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What else can video do for your brand?

I get it. You want to make videos that will increase your sales. Why wouldn't you want that? It's a perfectly normal goal for a business. And in case you can't find a way to actually sell using videos, you'll probably want some results that push you in that direction, right? Increase your online presence or something. Ultimately, your videos should be directly connected to the increase of the contents of your pocket. There's nothing wrong with thinking like that, but for a moment I'd like you to question that idea. If you had to make a video, but couldn't make any money with it, what would you do with it?

I think video is actually a great opportunity for any organization to look inwards. I know it can seem extremely counter intuitive, but I genuinely believe amazing things can happen when video is made without the intention of increasing sales. You can use it to improve the experience of your current customers. You can improve morale and the sense of community for your employees, or just let them have fun for a bit. You can express the philosophy or history of your business in a video that can be shown to clients or new employees. All of these would achieve the same thing: they would develop your brand. The choices you need to make to make a video like that would be so characteristic, that you would have to define your brand because of it, whether you wanted to or not. Any one who'd watch it would therefore enjoy a richer portrayal of your brand, and any later expressions of it would benefit from it.

Obviously, I understand that not all organizations can risk investing in the production of a video without believing that it would pay off in dollar signs sooner rather than later. However, I also think it's a shame to limit your brand's involvement with video to a purely financial relationship. Video is too dynamic, too rich, too engaging, and if you value intangible goods, the benefits for you can be endless. Use it to become a more developed brand. Trust that even if you have the same number of sales as before, those customers like you more. Trust that your employees feel more in touch with your organization, and that they'll enjoy their work more. These aspects of a brand can be just as crucial as any other, and video is perfectly suited to deal with them.

Some of our projects

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How to make a marketing video step by step - part 1

How to make a marketing video step by step - part 1

by Vidal Castillo · 29 July 2019
F*ck flyers

F*ck flyers

by Vidal Castillo · 22 July 2019