• A DIGIDAY survey found that 57% of marketing respondents plan to increase video advertising in 2012. 43% of agency advertisers and 24% of brand advertisers said they planned to shift funding from display advertising to accommodate more spending for online video in particular.
• According to socialmediatoday a Bright Roll survey found that 65% of marketers plan to reallocate campaign spending from TV to online video this year. More than 25% see online and mobile video as the two platforms that will have the overall largest spend increases in the next two years.
• An infographic from Vincent Abry shows that mobile video streaming increased by 93% worldwide and 35% in the U.S. from 2010 to 2011.
As online video use continues to surge, many corporations are launching brand videos to market their businesses. Creating a brand video for your organization is an innovative and constructive method to communicate a range of purposes to your audience. To that end, defining a well-structured goal is an essential first step to crafting an influential, far-reaching brand video.
Video objectives vary in a broad spectrum from “big picture for business leaders” to “product features and functionality” to a “humanistic version of executive and client testimonials”. Regardless of your organization’s intention, the video must make an impression that you are a thought-leading, digitally forward company with a cutting edge product.
Below is an outlined spectrum of different brand video functions with links that exemplify how a few large corporations have executed:
Inspirational/“Big Picture”/Vision
An inspirational brand video is an excellent way to emotionally relate with your audience. Connecting viewers to the interior of your vision, while painting a “big picture”, encourages an emotional engagement that will resonate with the end user.
Cisco – Big Things Are Happening
Jive Software – The New Way to Govern.
Data/Number-Focused
Facts and figures appeal to a logical and analytic left brain thinker. A brand video that reveals attention-grabbing, valuable data not only intrigues the viewer, but establishes that your company is a thought-leader with an up-to-date comprehension of the business landscape.
Oracle Exadata: Are You Ready?
Omobono: The World of Social Media in 2011
Executive Spotlight
The power of a CEO testimonial not only lends a considerable level of credibility, an executive spotlight illuminates big picture vision and creates a human connection with your brand’s purpose. The ability to hear and see a company’s decision-maker augments a brand’s integrity.
Product/Solutions Focus
Product description or solution-focused video content is a reliable method of expressing your company’s value. Showcasing your organization in terms of what you can offer the consumer generates a brand worth that is easily understood and resides with the audience.
