The Power of Video: How it Impacts Your Brand Identity

The Importance of Video in Modern Branding

The digital age has brought major changes to the world of marketing and branding, with video content being at the forefront of these changes. The use of video in advertising, product demos, and storytelling has increased significantly in recent years as companies prioritize digital content to engage with target audiences. Want to learn more about the subject covered?, explore the thoughtfully chosen external material to supplement your reading and enhance your knowledge of the topic.

The potential of video to increase engagement, evoke emotions and encourage sharing has seen companies of all sizes invest in in-house or outsourced video production. Studies also show that consumers themselves prefer video over other forms of content. According to Wyzowl’s State of Video Marketing Survey, 96% of people have watched an explainer video to learn more about a product or service, while 84% of consumers say that a brand’s video has convinced them to make a purchase.

Videos Can Create a Strong Emotional Connection with Your Audience

One of the biggest advantages of using video in marketing is the ability to evoke emotions and connect with viewers on a more personal level. Video content allows brands to tell their story in a way that feels more human and engaging than written or still-image content, which can feel robotic or sterile.

A great example of this comes from Apple’s early branding campaigns. Their “Think Different” commercial featured a series of faces with the voice-over of Steve Jobs reciting the brand’s mission statement. The watching of this commercial on TV created an emotional connection with viewers that deepened into a long-lasting relationship with Apple.

Videos Can Help Improve Conversion Rates

Another advantage of video use in marketing is the potential to improve conversion rates, as visual storytelling can help eliminate the chances of shopping cart abandonment. A report by Aberdeen Group found that brands using video increased their year-on-year revenue 49% faster than those who did not have videos on their websites.

The proof that videos boost conversion rates lies in eye-tracking studies which report that video viewers spend more time on a website and stay on the site for longer when greeted by a video. Moreover, explainer videos for products and services can raise consumer understanding of a product from 74% without to 85% nuanced understanding of the purchase’s use case with the help of video.

Video-based Content is More Shareable

According to Hubspot, video content is perhaps the most shareable content type out there. The same principles that make video content more engaging and conversion-friendly also make it more likely to be shared by your audience. Facebook’s algorithm continually underrates generic content, making it harder to get visibility. On the other hand, video content tended to be evergreen and shareable, providing fuel to your brand’s health in benefitting the brand, and just as easily marketing merchandise or services.

Video Has a Long-Term Impact on Brand Identity

Finally, video has an ongoing impact on brand identity. A well-executed video that builds an emotional connection with your audience can have long-term loyalty impacts. In fact, according to the same study conducted by Wyzowl, 83% of marketers say that video has helped them increase the lifetime value of their customers.

People remember videos better, and the video acts as a reflective thought on the product, service, or the event being recorded. Video content can be a powerful way to communicate brand messages while creating long-term customer relationships. Delve deeper into the topic by checking out this thoughtfully chosen external site. Click for more information about this subject, uncover additional information and fresh perspectives on the topic discussed in the article.


There is no doubt that video is playing an increasing role in modern branding and marketing. It is the most engaging, authentic, shareable, and memorable media type for contemporary brand identity. A successful video production can generate emotions and long-lasting connections and help businesses improve conversion rates, and increase overall revenue.

Seeking more related information on this subject? Explore the related posts we’ve prepared to enhance your research:

Click to read this article

Click to access this in-depth content

The Power of Video: How it Impacts Your Brand Identity 1