The power of video and imagery in your branding strategy

By April 24, 2017General

Branding is crucial in business. The public opinion of your company, what it sells and what it stands for will play a huge role in whether you flourish or flounder.

We also know that visual content is incredibly powerful. The modern world lends itself very well to videos and images, thanks to technology and the ease to which we can access and consume content online.

Video is growing at an enormous rate.

For starters, it’s thought that online video accounts for 50% of all mobile traffic. Maybe it’s laziness and a reluctance to read copy. Or perhaps it’s just a more natural fit to watch something on a mobile device than tackle text.

But it doesn’t really matter.

Meanwhile, pictures (regardless of whether we’re talking about photographs, stock images or anything else) have always been popular.

This is a question of science. Apparently, 90% of information that’s transmitted to the brain is visual. As humans, we’re wired to react more to pictures.

From infographics to screenshots, gifs to memes, we process stuff quicker when we see it. That’s just the way it is.

But what effect will videos and imagery have on your branding?

Research suggests that using video and images can work wonders for increasing the effectiveness of your brand strategy.

This type of content enjoys a much higher rate of engagement; it’s incredibly shareable and vastly increases click-through rates. Quite simply, if you’re not using videos and images in your marketing, you’re leaving money on the table.

Of course, social media represents one of the best channels to distribute such visual content. It’s never been easy to create and distribute a video or image.

But the point is, consumers enjoy this format.

Gone are the days when all they had to consume was a lengthy sales letter that seems to scroll all the way down to Australia. Companies shouldn’t rely on ‘buy now’ buttons any longer. Instead, they must focus on nurturing relationships with people.

And what better way to do that than by using immersive video? Or by creating a powerful, inspiring image that touches upon an issue that’s important to your target audience?

The ultimate aim is to create content that’s informative and entertaining, yet still serves your business.

Hotcow is a non-traditional creative agency that specialises in experiential marketing that goes viral. Our campaigns generate buzz through crowd participation, PR and content sharing. Contact us on 0207 5030442 or email us on