Teaching 2000 Experts How to Humanise Their Brand! | BrightonSEO 2024

In the world of digital marketing, standing out from the crowd is more crucial than ever.

Recently, our team at Evergreen had the opportunity to show off our approach to brand humanisation through video at BrightonSEO, one of Europe’s largest search marketing conferences. This experience not only allowed us to share our insights but also demonstrated the power of creative video content in action.

A video-first approach

For Aarons talk, Humanising your brand with video, we decided to practice what we preach. Instead of a traditional slide-based talk, we created an engaging video sequence to open our presentation. The concept was simple yet effective: Showing Aaron oversleeping and then rushing to make it to the conference on time.

Creating the video

The process of creating this opening sequence was a perfect example of how businesses can use video to showcase their personality and creativity.

• Planning the shots, We mapped out a series of scenes, including waking up, getting ready, and running through Brighton to the conference venue.
• Home filming, We started by filming scenes in Aaron’s house, including the bedroom and bathroom. This gave the video a personal touch.
• On-location shooting, We then moved to Brighton, capturing running scenes along the seafront and approaching the conference venue.
• Embracing imperfection, We didn’t aim for a polished, overly produced look. The slightly chaotic nature of the footage added to its authenticity.

The presentation, bringing it all together!

On the day of the presentation, we combined our pre-recorded video with live action:

• Video introduction, The talk began with the video playing to the audience of 2,000-2,500 people.
• Seamless transition, As the video showed Aaron running into the conference venue, he actually ran onto the stage in real-time, creating a moment of surprise and delight for the audience.
• Content delivery, The talk itself focused on practical ways businesses can use video to humanise their brand, using our own approach as a case study.
• Live demonstration, We continued filming during the presentation, even incorporating the viewers into this episode of uncut!

Key takeaways for businesses

Throughout the presentation, we emphasised several crucial points for businesses looking to humanise their brand through video:

• Authenticity is key, Don’t aim for perfection. Let your brand’s real personality shine through.
• Storytelling matters, Use video to tell your brand’s story, not just showcase products or services.
• Behind-the-scenes content, Give your audience a look at the people and processes behind your brand.
• Consistent presence, Regular video content helps build familiarity and trust with your audience.
• Engage your audience, Find ways to involve your audience in your video content, either directly or indirectly.

The impact, audience response and feedback

The response to our presentation was overwhelmingly positive, demonstrating the effectiveness of our approach:

• Multiple attendees described it as the “most exciting” and “standout” talk of the conference.
• People appreciated the unique and innovative approach to presenting marketing concepts.
• The engaging and humorous style resonated strongly with the audience.
• Many commented on how the presentation itself was a perfect example of the concepts being taught.

Key takeaways

Video is not just a tool for content delivery, but a powerful medium for brand humanisation. By using video creatively, businesses can showcase their personality, engage their audience on a deeper level, and stand out in a crowded digital landscape.

Remember, the goal isn’t to create perfect, polished content, but to create authentic, engaging experiences that resonate with your audience.

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