How to Improve Your Company’s Reputation With Animated Video

Thursday, April 23, 2020

The trust we place in a brand is a key consideration when making a purchase. More often than not, this trust stems from a brand’s reputation.That's why customer reviews have always been an integral part of most buyer journeys.

​Despite the importance of reputation, only one-in-three users said they trust the brands they buy from

As consumers grow increasingly concerned about businesses' moral obligations to society, their workers and the environment, improving your reputation is more important than ever.

A growing demand for video content

Wise to the merits of video marketing, companies have long been using animation as a way to improve their reputation, with 81% using video for marketing purposes

In Hubspot’s video marketing survey, consumers revealed that video was the preferred method of receiving content from a business. In fact, customers want 54% of brand content to be in video format. 

However, whilst the majority of companies have (and continue to) use video, few use it regularly. Instead, video is thought of as an occasional tool to spice up certain campaigns.

Well, let’s give the people what they want! Today we’re going to look at the wealth of ways this versatile tool can be used to improve your company’s reputation.

Why reputation matters

The importance of a company’s reputation is a topic worthy of a book or five. The benefits of creating and maintaining a good rep are wide-ranging. Employees have better morale, are less likely to leave and are more likely to proudly promote your brand as ambassadors.

A solid reputation makes it easier to attract talented recruits and consumers will be more likely to buy from a brand they deem trustworthy.

Now, we’re not suggesting that animation is the fix-all answer to any reputational issue, but video is one of many ways you can help steadily improve your reputation.

Video helps your brand stay relevant

Video is a perfect way to show that you understand your customers and are aware of the opportunities and challenges they might be facing. Regardless of your products or services, creating an informative animation which explains a world event is a great way to provide helpful relevant content.

Following any major event, positive or negative we generally flock to the internet to understand it better. The COVID-19 pandemic is a prime example. We’re drawn to news and information that will help us make sense of the rapidly changing situation. This creates the ideal opportunity for your brand to help and encourage people to keep coming back to your website to learn more.

Here’s a great example from Stanford Medical. Their animation shows incredibly clearly and even without sound how COVID-19 spreads and how to stay safe.

Don't feel like you have to be an expert in the topic to get involved. In this example, we animated the World Health Organization's public health guidelines to turn them into an accessible and easy to share template. Repurposing existing content in a new way.

Use video to provide help and guidance

More specifically, animation can help customers understand how your products and services benefit them. For example, if your product is an app which - although user-friendly - might prove tricky for some customers, making a video explaining how to use its features would be extremely helpful. Other ideas include making a video which answers FAQs or an explainer video to quickly introduce who you are and what you do.

Easy to access information on your product improves your reputation by providing great customer service and demonstrating transparency. Both of which help to build trust between your organization and your audience.

A prime example of this is an explainer video created by the Sparkol Studio for Hammersmith and Fulham Council. The video details why the Victorian suspension bridge needs to be closed for repairs and how it’ll be approached. The explanation is in-depth enough for local residents to understand the issue, whilst being clearly understood.

Video showcases Corporate Social Responsibility (CSR)

As businesses face increasing competition, corporate social responsibility is now a necessity, not a luxury. More than ever, consumers are conscious about choosing products and services that are socially, ethically and environmentally sustainable.

53% of consumers agree that every company has an obligation to support at least one social issue that does not directly relate to its business.

Unfortunately, however much your organization gives back, unless you share the awesome results with your community, they won’t know about all your great work.

Video can be a brilliant way to communicate these actions. You don’t need to be a global corporation to raise awareness about your sustainable credentials. A tactical animation to demonstrate how you’re supporting the local community and environment can prove invaluable to your reputation.

Here, Johnson & Johnson draws attention to how they’re doing their bit to support healthcare workers around the world.

It's clear that not only do your customers want and expect to see more video content from you, but it’s a powerful tool to boost trust and improve your reputation. If you’d like help creating your own video, contact the Sparkol Studio. Or to get started making your own video, start a free 7-day trial of VideoScribe today.

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