Why I Think It Works
Social media is one of the fastest-growing platforms for product sales. In part, this is thanks to a concept known as “ambient shopping.”
Unlike intentional shopping, which sees customers seeking out a particular product or service, ambient shopping happens when users are scrolling social media or watching streaming services and come across an interesting product.
This video works because it features well-known TikTokers doing exactly what their audience has come to expect — only this time, it points back to a partner product page.
4. HubSpot
The goal: Educating customers.
Video can be an incredibly effective tool for education. This how-to video from HubSpot Marketing dives into a game-changing technology that’s transforming the ecommerce world for small businesses: text-to-image AI tools.
Many people learn best through visuals, which is why video can be a phenomenal tool for educating prospects and even customers.
Consider how you might incorporate germany telegram data educational videos into your own content strategy in unique ways – for instance, perhaps you include video demos for interested prospects, or how-to tutorials for new users of your product.
Why I Think It Works
HubSpot is a well-known resource for free and comprehensive content.
Of course, our ultimate objective here at HubSpot is to create new customer connections, but this video shows the power of providing something of value for free to help kickstart a reciprocal relationship.
5. Microsoft
The goal: Building brand authority.
Similar to the reason listed above, the fifth reason brands use video is to build brand authority on a subject and demonstrate expertise.
Ideally, this means when people are searching for help on a certain topic, your brand will show up. After watching your videos, if viewers feel they‘ve gained unique insight, they’ll trust your brand more and explore other offerings.
Consider what happens when I search “How to run a vlookup” in Google. When I click on the video section (since I prefer learning about vlookups through visuals like video), Microsoft is the first two video results:
In this example, Microsoft is demonstrating its brand expertise when it comes to its Excel product — and, more widely, anything related to technology and data.
This provides Microsoft with a good opportunity to showcase its brand authority while attracting new visitors to its website.
Why I Think It Works
When I do a Google search, it’s rare I make it to page 2.
In most cases, I’m clicking on one of the top five results, and at most I’m heading down through the top 10.
Why? Because higher rankings are associated with increased authority on a subject, product, or service.
Microsoft succeeds here because it’s (still) capturing the top 2 spots.
Video gets you noticed. Branding videos how has the volkswagen logo chang ,? tip the scales — prospective and current customers get closer or farther away depending on how well you package and convey your message.
My best advice? Don’t get locked text services into a single branding approach. Different videos have different purposes. Some are designed to generate interest, while others drive new sales and still others look to build community or build authority.
What’s important isn’t replicating what other brands have done, but rather defining a goal for your video, and then measuring how successfully your video achieved that goal.
Take a look at The Ultimate Guide to Video Marketing to learn more about how you can create a powerful video marketing strategy for your own brand.
