Web presence and marketing is a tricky terrain. How do you make your business visible? How do you reach your potential customers? How do you continue to stay in the preferences of your already existing customers?

Videos have always remained an inalienable part of the marketing strategies of brands.But with the whopping number of rising brands and the videos that are made, the real challenge is to establish your uniqueness. The favourite solution to this at present is the creation of branded videos.

What exactly are branded videos? How are they different from other forms of marketing videos?

Branded videos are created as marketing contents. They are made keeping in mind the brand and its values, but they do not directly advertise or promote the brand. There is a clear labelling of the brand. But the audience, in spite of being aware that the video is advertising the brand, will watch the whole video because the content is so good.

For example, a sustainable clothing brand, creating video content on the benefits of recycling or a fitness centre producing an interview with a medical practitioner highlighting the benefits of an active lifestyle, are all branded video contents.

The treatment of these videos are to be decided post extensive research on the target audience and the goals of the brand. To ensure highly creative inputs and the power to keep the audience glued to the video is the most challenging part of creating branded videos.

What do you have to look for when creating branded videos?

• Audience should be the first priority. No matter how creative and inspiring the content is, it will be ineffective if it doesn't address the right people. Just like any other marketing strategy, creating branded videos also presuppose a thorough research on the audience, their needs, wants and passions.
• Create content that is mobile phone friendly. It is a fact well accepted that a lion share of the video content that is produced, reaches the audience through their mobile phones. Pay attention to the choice of format, use of sound, subtitles etc so that it remains capable of reaching the mobile phone users.
• Choose subtlety over CTA It is natural to fall prey to adding the CTA (Call to Action) element in the advertisement. But be heedful not to disrupt the emotive, engaging, authentic content with a blatant push to sell a product. Marking the presence of your brand in the form of a logo or a subtle message at the end can go a long way in connecting with the audience.
• Outsourcing can bring in more creativity. It might not be easy to develop and execute a campaign all alone. There is no shame in consulting video production agencies for the same. With a dedicated team of professionals, equipped with creative ideas and constantly updated knowledge of the market, the process becomes easier.

And with this you are all set to reinvent your brand. Consumers of today are surrounded by choices and are informed of the choices as well. Catering to the specific need of the customers and opening up your brand to the possibilities of the creative marketing arena is the only way to stay relevant in the ever increasing competition.