The power of video for brands

Why use video and film to build your business, corporate or product brand?

Things are moving fast and we don’t think anyone would argue that businesses face a new challenge - standing out amidst a sea of competitors (and AI.)

We don’t think it matters if you’re a huge international corporate or a one-person operation. Making sure your business is seen is really tricky to do.

Although they’re important components, the current digital landscape demands more than static images and text-based strategies. If you want to stand out, you need creativity, emotion, and storytelling.

This is where video can change the game and captivate audiences in a way that other media may not.

Video for brands - why now?

The extraordinary (and speedy) rise of social media and streaming platforms has dramatically changed how audiences consume content. Plenty of studies are clear that video is more engaging, memorable, and shareable than other forms of media - evoking emotion, igniting conversations, and leaving lasting impressions.

All things that we think matters in building a strong brand identity.

Businesses already know that leveraging video content across platforms can boost visibility, foster deeper connections with customers, and elevate messaging above the noise.

How does it work?

1. By creating empathy… 

Through storytelling, video can show the human side of your business or brand. Films that highlight company values, culture, and employees can help to build trust and rapport – both internally and externally.

Take a look at the work we did with Bairds Malt here in Scotland.

2. Through emotive engagement… 

Emotions drive decision-making – perhaps more than ever now. A heartfelt video can create a stronger bond with your audience than any other medium.

Check out this video on the future of the wonderful Chris’s House charity.

3. Show how it works…

Demonstrating how something works through video can offer an interactive way for customers to experience products and services.

We worked with this NHS Trust to educate on the value of driving innovation for stroke patients, specifically through AI integrated systems.

4. Customer testimonials… 

We all need social proof to earn trust. Arguably, a satisfied customer is our best advocate and video testimonials can give an authenticity that words alone can’t – a powerful way to persuade. Tons of companies are doing this already as it allows potential clients to see real people benefiting from our/your offer.

Watch an Everest guide talk about the new windows at his Scottish home.

5. Corporate events or ‘moments’…     

We’re big believers that a one-day event or single announcement should provide traction well beyond that moment. We love to capture corporate events and sharing milestones through video and we know that our clients find that this type of content keeps external and internal audiences informed and invested. Needless to say, the content can be boxed up in different ways and shared across different media for years to come.

The Invest to Scale conference was a good example of what can be done.

Where and how can one single video be used?

Quality videography shouldn’t be confined to a single platform. Instead, it should be used across mediums (and time) to increase impact. Consider:

• Social Media: Instagram reels, TikTok videos, and Facebook Live sessions drive engagement by meeting audiences where they already are.

• Websites and landing (or sales) pages: Video content on landing pages has proven to increase conversion rates.

• Email campaigns: Adding videos to email campaigns is lifting click-through rates and allowing people to connect to the content a bit more.

• Advertising: Create cinematic ads for YouTube and other streaming platforms to target specific audiences.

• Internal comms: Well produced video messages from leadership or training sessions can help engagement and ensure a consistent message. Bad one can also do the opposite though!

Here’s what we really think makes all the difference with video.

Authentic storytelling. A visually attractive, high quality film with a really compelling narrative makes people feel something. And that makes businesses different. We also really love telling those stories.

Videography isn’t just about the production of a short film - it’s about connecting. We love that part of it and we think we’re good at it but, regardless of who you choose, we very much doubt you’ll be disappointed that you chose to focus on video as a core part of your marketing and communications toolkit in this ever-changing landscape.

The world is watching!

P.S. Here's more promotional and event work we've done with some great businesses.