7 types of videos that boost your brand’s online presence

In today's digital age, having a strong online presence is crucial for any brand looking to succeed. One way to achieve this is through video marketing. Videos are a powerful tool for engaging with customers, building trust, and showcasing products or services. In this blog post, we will explore the top seven types of branding video that can help boost your business's online presence. By incorporating these different types of videos into your marketing strategy, you can increase brand awareness, drive engagement, and ultimately grow your business.

1. Explainer Videos

Explainer video can be a powerful branding video. These videos are short, engaging, and visually appealing, making them an effective way to communicate complex ideas and showcase products or services in a concise and compelling manner. By creating explainer videos, you can grab the attention of your target audience and leave a lasting impression. These videos can be shared on a variety of platforms, including social media, websites, and video-sharing sites like YouTube. Additionally, explainer videos can improve your search engine ranking, as they are more likely to be shared and linked to than other types of content. Overall, explainer videos can be a valuable addition to any brand's marketing strategy, helping to boost online presence, engage with customers, and drive business growth.

Here are few examples:

2. Product Demo Videos

These videos showcase a product's features and benefits in a way that is engaging and easy to understand for potential customers. This branding video can provide an immersive experience that allows customers to see the product in action, demo videos can help build trust and credibility with your audience. They also offer a way to differentiate your product from competitors and showcase its unique selling points.

Here are a few examples:

The video created by Airtable demonstrates various use cases of their product in a way that appeals to a broad audience. This top-of-the-funnel approach is effective in attracting a large number of viewers. Additionally, Airtable uses a smart tactic to share more specific information as the video progresses, catering to viewers who are more interested and engaged. By tracking viewer behaviour and knowing if someone has watched over a minute of the video, Airtable can identify potential leads who are likely interested in learning more about their product by their branding video!

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Sphero's Kickstarter branding video for their latest robot uses an effective marketing strategy to establish credibility. They showcase their well-known BB-8 robot to create familiarity and recognition, then introduce their new robot, the Sphero RVR, with unique features. Engineers explain the product, reinforcing the company's expertise. This approach effectively establishes authority and credibility, gaining the trust and interest of the target audience when promoting a new product or service.

3. Customer Testimonial Videos

Customer testimonial videos are a powerful marketing tool that can greatly enhance a brand's online presence. By showcasing real people sharing their positive experiences with a product or service, this type of branding video can build trust and credibility with potential customers. Testimonials provide social proof, demonstrating that others have had a positive experience with the brand. When shared on social media and other online platforms, customer testimonial videos can reach a wide audience and generate engagement, shares, and comments, further increasing the brand's visibility and reach.

Here are a few examples:

Hootsuite, a popular social media management platform, created a customer testimonial video using an interview approach. They interviewed members of Wiley Publishing and asked for their honest opinions about Hootsuite's services. This resulted in a powerful video that showcased different perspectives. The key takeaway from their branding video is that interviews can be an effective way to gather honest feedback and featuring multiple people can provide diverse opinions. This is a practical method for creating compelling customer testimonial videos.

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HubSpot is a platform that has impressed many with their customer testimonial video. They featured a video testimonial from one of their customers, Will Curran, founder of the event production company 'Endless Events'. In the video, Curran explains how HubSpot played a significant role in their success story. This branding video is so genuine and passionate that it can sway potential clients to partner with HubSpot.

Slack, a popular productivity tool, has once again impressed with its customer testimonial videos. The videos take a unique approach by interviewing multiple people who use the product, highlighting its advantages. This approach is both effective and engaging for potential customers. The key takeaway is to not be afraid to try something new in your marketing strategy, as long as it aligns with your overall goals. By showcasing real customers and their positive experiences, you can build trust and credibility with your audience.

4. How-to Videos

How-to videos are an effective tool for boosting a brand's online presence. By creating helpful and engaging video content, brands can attract and retain the attention of their target audience, while also demonstrating their expertise in their field. How-to videos can be used to teach customers how to use a product or service, showcase the benefits and features of a product, or provide solutions to common problems. They are also highly shareable and can be easily distributed across social media platforms and other online channels, allowing brands to reach a wider audience and increase their visibility. By creating high-quality how-to videos, brands can establish themselves as thought leaders in their industry, build trust and credibility with their audience, and ultimately drive more traffic, leads, and sales to their website.

Here is an example:

Asana, a project management software, has created a smart branding video series called "How to Asana," where each video follows a consistent theme. These videos are brief, lasting under two minutes and are presented by the same person against a bright yellow background. Although the main content of the video showcases how to use the Asana calendar tool, the consistent branding details make the video more engaging and memorable.

5. Brand Culture Videos

This type of branding video is an effective way for businesses to showcase their unique values and beliefs while also increasing their online presence. These videos typically provide a behind-the-scenes look at a company’s culture, including its employees, workplace environment, and overall mission.

Here are a few examples:

Apple has released a company culture video that showcases its values and the kind of work culture it strives to foster. The video features 68 employees, with a focus on individual close-up shots, and starts off with the word "open" which represents the overarching principle behind Apple's culture. Instead of interviews, the video employs a voiceover that runs throughout, adding to the artistic and cinematic vibe that is typical of Apple's brand image.

In Netflix's company culture video, the opening segment effectively captures the audience's attention by introducing a catchy and easy-to-remember theme, "freedom and responsibility," which sets the tone for the rest of the video. The video features interviews with various employees, who share their unique interpretations of the theme, thereby offering viewers a comprehensive understanding of its significance in the organization. By including interviews with both management and staff, the video subtly conveys Netflix's commitment to promoting open and honest communication within the organization.

Spotify has utilized a unique approach in creating its content by compiling numerous employee interviews. The videos were mostly taken through video chat or by using the selfie-style recording method, which adds an authentic feel to the content. Unlike highly-produced videos, this approach demonstrates Spotify's belief that it doesn't require fancy production to showcase their team's passion and drive. The result is a series of videos that highlight the company's culture and employees' personalities in an engaging and relatable way.

6. Behind-the-Scenes Videos

Behind-the-scenes videos have become a popular way for brands to engage with their audience and showcase their unique culture and personality. These videos offer a glimpse into the company's operations, allowing customers to see how their favorite products or services are created and who is responsible for their production. By showcasing the people and processes behind the brand, businesses can create a sense of transparency and authenticity that can help to build trust and loyalty with their audience. Whether it's showcasing a new product launch or highlighting a day in the life of their employees, behind-the-scenes videos are an effective way for brands to connect with their customers and create a more memorable and engaging online experience.

Here are a few examples:

Spotify's office tour stands out for its captivating and distinctive appeal, as it showcases the company's identity and values through the various rooms within the workspace. Throughout the office, one can observe diverse musical elements and expressions that resonate with Spotify's main focus on music. This well-executed design allows visitors to experience the brand's culture and immerse themselves in the world of music streaming.

This video by Bumble is particularly captivating as it commences at the subject's residence and documents her journey to the workplace. It provides insight into her pre-work routine, which enables her to arrive at the office with a clear understanding of her priorities for the day. This approach not only adds an element of interest to the video but also offers valuable insights into the subject's daily work habits.

7. Brand Story Videos

Brand story videos are an excellent tool for businesses to convey their brand’s unique story and values to their audience. These videos offer a great opportunity to connect with potential customers on a personal level and establish an emotional bond that helps to build trust and credibility. By showcasing the history and behind-the-scenes aspects of the brand, businesses can humanize themselves and stand out from their competitors. Additionally, brand story videos are highly shareable on social media, which can help to increase brand awareness and drive traffic to a business's website.

Here is an example:

Ben and Jerry's, a company with a strong social conscience, has effectively conveyed the story of their business. Rather than merely creating a standard "Mission" page on their website, they have produced a video that illustrates how their commitment to social consciousness influences all aspects of their business. The video features examples of their mission in action, such as their partnerships with family farms and the sustainability efforts made by their employees. This approach allows viewers to see firsthand that the company's socially conscious focus is genuine and not just a marketing ploy.

Incorporating videos into your marketing strategy can be an effective way to boost your brand's online presence. Whether you're creating explainer videos, product demos, or customer testimonials, videos can help to engage your target audience, increase brand awareness, and drive business growth. Explainer videos are a great way to communicate complex ideas, while product demos can help build trust with potential customers. Customer testimonials can be a powerful marketing tool, providing social proof and demonstrating that others have had a positive experience with your brand. By using these types of videos and sharing them on various platforms, you can greatly enhance your brand's online presence and connect with your target audience.

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