Selecting the right visual content for your brand


In the social media age, video is an essential tool to market and amplify your brand. Producing the right content can establish an emotional connection with your audience.

Successful global market leaders know why their brand needs video. Adding video to your marketing campaign is a great way to boost brand authority through social media channels. It drives conversion and encourages people to share content they like.

As recent studies show: 68% out of a total of 1.3 billion global online viewers share video. Also, there is an 80% increase in conversions for landing pages that include video and a 96.4% increase in email click-through rates when video is included. With a projected 1.5 billion online viewers by 2015, online video is set to surpass all other advertising channels.

To create a lasting impact, it all comes down to using content that will resonate with your audience.

Getty Images has a team of video researchers that help brands select the best visual content for their production. Based on their expert knowledge, team members Courtney Hopkins and Kim Gatenby have determined five key factors that will help identify the right video for your content marketing projects.


Take advantage of your choice to use video instead of stills by using a variety of dynamic angles and viewpoints to keep your visitors engaged throughout the entire piece.

Even seemingly basic videos such as interviews or product demonstrations can benefit from establishing shots or transitional elements to refocus the visitor’s attention and build the context of the brand story you are telling. You can visually reinforce what an interviewee is describing by cutting away to video about the subject. Wide pans of cityscapes, close-up detailed shots of your subject, timelapse or hyperlapse clips can all help to set the next scene.  Many of the subjects in the Getty Images video library offer multiple coverage angles and shot sizes, so be creative.


With over 1.8 million clips to choose from on, thinking of keywords that best reflect the tone you are trying to establish will help to narrow down your search for the perfect clips to support your brand message.

Some aspects to consider are:

  • Mood: Which emotion would you like to get across? Would your customers respond more to a playful approach, or does the message require more seriousness and professionalism? Consider also the personality that your brand portrays in other communications – does it align with the mood you have chosen for the video?
  • Point of View: Do you want to immerse your customer in the video experience, showing scenes as the viewer would see them?  More and more, brands are telling their stories from the audience’s point of view to create an intimate connection with the viewer.  To achieve this style, you may want to make use of gritty close-up shots, slow motion, or timelapse. Alternatively, you may wish to be more demonstrative in your delivery, including people in your visuals to create a third person experience for the viewer.
  • Conceptual or literal? For example, a company wanting to convey their dedication to sustainability may choose a more literal approach by showing visuals of new energy sources, or could go a conceptual route through visuals of nature and wellness.


What is the main message that you’re trying to get across to your audience, or what behaviour are you aiming to change?

It may be tempting to tack on multiple messages while you have your audience’s attention, but staying focused on one key theme will create consistency within your piece.

Take a look at the visual trends around widespread themes like Diversity, Sustainability, andInnovation to help you create content that speaks to your audience in a contemporary way.


Figuring out all of the different channels in which your video may be used will help to determine the format or resolution you require for your clips.  For example, any large screen uses will require a hi-res HD format.  A video originally created in lower resolution for web use won’t show well on a big screen at a trade show or in a retail setting, so planning your different channels in advance will avoid edits in the future.


Here are a few different types that you can get started with – which one is best to deliver your message?

  • Brand documentary video: An ‘about us’ video showcasing your brand’s story and personality
  • How-to video: Train your customers on specific uses of your product
  • Expert video: Showcasing your company’s expertise and drive traffic to your site
  • Promotional video: Short videos for events or press releases
  • Product demo video: Showcasing your product’s unique features, highlighting what sets it apart from other offerings


  • Think cinematically: how do you want to use visual content for your marketing project or campaign
  • Set the right tone: think about mood, point of view, conceptual or literal approach
  • Decide on a key theme: think about what message you want to bring across
  • Determine where your video will be featured
  • Choose a structure for your video such as brand documentary, how-to video, expert video, promotional or product demo video