Branded video content has emerged as one of the more powerful tools in a marketer’s arsenal. As attention spans decrease and competition for eyeballs increases, brands are discovering that well-crafted video content can cut through the noise and create meaningful connections with their audience.
What is branded video content?
Branded video content refers to video material created by a brand that provides value to viewers while subtly promoting the company’s products, services, or mission. Unlike traditional advertisements that directly sell to consumers, branded content focuses on storytelling, entertainment, or education—creating an emotional connection with the audience first and foremost.
These videos align with a brand’s identity, voice, and values, helping to reinforce brand recognition without the hard-sell approach of conventional commercials. As a senior marketing consultant, I focus on developing branded content strategies that seamlessly integrate a company’s message into engaging, audience-friendly material. This approach transforms marketing into a sophisticated tool that bridges the gap between advertising and entertainment with the added bonus of SEO expertise from idea conception.
Why use branded video content?
The statistics speak for themselves, with video content consistently outperforming other formats across nearly all metrics. Here’s why branded video content should be central to your marketing strategy:
Enhanced Engagement: Videos capture and maintain attention better than text or static images. People are more likely to watch a video to completion than to read an entire article.
Improved Brand Awareness: Memorable video content increases brand recall. When viewers connect emotionally with your content, they remember your brand.
Higher Conversion Rates: Video content has been shown to significantly increase conversion rates on landing pages, product pages, and email marketing campaigns.
Better SEO Performance: Search engines prioritize video content, and websites with videos tend to rank higher in search results. Plus, YouTube is the second-largest search engine globally.
Greater Social Sharing: Video content is shared more frequently on social media than other content, extending your organic reach.
Versatile KPI Targeting: Depending on your business goals, branded video content can be tailored to target key performance indicators—increasing website traffic, boosting sales, generating leads, or building brand loyalty.
Emotional Connection: Video combines visual, auditory, and narrative elements to create robust emotional responses that other mediums simply cannot match.
The Power of Video: By the Numbers
To truly understand the impact of branded video content, let’s look at some compelling statistics:
- 88% of marketers report a positive ROI from their video marketing efforts (Wyzowl Video Marketing Statistics 2023)
- Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading text (Insivia)
- Websites with video content are 53 times more likely to reach the first page of Google (Cisco Visual Networking Index)
- 84% of consumers have been convinced to make a purchase after watching a brand’s video (Wyzowl State of Video Marketing, 2023)
- Video on landing pages can increase conversion rates by over 80% (Unbounce Conversion Benchmark Report)
- 68% of consumers prefer watching videos to learn about new products or services, compared to articles, infographics, presentations, and ebooks (Wyzowl Consumer Trends Report)
- Social video generates 1200% more shares than text and images combined (G2 Video Marketing Statistics)
These numbers highlight why branded video content has become essential for companies looking to make an impact in today’s digital environment.
7 Different types of branded video content
1. Brand Story/Introduction Videos
What they are: These videos tell the origin story of your brand, highlighting your mission, values, and what makes your company unique. They typically feature founders and key team members and showcase how the brand came to be.
Why brands use them: Brand introduction videos humanize your company and build trust with potential customers. They’re perfect for new businesses looking to establish their presence or established brands wanting to reinforce their identity.
A great example is Canva’s “What Will You Design Today?” campaign video, which highlights employee characters from a company using Canva for different purposes.
2. Explainer Videos
What they are: Explainer videos break down complex products, services, or concepts into simple, digestible information. These typically use animation, motion graphics, or simplified demonstrations to help viewers understand what you offer and how it solves their problems.
Why brands use them: These videos are excellent for reducing friction in the customer journey by answering common questions and demonstrating value quickly. They’re particularly effective for tech companies, SaaS products, or any business with a novel concept that requires explanation.
An old example but Dropbox’s original explainer video helped the company grow from 0 to 100 million users by clearly articulating the problem and solution in just over two minutes.
3. Customer Testimonial Videos
What they are: These feature real customers sharing their positive experiences with your brand, products, or services. They focus on authentic storytelling from the customer’s perspective.
Why brands use them: Testimonials leverage social proof, one of the most potent psychological triggers in marketing. Hearing from real customers who’ve benefited from your product creates credibility and trust beyond what your marketing claims can achieve.
Salesforce regularly produces customer success stories that showcase how honest businesses have transformed using their platform.
4. Behind-the-Scenes Content
What they are: These videos offer glimpses into your company culture, product development process, or daily operations that customers wouldn’t usually see.
Why brands use them: Behind-the-scenes content creates transparency and authenticity. It shows that real people are behind your brand and gives customers a reason to connect with you more personally. These videos help build brand loyalty by making customers feel like insiders.
This vlog takes viewers behind the scenes of a short film shoot, showcasing the various crew positions and their roles. The video features interviews with the director, producer, cinematographer, actors, and other crew members, providing insights into the filmmaking process.
5. Educational/How-To Videos
What they are: Educational content teaches viewers something valuable about your industry, products, or interests. These can range from quick tips to comprehensive tutorials.
Why brands use them: By providing genuine value through education, you position your brand as an authority in your field. These videos attract people actively seeking information, making them ideal for capturing quality leads and building a loyal audience.
Home Depot’s extensive library of DIY tutorials has established them as a go-to resource for home improvement, driving both online engagement and in-store visits.
6. Brand Awareness/Entertainment Videos
What they are: These videos focus primarily on entertainment value while subtly incorporating brand elements. They often leverage humour, emotional storytelling, or trending topics to capture attention.
Why brands use them: Entertainment-focused videos are designed to be shared, helping brands reach new audiences through viral potential. They create positive associations with your brand even when not directly promoting products.
Red Bull has mastered this approach with its extreme sports videos, which rarely mention their product but perfectly align with their energy and excitement brand identity.
7. Product Launch Videos
What they are: These videos announce and showcase new products or services, highlighting key features, benefits, and unique selling points.
Why brands use them: Launch videos generate excitement and anticipation around new offerings. They can clearly communicate value propositions and demonstrate products in action, which is particularly important for physical goods.
Apple’s product launch videos have become events, driving massive anticipation and demand for their latest devices through meticulous attention to design details and benefits.
Best Practices for Creating Effective Branded Video Content
Creating impactful branded video content requires strategy and attention to detail. Here are key best practices to ensure your videos deliver results:
1. Start With a Clear Goal
Define your video’s goal before production begins. Whether it’s increasing brand awareness, driving conversions, or educating customers, having a specific goal will inform your creative approach and help you measure success.
2. Know Your Audience
Create content that speaks directly to your target audience’s needs, pain points, and preferences. When crafting your message, consider their demographics, viewing habits, and the stage of the buyer’s journey.
3. Focus on Storytelling
Even instructional videos benefit from narrative structure. A compelling story with a beginning, middle, and end keeps viewers engaged and makes your message more memorable.
4. Prioritize Quality
Professional production values signal trustworthiness to viewers. Invest in good lighting, clear audio, and stable footage—even when working with modest budgets. Poor quality reflects poorly on your brand.
5. Keep It Concise
Respect your audience’s time by getting to the point quickly. Most branded videos should be under 2 minutes, with the first 10 seconds crucial for capturing attention.
6. Optimize for Mobile and Silent Viewing
85% of Facebook videos are watched without sound (Facebook Business). Design your videos to be effective with or without audio using captions and visual storytelling.
7. Include a Clear Call-to-Action
Guide viewers on what to do next after watching your video, whether visiting your website, subscribing to your channel, or purchasing.
8. Test and Refine
Use analytics to understand which videos perform best and why. Continuously adapt your approach based on accurate data about viewer engagement and conversion.
Budget Considerations: Getting the Most Value
Branded video content comes at various price points, and understanding the investment required helps set realistic expectations:
Low Budget ($1,000+)
- DIY In-House Videos: Smartphone filming with basic editing
- User-Generated Content: Customer-created testimonials
- Simple Animation: Basic motion graphics or text animations
- Stock Footage Compilation: Licensed footage with brand messaging
Medium Budget ($5,000+)
- Professional Single-Camera Production: Higher quality equipment and professional editing
- Custom 2D Animation: Professional explainer videos
- Social Media Video Series: Multiple short-form videos
- Basic Testimonial Packages: 2-3 customer stories with professional filming
High Budget ($25,000+)
- Multi-Camera Productions: Commercial-quality shoots with full crew
- Advanced 3D Animation: Complex visualization and effects
- Documentary-Style Brand Films: In-depth storytelling with multiple locations
- Celebrity or Influencer Collaborations: Premium partnership content
Remember that higher budgets don’t always mean better results. Strategic thinking, creative concepts, and understanding your audience matter more than production value alone.
Distribution Channels: Getting Your Videos Seen
Creating great branded video content is only half the battle—distributing it effectively is equally important:
Platform-Specific Optimization
YouTube: Optimize for search with keyword-rich titles, descriptions, and tags. Create custom thumbnails and longer-form content (3-10 minutes).
Instagram: Focus on visually striking first frames, square or vertical formats, and shorter content (under 60 seconds for feeds, up to 10 minutes for IGTV).
TikTok: Embrace trends, use popular music, and create authentic, entertaining content in under 60 seconds.
LinkedIn: Professional content performs best, with optimal length between 30 seconds and 2 minutes.
Facebook: Focus on emotionally engaging content that drives shares, with optimal length between 1-3 minutes.
Cross-Channel Strategy
Repurpose content across platforms by adapting formats, lengths, and messaging to suit each platform’s unique audience and best practices.
Paid Promotion
Consider allocating 10-25% of your video production budget toward paid promotion to ensure your content reaches your target audience.
Email Integration
Videos in email campaigns can increase click-through rates by 200-300% (Campaign Monitor). Include video thumbnails with play buttons linking to landing pages with embedded videos.
Website Embedding
Strategically place videos on high-traffic, product, and landing pages to increase time-on-site and conversion rates.
Current and Emerging Trends in Branded Video Content
Stay ahead of the curve by understanding where branded video content is heading:
User-Generated Content Integration
Brands increasingly incorporate customer-created videos into their marketing strategies, resulting in authentic content that resonates with audiences. Platforms like TikTok have accelerated this trend.
Shoppable Video Experiences
Interactive videos that allow viewers to click on products and make purchases without leaving the video experience are gaining traction, particularly in fashion and home goods.
Personalized Video
Advances in technology now allow brands to create customized videos at scale, inserting individual customer data points to create unique viewing experiences.
Short-Form Video Dominance
Platforms like TikTok, Instagram Reels, and YouTube Shorts have created new opportunities for micro-content that delivers brand messages in seconds rather than minutes.
AI and VR/AR Integration
Artificial intelligence streamlines video production, while virtual and augmented reality creates immersive branded experiences that blur the line between entertainment and marketing.
Social Responsibility Focus
Purpose-driven branded content that addresses social issues continues to gain importance as consumers increasingly support brands that align with their values for ethical marketing.
Mobile Optimization: Essential in a Smartphone-Dominated World
With over 75% of video content now consumed on mobile devices (eMarketer), optimizing for smartphone viewing in your marketing strategy is non-negotiable:
Technical Considerations
- Use vertical (9:16) or square (1:1) aspect ratios to maximize screen real estate
- Ensure text is large enough to read on small screens (minimum 30px font size)
- Compress videos appropriately to reduce loading times and data usage
- Design for both headphone and speaker audio experiences
Content Adaptations
- Front-load key information in the first 5-10 seconds
- Use tight framing on essential elements
- Include captions for sound-off viewing
- Keep motion steady to prevent viewer discomfort on small screens
Testing Requirements
- Preview content on multiple device sizes before publishing
- Test loading speed over cellular connections, not just WiFi
- Verify that CTAs and interactive elements are easily tappable on touchscreens
Frequently Asked Questions About Branded Video Content
How long should branded video content be?
The ideal length depends on the platform, content type, and purpose. Generally, keep videos as concise as possible while fully communicating your message. For social media, 30-60 seconds often works best, while educational content may require 2-5 minutes.
How can I measure the ROI of branded video content?
Track metrics aligned with your goals: view count and reach for awareness; engagement rate and shares for interest; click-through rate and conversion for action. Calculate ROI by comparing these outcomes against production and distribution costs.
Do I need professional equipment to create branded videos?
While professional equipment can improve quality, today’s smartphones can capture excellent footage. Focus first on good lighting, clear audio, and stable shots—these factors impact viewer perception more than the camera model.
How frequently should a brand publish video content?
Consistency matters more than frequency. A regular schedule your team can maintain—whether weekly, bi-weekly, or monthly—will perform better than bursts of content followed by silence.
What’s the difference between branded content and traditional advertisements?
Traditional ads directly promote products and call for purchase. At the same time, branded content focuses on providing value through entertainment, information, or inspiration with more subtle brand integration.
How do I make sure my branded videos rank well in searches?
Include relevant keywords in titles, descriptions, and tags; create custom thumbnails; transcribe your content; encourage engagement through comments and shares; and consider creating longer-form content for YouTube.
Wrapped: Types of Branded Video Content and Why They Work
Branded video content has evolved from a nice-to-have marketing asset to an essential component of any comprehensive brand strategy. Video’s versatility allows it to address multiple marketing objectives simultaneously—building awareness, educating prospects, nurturing leads, and driving conversions.
Its ability to communicate on both rational and emotional levels makes branded video content particularly powerful. While text can inform and images can captivate, the video combines these elements with movement, sound, and narrative structure to create a multi-sensory experience that resonates deeply with viewers.
Brands that invest in high-quality video content that genuinely serves their audience’s needs—whether through entertainment, education, or inspiration—will stand out from competitors who rely solely on traditional advertising approaches.
The statistics, case studies, and best practices demonstrate why branded video content delivers exceptional results across industries. As technology evolves and consumer viewing habits shift, the fundamental principles remain: authentic, valuable, well-crafted video content builds stronger connections between brands and their audiences.
Ready to Transform Your Marketing With Branded Video?
Don’t let your brand get left behind in the video content revolution. Whether you’re looking to boost awareness, drive engagement, or increase conversions, strategic branded video content can help you achieve your goals more effectively than traditional marketing approaches.
Start by identifying which type of branded video content best aligns with your current marketing objectives, then create a piece that truly adds value for your audience. Remember, the most successful branded videos prioritize the viewer’s needs and interests, with brand promotion supporting them.
Ready to discuss how branded video content can elevate your marketing strategy? Let’s discuss how video can be built into your strategy and positively impact your marketing performance.
