Top 5 Reasons Brands Make Videos [New Research]

Video is increasingly becoming the tool of choice for most marketers to reach new audiences.

Video marketing is no doubt effective too – in fact, including a video on a landing page can increase conversion rates by over 80%, and just mentioning the word “video” in your email subject line increases open rates by 19%. .

But even if you already understand the importance of video, you probably aren’t fully aware of how other brands use video … or, more importantly, why.

Every business will use video for a completely different goal – from increasing brand awareness to increasing SEO.

Here we looked at new research from to examine the top five reasons brands are using video. Hopefully these stats will inspire you to take advantage of video in new, unique ways in 2021 and beyond. Let’s dive in.

1. Brands use video to increase brand awareness.

Videos can help your business reach new audiences and attract new viewers to your social media pages and website. This is probably why “Increase Brand Awareness” is the main reason brands use video.

Take this video from Tasty, a Buzzfeed brand:

Ultimately, the Tasty video is not supposed to sell any products (at least not directly), just to entertain a new audience and ultimately increase awareness of the Tasty brand.

2. Brands use video for new sales.

Think about how to create fun or informative videos to increase brand awareness. Ultimately, brand awareness can build trust and increase brand equity. It therefore plays a crucial role in the company’s bottom line.

To highlight this point, let’s start with an example. Check out this video that highlights Kate Hudson’s company Fabletics below:

While at first glance it looks like a somewhat random video of Kate Hudson walking through the Aspen wilderness, it’s actually an effective example of a video aimed at increasing sales – without looking like an ad.

While the video features Hudson in a range of exercise machines from their October Fabletics collection, it also includes an exclusive interview with the celebrity to discuss family, the outdoors, and growing up in the mountains. Add in a gorgeous Aspen backdrop and viewers might be fooled by the video’s real purpose: to sell Fabletics clothing.

Think about how you can also create a one-of-a-kind, compelling video to attract new prospects and even close sales deals.

3. Brands use video to build a social media community.

Did you know that four of the top six channels global consumers watch video on are social?

Ultimately, many marketers use video to drive traffic to a company’s social pages.

For example, consider this # ShaveItOff video from Gillette partner The McFarlands:

The video is undeniably entertaining to watch, but it also has a strong purpose: to send some of The McFarlands’ 2 million followers back to Gillette’s own social channels. Best of all, the hashtag #ShaveItOff can also be found on Gillette’s Instagram page to ensure viewers can find the brand no matter which social channel they prefer.

4. Brands use video to educate customers.

Video can be an incredibly effective tool for education.

The HubSpot Academy, for example, often uses YouTube as a platform to inform its viewers. Often times, HubSpot even works with thought leaders like Seth Godin to add a new perspective on a subject:

Many people learn best through imagery, which is why video can be a phenomenal tool for educating prospects and even customers.

Think about how you can integrate learning videos into your own content strategy in a unique way. For example, you can include video demos for interested parties or instructions for new users of your product.

5. Brands use video to build brand authority.

Similar to the reason listed above, the fifth reason brands use video is to increase brand authority over a topic and demonstrate expertise.

Ideally, this means your brand will show up when people are looking for help on a specific topic. If viewers feel they have gained unique insights after watching your videos, they’ll trust your brand more and explore other offerings.

Think about what happens when I search for “how to do a lookup” on google. When I click on the video area (as I prefer to learn about lookups through visual elements like video), Microsoft’s first two video results are:

Video search results to perform a vlookup

In this example, Microsoft demonstrates its branding expertise in relation to its Excel product – and everything to do with technology and data in general. This is a great opportunity for Microsoft to demonstrate its brand authority while attracting new visitors to its website.

And that’s it! Top five reasons brands make videos Check out the ultimate guide to video marketing to learn more about how to create a powerful video marketing strategy for your own brand in 2021.

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