By now, you’ve figured out that video is all the rage in content marketing. Brands are using video now more than ever for more than just advertising spots – they’re using them to tell stories, to showcase the unique capabilities of their products and services and more. Through video, they can define their brand better than ever and build relationships with audiences through relatable, funny, and emotionally driven content.

According to HubSpot, enjoyment of video ads increase purchase intent by 97% and brand association by 139%. Now, do you understand why videos, especially branded videos, are important? Below are some of our favorite branded video campaigns and why we love them.

1. “World’s Toughest Job” | Cardstore by American Greetings

Not only does this branded video by Cardstore by American Greetings exude creativity and mystery by creating fake job interviews to emphasize the work that goes into the world’s toughest job, they elicit emotion without bombarding the viewer with a sales pitch of their product until the very end. At the end, even the inclusion of their brand and product is so subtle that it really works… and makes you want to go out and buy a gift for your mother. Did you guess what the world’s toughest job was before it was revealed?

2. “Puppyhood” | Buzzfeed for Purina

This fun, entertaining and relatable video produced by Buzzfeed for the Purina brand truly speaks to the heart of animal lovers and animal parents out there. Once again, the product and brand keep the advertisement of their product minimal and focus on the relationship, adventures, and mishaps that occur to every new pet owner. Although it’s not meant to be a sappy, borderline-heart-wrenching video, it really hit the sweet spot for anyone who has an unconditional love for their pets.

3. “Ostrich” | Samsung

Samsung channeled creativity and imagining the impossible for their VR promotional spot that captures audiences’ minds and hearts with the Ostrich who proves that the only way to achieve the impossible is by refusing to accept that anything is. Unlike other mentioned branded videos, in the Samsung video, their product is front and center, but they don’t sales pitch the product – they focus on user experience. In the video, they not only illustrate the capabilities of their product, but they also show how their products and technology inspire others to achieve anything, eliciting happiness and inspiring others to do the same.

So, what really drives people to connect with brands through video marketing techniques? Many of these branded videos are emotion-driven because people most often remember videos and content that makes them feel something. How does this help brands? Because brands often exist in the hearts and minds of its audience.

The second key to creating branded video content that resonates with an audience is by producing something that reaches out and into the hearts of its viewers. When people relate to something, they receive it well and are more likely to feel closer and connected to that brand, which is the foundation of the relationships between these brands and their audiences.

If it’s next to impossible to make something that will make people cry, the next best thing is highlighting human experiences and making it personal to your audience. Want your own fantastic video? Let’s chat!