How a Brand Strategy Can Be Developed Using Product Videos

Day by day, the use of video continues to grow. It is therefore important for brands to have a clear video marketing strategy, especially on social media


Every business organization has its brand and its strategy. Your organization’s reputation, how relevant it is to your target audience, and its visibility in the marketplace is referred to as the brand.

Your brand strategy entails those activities, processes, and tools you use to achieve your organization's objectives and achieve the desired goals. There are numerous strategies that business organizations can adopt to develop their brand and several brand steps to embark on. One of the tools or strategies that can be used to develop a brand strategy is product videos.

Day by day, the use of video continues to grow. It is therefore important for brands to have a clear video marketing strategy, especially on social media. Creating engaging and high-quality video content is important to stay relevant in the 21st-century market. In this tweet by Arkansas Tech, Videos allow businesses to communicate their personality and values in a way that images or words alone couldn’t do. According to Tailor Brand, a popular blog spot, “Video marketing is defined as the act of creating video content relevant to your audience that builds trust and awareness in your brand.”Video marketing involves making videos of products and goods available for sale. These product videos can be used to develop a brand strategy by following these steps. They include ;

video goals

1. Begin With Your Video Goals

Every strategy to adopt must have its goals; What do you tend to achieve with that strategy? Video product shooting does not have an exception. It's important to highlight your video goals and decide which stage of your video-making process is important. To attract a set of customers and patrons, you will use the awareness video-making form; here, you try to woo new customers by introducing your product via videos. You can design the video so that a challenge or problem is created and the viewer would relate with such a problem or even opportunity.

The next step in this strategy is that if such viewers are anxious to tap from the opportunity or get the problem solved, you will create the video to engage them in their search for recommendations and product reviews. If you want to engage and interact with your audience, you will adopt the consideration video-making form.And lastly, if you are to seal the deal and win the potential customer's heart, ensure to use the decision video-making form. This way, you present your prospect with videos showing customer satisfaction and why your product and service outweigh all other choices available in the market. This is the video marketing funnel.

2. Identify Your Target Audience

Having mapped out the goals, you tend to achieve with your video product shoot and analyzing each stage, you have to determine your target audience. Those whom your videos are targeted at. In identifying your target audience, you should find those whom your products or service would interest. They are your main target, and your videos should be targeted at them. Also, the purpose of your video. The marketing funnel stage explained earlier would guide you in this process.

Lastly, where your target audience is to be found, Via Which channel do you reach out to them? This will guide you on how to distribute the videos to them. Product videos can be delivered to your target audience via social media. Just ensure you combine the right tools such as hashtags, appropriate timing, and a host of others. Creating videos without a specific audience in mind is not advisable; your strategy might fail because those who need the brand product might not see the video, and those who see it might not need the products.

3. The Content of Your Video

Coming up with what story you want your video to tell is practically the most difficult task in shooting product videos. However, it can be fun. You need to create quality and engaging video content. There are already tons of product videos on the internet, and every second, a new one gets uploaded. To stand out and get yours directly in front of your target, the content of your video needs to be of high definition (HD) quality and should be engaging.

In creating engaging content, your video should align with your audience demographic. This has to do with the population distribution and statistics of your target audience. You have to get this right before making the videos, and it helps in the video distribution.

The next thing is to strike the potential customer’s pain point. Ensure they can relate to the problems or challenges identified in the video; this way, they have a keen interest in how such a problem can be solved. Then you introduce your product and services, explaining how they can solve the problems and challenges. Also, the mood and emotion you want the story to create are important. Creating your product videos is now easy; you can make a video from the comfort of your home with your mobile device using one of the numerous screen capturing tools, screen recording software, and screen recording tools available on the internet.

4. Your Strategy’s Timeline

In developing your brand strategy using product videos, it is essential to have a timeline to keep you abreast of how long you’ve come and what’s left to be accomplished. Your timeline could be divided into production timeline, distribution timeline, marketing timeline down to when it reaches your target audience. You start seeing the result in traffic generation to your page, brand awareness, and patronage. For large video productions, Every team member should have their timeline spelled out. It includes the schedules, milestones to be achieved, and completion dates. The timeline would serve as a guide at every stage of the product video making.

the overall budget

5. The Overall Budget

Planning and strategy are important in developing a brand strategy but do you know what is more important? Cash at your Without a proper or sufficient budget, your video production would suffer a series of setbacks, affecting the quality and distribution of the videos. All brand strategies are capital intensive, depending on the milestones to be achieved and the brand's size.

In large video productions, some activities and tasks need to be outsourced. You have to plan and do a market analysis on what to outsource and the price to pay for these services; you can hire the service of a freelancer or full-time employee for continuous production. Whichever one you adopt, ensure it fits into your budget. However, in a small-scale video for small or medium scale enterprises, all the products can be done locally by one or two persons via your mobile device and personal computers. This requires little budget, right from product shooting to production and then distribution.

Having explained the stages and the criterion to consider in using product videos to develop your brand strategy, it is essential to highlight the various software and tools that can be used in capturing tutorial videos, display on your mobile screens, uploading to other channels, making and editing these videos. They are referred to as screen recording software, screen recording tools, and screen capturing tools.

The screen recording software, screen recording tools, and screen capturing tools enable you to make a product video tutorial, capture the useful ones and their procedures on the internet, and export them to social media platforms such as YouTube. They include;

1. NinjaCapture

Ninjacapture screenshot

NinjaCapture is a that enables you to schedule your personal computer or devices to make screen recording at a particular time. This screen recording tool is the best available because a reputable software brand developed it - 500apps based in New York and has numerous editing tools and functionality. This screen recording software works with all devices and enables you to save the recorded videos in different formats. With a token of $14.99, you have full access to NinjaCapture and over 30 applications from the same developer.

2. Open Broadcast Software (OBS) Studio

Open broadcast software screenshot

OBS Studio is a free screen recording tool that allows you to record and stream videos online and offline while maintaining its high definition quality without a length limit. The screen recording software allows you to carve out the part of the screen you want to record and also allows you to capture the entire screen. Alongside its intuitive screencasting capabilities, this screen capturing tool has customized hotkeys used in controlling the recording and an audio mixer that allows you to make videos with clear sounds. With the OBS screen recording tool, you can also stream live videos on YouTube Gaming and Twitch, convert your footage and save them in FLV format.

3. Ace Thinker

ace thinker screenshot

Ace Thinker is a web-based screen recording tool that allows you to record either part or portion of the screen. It allows you to edit your recordings and capture the audio alongside your recordings with your mic. This screen capturing tool allows you to convert and save your video recordings in all video formats such as MP4, API, and MOV. With AceThinker screen recording software, you can upload your recordings directly to third-party apps such as YouTube, Google Drive, and Dropbox. With the PRO subscription for $39.99, you can create scheduled tasks for your screen recording. This way, you set the screen capturing tool to record your mobile screen at a particular time automatically.

4. Apowersoft Unlimited

Apowersoft screenshot

Apowersoft is a screen capturing tool that works on iOS, Android, Mac, and Windows-powered devices. With this screen recording tool, you can cast your mobile device to your desktop or personal computer screen and record the video on display once you connect both devices via WiFi. While the recording is going on, you can record the audio, use the webcam and microphone simultaneously.Apowersoft screen recording software gives you access to multiple recording modes, allows you to record custom areas or the full screen, and lets you annotate the recording with ease. You can also insert texts, call-outs, and lines to your recorded video.

5. Screencastify

screencastify screenshot

Screencastify is a screen recording tool that works via google chrome. A distinct feature of Screencastify is that when you use it to record videos, it automatically helps you save the video to your Google Drive. This screen capturing tool allows you to export the recorded video in animated GIF format, MP3, and MP4 format and upload the video to YouTube directly. Screencastify has annotation tools, drawing pen tools, highlighting tool, and mouse spotlight that allows you to edit the recorded videos seamlessly. It works on Mac, Windows, and Linux-powered devices.


In a report by Statista, “ US marketers are estimated to spend 41.9% more on video campaigns by 2024; the amount is expected to grow from $10.18 billion to $12.66 billion by 2024.” Making product videos to develop your brand strategy is an important skill in this 21st century. Brands have embraced videos in advertising and marketing their products, and it has so far yielded significant results. Also, there are several screen recording tools, screen recording software, and screen capturing tools that make it easy for you to record, capture, edit, save and upload your product videos. This software has advanced functionality, and the best among them is the


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