People love and hate movies. When they love them, they’ll go out of their way to recommend them to everyone they know. Conversely, if they hate a movie, they’ll do the exact opposite. In either case – they’re talking about the movie.
Whether good or bad, if your brand community isn’t communicating its story through motion pictures, there’s a good chance nobody’s talking about you at all. If you haven’t introduced video into your overall content strategy, you’re failing your brand community. Producing videos shouldn’t be considered an “option.” They’re essential tools that will bring your brand to life.
On social, video is the best performing type of content, generating close to 60% more engagement than static posts. But wait… there’s more! By the end of this year, 80% of all global internet consumption will be video content. So if you haven’t already, come join us in the 21st century, won’t you? And if you’re dipping your toe trepidatiously into the video pool, our suggestion would be to dive in head-first.
The reason why video content is so appealing and so ubiquitously available to people is because it’s fundamentally the most immersive content form – and artform – human beings have created. Motion pictures create emotion in your audience. And as humans, your audience makes decisions based first on emotion.
How It’s Made Matters
Can you get away with doing a low budget video? Sure. But your story better be so awesome, the production values won’t matter. That being said, if the story is so good, the production values should match it, not impede it.
Better to set your sights higher and delivery an experience to your audience they won’t forget. That’s why ambitious brands invest in “brand films” or “motion pictures.” It sounds lofty because it’s meant to.
Take Volkswagen’s brand film, Once Again, The Story of Vin 903847. Following the iconic Volkswagen beetle on a worldwide journey across multiple countries and owners, this “documentary” had no intention of “selling” a VW Beetle. It’s main purpose was to evoke a nostalgic emotion – especially among drivers who’ve owned a special car and still felt a strong attachment to it. Do you remember your first car? Sure, it may have been a piece of shit, but it undoubtedly holds a dear place in your heart.
“We feel that (the film) really speaks to our fans, not only reinforcing the emotional connection so many people have to the brand community, but celebrating the truly remarkable stories that so many of our owners have. It is not so much about a single car, although this Beetle is remarkable, it is more about how one car connects so many different people and their experiences, proving itself as The People’s Car,” – Volkswagen Brand Marketing manager, Lynne Piette.
That’s memorable. That’s good marketing. And that’s what you should strive for.
While you’re at it, remove the term, “corporate video” from your lexicon altogether. From now on, create brand stories using motion pictures that engage and compel your audience to remember and share them.
At Blade, we know the most impactful video content focuses on an over-arching narrative that your brand lives by every day. By connecting with customers on an emotional level, you invite them into your brand’s community – or, more aptly, your brand’s ecosystem.
Continue to nurture and develop that community with provocative, memorable content and your reward will be life-long allegiance.
Need some inspiration? Check out our sizzle reel for collection of eye-catching, exciting brand videos: