Why Your Brand Needs Video

November 27, 2019

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Phil Nottingham

Phil Nottingham


Is going viral overrated? Binge-watch our new series Low Views High Impact and uncover how videos made for small audiences can still have a big impact on your business.

When it comes to being effective at brand marketing, it’s less and less about distributing a ton of ads and more about creating valuable content. (You can read more about that in our Brand Affinity Marketing Playbook.) And when you think about it historically, the majority of brand-building content has always been based on what was successful in television — video ads. But, does that mean businesses have to rely on video in the future? After all, there are a ton of other ways to promote brand awareness.

Is there a problem with focusing all of your efforts on blog posts, infographics, podcasts, and other media? Or is video really that important to be successful with brand marketing, especially when it can be both hard and expensive to pull off?

“Is video really that important to be successful with brand marketing?”

At Wistia, we’ve tried to lower the barrier to entry for video production through our Learning Center. We believe that with the right resources, good ideas, and some practice, anyone can create great videos. But, not everyone believes this is the case or has the time to devote to making valuable video content. So, if you’re struggling with making this type of content, is it really worth pivoting your marketing toward focusing on video for brand awareness?

Yes. We think it’s absolutely worth it. Here’s why video is the best medium for all of your brand marketing efforts.

Present your brand’s complete identity

You’ve worked hard to develop your brand identity. So why not give your audience a fuller view of who you are as a brand? Video is the best, and most scalable, way of presenting your brand’s complete identity.

“Video is the best, and most scalable, way of presenting your brand’s complete identity.”

When you look at other forms of communication, blog posts are a great way to share your company’s ideas and concepts, showing off your brand’s tone and voice; podcasts allow you to add style and a bit of passion to your words with audio; and photos and imagery allow you to show off the people who make up your business. But, video is the only media that can bring all of these elements together to show off your company’s full identity to help you make more personal connections with your audience.

Express your brand’s unique style

With video, your brand design can go far beyond color palettes and logos (which are super important; don’t get us wrong). But, with video, you have the opportunity to inject your brand style into all of your sets, color grading, costumes, animations — and of course, music. Having more elements to play with means more space to cement a unique and distinct brand identity, helping you make a lasting impression on your audience.

Convey your team members’ personalities

Branding doesn’t work super well when it’s only thought of as a layer on top of your other marketing. Instead, to be effective, it has to come from the very core foundations of the business — the collective ideas, values, and actions of the people within the business.

“When you document your team on video, you capture the full range of their expressions.”

When you document your team on video, you capture the full range of their expressions (even the little mistakes that make us more human). It’s a better opportunity to showcase your character, giving a wider audience a glimpse into who you are and what you’re about.

Build the strongest emotional connection

The concept of brand affinity really relies on the importance of “affinity” (i.e., empathy and bonding). Because video is the most direct human-to-human creative medium on the web, it’s the medium that can help you create the strongest bonds with your audience.

When you spend a lot of time watching videos from a specific brand, it very much feels like you’ve spent a lot of time with the company behind that brand. Ultimately, you want people to spend more time with your brand, strengthen their connections, and feel closer to your business because of it. Video’s the best way to earn that affinity.

Say more in less time

There’s a reason why it’s possible to adapt thousand-page books into 90-minute movies. The combination of imagery, audio, and narrative allows you to say a lot of things all at once. In an impatient world that’s chock-full of short attention spans, you can leave an unforgettable impression with video much faster than you can with blog posts or podcasts. Because of this, an hour of time spent watching your videos is likely to have a bigger impact on your audience than an hour of engaging with your brand via other formats.

Action Item
Learn why “time watched” is the best metric to track to prove the success of your videos.

Stand out on social media

If you spend any time on social media at all, you know that video has shaped the way these platforms operate. Facebook, Twitter, Instagram — and even LinkedIn — all have native video platforms. If you want to be able to stand out and acquire engaged audiences on social media, then you’re going to need to have a lot of video content. But that’s not all. In addition to being native video platforms, video gets much higher engagement rates on every platform than text or image posts, which means that posting video is the best way to get your content seen.

But, podcasts are a great start!

We know shifting your content strategy to focus on video is hard. But, if you can’t make the leap just yet, a great start is to dip your toes into podcasting. Podcasts are a great way to experiment with sharing your personality and ideas in a different, engaging format.

Plus, these days, they’re pretty simple to create and distribute. To get started, all you need is a decent microphone and a relatively quiet space to record. And once you’ve built a successful content strategy with podcasts, we have all the information you need to level up and move into video creation on the Wistia Video Production Blog.

Are you all-in on creating more video content to grow your brand? Let us know what you’re working on in the comments below, or join us in our Brand Affinity Marketing (BAM) Slack Community for ideas on how to get started.

November 27, 2019

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Phil Nottingham

Phil Nottingham


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