Three essential elements of an impactful brand video

Coming up with ideas for your businesses' video content can be overwhelming, especially when you're trying to create something that sticks with your audience and is worth the time and effort you put into making it. But how can you cut past the noise of the uninspiring videos you see every day and create something entirely your own that provides value to your business.

Take a moment to think back to a memorable commercial you've seen. Was it memorable because it had an excellent deal it was selling you or had a ton of information? Likely not. 

The strongest pieces of content are typically remembered for their ability to tell a story. Whether their stories are comedic, touching, or inspiring - telling a great story is something that keeps the audience thinking about something long after they've seen it. 

While I may be making the use of story in your video sound like some secret sauce that's more complex than it is, it's not. No matter the genre, most memorable stories have common elements that you can't ignore if you're trying to create an impactful video. 

While there are many versions of the story structure diagram with variable names and typically more steps, this one has been simplified to show the essential elements we'll be covering in order of appearance.

Hook

The average human attention span in 2021 is reportedly 8 seconds. That means you have 8 seconds to convince your audience that they should continue watching your video, but also that you likely have a very small window of time to make a first impression.

This is why the first thing you'll see in a great video is the hook. In this case, a hook isn't something you use to catch a fish. It's something you use to capture your viewers' attention. When it comes to creating a hook for a video, you can go any direction you like - but the most effective strategy for building a solid hook is to start with emotionally intriguing soundbites and unique visuals mixed with sound design. 

An example of using an emotional soundbite for a hook can be seen in this video we made for ADEARA, a non-profit addiction recovery centre

A proof using an interview soundbite is that you can very quickly give your audience an idea of what your video is about. This can be especially useful when your video is produced with a target audience in mind that you can market towards specifically.

For example, if your businesses' target audience is mothers, your hook could be an interview with a mother talking about how your company helped solve one of the problems she faced as a mother. When you put this in front of your target audience, there's a higher chance of creating relatability right away between the video and the viewer, likely bringing them to continue watching.

On the other hand, unique visuals and sound design can be seen here in one of my favourite pieces of commercial work

This type of hook usually suspends your audience in awe of what they just saw, creating a desire to watch further. Having a highly stimulating a strong hook establishes a sense of trust between the viewer and the video. Building this trust leads viewers to be more open to the messaging of the video as they're now set up to expect a certain quality from the rest of the video. 

Both of these options have in common - and why they both work so well - they make the viewer feel something right away. Providing a sense of connection for the viewer is slipping away from the average video content. Typically it's sacrificed to be more to the point or because storytelling is more complex than making a virtual billboard. Still, it's the sense of connection that will make your video have a lasting impact on how viewers perceive your brand - something that's arguably much more important than the attempt of making a shotgun blast sales pitch.

To further this feeling of connection and keep providing value to the viewer, we present them with the 'conflict.'

Conflict

The 'conflict' is the meat and potatoes of your video, where you build up your case on why your potential customer should care about you. This is mainly done by answering the question of 'what problem(s) does your business solve and how can it improve someone's life?' 

You might have a quick, simple answer on how your company helps people, but can you prove it? Assuming your answer is yes - focus on the proof.  

If you chose a hook that begins with an impactful statement, potentially from a client of yours giving a testimonial, then there's a chance your video is more on the docu-style side. Then let's hear more from your interviewee(s), what's their "why." What led them to want to talk so highly about you? This will also likely answer the previously stated question - 'what problem(s) does your business solve, and how can it improve someone's life?' 

Showing an interview will likely not be enough to hold your audience's attention. That's why you should take full advantage of the medium of video and not just tell but show your service's impact on your subject. Showing a person facing a conflict and overcoming it is the essence of the story. Being a vital part of the resolution can leave a lasting impression on the viewer. Leaving a good impression isn't always enough, though, especially when you're trying to make a return on investment with your video. This leads into the final step in your story - the 'jab.'

Jab (or Call to action)

So you've told a story that represents your brand and shows its impact on people's lives. What's next? Well, the viewer is asking the same thing. After we've resolved the story, we deliver one last message, and this is when we tell the viewer where they can find out more about what they just watched. 

In most cases, brands use a link to their homepage. There's nothing necessarily wrong with that, but you can see it's a bit of a missed opportunity when you refer to the video marketing funnel.

If this video is advertising to people who have no idea your business exists, you are likely at the attract stage of the funnel. Your video has built awareness of what you do. However, assuming you kept your video concise and stuck to the story, your potential client still might need more education before making their buying decision. 

That's why - if time and budget permits - I'd recommend building a landing page. A landing page is usually something made for marketing campaigns that fulfill all of the wishes previously mentioned and aim to convert your audience into customers. 

Landing pages are also helpful because it reduces the need to fit as much info as possible into your video, allowing it to be more focused on telling a great story that connects with your audience.