Elizabeth Reiser and Adam Dusenbury of White Cloud Media Group recently joined Zahra Cruzan, CEO/Founder of Brand Author, for her podcast The Brand Collective. In this episode, Telling Your Brand Story Through Video, we cover how companies can approach video as a brand equity tool, as well as how to develop video content strategies to guarantee ROI. You can listen to it in its entirety on Spotify. If you want to jump to some of the highlights, here are a handful of key takeaways from the discussion.
Zahra Cruzan: Why is video so effective?
Video is an opportunity for brands to show authenticity and build an emotional connection with a consumer in a unique way.
It also allows brands to give potential consumers a glimpse into the customer experience with that brand.
Zahra Cruzan: What are some valuable reasons to create a video?
Buyer behavior is often driven by the experience of others and customer reviews, now more than ever, are increasingly useful for brands.
If you want to make a human connection with donors, potential customers, and future customers, videos can be an asset in influencing behaviors.
According to a 2022 HubSpot report:
86% of video marketers say video has been effective for generating leads, up another 2% from 2021 and up 5% since 2019.
94% of marketers agree that videos have helped increase user understanding of their product or service.
Zahra Cruzan: What is your approach to storyboarding?
Before storyboarding begins we ask the client to think critically about what they want their video to do for them (inform, sell, educate, bring awareness, etc).
It's important that goals for the video are defined and an intention is set with a strategy for distribution because these answers will inform the video's content.
Zahra Cruzan: What else should clients consider when creating a video?
With White Cloud Media Group, clients own the rights to their footage. We strongly suggest clients think long-term when conceiving video content to get the most value out of the service.
Bring people in from other departments to see if there might be opportunities to co-produce a video and ensure that value (and buy-in) is company-wide.
Zahra Cruzan: How can clients/prospects come prepared ahead of a video project?
Establish a vision and have at least a draft of some core messaging in mind that connects to a marketing campaign or communications initiative.
Bring visual inspiration that speaks to the style: look, tone, feel, they desire for their video to get the conversation started.
You can listen to 'Telling Your Brand Story Through Video' in its entirety on Spotify
If you are a new business trying to differentiate yourself in a market, or if you are a well-established company that is exploring a rebrand, we recommend meeting with Zahra and her team of brand experts at Brand Author.
We make creating videos easy by becoming extensions of your production team and acting as your guide throughout the production process. If you are looking for a video production team to produce the next video that helps you drive results, let's talk! Email info@whitecloudmg.com.
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