When you start a video project for your brand, it’s common to face some creative resistance.
It happens all the time: you finally commit to your next production, and suddenly, all marketing inspiration goes out the window. You forget every idea you’ve ever had, every video you’ve ever enjoyed watching, and everything you thought would help you move this project along.
Creative blocks are bound to pop up every once in a while, and when they do, it helps to reconnect to other examples of great work. So, we pulled ten of the most inspiring video marketing examples to refer back to when you feel stuck.
Ready to rediscover your creative spark? Learn from these ten popular brands and their video successes.
Product Videos
Apple
It’s no surprise that Apple is the first brand on the list for product videos. Apple is known for its sleek, modern creative direction, and this video is no exception.
From the very first second, the visuals are engaging on their own—but combined with an electronic dance music track and voice-over that energizes the visuals, it’s a knock out of the park.
Our takeaway? Product videos don’t have to be boring. It’s common for brands to list off features and make the visual storyline an afterthought, but the Apple team knows exactly how to weave features and benefits through the narrative.
Starbucks
This Starbucks ad takes a completely different approach to its product video. For its launch of Oleato, (the olive oil coffee you’ve probably seen on social media), it used this video to outline the history of extra virgin olive oil in coffee in Italy.
The product features come out around the one-minute mark: luscious flavor that enhances hot and cold drinks, and viscosity on your lips and tongue, among others. But, in the context of the video’s storyline, the features don’t stand out as a sales pitch. Instead, they feel like a poetic addition to a beautiful story about Howard Schultz’s first trip to an Italian espresso bar.
For video marketers, this example proves the power of a great story. Yes, the product is front-and-center, but it fits seamlessly into a travel story that brings viewers back to their own travel memories. Along the way, the product sells itself!
Social Media Videos
Duolingo
As one of the champions of social media videos, Duolingo earned its spot on our social media video roundup. Almost every video on the brand’s accounts is worth its own marketing case study, but we picked this one from its its recent showing at WEBTOON’S comic event.
Duolingo consistently leans into its social-first strategy, and as you scroll through its social videos, you’ll notice they intentionally leave off the calls-to-action (CTAs). The idea is that viewers will connect with the Duolingo brand over time, driving them to the language learning app naturally.
One other takeaway from Duolingo social content: most of its social videos are incredibly timely. The team understands the importance of creating quickly to meet a cultural moment while it’s still happening, and as a result, viewers get the sense that the Duolingo brand is everywhere.
Fenty Beauty
Since there’s so much video content on social media, it often takes a little creativity to stand out. Not just any video will entice users to stop scrolling—but this one by Fenty Beauty definitely does.
We now know that this video was a teaser for a new product release: the Eaze Drop Stick. But at the time it was posted, the video was just vague enough to generate lots of excitement and engagement from viewers.
If you look through the comments, you can see that many social users were stopped in their tracks, thinking the beauty brand had posted a cake. Because of this double-take moment, many viewers were more engaged with the video than they might have been otherwise.
This video goes to show that great content doesn’t always have to be right on the nose. Leaving some of the details out lets your audience fill in the gaps.
Video Ads
Grammarly
This video ad from Grammarly draws viewers into a common scenario: getting sucked into tedious work tasks that could be automated,
While viewers might not know about about all of Grammarly’s features, they probably do know that their time could be more well spent. Plus, since it’s a video ad, there’s a prominent CTA at the end inviting users to get started with Grammarly. It’s relatable, engaging, and almost definitely effective.
Adidas
On a different note, this Adidas ad feels like the quintessential “inspiring sports commercial” that viewers have come to know and love.
There’s a lot to be said for tapping into viewers’ emotions while they watch, and this ad does a perfect job of making anyone feel like a runner. And if they succeed in that premise, everyone needs a great pair of running shoes.
While the sales pitch is more subtle than the Grammarly example, it’s another approach to a successful, memorable video ad.
UGC Videos
Glossier
This pandemic-era video from Glossier puts a unique spin on UGC content.
Usually, UGC videos string together a variety of user clips that use or promote a particular product or service. This one goes a different route, using user footage to show the power of hands. Since the video is promoting Glossier’s hand cream, the overlap is implied, but the clips themselves don’t have the same salesy feel to them.
We’re taking this example as inspiration to think outside the box for UGC content. Users can share all kinds of valuable footage—whether product promotion is an explicit focus or not.
Airbnb
User-generated content isn’t technically limited to video content. Many users choose to share photos with brands instead, but those photos can still be put together to make an interesting video concept.
This video from Airbnb is the perfect example. It uses photos from one friend group’s vacation to the Philippines—where they stayed at an Airbnb, of course—to create something almost like a video version of a photo album.
The resulting content can be shared in video formats, but it doesn’t require a single video clip from the users themselves. Take a page from Airbnb’s playbook and get creative with your interpretation of UGC. You might end up with a special video like this one!
Explainer Videos
DocuSign
Software companies often use explainer videos to walk users through their value proposition, and this video from DocuSign is the perfect example. It’s quick, engaging, and shows a high-level overview of why someone might need DocuSign.
The best explainer videos focus on a few key product benefits and show what it’s like to use the product itself. DocuSign does exactly that, switching back and forth between actual clips and screenshots of its interface and emphasis on the actual business outcome.
If you have an explainer video on the horizon, this video is a great reference point.
Slack
Last but not least, this Slack explainer video is a classic in the tech industry. Like the DocuSign example, it’s the perfect overview of both how the product actually works and what it means for your business.
At just under two minutes long, the Slack team manages to cover all its key selling points without getting into too many details. Most prospective customers will recognize their own challenges throughout the video, keeping them engaged through the end.
Work with Lemonlight
We’ve worked with over 16,000 brands just like you to create scroll-stopping video content that performs. Whether it’s an engaging product video or a UGC video using our large talent roster, we’ve got you covered. Just set up a free call with one of our experts and we’ll get started on turning your vision into your brand’s reality.
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