Video content is a broad term that can refer to many different types of videos. For example, a company might produce a product demo video to show off its features and benefits or an animated explainer video to educate viewers about how the product works. Whatever the purpose of the video, it's important to create videos that establish your company as a thought leader in your industry.
When done correctly, video can be an extremely powerful tool for building brand authority and growing your business. Although getting started takes some time and effort, the payoffs can be huge. So if you're serious about taking your business to the next level, don't underestimate the power of video content.
In this blog, we'll go over what brand authority is, the types of videos that can help you build brand authority, and how you can implement them into your strategy.
Let's get to it!
What is Brand Authority
Any successful business needs to establish itself as an authority in its field to achieve long-term success. This is known as brand authority, and it's something that viewers need to perceive in order for them to trust a person or company.
Brands that have built distinguishable and authoritative names for themselves are the ones that we remember, and it's this level of trust that gets people to hand over their business.
Video is a great way, if not the best, way to develop brand authority. It's a powerful medium that can be used to communicate your message clearly and build trust with your audience.
So, how do you do this, more specifically, how do you do this with video?
By creating videos that demonstrate your knowledge and expertise on a given topic, industry, or field
By contributing to the conversation with your unique brand story
By building an engaging community
This is how Salesforce has brand authority in CRM, and how Grammarly has brand authority in Grammar.
Let's dive into the types of videos that build brand authority.
The Types of Videos that Build Brand Authority for B2B
Pretty much any video that you create can help position your brand as an authority. However, we're going to talk about the main types of videos that brands use to establish themselves as trustworthy experts and leaders within their industry.
How-to
How-to or educational/instructional/tutorial videos are some of the most popular types of videos because they solve a searcher's query. When you don't know how to do something, the first thing you probably do is search for it online or watch a YouTube video, right?
People are constantly searching for solutions to their problems, whether it's how to fix a backed-up sink or how to draw. And what's more fascinating than a video that can show you exactly how to do just that?
How-to videos help build brand authority by:
Helping viewers learn something new in minutes
Helping break down complex subjects
Helping you position yourself as the expert
Giving viewers access to your thought leadership
Creating a space for a relationship to form between the brand and the consumers and know, like, and trust to grow
Inspiring viewers to take action
When creating how-to videos, keep in mind that people might be at different stages of the buyer's journey. So, you should create these videos with supporting content to help viewers who are still learning about your product/service and those further along on their path.
So let's take a look at brands that are using how-to well. For example, Notion has a ton of how-to videos from beginner basics to more advanced.
Source: Notion
They also have a devoted customer base, and they have many users creating how-to videos, which they have a dedicated section for on their YouTube channel.
Source: Notion
Notion has directly gained authority from their video content that shows viewers how to use their digital product more effectively. Additionally, they have indirectly obtained authority from their community creating video content about their product.
If you are unsure where to start with how-to videos, ask yourself what your target market looking to learn is and how you can help them bridge the gap.
Testimonials
As any business owner knows, trust and credibility are essential for success. And one of the best ways to build trust and credibility is to share the stories of satisfied customers. That's where testimonials come in.
Testimonials are brief, first-person accounts of how your product or service has made a difference in someone's life. As cool as your company might be, it's always helpful to have a nonbiased third party share their experience with your business. It allows people to get a sense of who you are and what you're all about through the words of others.
Testimonials are powerful because they're real and relatable. Since they come from someone who isn't trying to sell anything, they hold a lot of authority. By sharing the stories of customers who have used your product or service, you can show that they make a difference in real people's lives.
For example, Notion has collected customer testimonials to show how their business has helped others streamline their workflow.
Source: Notion
Webinars
Webinars provide an excellent opportunity for brands and entrepreneurs to share their knowledge with a wide audience. Hosting a webinar or series of webinars can build your reputation as an expert in your field while providing valuable information to your viewers.
A webinar is an online seminar that allows participants to interact with each other in real-time. Webinars are usually conducted by experts in a particular field, and they allow attendees to learn new information and ask questions.
Webinars can be either live or recorded. Live webinars allow for more interaction between participants, while recorded webinars can be viewed at any time.
When planning a webinar, be sure to choose a topic that will be of interest to your target audience. You should also consider inviting experts in the field to serve on a panel for your webinar. This will not only add credibility to your event, but it will also provide viewers with multiple perspectives on the topic at hand. Finally, be sure to promote your event through social media and other channels so that you can reach as many people as possible. By following these tips, you can ensure that your webinar is a success.
For example, Notion has a variety of webinars that they have added to their Youtube page for viewers to access anytime. They range in a variety of topics and include a variety of experts.
Source: Notion
Final Thoughts
Many people consider video to be a powerful tool. And they are right - video is a versatile medium that can be used in various ways to build brand awareness and credibility. The great thing about video is it has evergreen potential, meaning that not only can one video last for years, but it can also be repurposed for other channels and purposes.
Of course, creating quality videos takes time and effort. But the payoff is worth it - over time, your efforts will compound, and you will see real results. So if you're looking for a way to take your brand to the next level, video is definitely worth considering.
Are you ready to stop struggling with complicated video creation processes and start creating videos at scale?