Got Video? Building Your Brand Through Video Social Media

Est. Reading Time: 5 minutes

Whether we want to admit it or not, the rules of advertising, branding and marketing have changed. Advertising used to rely on interrupting people to get them to notice the message. It was one-way, all about selling and based on limited life campaigns. But there are new rules now, new delivery systems, tools,  and  new segmented audiences as we are not speaking to the masses anymore.  Uploading company information onto YouTube and sharing information on numerous social media sites is almost effortless once you build content. With the click of an icon your brand can now be launched on Facebook, Twitter, Linkedin, as a RSS feed or any number of iPhones, blogs or bookmarking sites. With a bit of time and some professional help, anyone can create a quality video for marketing a message quickly and to a large number of potential new customers.

What we are seeing through the new social media is a shift toward transparency and humanness with the web transforming the rules. People are responding to videos with humor, instruction, tips, news, DIY, interviews, caught-on-tape bits, music, documentation and education- all with the ability to interface with a corporation with a real face. A company video is a great social media tool that simply breaks down the barriers between consumer and brand.

Survey Says released a new survey announcing that video noticeably increases the popularity of any company. With the introduction of video marketing, it has been vital to have web video in order to remain competitive. Companies are just now accepting the truth -  from small operations to large, that the online video ad is the backbone of sales. A report entitled “Frames of Reference: Online Video Advertising?” was recently published by the Online Publishers Association (OPA). This report revealed an astounding 80% jump in video viewership. Also visitors who viewed the online video, around 46% took some action. According to the same report, around 22% of viewers visited the related website, 26% searched for more information, 15% visited the company and 12% purchased that specific product. Look at it this way, without this – your sales would be down 12%.

Going Viral

Your company video on viral steroids is everyone’s gold standard, however I believe you need a dash of creativity and a simple clever edge to make it big. This is clearly superseding stuffy self promoting ads and sales pitches.Take the viral YouTube smash hit (pun intended) “Will It Blend” as an example of simple authenticity and quirkiness. That video has received over 3.8 million views since its online inception in 2006. Now the company has created over 90 “Will it Blend” videos, ( receiving tens of millions of views. Their most popular video is where a new iPhone is blended into a pile of dust.  All to show in a clever yet simple way, how strong that gosh darn blender really is. From marbles to golf balls and soda cans, Utah-based Blendtec has blended the seemingly impossible.  (Plus it’s cool because this is something we would be in trouble for doing as kids.) The company, which makes blenders for consumer and commercial use, has increased its sales into the millions while gaining brand recognition that’s really priceless.

It’s a Wrap

It’s not cheating to look at the successes of those who came before you along with tips on what makes a good company video. Here are a few.

  •      Hire a professional for high quality digital footage, lighting and audio.
  •      Don’t be long long-winded, get to the point
  •      Be CREATIVE. Use a story board.
  •      BRANDING. What will your viewer remember about the video?
  •      Express what problems your business solves.
  •      Avoid “Cookie-Cutter” style video
  •      Tell it to sell it in a 10 second or less.
  •      Have your company president star in the video. People buy people.
  •      Reveal who you are, what you’ve created and how it works.

Keep in mind, visual walk-throughs and Q& A panels can be a great advantage for customer service. Videos of your company at trade show events, snippets of public presentations at conferences, receiving awards in the community or engaging with the media can quickly establish your company’s reputation and build value. And don’t forget the effectiveness of private videos for use in management and new employee training, in store promotion, lobby TV, and as links in news releases and case studies.

These video marketing ideas are the “work-hard-and-save” stories with happy endings in a new shift going into the digital world. Will it be you? How do you plan to use social media in 2010?

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  1. Posted November 20, 2009 at 8:39 am | Permalink

    Good article, great advice! Short and to the point videos for social media are great!

  2. Posted November 20, 2009 at 9:33 am | Permalink

    I have to disagree with you on at least one element. You DON’T need to hire a professional. Matter of fact, in many cases for small business, it’s the LAST thing you want to consider. Many people are skeptical of anything that is too jazzy. They don’t trust Madison Avenue look anymore. Some of the best ROI is coming from home-grown “amateurish” but HONEST video posted on YouTube and the like. A “professional:” vidoe may cost upward of $1500 per pop and that generally does not work for small businesses. Home grown and financed works just fine on the internet now.

  3. Posted November 20, 2009 at 12:41 pm | Permalink

    Not everyone can produce effective video for their own business. The advantage of using a professional is that that you can collaborate on ideas and develop a communication peace that works. You don’t need a huge budget to work with a professional unless you’re going for the high end impact. And that depends on who your audience is and what you’re selling. Some small business owners come up with great low budget videos and they work well. But if you find your promo sucking big time (like we did), sit down with a pro and get some paid professional advice and direction. We paid a few hundred dollars for a huge difference in the effectiveness of our video. Very worth it.

  4. Posted November 20, 2009 at 5:34 pm | Permalink

    Gil is right. You don’t have to hire a professional. You can do it yourself… And it will look like crap. Which can be okay, as long as the idea is solid. And honest is good too, as long as it is short and to the point. The problem is, making something short is a lot more difficult than making something long. Either way, more often than not, you’re better off paying for somebody with a ton of experience. My motto is “Hollywood quality at affordable prices.” With experience in both small local TV stations and Broadcast Networks, I’m trying to do effective videos at efficient prices. You can check out some of my “web” videos at [dead link]

    Or send me an email if you have any questions, I can point you in the right direction.

    I’ll be happy to help anyway I can.

  5. Posted November 22, 2009 at 1:43 pm | Permalink

    I agree with the author, Lisa Wynn regarding the use of a professional. Why?

    Home videos may be ok for a few amateur creative ones who develop an out of the box idea that grabs the attention of its audience. For the vast majority of businesses though, creating a video for online use (and beyond) should be treated with the same care and attention that goes into your website. If you choose a production company experienced at creating video for business you get a lot more than just a fancier camera. There is an art to understanding how to create a script; how to light effectively for the medium and get good sound (something home videos rarely do well). The production should be short and to the point, paced well through editing, and the graphics (if included) should look clean and professional. Additionally, there are other issues to contend with, such as the legal (or illegal) use of copyrighted material – particularly music.

    Sure, you can get digital video cameras at the local big box store for a few hundred dollars so the temptation is there to do your own video, and in some situations that may be a money saving idea that makes sense. At the end of the day though, the video that represents your company should represent it well, because it is part of your IMAGE.

    In the interest of full disclosure, I have been professionally producing video for business for over 25 years.

  6. Posted November 24, 2009 at 7:05 am | Permalink

    It took a lot of encouragement to step outside the box and put myself out there for the world to see. I have been using social media for more than 2 years and only after some coaching and awe inspiring advice, I launched my own YouTube channel related to my business. I give advice, provide tutorials and do some product reviews. So far it has been fun and I am getting more comfortable in front of the camera with each passing video release. Still struggle with the technology side of producing them, but in the end the extra effort is worth it.

  7. Posted November 24, 2009 at 10:05 am | Permalink

    I agree with both the post and with Gil. Video is an important company story-telling tool. There is a role for produced and hardly produced videos. Variety and content are important.

    Mary Henige
    Director, Social Media & Broadcast Communications
    General Motors

  8. Posted April 16, 2010 at 10:42 am | Permalink

    Hey.I ‘m passionately interested in the.Where can I discover other blogs about this topic? Some recommendations?