6 Crucial Elements to Include in Every Branded Video
The stakes are high for branded videos. They are, after all, the medium that you’re using to define your brand and tell viewers exactly what you’re all about. In a minute or less, you can explain why they should take a chance on your brand, create an emotional connection, and drive real action. There’s a lot on the line.
You have a lot of wiggle room for what type of video you want to create and the story you want to tell, giving you enormous flexibility to develop content that will appeal to your audience and help you stand out. There are, however, a few things that you should always include in your branded videos no matter what your goals, audiences, or specific strategies are focused on.
Helping businesses and brands get results with this is pretty much our specialty, and in this post, we’re going to go over the 6 key elements you must include in every branded video to see significant results.
1. Visual Branding
This might seem obvious, but you might be surprised how many branded video campaigns actually lack any signs of visual branding altogether. No logo, no brand name overlaid on the screen, and not even any reference to the brand itself in the video title. Every time I see it, I cringe, because I know that the business had invested a lot into a campaign that won’t reach its absolute full potential.
Your brand logo can be subtle, and you have options for different placements. Some will feature the logo at the beginning of the video, in the corner of the video for its duration, at the very end, or a combo of all three.
Pro Tip: If you plan to use this video to advertise on Facebook or YouTube, skip the intro. Did you know nearly 80% of online video viewers disengage in as little as 3 seconds? Use the first few seconds to hook your viewer. They’ll easily skip or scroll by when you have a drawn out intro.
2. Their Story
Who is their? Your audience! Many brands and marketers think sharing the story of the business and their “why” is what will make your visual content and marketing material stand out. While that is partly true, people don’t really care about you. They care about their problems and the solutions that can help them. Most don’t care about how long your business has been around…YOU care about that. So share their story, not yours. Telling stories is what captivates and attracts your target audience.
When focusing on the latter, take a close look at your customer’s needs and pain points, and talk about how you can solve them. This creates a strong emotional connection and interest in your product.
3. Information On Where They Can Learn/Do More
Your video should always provide information on what your viewers’ next steps should be, and where exactly they can be involved. Don’t just say “follow us,” because your video could be shared by a third party. Feature URLs to your website, social pages, or landing pages that you want to send users to.
Ideally, you should also include a clickable or at least copy-able link in the video description on whatever platform you’re using. The easier it is for users to take action, the more likely it is they’ll do so.
This is typically most effective when added to the end of your videos, often on an outro screen. Which bring us to the next key element…
4. An Outro Screen
The outro screen is a perfect place to let users process what they’ve seen and have a strong reminder that your brand is the one to associate with the message they’re thinking over. It’s why almost all of Shakr’s templates feature them at the end of every video.
The outro screen should take up at least two seconds of your video, and it should include your full brand name, your logo, a CTA and/or tag line, and a site address where you want to direct traffic. The URL here should be as short as possible to make it easier for users to follow through.
5. A Clear Purpose
Having a clear purpose for your video is more an internal element than an external one, but it’s still essential.
When creating each individual video, you need to decide up front what you want it to accomplish. What goals do you have in mind? Which audience do you want to connect with? What pain points or emotions are you going for? Focus in on just one goal, like lead generation, sales, or brand awareness, and see how the rest of the puzzle pieces fall into place.
You can always create more videos in the future, especially with options like our scale-friendly video templates. If you try to do too much in a single video, not only will the video likely be too long to maintain viewer retention and completion rates, but it also will likely be unsuccessful at achieving any of your goals in the long run.
6. Closed Captions
This is the last section in our post, but that doesn’t mean you should treat it as an afterthought. Closed captions are so important; more than 85% of videos are watched on Facebook alone without sound, and online content follows the same general patterns.
Include closed captions in all of your videos. If possible, opt for .SRT files, which are also crawlable by search engines and can, therefore, give you an SEO boost, too.
Strong branded video campaigns can take a lot of different shapes, and there’s so much room to create content that speaks to your audience. This is part of the reason why we developed Shakr ONBRAND, which creates video templates specifically for your brands’ needs. As long as you’re incorporating these 6 crucial elements and a great story alongside your strategy, you’ll be off to a great start.
Need help taking your branded video campaigns to the next level? Check out Shakr ONBRAND for customizable, made-for-you templates to scale your campaigns.