Branded Video. What Is It, And Why Do We Need It?

Internet marketing offers lots of options for promotion. And the use of video content is one of them. According to WordSteam research, people watch an average of 16 hours of online video per week, which is a 52% increase in the last two years. The Crisp statistics show that 90% of users claim that videos are helpful in the decision-making process.

According to this, in the future, the number of marketers selecting this tool is expected to only grow.


A branded video is a dynamic clip created for a specific brand or company and focused on the formation of an image, product recognition, or solution of other marketing tasks.

This content is published on social media, landing pages, and is used in ad accounts for video marketing. A brand engages specialists, hires employees, or addresses production companies to produce videos.

The quality of modern smartphone’s cameras allow creating a sufficiently high-quality picture, and therefore, with some effort, it becomes possible to create branded content without engaging contractors. Besides, today, there are lots of applications that offer a chance to edit clips by yourself.

Thoroughly processed videos can be highly effective for audience engagement and influencing customers’ behavior.

6 advantages of branded video content

According to WordStream, people remember 95% of information from videos, compared to 10% they can take from text. It may be the reason 68% of viewers make purchases after watching. Besides, the resource’s research showed that clips in social media are reposted 1200% more often than text with a picture.

However, I believe that the choice of the formats is an individual process. It will depend on the type of content your audience is used to consume and how they work with the information flow. Video content is a great marketing tool with a range of advantages. Some of them are outlined below.

1. Accessibility

It should be noted that popular platforms, like Facebook and Twitter, actively support videos. Almost every social media tries to provide users with a chance to create video content and share it fast and effortlessly. Only several clicks and here comes the repost. Also, there exist profile platforms, the functionality of which is adapted for videos: YouTube [and YouTube Shorts], TikTok, Instagram [including Reels], Vimeo, etc.

The mechanism of reposts allows effectively distributing video content to achieve maximum coverage with your target audience.

2. Content that is easy to be consumed

The reality shows that we have an abundance of information and a lack of time. That is why people are difficult to make read a longread or massive text in a blog, which cannot be said about videos.

SmallBizGenius research showed that 69% of people prefer watching videos to know more about a product or service than reading a text. A client can thus save time, briefly find out the most essential info, and get aesthetic pleasure from shots.

3. Catchy format

People remember visual information easier and better that the one in text format. It happens because videos engage several senses and draws more attention than text or image.

4. Connection with the audience

Videos open up unique opportunities: they evoke emotions, leave a lasting impression, and give the audience a chance to dive into a story. This interaction allows setting a deep emotional connection, cultivating loyalty and trust.

5. Informativeness

A lot depends on your attitude to working on a clip. But the fact is, quality videos are highly informative. They can effectively transfer a great volume of information in a short period of time.

You can use several seconds to present your products or services, explain how they work, and show why they are better than of your competitors.

6. Cost

A cost can be seen as a separate benefit. There currently exist all the needed tools to create quality content by yourself. The cost of realization will vary according to the length of the video, the quality of production, the channels and platforms for publication, and many more. Nevertheless, under sound planning, you can minimize expenses and create content, that will quickly pay off and replenish the budget.

Types of branded video content

There exist various kinds of videos companies can publish, thus engaging the audience. Here are some of them.

Product or service showcase

Companies often publish videos where they show the characteristics of a product or service. This format is mainly used to promote and sell new positions or show how customers can use the familiar product in a new way,

Video showcases can make the audience buy a good or service, since they clearly and briefly explain why people need it.

When creating this video, it is essential to keep the audience in mind and make the video interesting and informative.

Also, you should consider the length. The longer the video, the more complicated it is to keep the audience’s focus. If the video is too short, you can fail to share its main message.

Video instructions

Videos with practical recommendations are also popular. They contain instructions that can describe complicated processes using simple language.

This format is mostly used by companies to show their products, beginning with recommendations on how to set up an alarm clock and up to complicated instructions on furniture assembly. Do not forget that these videos should be clear, brief, and easy to take.


Videos that show the history of the brand are great short films. In these clips, we can often see interviews with employees, customers, or people that are more or less connected with the company, as well as shots of the events themselves.

These videos often share the values and brand mission. The idea is to make the audience realize the essence of the company: what it cultivates and promotes. An emotional bond between a brand and its audience is thus established.


Video reviews and case studies are often used to strengthen the trust and authority with potential customers.

When creating a video review, you should select a customer who can eloquently and enthusiastically describe and present a product or service. For the case study, it is better to choose a representative and vivid case, to make “before” or “after” look impressive enough.

Event summary or report

Videos with an overview of the events are practically the presentation of the main moments of what happened or will happen.

These clips are usually used to promote upcoming events, sum up the results for those who failed to be present, or attract the audience.

For video reviews, you should select the best shots from the event. When the best moments are picked, you should transform them into a coherent story that will highlight the main episodes of the event.

You can experiment with transitions, music, and other visual and sound effects. Keep in mind that possibilities are limitless when dealing with branded video content.


Video content is an accessible and working marketing tool, that can help companies capture the attention of the target audience, improve engagement metrics and brand recognition.

Try several content formats and select the one that is the most relevant to your audience. Only thus, you can build a strong bond with customers and increase the loyalty for your brand.



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