A brand intro video is an excellent way to stand out from competition because viewers are influenced by engaging, visually interesting content. The purpose for a brand intro video is usually to post on your website Homepage or About Us page. There’s plenty of proof putting video on your website is effective for converting website visitors to customers.

72% of customers would rather learn about a product or service by way of video (HubSpot).

 

We created the video above for Fit to Profit — a DC Metro area coaching company founded by Dedee Cai. In our pre-production process, we focused on crafting an engaging script that took into consideration these tips to reach Fit to Profit’s target audience of women entrepreneurs who want to improve their bottom line by taking a holistic approach to their health and wellbeing.

1. Share your story. Your brand story (i.e. why you do what you do and how your business got started) is the single most important content you need in your video. Your story builds trust and emotional connection with your audience. Without your story — your business will not be memorable no matter how lengthly your video is.
2. Know your message and take a stand. An “About Us” video is an great opportunity to establish yourself as an expert, to communicate what you believe, and how you deliver value.
3. Keep it short. Keep it to a maximum of 2–3 minutes. Longer videos can help your brand — but it’s been proven that the time spent on your website is usually less than 60 seconds. Your ideal audience is super busy and you are vying for their attention against so many competing factors. Say what you want to say and don’t waste a second.
4. Think quality not quantity. Invest in one high-quality “About Us” video with great content, professional lighting and high quality sound over of series of DIY (do-it-yourself) videos that aren’t flattering to your brand. Your video says a lot about your brand — make it high quality.
5. Reflect Your Personal Brand. Don’t select clothes with stripes, prints or busy patterns as they often don’t look right in video. Pay attention to grooming details and choose an outfit that makes you look sharp. If you can afford it, get a makeup artist and hairstylist — otherwise budget extra time to prep your look.
6. Pay Attention to Surroundings. Be aware of what is in frame while you’re filming. What you have behind you speaks about your brand. Make sure your setting reinforces your brand message and doesn’t distract the viewer. You want people to focus on you and not any photos you have hanging on the walls that may not be meaningful to them.
7. Maximize distribution. Invest in the time and effort to get views on your video. Post your video on YouTube, Facebook, LinkedIn, Twitter, and Instagram. On each of these sites, you need to have a focused strategy to maximize views. For instance, on Facebook you can now hold a “watch party” where your audience can invite their friends. On Instagram you can post it to IGTV with a short teaser video on your main IG page and IG story. Now that you’ve expended time and effort in producing your video, maximize the return on that investment by making sure it gets seen by those who need to know you. Include it in your email signature and send it to customer prospects.

If you need a video for your business or need help crafting your video strategy, get in touch with me for a free 30 minute consultation.