Video is powerful. It encourages viewer engagement. It connects with an audience in ways text and photos simply can’t. It captures attention and can help you and your brand develop a reputation for being part of the community conversation, a problem-solver and an organization or brand people want to work with because they feel connected to you.
Telling your brand’s story doesn’t happen once, or in one way. That’s why video is such a great tool. It’s so flexible!
Last week in this three-part series, we showed you why incorporating video to tell your brand’s story is a must. This week we’ll share 15 video projects to help you start brainstorming ideas. Some are simple enough to create entirely on your smartphone!
Next week, we’ll share practical advice, production notes including ideal video lengths, and hands-on quick tips to get you started right away.
Get personal
Use these ideas to help viewers get to know your brand, your service, your product and your team.
- Create a centerpiece “about you” video to help consumers know your brand or organization’s history or launch story. Combine current media with media from your beginnings. Convey information through narration, testimonial, text or any combination. If you’ll only use it online, keep your video short. Or use this concept to create a longer version as the highlight of an annual meeting or milestone anniversary.
- Highlight a program, product line, service or change. For instance, a local foodbank used one short video to showcase its backpack food program; another to showcase its garden program.
- Help viewers get to know a brand leader through a short profile video. She or he can share professional insights, stories of success, what hurdles they overcame. What was their mission? Showcase how they are an industry influencer.
- Give your audience a “backstage pass.” Do you manufacture something? Show that process. Are you an artist? What’s your studio like? Take viewers on a journey.
- Showcase people on your team, perhaps in a series of short testimonial videos. Don’t just highlight what they do but why they do it. Include something they are passionate about.
- Show off your fun side! Don’t be afraid to feature (appropriate) humor and lighthearted personality. Is your team dressing up for Halloween? Does someone juggle? Are staff members at a company picnic? Share a humorous holiday greeting. Show your team engaging in what one business website calls “cool nonsense.” Just make sure the nonsense aligns with your brand. These videos don’t sell, don’t advise and don’t promote, but they can create a sense that real people are at work. This concept works well for spontaneous, less produced phone videos.
Added value
Selling, not selling! Providing “added value” is a contemporary way to promote your brand without direct selling. Help viewers by solving problems, providing tips and expert advice through video. That establishes expertise and keeps social media viewers coming back for more. With the right SEO key words, your videos may come up in searches or be more frequently shared.
- Create a tutorial related to your business or organization. “How-to” videos are among the most popular search queries on YouTube. For inspiration, consider what how-to questions you are frequently asked. For instance, an automotive shop might demonstrate how to change a tire. A craft store could show how to use craft tools. A chef could demonstrate cooking techniques.
- Create an explainer or demo video describing how to use a new product or service you provide. Host on your company website, share on social media and use at trade shows.
- Put your expert on camera to share advice or tips. These work well presented as a series. For instance, a lawyer could explain complicated new state laws; an accounting firm could share tax change tips. A book store owner or library might share monthly recommendations.
Shared experiences
Consumers trust people and brands they know. They are drawn to organizers and leaders who appear active in their community or are passionate about what they do..
- Make an event video. Shoot footage and/or photos at your organization’s event. In the following week, create an easy photo or video montage set to (copyright-free) music and share it to social media. Bonus: People featured in your montage will likely share to their own social media circles. (TIP: Save photo and video clips from annual events to use the following year in an event promo video.)
- Let customers/participants tell your story through their testimonials. Get people who use your service or who interact with your brand to share positive feedback. Add photos and video clips for an easy and effective social media share. (TIP: Set a camera and recorder up at your event for an easy way to get short interviews with participants.)
- Create a call-to-action: Need more volunteers? Donations for a cause? Want to promote an event? Make a video that highlights your need – and ask!
- Tap into trends. How many businesses poured ice buckets over staff members to benefit ALS a few years back? How many police departments joined the recent lip sync challenge that swept the nation? When you see a trend that aligns with your brand, join in for a fun sharable video.
- Produce a video “thank you” and share to the community after a fundraiser or special event. These can be easy and quick to produce – even with a smartphone.
- Use video to share personal passions, good deeds and community experiences. For instance, does your company participate in local parades? Shoot video from your float to share on social media. One realtor I know organized a bicycling club to raise social fun and donations for local causes. He wears a Go-Pro on his helmet and shares raw video after group rides to social media. It doesn’t get any easier than that!
About the Author
Sony Hocklander is creative professional with a small freelance business, Sony Hocklander Creative LLC. Following a 16-year journalism career with the Springfield News-Leader, a Gannett publication, today she specializes in video storytelling for individuals, families, nonprofits, events and brands. She is also a freelance editor, a writer and photographer for area publications, and a travel and outdoor photo artist. In addition, Sony is part of a three-member team developing a new nonprofit program, Give 5, that matches retired adult professionals to meaningful volunteer opportunities.
Sony serves on the board of directors for Harmony House, a shelter for victims of domestic violence, and is an active member of the Association for Women in Communications.
