Since both images and videos are becoming more popular on the Web, many companies have started publishing explanatory videos about the services they offer. These videos are usually short with easy and simple instructions or introductions. The best part of using these videos on a website is that visitors usually prefer this type of content and can also share it on social networks. These are only the main video benefits as they can also help you build trust with your future customers. What’s more, you can easily improve brand positioning with a video.
Use colors to increase brand recognition
A brand benefits from repetition. Therefore, large companies use different advertising media, so that the target market can see the brand many times and become familiar with it. With the ever-growing popularity of social networks, brands can share content on these platforms to stay relevant to their target audience.
So, in order to separate yourself from the rest, you should publish interesting and valuable content, but also differentiate yourself from the competition. Namely, this can be done by using the colors you use in your graphics.
This same principle applies in the videos. This is especially true for descriptive videos. These videos are probably the first point of contact that a person has with the brand. For this reason, it is important to introduce branding from the start. To do this, you must use the colors of your brand throughout the video. This way, the brand is associated with those specific colors.
Make your audience the protagonists
It’s not just enough to use the graphics and the color palette of your brand to have your prospects recognize your brand. It’s also necessary to generate a trustworthy brand image. A functional, user-friendly website and active social media are essential for this. Design plays an important role as well, but if you are offering a service or product it’s important that users also have access to testimonials, reviews or case studies.
If you include your audience in the videos, they will feel recognized and appreciated. Of course, this is easier to achieve if you include animated characters that match the profile of your target audience. These characters should be the protagonists of the story and appear often during the video.
On the other hand, if the video does not present protagonists properly and you only rely on a voiceover, make sure you choose an appropriate voice, one which your target audience can identify with. In this case, you can connect with your target audience based on the language you choose to use.
Captivate your customers with the story
Not only is it necessary to have a great story to tell, but to know how to tell it, too. In fact, many stories repeat a certain pattern. So, you don’t really need an original story, but you do need to know how to tell it.
In order to prepare your story, you must first create the plot: the beginning, the development and the end of your story. The next step involves effective storyboard design. Depending on your design process, it may be easier for you to start with a sketch of the storyboard and then focus on the script.
In general, answering the following question should be the main focus for the video: How does your service or product help solve the problems of your target audience?
Make your characters come to life
If you are going to use characters to tell your story, you should develop them with great care. It’s already clear that they should match the profile of your ideal buyer and use recognizable branding elements.
But, in order to improve brand positioning with a video, it’s also important to keep the animation fluid. This feature is essential in all explanatory videos because it helps the potential customers understand your products/services better. Such a practice also makes your characters come to life, which helps the target audience identify with them. In general, these videos shouldn’t be too long (around 2 minutes).