How do videos increase brand visibility?

In the last three years, video marketing cemented its very high position and became the most used and important type of online promotion. Most brands do not rely on the traditional, written advertising content anymore and are looking for more entertaining and engaging ways to attract customers. With various types of video content, sit-down videos, live streams, or 360 degrees videos, video marketing offers endless opportunities for creative and unique brand presentation. Some predictions for 2022 claim that digital video marketing will attract over 80% of all online traffic and reach $135 billion worth in the USA only.

This is a clear sign that brands, companies, and entrepreneurs are fully aware of the power and potential of online video content. Social media networks are just one segment that can be successfully used to raise brand awareness. Depending on the product or service, live stream events, podcasts, webinars and other forms of self-hosted videos can be effectively used to increase brand visibility.

As interest in video marketing grows so do the options marketers can use to create impactful video content.

What is brand visibility and why is it so important?

When a company is creating a customer base, online visibility is the first thing to think about. The simplest brand awareness definition would be that it represents audiences’ ability to recognize the business. However, to fully understand its significance, it’s also crucial to know the main goals and objectives brand visibility should achieve. It’s not just to increase the online traffic and promote the products, but also to nourish the brand affinity and win the leading position.

Among other things, brand awareness should be established among the target audience. Once the connection was built, the customers will have no problem choosing the brand they already know and like. Therefore, having good brand awareness also means less worrying about competition.

Tips to increase brand awareness

This should be the first step because having a plan to tell the story and a vision of how to engage the target audience is a good foundation to build on. The most effective way to connect with customers and boost their engagement is to rely on trust and honesty. Most used techniques to gain social proof are encouraging sharing on social media networks, working with trustworthy influencers in the niche, positive review comments, and customer’s video testimonials. These activities should capture and retain people’s attention, and also induce and speed up the information flow.

Quality is a huge factor so outsourcing, if the company can afford it, can be extremely beneficial. Using professional assistance and video tools, a high-quality online video player and other web elements to elevate the brand’s visibility on the website and social media could be a wise investment, and can significantly influence the way customers perceive the brand.

Marketing experts often talk about uniqueness and originality as the most crucial segments of the brand story. Although following mainstream trends is not wrong, being different and standing out creates attention and makes the brand’s story memorable and shareable with others.

Although the last two steps in the brand awareness campaign, promotion and optimization are equally necessary activities. The way a brand promotes itself depends on things such as age and location of the target audience. Many marketers use the 80/20 rule, where 20 is the percentage of time spent on creating promotion material, and 80 stands for the time dedicated to the promotion itself. But, in some cases, this is not the best solution. Sometimes too much promotion can be overwhelming and have the opposite effect. However, for optimization, the brand should do as much as possible to achieve it as optimizing the video content means making it visible and responsive on different devices, including smartphones.