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31. May 2022

CAPTAMO gives three impulses for successful brand videos

31. May 2022
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evernine editorial team

The Evernine Group's creative brand, CAPTAMO, impresses the jury of this year's German Stevie Awards with its outstanding design achievements and secures the coveted gold award. To mark the occasion, the design unit reveals which three specific tips bring the greatest success with brand videos.

One of the biggest trends in 2022 is to set brands in motion and make them more approachable, which is why many companies are now trying to package their messages in video formats. However, this can sometimes be a particular challenge. It is not uncommon for videos to fail to achieve the desired success and come to nothing. The Munich-based communications agency Evernine Group and its creative brand CAPTAMO have therefore long been offering their clients the creation of expressive brand videos, such as for the “Circle Tour” event brand. They therefore know exactly what needs to be considered in order to produce a successful brand video.


The creative unit recently won a prestigious award for its design services in the field of video entertainment. On the occasion of the success of the video "Bugatti Chiron Pur Sport - this car does not belong in a garage ”, CAPTAMO now provides three impulses for the successful creation and distribution of brand videos.

 1. Stay simple

Videos often face a major challenge: they must be able to present their content in a targeted and efficient manner in a short space of time. After all, the attention span of consumers today is only eight seconds! A story that is too complicated, cryptic images or meaningless filler tend to be a hindrance. For this reason, it is advisable to focus on simplicity, especially when it comes to brand videos. This means using clear designs to emphasize the special features of the brand or product. It is also advisable to keep texts as short as possible in order to give the animated images and video sequences priority.


The Kreativunit also advises focusing on one aspect of the brand or product and making it the center of attention. Does your brand particularly focus on the aspect of sustainability? Then this should also be at the forefront of the video. You don't necessarily need elaborate video effects here. In most cases, small design elements combined with short and concise texts are enough to bring the core message to the fore.

 

Tips for implementation:

 

  • First decide on the style of the video. It is important to clarify which type of video best suits the brand's corporate design. If the primary aim is to explain a service, animated videos are the best choice. If the focus is on the corporate identity, it is worth getting the faces of your own employees and statements from the management.

 

  • Avoid text passages that are too long. If text is necessary, it should be well distributed in several video sequences.

 

  • Try to use design elements in such a way that they emphasize the content. For example, individual words can be highlighted with colored underlining or focus elements in images can be outlined.

 

 

 

This video focuses in particular on the company's modern way of working. To emphasize this, short text passages are combined with video sequences of the employees (source: Evernine Group).

 2. the right video for the right target group

Whether in written form or illustrated as a video, the target group must be clearly defined in advance for the creation of any type of (video) content. Because only those who know their customers and adapt the content of the video to them will achieve a higher reach and a clear presence on the market. For example, a video with classic and elegant designs appeals to a different interest group than a video consisting of fast and colorful sequences. If, for example, a sports shoe manufacturer is trying to market its new shoe, the aspects that make the shoe special should be in the foreground. Keywords for this are speed, dynamism and lightness, which is additionally enhanced by video editing and effects.

In the B2C sector, it is also advantageous to use well-known ambassadors for the brand in order to make the hearts of sports fans beat even faster. The design unit primarily sees the use of short expert statements as voiceovers as an efficient tool for creating a stronger bond with the consumer. Alternatively, text quotes and interview statements are also possible.

It is just as important that the message of the video fits the company and reflects it authentically. A good example of this is the “Circle Tour” brand, which organizes exclusive tours for car enthusiasts. Their videos always focus on the exclusivity and elegance of the brand and the events as well as the fascination for fast cars.
 

Tips for implementation:

 

  • The following question must be clarified: Who is the target group? And what appeals to the target group visually? Aspects such as music, video editing and imagery can already provide an answer to this question

 

  • Define two to three emotions or characteristics in advance that the video should convey. For example, the values “lightness”, “joy” and “authenticity” can show employees who obviously enjoy their work

 

  • It is advantageous to insert a “call-to-action” at the end of the video. Should the viewer(s) visit a website? Buy a product? Or simply find out more about the company? Include a short call to action in the video


     

    The video “Bugatti Chiron Pur Sport - this car does not belong in a garage” underlines the exclusivity and elegance of the “Circle Tour” brand (source: Circle Tour).

 3. the right distribution channel for the video

Once the design and target group have been coordinated, the next step is to find the right channel for distribution. Because even the best video will miss its target if the target group cannot find the video in the first place. It is therefore important to know where the target group is located. Although YouTube is the main channel for distributing videos, platforms such as Instagram and TikTok are just as successful at playing videos.


The tip here is to analyze your target group precisely. In most cases, it is the 15-20 year olds who spend more time on TikTok and watch the latest videos there. LinkedIn, on the other hand, is proving to be a secret weapon for the distribution of brand videos, particularly in the B2B environment. C-level decision-makers and managers from other companies are particularly targeted here.

In addition, when it comes to distribution, you always need the help of your own employees, who are encouraged to share the video via their private channels in order to increase its reach.

 

Tips for implementation:

 

  • Analyze the internet presence of your target group to find out which platform is best suited for distribution

 

  • To make the creation of a video as efficient as possible, it is important to agree on a channel or format in advance. For example, videos are posted in portrait format on TikTok, in square format on Instagram and in landscape format on LinkedIn and YouTube

    The following video was originally designed for Instagram in portrait format. However, with a few tricks, it can also be made in landscape format (source: Evernine Group).

     

 

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Julia Leuenberger, Senior Communications Designer at Evernine (Image source: Evernine Group)

“The production of brand videos is relatively simple, but must be meticulously tailored to the benefit and the target group. Nevertheless, it is important to implement the components we have presented. Only those who know their target group can align the individual elements accordingly and know exactly how to reach them. But alongside all this, corporate identity and corporate design should always be at the forefront. The more authentic a brand is, the easier it is to win new customers,” says Julia Leuenberger, Senior Communications Designer at Evernine.

 

Further information on Captamo's current services and benefits can be found here.

Source cover picture: Evernine Group

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