10 Video Marketing Examples for Better Brand Storytelling

Studies show that almost all (91%) of consumers are looking for more video content from brands. While this study focuses heavily on video on social media platforms, there’s space for video content in many, many more environments to suit businesses of any type.

Types of Video Content

• explainer videos
• demo videos
• social media videos (TikToks, Instagram Reels, Facebook videos, YouTube videos)
• how-to videos and tutorials
• testimonials and interviews

Each type of video will have its own purpose in promoting and communicating the value of companies. Despite the type, a good video typically comes down to balancing the “head and the heart,” or emotion and logic.

This isn’t necessarily easy, which is why some videos succeed and others fail. This article will highlight 10 instances of excellent video content and storytelling to serve as inspiration.

10 Video Marketing Examples

Not all content marketing strategies include video, but they probably should. Consumers and search engines are beginning to favor video content more than others in recent years.

Don’t get left behind by competitors. Incorporate video into digital marketing content by first learning about what makes video content great through these 10 video examples.

Dollar Shave Club "Our Blades Are F***ing Great"

The world fell in love with Dollar Shave Club’s brand following a viral video ad, during which the founder proclaims, "Our Blades Are F***ing Great.” The video strategy relied on positioning the brand as funny and irreverent but still a reliable e-commerce subscription.

In execution, the founder presents the brand’s value proposition while doing a walk-through of the supposed Dollar Shave Club headquarters. There is a clear call to action, but because of the joking tone, nothing feels forced or sales-focused.

Dollar Shave Club brought hilarity and excitement to an otherwise-boring product, which the target audience enjoyed and spread virally online. 
This viral video accounted for the company’s ability to gain brand awareness and subscribers, marking it as one of the most successful, iconic video marketing campaigns.

Especially for B2C and D2C companies, there can be room for humor in your brand and video marketing content. Always consider how funny elements may help (or hurt) your ability to represent your product and brand before crafting your own irreverent videos.

Red Bull "Stratos: Felix Baumgartner's Supersonic Freefall"

Red Bull aimed to lean into its daredevil brand characteristic when it teamed up with Felix Baumgartner on a huge marketing effort that documented Baumgartner's record-breaking freefall from space.

This is one of video advertising’s largerundertakings, but the result was nothing short of awe-inspiring.

Another high-quality viral video, the published video was viewed and enjoyed by millions globally. A feat in video production, the video cemented Red Bull's adventure-centric brand image.

A high-cost effort like this simply will not be replicable for small businesses looking to get their start in video content. However, it’s a great reminder to be steadfast when representing your brand accurately with the target audience top-of-mind.

Blendtec "Will It Blend?"

Blendtec took the funny viral video concept a step further in the creation of the ‘Will It Blend?’ infomercial-style video campaign.

Blendtec’s marketing team created short-form videos in which they would test their blenders’ ability to blend unconventional items, such as smartphones and golf balls.

This offbeat approach to a product demo in a recognizable infomercial video format set up a humorous environment that engaged millions around the world for years. Brand recognition and overall sales increased due to this long-term video series.

Companies looking to tap into their creativity may benefit from reimagining their demo videos with the help of text to video AI, incorporating engaging elements that align with desired brand characteristics.

Airbnb "We Are Here"

Airbnb's "We Are Here" video example is a product launch promotion that doesn’t feel like one at all. Centering the company’s commitment to bringing people together through travel, “We Are Here” supported the launch of Airbnb Experiences.

To execute, the brand decided on a social media campaign that would center around Facebook Live. In practice, Airbnb promoted its launch with long-form live-streamed videos of possible experiences with the new tool.

The videos take the emphasis off the product itself, not even showing it on-screen. It reinvests screen time in what the product will do for users: connect people and foster a sense of belonging while making meaningful memories.

Shots highlight travelers' time together, having fun, and trying new things. The authentic joy the video ad communicates is a compelling testament to the value of Airbnb Experiences.

Companies looking to learn from these campaigns should remember that authenticity is key in digital marketing. One way to achieve that is to showcase how people enjoy a product rather than simply the product itself.

Nike "Dream Crazy"

Nike made a statement in selecting Colin Kaepernick as the face of its "Dream Crazy" campaign, intending to inspire athletes to push past adversity for the sake of their goals.

Kaepernick’s likeness and voice-over being prominently featured in the two-minute video struck up cultural controversy at the time due to his choice to kneel during the National Anthem in protest of police brutality.

The video connected Kaepernick’s efforts to the video’s message of athletes pursuing their dreams with the quote, “Believe in something, even if it means sacrificing everything.”

In the end, tapping Kaepernick as a social cause influencer proved successful. The video strongly resonated with its target audience and garnered support for Nike’s aiming to empower people.

Intel "Meet the Makers"

Intel's "Meet the Makers" campaign was a series of five high-quality and well-produced videos demonstrating how innovators used Intel technology to build interesting solutions to real-world problems.

By putting the product itself on the back burner and taking time to profile individuals working to change the world, Intel succeeds in creating a strong emotional connection with viewers (in an industry that is challenging to do so).

In focusing on ‘makers'’, Intel essentially produces intentional, optimized testimonial videos for their YouTube channel that directly show how Intel technology can make a meaningful difference in society.

While companies may be drawn to user-generated content or testimonials to affordably bring human elements to a brand, it may be beneficial to explore ways to be intentional about the emotional message the end product sends.

GoPro "Fireman Saves Kitten"

Everyone loves a cat video, and GoPro’s"Fireman Saves Kitten" video ad is no exception.

GoPro is notorious for finding interesting ways to use its camera products in its video content production process. Here, a fireman uses a GoPro camera to capture the rescue of a kitten from a burning building.

The progression of the struggling-to-healing kitten is immediately emotional. Throughout, the capabilities of the GoPro camera are on full display, as they allow the full capture of otherwise impossible footage in dark and unforgiving conditions. 
The unexpected versatility of the cameras, paired with the raw emotion of the video’s content, was a hit with the customer base, generating loyalty among users.

Old Spice "The Man Your Man Could Smell Like"

The over-the-top quality of Old Spice's "The Man Your Man Could Smell Like" commercial is the perfect combination of humorous and effective.

The short video is centered on an attractive and charismatic man who addresses the target audience’s girlfriends and wives rather than the men themselves.

The creative and visually wild message directly appeals to younger generations, which helped the company spark a resurgence in sales and popularity.

Google "Year in Search"

Google's "Year in Search" video compilation captures the most significant events and moments of a year based on search trends.

Like other examples mentioned, the video’s content leans on emotion and nostalgia that reminds viewers that Google is an essential tool in humanity’s daily life.

Google’s ability to transform search information into a compilation of important moments in time showcases the company’s knowledge of what will resonate with audiences.

Good takeaways for companies regarding this ad come down to a brand being able to work with what’s available to them to craft a relevant and emotional message.

Volvo Trucks "The Epic Split"

Volvo Trucks' daring ad featured Jean-Claude Van Damme doing an "epic split" between two moving trucks.

While the concept sounds a little ridiculous, it shows off the Volvo truck’s capabilities well. The stunt demonstrated the precision and stability of the dynamic steering system, which developed into widespread attention and improved brand perception.

Strong Video Marketing Strategies Connect with Potential Customers

Strong videos effectively demonstrate the power of creativity, emotional appeal, and storytelling. Using an engaging and often interactive medium like video alongside these techniques is a perfect recipe for increased brand awareness, customer engagement, and sales.

Looking for help? Hire a video production company on Clutch to bring your vision to life. 
 

About the Author

Sydney Wess SEO Manager at Clutch

Sydney Wess is a SEO manager who focuses on strengthening organic performance and building topical authority for Clutch.

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