5 Strategies for Building Brand Awareness with Video

For those who want to incorporate video marketing into their branding and awareness campaigns but don't know where to start, here are some strategies for getting started.

Use Storytelling

Use storytelling to connect with your audience: By using storytelling in your video content, you can create an emotional connection with your audience and help them understand the value of your brand. For example, check out the "Meet the Makers" series from American Giant, which showcases the people behind their high-quality clothing and highlights the brand's commitment to American manufacturing.

Another great network that we all expect to see good storytelling is the Super Bowl. Every ad has a component of strong storytelling that leaves us all remembering brands from that one evening. Utilizing strong storytelling is a great way to build successful brand awareness campaigns.

Leverage Social Media Platforms

Social media platforms like Instagram, YouTube, and TikTok are great places to showcase your video content and reach a wider audience. For example, Gymshark's "66 Days | Change Your Life" video series on Instagram highlights the brand's fitness apparel while inspiring viewers to make positive changes in their own lives.

Discover which platform gives your brand the maximum reach to your target audience and exploit the opportunities out of that platform. Remember that not all platforms work well for each industry. Get clear on where your brand belongs and begin to put together campaigns that speak to your target audience.

Make Your Content Shareable

By creating content that is informative, entertaining, or inspiring, you can encourage viewers to share it with their own networks, increasing your brand's reach. A great example of this is Squarespace's "Make It Real" campaign, which features inspiring stories of entrepreneurs who have built successful businesses using Squarespace's website-building tools.

Brands will often leverage other people's platforms to create shareable content that inspires, entertains or informs to maximize exposure to their target audience. Sephora is another brand that uses influencers to collaborate and get the word out there with the various beauty brands they house. It's not just tech companies that are creating shareable content.

Collaborate with Influencers

Partnering with influencers can help increase your brand's visibility and credibility, especially when it comes to reaching younger audiences. For example, Adidas partnered with YouTube creator Casey Neistat to create a video highlighting the brand's "Boost" technology, which has over 7 million views on YouTube.

Like mentioned above in bullet point #4 Sephora does this with various influencers that help to spread the word about various brands the company sells.

Utilize Customer-Generated Content

User-generated content (UGC) is a powerful tool for building brand awareness, as it allows your customers to share their experiences with your brand in an authentic way. For example, Airbnb's "We Are Here" video series features real stories from Airbnb hosts and guests, showcasing the unique experiences and connections that the platform enables.

Customer reviews, testimonials, social media posts, and blog posts are just a few ideas you can use for customer-generated content. People love hearing about others' experiences with a brand.

By using storytelling, leveraging social media, creating shareable content, collaborating with influencers, and utilizing UGC, brands can create effective video content that builds brand awareness and drives engagement with their audience.

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Visual Media Edge is an Emmy-winning production company with 20 + years of experience in Television, film, commercial and corporate work. We hold an extensive background in helping companies from content creation to distribution. Our latest work includes ads that have generated $3 million in revenue and The Last Champion starring Cole Hauser.

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