Branding Beyond Photos: The Power of Brand Videography

Today we will be discussing something that is increasingly becoming a regular feature in my day-to-day work, and I believe it is equally important for you and your business — the power of brand videography!

Why is brand videography so important?

Authenticity and Credibility

Authenticity is something I always prioritize, whether I’m capturing photos or video. Why? Because authenticity generates consumer confidence. When a potential customer is confident in the product/service they will receive, they are far more likely to purchase it.

We’ve all been there, when a sale is being pushed upon us and we feel we are missing details, or there is a ‘hidden-agenda’, it makes us very defensive. 

If you not only have a detailed description of your product/service, but great photos paired with a comprehensive video showing it in action – you will radiate authenticity and credibility. You have nothing to hide! In fact, you’re quite willing to show customers your services in as much detail as possible.  This is a powerful statement that you’re confident in your brand.

Allowing your product/service to “sell itself” through ‘visual sales’ can be invaluable to the success of your brand.

Educate your audience = Enhance your sales

Show your viewership how your service can benefit them! 

Demonstrate how your product works.

Create a ‘customer experience’ highlight showing the whole process to customers. 

Don’t show the result of your services, show the process! Cater to the emotions of your customers instead of the numbers. If you’re a hairdresser, don’t just show a portfolio of finished looks – document the process through video! Show how your customers are greeted with a coffee at the door, how relaxed they are sitting down, show them laughing/gossiping while they are waiting for XXX. Show them leaving the salon walking tall and delighted with their new style. In summary, video allows us to share the process behind our services, not just the end-result.

Allowing your product/service to “sell itself” through video can be invaluable to the success of your brand.

Engagement

Attention spans are shrinking; in today’s fast-paced media driven world, we only have seconds to capture the attention of the target audience.

Video allows us to do this effectively – here’s why:

• Eyes are drawn to motion/movement far more than static images.
• Videos can contain audio, such as catchy music or spoken words to provide context.
• Information density and storytelling, a 10 second video can provide as much information as a 10-page PDF document in a fraction of the time.
• SEO benefits.
• Video content is very shareable and encouraged. Sharing a reel to family/friends happens considerably more than a website link is shared.

Measurable metrics

Analytical tools allow us to understand how many views, comments, shares we are getting. We can also refine our strategies based on viewer behaviour to continue to make more effective video content.

You might also enjoy my other blog post: How to use branding photography to enhance your business’ online and offline presence.

At the end of the day all marketing efforts count. Investing into videography for your brand might feel like a daunting task, but the value it’ll bring to any brand big or small, cannot be understated.