How to Build Brand Awareness Using Video



Photo from Stock That Rocks

These days, it seems like everyone is investing in video marketing in order to build brand awareness, and for a good reason! Video has proven to be an effective way to promote and grow your brand online–nearly 55% of people watch videos online every day.

This statistic is shocking, and it proves that in order to stay relevant in today’s world, it’s more important than ever to hop on the video bandwagon.

With the recent rise of video, we decided this had to be a topic at our 2018 Workshop. So, we reached out to video expert himself Isaac Irvine! Isaac has tons of valuable experience in the tech world, specifically in social media and video marketing. We thought what better way to educate our attendees about the ins and outs of viral video marketing than to have Isaac come speak?

Read along to get to know Isaac and get a sneak peek at what he’ll be teaching at his workshop.

Tell us about yourself! How did you get to where you are today?

I started working at GoDaddy back in 2007. I started out doing technical support and worked my way up to the communications team and last year switched over to our social media team. I’ve always loved social media so this is my dream job.

Let’s talk a little bit about personal branding. What role does it play in building a successful online presence?

I’d say being aware of your personal brand and using your social networks to leverage your brand is crucial. You have a personal brand even if you don’t pay attention to it – just like your credit score.

Identify a few topics you want associated with your brand and start engaging with others in those same areas of interest is a great way to start building your brand. If you struggle with identifying what those topics might be – ask your friends!

Those moments when your friends stop you in the hallway to tell you something they saw and thought of you – those topics are your personal brand. It’s up to you to decide if you want to be known for them or not and adjust what you post accordingly.

"You have a personal brand even if you don’t pay attention to it – just like your credit score."

What steps should someone take to build a strong personal brand?

Once you have identified your brand topics, start making friends and network with others that spend time in those spaces. Follow the hashtags for your topics and jump in conversations. Add value to the topics people are discussing and you’ll start to see a shift in followers and mentions. It just takes time.

What would you say is the single most important tip when it comes to personal branding?

You can’t fake it. I love Star Wars for example. If I wasn’t able to talk about theories for the new movies and how I think it’s going to end, I would lose credibility with that community. Once you find a few topics you’re honestly passionate about, it gets really easy because it’s natural for you.

You’re also an expert when it comes to viral video. Can you share with us the story of how your video went viral on Facebook?

That video almost didn’t happen. I never wanted it to happen if I’m being honest. I have twin boys and they’re both growing their hair out to donate and have wigs made for kids who can’t grow their own hair. They saw a video on YouTube about how wigs are made and they wanted to do it.

After about a year of them growing their hair, some boys at school made fun of him and he wanted to stop and cut his hair so they wouldn’t tease him anymore. I asked him if he wanted to shoot a video about it because I knew he would pay attention and open up about what happened because he idolizes his favorite YouTubers. I never planned on posting it though.

I’ll be honest, I filmed it just so his mom could hear what happened. I told him I would post the video on my Facebook (I was lying) too. So after we talked, I stopped filming when I started crying at the end because I was so proud of his responses.

We sent him to take a shower and he came back 10 minutes later asking if he could read the comments. I froze and freaked out a little inside. I hated the bro-tank I was wearing in the video because I just got home from the gym. I hated that I shot it in our mismatched bathroom. Oh, and the cat came in and knocked over shampoo bottles. It was a mess of a video, but that’s what people liked the most. It was raw.

I shrugged and posted it because I was caught and didn’t expect any response at all. I thought maybe five or six of my friends would say something nice and that would be all.

I woke up to my phone blowing up and 14k views in 12 hours. By the end of the day I had two different news trucks outside my house taking turns interviewing my son and I. To say it was surreal would be an understatement.

Within a week I was talking to and getting interviews from Buzzfeed, Parents Magazine, .Mic, CBS, NBC, CNN, and the Ellen Show. All of them showcasing my dumb hair, bro-tank, mismatched bathroom, and a genuine moment talking with my son about celebrating what makes him unique.

What advice would you give to someone looking to get their video in front of a larger audience?

Post your videos on a Facebook public figure or business page and look at your views vs engagement stats. If you have 1000 views with 500+ engagement, I’d suggest boosting that video to a targeted audience for $1 a day and see if your numbers increase. The goal is to feed the existing Facebook algorithm with what it wants = shares and interactions. Boosting a video to a targeted audience does that.

What are your tips for promoting your video on a small budget?

I only work with a small budget when I boost videos. When I do spend money to boost something, I’m always looking at how those viewers are feeding the Facebook algorithm. Facebook looks at how viewers interact with content and boosts video for you if it’s feeding their algorithm.

Shares hold the most weight. Then comments, and finally reactions. If I have a post that’s getting shared a lot, and commented on by different people, I’ll boost it.

Anytime a major news outlet shared my video, I would share it back on my page and thank them for being part of the conversation. Then, I would boost that post to other news outlets. I targeted anyone with the job title of “journalist, reporter, editor, etc at all of the major news outlets.

Those reporters would see our video going viral and would reach out to cover it themselves and I would repeat the cycle. You can’t make a video go viral, but you can help it grow once it starts to take off.

Tell us a little bit about what we can expect from your video & branding Workshop!

I’m looking forward to showing attendees the common traits that most viral videos have in them and how to spot when your own video content has the potential to go viral and how to help it spread.

When you’re not busy helping small businesses grow, what can we find you doing?

You can usually find our family doing stuff outdoors as much as possible so we spend time at the local skate parks or walking around the zoo. I live next to downtown Gilbert so there’s always a fun event going on down there.

Want more video marketing tips?

  1. 1

    How to Make Instagram Story Videos

  2. 2

    Optimizing Social Video: Everything You Need to Know

  3. 3

    Video Terminology

  4. 4

    5 Ways to Brainstorm New YouTube Video Ideas

  5. 5

    The Scoop on Pinterest Promoted Video

Want to attend Isaac’s branding and video marketing Workshops? Be sure to snag your seat to The Workshop–tickets are going fast!