In the fast-evolving landscape of digital marketing, brands are constantly seeking innovative ways to engage with their audience and leave a lasting impression.
One such powerful tool that has gained prominence is video content.
So how do brands execute video effectively to improve or garner brand perception and loyalty?
Let’s take a look.
Building Emotional Connections in Skincare with sebamed and Influencer Marketing
Video content serves as a powerful catalyst for establishing emotional connections with the audience, especially in the realm of skincare.
In our collaboration with the medicinal skincare brand sebamed, we recognised the profound impact influencers could have on their following to enhance brand perception.
According to a 2019 study, 80% of marketers find influencer marketing to be an effective strategy.
Our approach involved partnering with influencers known for their genuine representation of skin concerns such as eczema, psoriasis, and acne.
These influencers, skilled content creators and storytellers, effectively bring the sebamed brand to life through visually appealing content and engaging narratives.
Utilising visual content like reels and video stories, these influencers presented an authentic take on their skin journey. This ‘warts and all’ approach not only created emotional engagement and connection but also aligned with sebamed’s commitment to providing effective support for individuals dealing with these skin concerns.
Sebamed is committed to providing effective support to individuals with specific skin concerns, and by collaborating with influencers in this way, it contributes to a narrative that goes beyond traditional marketing, fostering a more personal and positive brand perception.
Visual Branding: The Keystone of Recognition and Recall
Visual branding plays a pivotal role in enhancing emotional engagement, creating a strong connection between brands and consumers.
By seamlessly integrating visual elements such as logos and colour schemes, brands can reinforce their identity in the minds of consumers.
Take McDonald’s or LinkedIn, for instance—instantly recognisable through their iconic visual branding, which is consistently incorporated into all their content, including videos.
McDonald’s Video Campaign: A Closer Look
Examining McDonald’s video campaign from 2023 (watch here), we are introduced to various people sat queuing in their vehicles on a busy motorway.
But look closer and you can see McDonald’s iconic re d and yellow brand colours peppered into every shot.
These strategically placed visual cues play a pivotal role in enhancing brand recognition and furthering the brand’s narrative, particularly with their #RaiseYourArches campaign.
The result? Increased emotional resonance and, subsequently, greater brand loyalty.
Whether it’s the use of specific colours, fonts, or visual motifs, maintaining a cohesive visual style helps the audience remember and identify the brand.
This distinctiveness contributes to brand loyalty as consumers are more likely to choose a brand they can easily recognise and recall.
Boosting Brand Trust with Educational Videos for Indomie
In 2023, a survey conducted by Wyzowl found that 91% of businesses used video as a marketing tool.
The growing recognition of video content’s potential in establishing trust and shaping brand perception is evident across industries.
Presented as concise, short-form videos, these tutorials showcased the step-by-step process of crafting specific Indomie recipes.
Beyond being visually appealing, this video series serves as a manifestation of Indomie’s core values—positioning itself as a delightful and effortless meal choice for customers.
Simultaneously, the delivery of educational content validates Indomie as a trusted brand dedicated to enriching the consumer experience.
In fact, educational and how-to videos were among the most popular video content by the end of 2023, with 26.4% choosing tutorial or how-to videos over influencer content.
Increase in Shareability and Brand Recognition
Notably, how-to videos, such as the recipe tutorials we implemented for Indomie, have the dual benefit of not only educating but also fostering shareability on social media platforms.
This shareability factor becomes an important contributor to shaping positive brand perception.
Video Content Transforms Brand Perception
Video content stands as a powerful tool for brands looking to shape positive perceptions and foster unwavering loyalty.
Video content influences brand perception and loyalty through emotional engagement, increased shareability, with narrative consistency and visual branding serving as crucial components in these processes.
In the ever-evolving digital landscape, the strategic integration of video content is not just an option—it’s a necessity for brands aspiring to leave an indelible mark on their audience.
At Giraffe Social, our commitment to innovation and creativity continues to pave the way for brands seeking to harness the full potential of video content in their journey towards enhanced brand perception and loyalty.