Top 5 Brands Using Video Effectively to Market Their Products

Videos are visually appealing, catchy, and convincing. As per the data gathered by Wyzowl, 84% of consumers say that they have been convinced to purchase products while watching videos. That's why most brands turn to video to promote their products and create an overall impact. 

Ankita Saikia, Co-founder, Skara App shares some of the top brands that have been able to use video to bring their products to life -  

Dollar Shave Club’s Use of Humour 

This brand came into the limelight only after one of its videos featuring the company's founder, Michael Dubin, became popular. The quirky humour, clever one-liners, and amazing sales pitch in the video were what captured the viewer’s attention. There are a few things that are absolutely amazing about this brand when it comes to using video. First, it uses edgy humour in most of its videos, which is a great way to grab viewers' attention. After all, who doesn’t love a bit of humour in a video? Secondly, the brand’s ability to convey everything in a couple of seconds is a huge USP, as viewers usually love videos that are short, concise, and can capture attention in seconds. Overall, it is their storytelling feature and the ability to understand their target audience so well that have helped them establish a great presence in the market. 

CaratLane’s Emotional Appeal In its Video 

One way to make your target audience feel more connected to your product is to tap into their emotions, and that’s exactly what CaratLane does. The brand perfectly uses emotional appeal when it comes to video branding. People connect to their product because their video message is so heartwarming that it leaves you with a fuzzy feeling that remains even after the video ends. CaratLane's videos capture life's special moments—anniversaries, graduations, or simply expressing love. Their way to use emotion in the video has led to an increase in social shares and sales of their product. 

Patagonia Creates a Social Impact 

Patagonia, an American-based outdoor clothing brand, doesn't have the typical video marketing strategy that most brands have. The brand has perfectly picked up a social issue aligned with its brand value and focused on creating videos about it. Rather than showcasing the actual product, Patagonia’s goal is to document nature and environmental stories on YouTube. These documentaries typically last for about 10 to 40 minutes, sometimes even extending to an hour. The main focus is on the people, the experiences, and how nature is vital to all those experiences. Their choice of video is proof that, at the end of the day, what matters is the right strategy, and by that, it doesn’t have to be a video showcasing the product; it can be anything. While they highlight their apparel in few of their videos, the main focus is always on sustainability. 

Go Pro Uses User-Generated Content 

Launched in 2004, GoPro’s video marketing strategy is focused on user-generated content. It actively encourages customers to share their adventures that are filmed using GoPro cameras. By curating and featuring user-generated content, GoPro achieves several things. Firstly, it creates a vibrant sense of community where viewers can connect with the shared thrill of adventure. Secondly, the real-world footage showcases the impressive features of GoPro cameras in a way that feels authentic and relatable, which helps them build trust and credibility with potential customers. Some of their videos, like Fireman saving the kitten and sending the guitar to space, showed the use of the product from different angles, highlighting its impressive features.

LEGO Focuses on Visual Storytelling

LEGO’s video strategy has a knack for being visually striking and vibrant. The core of LEGO is to build any structure you can imagine with its colourful bricks. The first thing a viewer notices when it opens any of LEGO’s social media channels is how vibrant and colourful the entire profile looks. Whether it’s brickfilms, stop-motion, or behind-the-scenes footage, LEGO is always one step ahead when it comes to video marketing. By posting a significant number of videos and collaborating with influencers like teen dance and movie idol Merrick Hanna the brand has been able to build a strong presence overall.

Using Skara To Build a Brand Identity 

As we have seen, video marketing is a powerful tool for any new and established creator or company, however, building a brand identity around a video is a challenging task especially when you are a beginner trying to understand the complexity of the video market or someone who wants to diversify their income stream. This is where launching a cost-effective Video-on-demand app and website with Skara comes in handy. With Skara, you can seamlessly launch your branded free white label OTT/VOD app+website and monetize it with a subscription in minutes effortlessly. The platform’s built-in template, in-depth analytics, and easy-to-use accessible features help creators to create an engaging brand identity for themselves. Whether your brand voice is quirky and humorous like Dollar Shave Club, emotionally evocative like CaratLane, or visually stunning like LEGO, Skara equips you to bring your idea to life.