In the constant growing digital age, video content has become one of the most powerful tools for brands to communicate their purpose. With platforms like YouTube, TikTok, Instagram Reels, and LinkedIn embracing video as a primary format, it’s clear that video is no longer optional for businesses looking to connect with their audience. But how can you use video to effectively share your brand’s purpose and make a meaningful impact?
Video content has already become the preferred way for audiences to consume information, with studies showing that people retain up to 95% of a message when watching it in video format, compared to just 10% when reading it. For purpose-driven brands, video offers an opportunity to visually and emotionally showcase what sets you apart.
What is Video Marketing?
When video marketing is mentioned, most people automatically think of YouTube or TikTok and influencers promoting products they’ve been paid to advertise. However, more and more platforms are prioritising video content, a trend set to continue in 2025.
Video marketing involves using video to promote your brand, services, or products. People buy from people, and video marketing is a powerful way to introduce the face behind the business, making your brand appear more personable and authentic.
Types of Video Content to Share Your Purpose:
- Behind the scenes
- Impact stories
- Testimonials
- Educational/thought leadership content
- Brand stories
Best Practices for Purpose-Driven Video Content:
- Keep it short: Human attention spans are notoriously short—and shrinking, especially on social media platforms like TikTok, which offer short, snappy videos that users can even speed up.
- Start with an impressive hook: Give viewers a reason to continue watching.
- Leverage multiple platforms: TikTok, Instagram and Facebook Reels, YouTube, LinkedIn, and Webinars are all great options. However, ensure you’re adapting the content format to suit each platform.
- Edit properly: You don’t need expensive software—tools like CapCut, iMovie, and Canva are perfect for those who aren’t tech-savvy. Instagram and TikTok also offer in-app video editing tools.
- Keep it authentic: Avoid overly polished or scripted videos—instead, focus on real people and genuine emotions.
- Accessibility: Incorporate captions and subtitles to ensure your content is accessible for all.
If you need help with your video content strategy in 2025, reach out to us at hello@purposecomms.co.uk. We’d love to help you craft engaging, purpose-driven videos that connect with your audience.