric

 

3 Types Of Branded Video Content

From explainer tutorials and narrative driven documentaries to behind-the-scenes video and case studies, branded video comes in many different forms. 

Chances are, you’ve interacted with a branded piece of content today – maybe in your inbox or your social media feeds.

The point is that video branding is everywhere. Done right, it can be a key element in brand growth, driving engagement, awareness, and leads. For a modern brand, this type of visual storytelling is a must for your marketing strategy.

To help you produce video content that will work for your brand, we’ve highlighted 3 types of effective branded video marketing.

 

Sponsored partnerships are very simple. Usually, it works like this: a brand offers to sponsor an existing video series in return for reach and exposure. 

It’s very subtle – usually not much more than a logo, a mention at the beginning of the video, and your products being placed and used throughout the video – but it does build your brand long-term.

Sponsored partnerships are very popular on YouTube (one billion active users, remember). All you need to do is find a popular YouTube channel that matches your audience, pay to sponsor an episode, and insert your logo and products.

Take a look at Omaze sponsoring Garret Watts; or Tums teaming up with popular interview show Hot Ones for specific examples.

Benefits Of A Sponsored Partnership

Sponsored partnerships have the following advantages for brands:

  • Most of the hard work is already done for you. The creator has made the content; you just throw your name in there for the positive association.
  • It offers direct access to your core demographic. The show you partner with already speaks to tons of people that would love to buy your product.
  • It markets itself. If this content is shareable, it’s more likely to go viral, which means more eyeballs on your brand for very little effort on your part.
  • It’s a non-intrusive experience. You don’t disrupt the viewer’s experience like you might with a traditional ad – the viewers choose to tune in.
  • It adds value. The content is likely to be either entertaining or informational. Both add value to the viewer, and your brand becomes associated with that.

 

2. Self-Produced Content Series

If you’ve got the time and the resources, create your own video content series to strengthen your brand. Well over half (61%) of people say they are more likely to buy from a brand that delivers unique content, according to Contently.

The core principles remain the same. Like a sponsored partnership, the goal here is to educate or entertain, not hard sell.

Give your audience great content (with video branding, of course) that they can use regardless of whether they buy your product/service or not. This builds trust and credibility for your company, the starting point for a relationship with your customer.

For example, if you’re a personal trainer, you could create a video series where you show the viewer how to execute an exercise using the proper technique. Realtor? Make a series debunking common myths about buying a house. Sell cakes? Create a series of simple recipes.

Benefits Of Self-Produced Content Series

Self-produced content series has the following advantages for brands:

  • Generate more buzz for your company and build a direct audience.
  • Total creative control. You decide what goes in your marketing content and when you post it. Plus, you get to engage with comments and questions yourself.
  • Create something shareable, and you could strike lucky on a viral video.
  • It’s a non-intrusive experience.
  • It adds value. Keep it entertaining or instructional (or both), and viewers will return for more.

 

 3. Corporate Videos

Corporate videos are the traditional types of content you see most businesses sharing on their socials on a regular basis. They also make for some of the best branding videos.

This could be a product video, a short documentary about your company values, or a recruitment video.

Unlike the previous examples, this content is all about the hard sell. Each video has an immediate action that viewers should take, whether that’s to buy a product or apply for a job.

Typically, this content is used at the “conversion” stage of the marketing funnel, so it tends to get hard results (sales, leads, etc) and a better ROI. It’s also way more branded. Think of an animated logo, lower-thirds, branded transitions, and outros.

Corporate Video Benefits

Corporate content has the following advantages for brands:

  • Bigger return on investment for your company. This content is used to get a buyer over the line, so it tends to create more tangible results.
  • It’s multi-purpose content. You can cut longer content down and use the pieces for other marketing objectives, such keeping your social media profiles active.
  • It converts. This kind of video content is used at the end of the sales funnel when you want viewers to take action.
  • It’s all about you. This video content focuses entirely on your product – no sharing the limelight.

Recommended reading: 15 Corporate Videos To Inspire Your Next Campaign

 

Video Content Ideas To Include In Your Marketing Campaigns

Video isn’t a one-size-fits-all solution. Each of the following branded video content ideas will work in different ways for different companies.

Likewise, your target audience and marketing goals will also play a part. In each example, we’ll explain how each branded video should be used and the outcomes you can expect.

Web Series & Podcast Recordings

Everyone loves a podcast. In fact, the number of American listeners has increased by 30% in the last three years alone, reports Triton Digital.

Not only are podcasts great for increasing brand awareness but they also help to establish your company as a thought leader in your industry sector.

In order to make a good podcast, it’s best to play to your strengths. Keep the topic industry specific, and focus on adding value through tips, expert insights and analysis.

Once you’ve recorded your podcast and uploaded it to the usual suspects (Spotify, Apple, etc), you can create short teaser animations (the best comments or talking points) to share on social media.

Alternatively, you could film the whole interview, and upload that as a separate piece of branded video content.

Case Studies

Case studies are an awesome way for brands to attract new clients and boost sales.

When you throw video into the mix, this type of content is even more effective. Viewers will retain 95% of your message from a video compared to just 10% with text (WordStream).

The point here is to tell a story about your brand; a successful branded video case study should be emotive, easy to share, and persuasive.

Generally, there are three types of case studies that most brands make:

  • A client testimonial case study – a success story from one of your customers
  • Hypothesis testing case study – the back story of a new product or service that you’re working on
  • A narrative driven case study – a long-form piece, similar to a mini-documentary

Expert Interviews

Expert interviews are the perfect way to position yourself as an industry thought leader and increase your credibility.

If you’re targeting decision-makers, such as CEOs or MDs, this stuff is gold – 53% of decision-makers increased the amount of business they did with a brand after viewing thought leadership (Edelman).

This type of branded video content works best when approached subtly. It should be a non disruptive experience for the viewer and avoid self-promotion and product placement.

Think of an expert interview as a value piece: you’re helping to grow your brand awareness by giving out expert insight for free.

Well, not exactly free. Be sure to include a strong call to action promoting the viewer to sign up or join your mailing list. Educate now; convert later.

Charity Partner Or Cause Awareness Videos 

If you partner with a charity, make a promo video to showcase the fantastic work they do.

Video like this has an emotive hook, making it all the more powerful and engaging. With some subtle branding, your audience will naturally associate your business with the charity, boosting brand awareness and raising your credibility.

So, what type of video should you make? Here are a few ideas:

  • An interview with a senior leader from your pattern charity
  • A day-in-the-life video shot onsite at the charity’s HQ
  • A documentary-style video focusing on your charity’s work

This is a great way to promote your brand’s values, too. Do it right, and you’ll form a bond with your target demographic.

Product USP Videos

You have someone on the cusp of hitting that “buy” button. You need that little something extra to get them over the line.

Now’s the time to hit them with a product video.

By this point, the buyer’s research is done. The decision to buy is pretty much made. This video should reel off the USPs of your brand’s product, soothing any lingering doubts the viewer might have. As such, high quality video production is key here.

This type of video works well on social media, as a paid ad, or as part of your email strategy (follow up abandoned carts with a branded video, for example).

While the main goal of this type of branded content is to increase sales, it can also help with your website’s SEO. As landing pages with video often do better, be sure to host this content on the relevant product page.

Promotion Announcements

Whether you’re launching a big sale or a sweet discount deal on certain products, promotion announcements create an instant buzz about your brands.

Due to their direct message and clear CTA, this type of video is reported to have the best ROI (because who doesn’t love a bargain?). In addition, it’s great for brand awareness, too.

Don’t be afraid to go all out. The goal of these branded videos is the hard sell, so make sure it’s obvious who you are, what you’re selling, and just how good a deal you’re offering.

For maximum impact, tease your announcement weeks in advance with other marketing efforts, such as animated countdowns.

Last but not least, be sure to share these branded videos across all socials (paid and organic), and via your mailing list.

Live Chat FAQs

Simple and effective, live social media Q&A events are an engaging way to connect with audiences.

Brands love this type of branded content because it can be put together quickly, and at a low cost.

There are two ways to do this:

  • Collect answers in advance on social media or through your customer service team
  • Go completely unscripted and answer questions as they come on the day

This is another great way to position yourself as an industry thought leader and boost your brand awareness.

Get the most out of your digital event and record the whole session. That way, you can edit it down later, and cut the best bits into shareable snippets for social media.

How To Videos

How to videos (or explainer videos) are a classic piece of branded content.

Tutorials work for brands because they are insanely popular with viewers. Half of YouTube’s users are seeking educational content, according to Pew. While Hootsuite found that nearly a third of people on the web have watched this type of video.

Typically, these branded videos are used to address informational queries about a topic or issue. You know, like “how to replace a leaky faucet”, or “how to make pasta from scratch”.

The trick is to make a video that answers a common question or issue with your product as one of the solutions (or the only solution, if you’re feeling confident).

Company Culture

Modern consumers don’t just want to buy from a company. They want to believe in it, too.

Company culture videos give people an intimate look at your business, showcasing your brand’s values, mission, and culture.

We recommend some of the following ideas:

  • New hire – short interviews with a recently recruited employee
  • A day in the life – show consumers what the average day of one of your team looks like
  • Packaging/box up – a short video that follows an order from purchase to post

Not only does this help people relate to your business, it encourages them to buy in. On average, 66% of people say they have an emotional connection with a brand, according to Consumer Thermometer.

This type of branded content resonates with people on an emotional level, which helps forge stronger bonds with your audiences.

Testimonials 

Modern-day word-of-mouth advertising, nothing speaks to audiences like a customer testimonial video.

Highly effective and engaging, testimonial videos demonstrate your product’s social proof, while building credibility and trust in your branding.

The visual element of a branded video testimonial allows you to forge a stronger connection with audiences than a written one.

With video, viewers can relate to what they’re seeing as it’s likely that the people you use in your testimonials will fit the same demographic profile as the people watching.

A powerful piece of branded video content, video testimonials work well at the beginning (the research phase) and end (the buying phase) of the sales funnel.

 

How To Create Your Own Branded Video Content

What separates top-performing brands from the competition is that they’ve mastered the awareness stage of the customer journey.

They generate a consistent stream of new customers because they’ve made it easy for their target audience to find them.

If you want to make your business more discoverable online then it’s time to invest in branded video content.

In 2022, it’s forecast that 82% of all consumer internet usage will be dedicated solely to watching video (Cisco).

That’s a crazy statistic! What it means for brands is this: If you’re not creating video content, you’re ignoring a large segment of your target market.

But don’t worry, Viddyoze is here to stop you losing customers.

With Viddyoze, you can create studio-quality video content in minutes with no technical skills required. 

All you need to do is logon to our online app, select a video template from our library, customize it with your messaging and branding – and that’s it! Professional video content that’s ready to post.

Kickstart your video marketing strategy today and turbocharge the awareness phase of your marketing funnel, with Viddyoze.

Viddyoze

 

Branded Video Content Examples

The following videos each represent the three main types of brand video: sponsored, self-produced, and corporate content.

We’ve selected our favorite examples, taken from some of the most successful companies currently making branded videos.

IBM And Star Wars

A dream collaboration from two powerhouse brands. Check out IBM’s sponsored partnership with Star Wars. May the cloud be with you.

Shopify’s Make My Space Work

An awesome example of self-produced content. This series is branded so subtly, it feels like a sponsored partnership. In reality, it was all Shopify’s own work.

Apple’s Shot on iPhone 13 Pro | Making of Park Chan-wook’s ‘Life is But a Dream’

Simple but super effective. A brilliant example of corporate content from the masters of brand, Apple.

 

Summary

When it comes to growing your brand and targeting audiences, branded video content is the biggest weapon in your arsenal.

Quality branded content creates credibility and trust. Sharing your values and mission, it helps create a relationship with your target demographic, which can be transformed into sales later on.

Using the three types of branded content outlined above in conjunction with video, such as tutorials, social media advertising, promo video, and live streams, brands can target new audiences with their products and services.

With Viddyoze, you can use our templates to brand your video content in a matter of minutes. It’s super fast and easy to use, with zero compromises on quality and professionalism. Start branding videos like a pro. Use Viddyoze. Sign up to Viddyoze today.

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Joey Xoto profile picture
Joey Xoto

Hey, I’m Joey! In 2015, I co-founded and bootstrapped Viddyoze. Since then we’ve helped over 250,000 businesses create exceptional marketing videos, without needing any technical experience whatsoever – all thanks to our powerful automated video creation engine.

My core skills include marketing strategy, video production, and tech business leadership. I also host a podcast with my business partners called “Just 3 Clicks” where we talk about the lows and highs of bootstrapping an 8-figure business.

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