The power of video

How to enhance your video content and harness its power to build trust

If you aren’t taking advantage of video in your marketing mix, there is a big chance you’re missing out on an opportunity to introduce more customers to your brand. Video content is a must, for almost every objective. Let’s talk about what video is, why it’s something your audience wants to see more of and how you can use it to build trust with your customers.

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What is
video marketing

Video content can help brands explain a product, service and/or raise brand awareness. Videos are usually published on popular social media sites such as YouTube, Instagram, Facebook, or LinkedIn as well as other platforms such as Vimeo or self-hosted sites. Video content can also be in the form of live videos, webinars, and courses.

When video is done well, it has the potential to generate a substantial return on investment.

Check out our blog on: What role does design play in marketing

Why include video into
your marketing strategy

Video content is the favoured medium among consumers with 54% wanting to see more video content from a brand they support (1). As content on social media increases, audience attention spans are decreasing. Video format is not only easy-to-digest, it’s entertaining and can tell powerful stories within a few minutes or less. Video is a powerful storytelling tool which can encourage emotional connection and engagement with your brand, product, or service. When so much of our lives are consumed by the digital world, it is no surprise that video has garnered a lot of our attention; 72% of customers said they would rather learn about a product or service through video content (2).

The emotional bond gained through video can build brand trust and lead to sales. 64% of consumers say that watching a video makes them more likely to buy (3). So, by implementing an engaging video content strategy you can increase the chances of gaining new customers, inspire likability and create loyalty, ultimately leading to higher conversion rates.

How does video drive and convert leads?

Harness that power of video and convert consumers’ interest into leads. Below are some examples of the types of video content you could be utilising during each stage of the sales funnel to lead your customers into loyal advocators.


At the top of the sales funnel is the awareness stage.  At this stage, your audience is typically new to your brand or product– it might be the first interaction they’ve had with your brand or product, so you’ll want your videos to be informative, fun, and express your point of difference.  Types of video content that can garner awareness can include:

Brand films

  • Brand films are used to familiarise your audience with your brand’s vision, mission and core values. You can use this type of video content to bond with the audience who are still learning about your brand or offering. It’s especially powerful when done with a storytelling approach and focus on a specific message to make it memorable and give it that ‘wow’ factor. Check out our video for St Joseph’s Nudgee College the weaves a powerful message to drive donations.


  • This format is great to help your audience discover and learn more about you by blending information and entertainment about your product or service. It can come in the form of explainer videos, how-to’s or tutorials. To successfully keep your audience engaged you’ll want to keep these videos brief and targeted on learning goals.


Now that you have your target audience’s attention and they’re considering your brand, it’s important to nurture that relationship and further prove why you’re the best! This format works by focusing on the benefits of the purchase and how the product or service solves their problem to increase confidence with your brand. A few examples of this are:

Video emails

  • Keep your audience engaged by surprising them with video content in email. Initial emails including video have a 96% higher click-through rate than those without.(4)

Product videos

  • Showcase your product or service in action. This is an effective way to convince your customer by allowing them to see exactly how it solves their problem, which in turn can inspire belief and instil trust with your brand.

Decision stage

We’ve talked about creating and establishing a relationship between your brand and your audience, but how do you drive home why they should choose you over your competition? Easy! Show them what life would look like after they’ve made their purchase and address any fears or questions they may have along the way.

Here are a few video types that can help are:


  • Similar to product videos, this format can further prove how the product or service solves a problem. When we see others positively speaking about their purchase, it’s an authentic way to encourage action and build credibility with your audience and customers.


  • When you’ve already captured your audience’s attention, they are often more willing to engage longer with you. At this stage, it is beneficial to provide long-form videos to further explain the details and benefits of your brand. Webinars are a great opportunity to engage with your audience and answer and questions or concerns they may have.

Enhancing your video content

Now that you are familiar with content types, here are a few important steps to make the most out of your video content.

Define the purpose

Why are you creating this video? Where is it going to be housed? Consider all aspects as this will define the rest of the video and help guide what formats and length it should be and the story you should tell to create the biggest impact. Recently we created the Sabio work life balance video with a clearly defined purpose to inspire our audience and showcase our new policies. 

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Tell a story

It’s important to keep your video concise with one clear message so you don’t confuse or lose the viewers’ attention. A well scripted story can help you achieve this. By using a storyboard to conceptualise every step of your video, you can pinpoint the element that will make your video memorable and drive impact. For our client, Personalise Plates Queensland (PPQ), we produced and filmed a video to tell the story of 10 Cent Tom. The video focused on reflecting his unique cheery personality and showcasing his PPQ’s plates. Check out the case study here.

Show personality

Your brand should shine through every video you create if you want your audience to remember and recall who you are. An established tone of voice, brand guidelines and characteristics that make your brand unique are vital in playing a part to generating and nurturing leads. If you want to know more about brand design, check out our blog here. Consistency with those elements is key and you can further expand your brand personality in video through colour grading, intro and outro animations and lower thirds – the possibilities are endless, so get creative!

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Guide the viewers
with a call to action

Including a call to action (CTA) in your video content is crucial so there is a clear action for your consumer.  This could be guiding viewers to visit your website, donate, or sign up to your newsletter.

Video is a powerful tool because of its versatility and impact, whether your key objective is to raise brand awareness or convert your customers by educating them on a product or service, video can be used to deliver results.

If you need help in taking full advantage of video and level up your marketing strategy, reach out to our Creative Director, Bec Kowald and book a complimentary consultation. – [email protected]

We’re not here to be loud, we’re here to be heard.


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