Visual storytelling is the best way a brand can share with consumers who they are, what they do and why they should care. Videos offer the best visual portrayal of your brand and through that, have the ability to control the exact message being sent out and maximize the impact.

It’s obvious that today’s consumers want visual media. In fact, researchers have found that 74 percent of Internet traffic will be video content in 2017 according to KPCB.

With social media, consumers want their content to be delivered to them in a fast and efficient way—and on the device of their choice. Videos are the perfect option when it comes to consuming content fast, easy and on varied platforms. Videos not only are a great asset to stick out on social media, but they also increase general engagement and interactivity between a brand and their consumer-base.

Regardless of the brand, there are three signature videos needed. These include: a testimonial or case study video; a video that explains the brand and why a consumer should care, and; a personality video, consumers want to relate to the people behind a brand. In doing so they find similarities and develop a relationship.

Testimonial or Case Study

These videos are visual proof of what your brand can do for your target audience. Often times, brands make claims about themselves—stating that they are considered industry experts. Through a testimonial video, former and current clients are able to prove through their words that you are the best in the industry.

With an actual consumer’s endorsement, your brand has the opportunity to get a more meaningful message out that will relate to potential new customers. When new customers hear a message from someone like them, it develops their trust, lowers skepticism and leads to future engagement.

Explainer Video

This video helps your brand makes its debut. It’s one thing to type an, “About Us” section on a website, but a video introducing your brand and what you stand for resonates with a consumer in a way that text just cannot. Show the world who you are, and why your brand should matter to them. When creating an explainer video, keep these three things in mind:

1. This is the time to show consumers the true people behind the brand. That you are human, have interests and why you are passionate about what you do. Giving consumers a personal side of you will lead them to develop a stronger connection with your brand.
2. This is the time to stick to your brand’s strength. If you’ve created the latest ‘it’ product in your industry—talk about it. If you’ve been around for decades—note that you’re the most experienced. Use what makes your brand unique to your advantage and reinforce it throughout the video.
3. Give your viewers a reason to continue watching. Incorporate images, graphics, presentations and more to show who your brand is and engage your audience to the fullest.

Show the Lifestyle

A great brand does not just sell products—they sell a lifestyle. For example, think of Nike. Yes, they sell athletic gear, but it their ads they don’t just display their latest products. They portray them in someone’s life. Pushing them to be stronger, faster, better overall. Your videos shouldn’t just promise consumers that they’ll be superior with your products or services. It should show them. In doing so, consumers will gain a sense of belonging in your brand’s lifestyle and strengthen their relationship with the brand.

If you’re still not on board with adding the video aspect to your brand, keep in mind—U.S. adults spend 5.5 hours with video content each day according to a study done by eMarketer. In addition, 61 percent of businesses have already incorporated video as a marketing tool added Wyzowl.

You may not realize, but nearly 61 percent of brands have indicated they plan to utilize video more heavily in 2017. Chances are, your competitors have embraced video and are using it to market to your target audience.

Let your brand stand out and embrace video to show the public who your brand is, and why they need you in their life. If you know you want to get started in video, but aren’t sure how to—contact Radius. We can guide you through the process and get you the results you need.