Video branding has become more than just a trend—it’s an essential part of any successful marketing strategy. According to HubSpot, 92% of marketers consider video crucial to their campaigns, and WordStream notes that social videos generate 12 times more shares than text and image content combined. For businesses looking to build trust, engage their audience, and stand out in a crowded market, video offers unmatched opportunities.
But how do you use video branding effectively to connect with your audience and elevate your brand? In this guide, we’ll explore why video matters, the types of brand videos that drive results, how to create compelling content, and best practices to maximize your reach.
Why Video Branding Is a Game-Changer
One of the main reasons video branding is so powerful is its ability to increase engagement. Videos naturally keep users on your site longer, helping to reduce bounce rates. On social media, algorithms prioritize video content, giving it more visibility and reach than static posts.
Video also plays a key role in building trust and emotional connection. When audiences see real people—whether it’s the founder, team members, or happy customers—they relate more easily to the brand. Storytelling through video is particularly effective in forming emotional bonds and humanizing your business.
Beyond trust and engagement, video has a direct impact on conversions. For instance, landing pages with embedded videos can boost conversion rates by up to 80%, while product videos have been shown to increase purchase intent by over 140%.
6 Types of Brand Videos That Deliver Results
To get the most out of video branding, it’s important to choose the right format for your message. Here are six proven types of brand videos:
- Brand Story Videos
These introduce your company’s mission, values, and personality. They’re perfect for your homepage, About Us section, or as a pinned social media video. Airbnb is a great example, using emotional storytelling to reinforce the theme of belonging.
- Explainer Videos
Ideal for simplifying complex ideas or showing how a product works. Dropbox’s famous explainer video significantly boosted user signups, proving that simplicity sells.
- Customer Testimonials and Case Studies
These videos allow satisfied customers to speak on your behalf, building credibility and trust. Slack, for instance, shares real customer success stories that resonate with B2B audiences.
- Behind-the-Scenes (BTS) Content
Offering a glimpse into your team, culture, or processes humanizes your brand. Starbucks’ series on how your favorite drinks are made is a great example of BTS content done right.
- Live Videos and Webinars
Real-time video content like Q&As or product launches increases interactivity and audience engagement. Brands like Nike use live workouts to connect with their fitness community.
- User-Generated Content (UGC)
Encouraging customers to share their own videos using your product creates authentic content that builds community. GoPro has mastered this by showcasing adventurous content created by its users.
How to Create a Powerful Brand Video
Creating effective video content doesn’t have to be complicated. Start by defining your goal—whether it’s raising brand awareness, building trust, or driving sales. For example, a SaaS brand may benefit from demo videos, while a nonprofit might focus on storytelling.
Next, craft a script and storyboard. Keep it concise (under 2 minutes is ideal), and use a clear narrative structure: Hook → Problem → Solution → Call-to-Action (CTA).
Your video should also reflect consistent branding. Use your brand’s colors, logos, and fonts, and match the tone of your messaging—whether fun, inspirational, or professional. Add music that complements the mood and message.
Optimize your content for the platform you’re using. For Instagram and TikTok, use vertical formats and captions. For YouTube and LinkedIn, longer horizontal videos with more detail work better.
Finally, always include a strong CTA—whether it’s “Subscribe,” “Shop Now,” or “Visit Our Website”—to guide viewers toward the next step.
5 Best Practices for Video Branding Success
To get the most out of your video efforts, follow these best practices:
- Prioritize Quality (But Stay Authentic)
Use good lighting, clear audio, and clean editing. You don’t need perfection—raw, authentic content often performs better, like Glossier’s minimalist user-driven videos.
- Always Use Subtitles
Since 85% of Facebook videos are watched without sound, captions ensure your message still gets through.
- Repurpose Your Content
Turn a long YouTube video into short TikTok clips, Instagram Reels, and website content. One video can fuel multiple campaigns.
- Track Performance Metrics
Use tools like YouTube Analytics, Facebook Insights, or Wistia to monitor engagement, watch time, and conversion rates.
- Test and Iterate
Experiment with different video lengths, styles, thumbnails, and CTAs to see what works best for your audience.
Brands Doing Video Branding Right
Several leading brands have set the bar for video branding. Apple excels with minimalist, emotional product videos that focus on lifestyle rather than features. Dove uses powerful storytelling campaigns like “Real Beauty” to spark conversations around identity and confidence. Meanwhile, Gymshark leverages user-generated fitness content to foster a strong, community-driven brand identity.
Final Thoughts: Start Small, But Start Now
You don’t need a massive budget to create effective video content. Even simple, well-thought-out videos filmed on a smartphone can be impactful if they’re authentic and aligned with your brand voice. The key is to stay consistent, focus on storytelling, and deliver real value to your audience.