More Eyes on You
How to Maximise your Brand.
In today's digital age, we are all bombarded with an overwhelming amount of content, making it difficult for a business to stand out. How do you expand your company's reach in this ever-changing landscape?
Some of the most successful companies have used video and photos to cut through the noise and speak directly to the right audience.
Sharing their message across social media, online and in print communicates their brand values. Adding a “#” ties everything together.
Here are some campaigns that have successfully implemented this strategy:
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Coca-Cola created short videos showing people sharing a Coke with friends and family, accompanied by heartwarming music. This campaign successfully increased Coca-Cola's sales by 11% in the US and strengthened the brand's relationship with its customers.
This equated to 1.25 million teens purchasing a Coke during the following summer and subsequently 'Share a Coke' proved more successful in driving sales in the US than in any previous market in which the campaign had run. -
In 2015, Apple created short videos showing how people were using their iPhones to capture memories and tell stories. This campaign helped the company showcase the iPhone's camera capabilities, and raise its profile as a legitimate tool for photographers and videographers.
According to TBWA Media Arts Lab, the campaign was mentioned by 24,000 opinion leaders, with an estimated 6.5 billion media impressions and 95% positive mentions. Fast-forward to 2017 and Apple regenerated the competition with the iPhone 7 and iPhone X, indicating that it met Apple's criteria for a successful campaign. -
Nike inspires and motivates people to lead an active lifestyle. It consistently uses short videos depicting athletes pushing their limits and overcoming obstacles, accompanied by the slogan "Just Do It." This campaign has helped Nike become one of the most recognizable and successful sports brands in the world.
Although originally created in the ’80s, the slogan continues to be relevant and inspirational today. More than 20 million Instagram posts currently carry the #JustDoIt hashtag and much of this user-generated content (UGC) continues to help Nike accrue spur media followers and comments, brand inquiries, store visits, and sales.
Why Video and Photography Matter in Brand Building
The unique identity that distinguishes your product, service or company from others in the market is the key. Through form and colour iconography and personality, a brand can help attract and retain customers and ultimately drive sales.
Enhanced Storytelling.
Digital content can evoke emotions, capture attention, and create lasting impressions. In fact, research has shown that people remember 80% of what they see and do, compared to only 20% of what they read. Using video and photography can help your brand make a memorable impact on your target audience.
TLDR.
Another benefit is the ability to convey complex messages quickly and easily. You can use video to demonstrate the features and benefits of your products or services, show customer testimonials, or share your company's story. Photography can be used to showcase your products, create visually appealing social media posts, or illustrate the culture and values of your brand.
Improved credibility.
Establish your brand as a credible and trustworthy source of information and products. This will help you connect and build a relationship with your target audience and increase confidence in your brand.
Get people talking.
Create interactive and engaging content. Flashmob dances, contests, documentaries or other content that encourages people to participate and share their experiences.
Better SEO results.
Increased engagement with your site, a reduced bounce rate, and more page views are all factors search engines consider when ranking websites which will improve your website's SEO ranking.
Understanding Your Brand Identity
Before you start creating content, you need to have a clear understanding of your brand identity. This includes your brand values, personality, and unique selling proposition. Your brand identity should guide all aspects of your marketing, from the colours and fonts you use to the messaging and tone of your content.
To develop a strong brand identity, ask yourself the following questions:
What values does your brand stand for?
What makes your brand unique?
Who is your target audience?
What emotions do you want your brand to evoke in your audience?
What is your brand's tone and voice?
How to Develop a Video and Photography Strategy
To develop a video and photography strategy that aligns with your brand identity, consider the following steps:
Set goals: What do you want to achieve with your video and photography content? Do you want to increase brand awareness, drive website traffic, or generate leads?
Define your target audience: Who do you want to reach with your content? What are their interests, pain points, and behaviours?
Create a content plan: What types of video and photography content will you create? How often will you publish content, and on which platforms?
Determine your budget: How much money and time are you willing to invest in creating and promoting your content?
Choose your equipment: Depending on your budget and goals, you may need to invest in professional cameras, lighting, and editing software.
Hire a team: Depending on the complexity of your video and photography needs, you may need to hire a team of professionals, such as videographers, photographers, and editors.
Create a timeline: Set deadlines for creating, editing, and publishing your content.
Tips for Creating Engaging Video Content
Keep it short and sweet: Attention spans are short, so keep your videos short and to the point. Aim for a length of one to two minutes, and focus on one key message.
Tell a story: Use storytelling techniques to create a narrative that resonates with your audience. Show how your product or service can solve a problem or make a difference in their lives.
Use visuals: Video is a visual medium, so use interesting visuals to capture your audience's attention. Use B-roll footage, animations, and text overlays to enhance your message.
Use music and sound effects: Music and sound effects can add emotion and energy to your videos. Choose music that fits the mood of your video, and use sound effects to emphasize key moments.
Show your personality: Use humour, personality, and authenticity to connect with your audience. Show the human side of your brand and create a personal connection with your viewers.
How to Use Photography to Build Your Brand
Be consistent: Use consistent branding elements, such as colours, fonts, and styling, to create a cohesive visual identity across all your photography.
Use high-quality images: Invest in high-quality images that showcase your products or services in the best light. Avoid using low-quality or blurry images that can damage your brand's reputation.
Show your products in use: Show your products or services in action, so customers can visualize how they might use them in their own lives.
Use lifestyle photography: Use lifestyle photography to show your products or services in real-world settings. This can help customers relate to your brand and imagine how your products or services might fit into their own lives.
Use social media: Use social media to share your photography and engage with your audience. Use hashtags and other social media tools to reach a wider audience and increase your brand's visibility.
Best Practices for Sharing Your Video and Photography Content
To maximize the impact of your video and photography content, follow these best practices for sharing your content:
Optimize for SEO: Use relevant keywords in your video and photo descriptions, tags, and titles to improve your search engine rankings.
Share on social media: Share your content on social media platforms, such as Facebook, Instagram, and LinkedIn. Use appropriate hashtags and captions to increase engagement.
Embed on your website: Embed your videos on your website to increase dwell time and improve your website's SEO.
Use email marketing: Use email marketing to promote your video and photography content to your email subscribers.
Measure your results: Use analytics tools to measure the success of your video and photography campaigns. Track metrics such as views, engagement, and conversions to identify areas for improvement.
Measuring the Success of Your Video and Photography Campaigns
This is essential to understanding what works and what doesn't. Here are some metrics to track:
Views: How many people have viewed your video or photography content?
Engagement: How many people have liked, commented on, or shared your content?
Conversions: How many people have taken a specific action, such as signing up for a newsletter or purchasing a product, as a result of your content?
Reach: How many people have been exposed to your content, either directly or indirectly?
Brand awareness: How has your brand awareness increased as a result of your video and photography content?
Next Steps
Video and photography are powerful tools for building your brand and expanding your company's reach. By following best practices for creating and sharing your content, and measuring your results, you can create a strong brand that resonates with your audience. Whether you're showcasing your products or telling your brand's story, video and photography can help you connect with customers on a deeper level and build lasting relationships.
Now that you understand the power of video and photography for building your brand, let's explore some practical tips for getting started.
Define your brand's story: Before you start creating content, it's important to define your brand's story and the message you want to convey. What makes your brand unique? What values do you want to communicate to your audience? Answering these questions will help guide your content creation and ensure your videos and photos align with your brand's identity.
Invest in quality equipment: While you don't need a Hollywood-level budget to create great content, investing in quality equipment can make a big difference. A high-quality camera and editing software can help you create professional-looking videos and photos that showcase your brand in the best possible light.
Tell a compelling story: People are more likely to engage with content that tells a story and evokes emotion. Whether you're showcasing your products or sharing your brand's values, think about how you can tell a compelling story that resonates with your audience.
Be consistent: Consistency is key when it comes to building a strong brand. Develop a content calendar and stick to a regular posting schedule to keep your audience engaged and build momentum over time.
Measure your results: Finally, it's important to measure the success of your video and photography efforts. Use analytics tools to track engagement, views, and other key metrics, and use this data to adjust your strategy over time.
Building a stronger brand using video and photography requires a strategic approach and a commitment to quality content creation. By defining your brand's story, investing in quality equipment, telling compelling stories, being consistent, and measuring your results, you can create a brand that resonates with your audience and drives business growth.
