How Businesses Can Use Entertaining Videos To Help With Branding

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The use of entertainment videos for branding purposes is an approach being adopted by an array of different companies. This article will delve into stylistic principals that are germane to this style of video.  Other topics covered are how they can assist in branding and increase revenue.

Increasing revenue is the ultimate goal of any business whose goals are longevity and stability.  Marketing is the conduit that can connect to this objective. One can’t patronize a brand that one isn’t aware of; thus, the heavy influx of branding entertainment videos. The Internet is riddled with video players that harbor this style of promoting.  Some of the locations where they can be viewed are video sharing websites, the front of email pages, company websites, as well as television.

There are “reality” television shows that attract companies who see ways in which to cross promote their product and or brand using this form of programming. This format can be presented in various ways.

One approach is seeking a show that either has an obvious correlation predicated upon the topic of the show.  For example, if it is a home renovation reality show, paint, appliance, lawn fertilizer companies, and the like will ally their products and logos constantly throughout the program. Other programs, such as a music competition show, might be attractive to an alcohol beverage company. In this instance, the product and or marketing materials will be married (shots that contain the beverage or any signage, etc.) to the episodes with the idea that their target demographic will watch this show. This acts as a vessel to their desired group of consumers.

How to reach consumers is the maze that a company must navigate.  With e-mail being a dominant form of communication, it’s only plausible that this video format would be integrated into this marketing platform.  The motif of cross promotions is used just as it is for television.

However, a couple of differences are the total running time of the videos and marketing opportunities. Online is significantly shorter, typically running no longer than ten minutes as opposed to a 22 minute (or longer) television show.  The subject matter can vary.   There are short videos with popular television personalities addressing the camera giving tips about how to keep fruit from discoloring and then there are some that provide home improvement tips while having an SUV in the background.

Branding on television is restricted to only having the option to promote inside the frame.  The online space provides the opportunity for what I like to call “multiple branding.”  The videos are one source, in conjunction with banner ads, as well as a company’s names, logos, and products on each side of the video player — plus below. Having eyes on your branding video is always essential but dominating the page and the frame will elevate a brand faster to the top of the minds of their target market.

It’s wise for a company to understand their target market and most importantly their source of information.  These days, video sharing websites are at the top of the list when people want to be entertained.  This fact entices energy brand beverage companies, for example, to cross promote their branding entertainment videos with music artists that they believe their target and or potential clients are willing to watch.  The multiple branding strategy and product placement is also used in this arena.  However, this video structure is quite different than previously stated.  A documentary style is often adopted for their concerts. There are artist interviews, sometimes sound bites from fans, intertwined with footage from their performance.

Some brands such as garment cleaning products have videos with a direct correlation between their talent’s performances, topic, and the way in which it works.  Often times, there are a series of short videos on the company’s website (and other locations as well such as social media sites).  If the brand cleans clothes, for example, there might be various stain removal tips.  This is done using a style of graphics similar to bullet points. Cleaning steps are shown and there’s an on-air personality explaining effective ways to integrate their product into the cleaning process.  Some videos aren’t as literal, but there is always a crystal-clear connection to the topic and the product such as fashion tips paired with a laundry detergent brand.

Whether it’s a detergent, energy brand, or alcohol beverage company, branding entertainment videos is an effective way to thrust your product and or service into the minds of your target audience.  The key is to systemically figure out which methods best suit your brand.

Once this is understood, the placement of the video is just as important. Among the primary goals should be to have it viewed by those who like your product but will appreciate the company more because of the tangible tips that they can apply to their everyday life (or business).  This strategy can assist with building generational and brand loyalty.

Another intention is to place your videos in front of people who could benefit from your product or service, if they only knew about it.  A good question to ask oneself is where do these people live?  Once that is answered, move your video into their neighborhood.  In this quest, seeking where the prospective clients or targeted demographic gets their information is immensely important.  Great familiarity with your audience and properly executed video production can be of significant value in increasing brand revenue.

About the Author

Kevin D. Johnson Jr. is the CEO and founder of NorthStarr Media Group, a multimedia production company in the San Francisco Bay Area. They have done key projects with companies such as Cisco Systems, LifeScan, Stanford University, Deloitte, Verizon Wireless and eBay. Contact Kevin at Kevin.Johnson@northstarrmedia.com, www.northstarrmedia.com

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4 Comments

  1. Great article! You should do workshops, every article I've read by you has been extremely informative and helpful!!

  2. Kevin D. Johnson, Jr.

    I am so glad that you have found the articles helpful. I will come up with new topics for the future!

  3. Thanks for this article! It was helpful! Tw: @Ed_Troxell Makemediahappen.com

  4. Kevin D. Johnson, Jr.

    My Pleasure Ed! I am glad you found some value in it! Thank you for taking the time to read it.