Video content is becoming just as popular and influential as written content. The viral nature of videos, particularly on YouTube, is appealing for marketers, and videos have a shelf life that outlives written content. Developing a video content strategy can be tricky, however. You don’t want your videos to seem like advertisements, but you don’t want to invest in a video unless people can easily distinguish your brand. So how exactly do you create branded videos that people want to watch?


Not all advertisements or brand-promoted video is a bad thing. Consider the Superbowl. Millions of people stay engaged with each ad and even research the funniest or most creative ads on YouTube. Aside from increased user interest, videos are easily syndicated through sharing and embed options. For people to share your videos, though, they must like it first. Consider video concepts such as:

  1. How-to videos. These videos might not gain a lot of views on the front end, but they will provide a solid long-term strategy. They provide immediate use for the consumer while allowing you the opportunity to showcase your brand. Be sure to make how-to videos directly related to your products and services. For instance, if you sell ties, then create an entire series of how to tie various knots and how to match ties to a shirt.
  2. Interactive videos. While videos are pre-made content, they still have the opportunity to be interactive. For instance, YouTube annotations allow users to click on links directly in the video. Creative video creators have used this opportunity to allow users to choose what ending of a video they would like to view.
  3. Prank videos. While prank videos aren’t appropriate for all business models, these clips tend to go viral because of their humorous nature.
  4. Testimonial videos. When people are on the fence of making a big purchase, they want to know how other consumers have responded to the product. Consider making a compilation video of authentic consumer testimonials.
  5. User-created content. In the same vein as testimonial videos, consumers respond favorably to user-created content. Even major news sites such as CNN and FOX News have entire portions of their web presence dedicated to user-reporting and uploaded clips.
  6. Vine. These 6-second social media clips are growing in popularity and are an easy way for your brand to show off its personality and unique creativity.
  7. Storyline. Of course, you can always rely on a short story to effectively promote your brand. Stories allow people to connect immediately with a brand or with fellow consumers. Even traditional advertisements tell a story. Check out this Google ad and how they use story to engage your emotions.
  8. Animation. Using animation gives personality to your brand. It also allows you to accomplish visual feats that you can’t accomplish with a real life video.
  9. Time lapse. Time-lapse videos that capture amazing sites such as sunsets or marathons have lasting power. Whether you’re showcasing the strength of a fertilizer brand or showing how your paper towel picks up liquid compared to a competitor, a time lapse is always a good choice.
  10. Silent film. Many ads don’t use words. The images and music on the screen are enough to elicit emotion.