{"id":17180,"date":"2020-04-14T04:00:00","date_gmt":"2020-04-14T09:00:00","guid":{"rendered":"https:\/\/aquent.com\/?p=17180"},"modified":"2020-04-14T04:00:00","modified_gmt":"2020-04-14T09:00:00","slug":"how-to-humanise-your-brand-through-online-videos","status":"publish","type":"post","link":"https:\/\/www-beta.aquent.io\/en-gb\/blog\/how-to-humanise-your-brand-through-online-videos","title":{"rendered":"How to humanise your brand through online videos"},"content":{"rendered":"<p class=\"p1\"><strong><span class=\"s1\">Publishing original content online can be a great way to humanise your organisation, or in the case of individuals, making your personal brand feel more accessible to the public. This is a critical aspect of&nbsp;<span class=\"s2\">building trust and reputation<\/span>&nbsp;in today&rsquo;s digital-first world.<\/span><\/strong><\/p>\n<p class=\"p1\"><span class=\"s1\">Of the many publishing mediums available to us, video is perhaps the most effective in this regard because it helps people &lsquo;see the whites of your eyes&rsquo;.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">It&rsquo;s an emotive medium, and done right can help build connection with viewers which, in turn, enhances people&rsquo;s trust in a brand.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Years ago, video was not only expensive to produce but also difficult to get it in front of a large audience without paying to do so.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Today, however, it&rsquo;s a whole other story. We can produce and publish video content on the web for nothing simply using an iPad or smartphone device, or pay someone with basic equipment to get the job done for a&nbsp;fraction of what it used to cost to produce a simple video. And we can publish it to the web in no time!<\/span><\/p>\n<p class=\"p2\"><span class=\"s1\"><b>When it comes to content marketing for PR, there is video, and there&rsquo;s&nbsp;<i>video<\/i>&hellip;<\/b><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">The days of frivolously spending big dollars on producing high-end corporate videos &ndash; once the norm for in-house PR departments &ndash; are coming to an end as budgets tighten and technology becomes simpler, cheaper and easier to use.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">There will always be exceptions, of course, when having a well-produced highly-polished video is desirable for a business, government agency or nonprofit organisation. For example:<\/span><\/p>\n<ul class=\"ul1\">\n<li class=\"li3\"><span class=\"s3\"><\/span><span class=\"s4\">Signature video on your website that tells the story of your brand and explains what your business is about<\/span><span class=\"s1\"><br \/> <\/span><\/li>\n<li class=\"li3\"><span class=\"s3\"><\/span><span class=\"s4\">Introductory video to be used for a capital-raising roadshow<\/span><span class=\"s1\"><br \/> <\/span><\/li>\n<li class=\"li3\"><span class=\"s3\"><\/span><span class=\"s4\">Campaign launch video at trade presentations<\/span><span class=\"s1\"><br \/> <\/span><\/li>\n<li class=\"li3\"><span class=\"s3\"><\/span><span class=\"s4\">Positioning statement video at annual shareholders&rsquo; meetings or employee events<\/span><span class=\"s1\"><br \/> <\/span><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\">But if you insist on every video you produce being of the highest quality, with multiple camera angles and slickly edited to the point it feels like something out of Hollywood, your output no doubt will be stunted by time and budget restrictions that affect pretty much all of us.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><b>Also worth noting:&nbsp;Just because you pay through the nose doesn&rsquo;t mean you are in any way guaranteed to get additional value for your efforts in terms of increased video views online.<\/b><\/span><\/p>\n<p class=\"p1\"><span class=\"s2\"><a href=\"https:\/\/digiday.com\/media\/guardian-finds-less-polished-video-works-better-instagram\/\">According to Digiday<\/a><\/span><span class=\"s1\">, The Guardian is finding when it comes to Instagram Stories, less is more &mdash; at least when it comes to how polished videos are.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Jessica Davies, of Digiday, writes: &ldquo; &hellip; the Guardian started tracking and analysing its Instagram audience data on a more granular basis, to test what formats and topics it should develop and evolve and what should be scrapped. The upshot: video drives more new followers than static posts, but time and resources spent on creating polished Instagram videos, specifically for Stories, simply aren&rsquo;t worth the pay-off.&rdquo;<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">After crunching data, Davies wrote, The Guardian found that heavily produced videos with scripts and shot in a studio and professionally edited were simply not worth the effort.&nbsp;<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">There are many ways in which a business, organisation or individual can use video content to help build brand recognition and reputation. Here are a few:<\/span><\/p>\n<h2 class=\"p2\"><span class=\"s1\"><b>1. &nbsp;COMMENTARY ON TOPICAL ISSUES &amp; TRENDS<\/b><\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">Generally done as a solo &lsquo;straight to camera&rsquo; riff on a particular topic or issue, commentary videos can be a great way for subject matter experts and business and community leaders to raise their profile via social media.<\/span><\/p>\n<h2 class=\"p2\"><span class=\"s1\"><b>2. &nbsp;VIEWER EDUCATION<\/b><\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">Educating viewers by freely sharing your knowledge, insights and experience is a powerful way to build trust and reputation for your business and\/or personal brand.<\/span><\/p>\n<h2 class=\"p2\"><span class=\"s1\"><b>3. &nbsp;VIEWER QUESTION &amp; ANSWER<\/b><\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">Still, in the educational vein but with an interactive twist, viewer Q&amp;A videos can be very powerful because they focus 100 per cent on the audience and their queries, needs and pain-points.<\/span><\/p>\n<h2 class=\"p2\"><span class=\"s1\"><b>4. &nbsp;BEHIND-THE-SCENES<\/b><\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">I&rsquo;m a huge believer in the power of taking people &lsquo;beyond the velvet rope&rsquo; of your business or organisation, and video is the best way to do this. Behind-the-scenes video, especially when it&rsquo;s unscripted and a bit on the raw side versus being overly polished and edited, is a great way to connect with your audience, show them the faces of people behind your organisation or, if you&rsquo;re an individual, a glimpse into how you go about your business day-to-day.<\/span><\/p>\n<h2 class=\"p2\"><span class=\"s1\"><b>5. &nbsp;CUSTOMER\/PARTNER STORIES<\/b><\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">Telling the stories of your customers and commercial partners is a terrific way to build a sense of connection with consumers. Please note, I&rsquo;m talking real stories here, not just straight testimonials from satisfied customers.<\/span><\/p>\n<h2 class=\"p2\"><span class=\"s1\"><b>6. &nbsp;PRODUCT DEMOS<\/b><\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">Show, don&rsquo;t tell, is a powerful proposition. So many businesses spend way too much time telling us how great their products are. In all likelihood, we don&rsquo;t believe them. However, provide us with some proof and let us make our own mind up &ndash; now you&rsquo;re talking!<\/span><\/p>\n<h2 class=\"p2\"><span class=\"s1\"><b>7. &nbsp;EXPERT INTERVIEWS &amp; ROUNDTABLE DISCUSSIONS<\/b><\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">Interviews with&nbsp;<span class=\"s2\">leaders<\/span>&nbsp;and subject matter experts can be a powerful way to build credibility for an organisation, especially if the person being interviewed is a resident specialist on a particular topic relevant to your business.<\/span><\/p>\n<h2 class=\"p2\"><span class=\"s1\"><b>8. &nbsp;PRESENTATIONS &amp; EVENTS<\/b><\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">If your company or organisation puts on events for the public and\/or customers, it can be a great idea to capture it on video and edit later for various uses.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><\/span><\/p>\n<\/p>\n<p><\/p>\n<p class=\"p1\"><span class=\"s1\">The key to using video for PR today is to be open-minded. Sometimes it might be advisable to up the budget and produce a quality video designed to make an impact, but there might also be times when a &lsquo;quick and dirty&rsquo; iPhone production will suffice if it&rsquo;s just being used for social media.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">For comms professionals, it&rsquo;s about understanding the full gamut of video options available for the various situations you might find yourself in.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">But one thing is for sure:&nbsp;<a href=\"https:\/\/www.businessinsider.com\/heres-how-much-ip-traffic-will-be-video-by-2021-2017-6\/\/?r=AU&amp;IR=T\"><span class=\"s2\">video ain&rsquo;t going away any time soon<\/span><\/a>, which means PR pros need to embrace the format with enthusiasm and start sharpening their production skills.<\/span><\/p>\n<p class=\"p1\"><em><span class=\"s1\">This blog was previously published on our Australian&nbsp;<a href=\"https:\/\/firebrandtalent.com\/blog\/2019\/03\/humanising-brand-through-video\/\"><span class=\"s2\">Firebrand website<\/span><\/a>.<\/span><\/em><\/p>\n<p class=\"p1\"><em><span class=\"s1\"><\/span><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Publishing original content online is a great way to humanise your brand. Of the publishing mediums available, video is perhaps the most effective.<\/p>\n","protected":false},"author":2,"featured_media":17353,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[852],"capabilities":[],"class_list":["post-17180","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-trends"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 5.0.3 - aioseo.com -->\n\t<meta name=\"description\" content=\"Publishing original content online is a great way to humanise your brand. 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