In today’s digital world, grabbing and keeping your audience’s attention is tough. Static posts are easy to scroll past, and long-form videos require more time than most users are willing to give. That’s where highlight reels come in.
Highlight reels have become key pieces in modern brand storytelling. Whether you’re launching a product, recapping an event, or building your brand’s presence across social media, a well-crafted highlight reel has the power to convey your message in a fast, engaging, and unforgettable way.
A highlight reel is a short, engaging video that showcases- or highlights- the key aspects of your brand, such as your accomplishments, impactful moments, products or services, and your values. They build brand awareness, communicate your brand identity, and craft an emotional connection with your viewers.
These types of videos are distinct from other types of video marketing formats. They’re not as technical as product demos or explainer videos, not focused on feedback like testimonial videos, and are shorter and less narrative than origin story or behind-the-scenes videos.
Highlight reels are usually short, under two minutes. They can include product shots, behind-the-scenes clips, customer testimonials, and snippets from corporate events. You can also spice them up with motion graphics or text to capture the attention of your target audience. The tone should be upbeat, a little emotional, and visually dynamic.
Because these are short-form videos, you can use them in many ways. They’re great for websites and landing pages, social media, trade shows, and even onboarding new employees or partners.
As short-form videos dominate marketing, attention spans are becoming shorter. To stand out, companies need to cut through the chaos with a clear brand voice. A highlight reel is a great way to do that.
Highlight reels give you a way to quickly convey your brand’s energy, values, and professionalism, making a strong first impression. The upbeat nature of these videos helps capture emotion and connect with your target audience. They’re great for social media platforms because they're easy to consume and share. As a result, highlight reels are a great way to reinforce brand identity and tell your company’s story.
There are many ways to use a highlight reel, including:
Because of the value and variety of uses for highlight reels, they are efficient tools for increasing brand visibility, building emotional connections, and enhancing engagement across multiple touchpoints.
Highlight reels are critical for building your brand voice and connecting with your audience. But beyond brand storytelling, they offer several benefits that can support your marketing strategy and goals.
Long-form videos may be a key element in your video marketing campaign, but this content typically doesn’t do as well on social media like TikTok or Instagram Reels. To drive traffic to long-form content, use highlight reels as trailers. You can tease the most engaging moments, build curiosity, and add a call to action that funnels viewers toward the full content. You can even tease the highlight reel on Instagram through Instagram Stories.
Highlight reels are a smart way to stretch your marketing budget, because you don’t necessarily need new footage. Instead, you can use clips from webinars or events like product launches, behind-the-scenes footage, customer testimonials, or even user-generated content. This saves you time and money on your video production while also reinforcing your brand’s message and gaining more reach.
We live in an age of scrolling and swiping, and if you don’t hook viewers in the first few seconds, you’ll lose them. Highlight reels make an impact quickly, with fast cuts, upbeat music, and bold visuals that immediately engage viewers. They’re the perfect video content for social media, which in turn is the perfect platform to boost engagement.
When creating a highlight reel, it’s important to understand that it’s not about slapping together some cool clips. It’s about intentionally selecting, arranging, and presenting moments that effectively capture your brand’s tone and message in a tight, engaging format.
Highlight reels should only include content that serves your brand story or goal. Consider not just the story you’re trying to tell, but also your audience: what do you want them to feel, remember, and do after they watch your video?
Look for moments like:
Keep in mind, you don’t need a million different clips for a good highlight reel. A few powerful shots can tell a story far better than an overwhelming montage.
If you look at content creation agency highlight reels, you’ll notice that they’re well edited. Editing can make or break a highlight reel, so it needs to be dynamic and cohesive. Start with a strong hook, like a great visual or stand-out quote. Keep momentum with a brisk pace, and don’t linger too long on one clip if nothing is happening.
Motion graphics and text are also crucial to making your video engaging, but don't overuse them. Use graphics and text to reinforce key messages, introduce speakers, or highlight statistics. Be careful not to overcrowd your screen and try not to break the visual flow of the video. Transitions also need to be used strategically — stick to clean, purposeful transitions that reflect your brand's style.
Use your music strategically. Choose a soundtrack that matches your brand voice, whether it's upbeat, cinematic, or inspiring. Time your transitions and clips to the beat of the music to keep the video flowing smoothly.
Even a highlight reel needs a story arc, but short-form videos only give you a limited amount of time to tell your story. Even without dialogue, every second of your video should build off the last.
Keep the structure simple:
If you’re having trouble keeping it cohesive, try using a voiceover or text visuals to guide the viewer through the story arc.
Once you’ve created a powerful highlight reel, the next step is to distribute it. Without a smart distribution strategy, your reel won’t get the attention or ROI it deserves.
Start by researching strategic timing for your releases. Post during high-traffic times for your target audience. You can find tools online that help you find the best time based on your audience and the platforms you’re using. It’s also smart to coordinate your highlight reels with key campaigns or milestones, such as product launches, end-of-year wrap-ups, or as a follow-up to big events.
You’ll also want to distribute your reel across multiple channels, not just one platform. Website homepages and landing pages, different social media sites, and email campaigns are all great places to share a highlight reel. Keep in mind that different channels require different video formats.
When running a video campaign, especially on social media platforms, you need to post with purpose and some amount of frequency. The great thing about highlight reels is that they can be reused in many ways. You can repost it every few weeks with an updated caption, or you can use it as a pinned post on sites like Instagram or LinkedIn, break it into smaller bits for more bite-sized content, or incorporate it into throwbacks or campaign retrospectives.
One of the most important things to keep in mind for effective distribution is your metrics, as this is how you measure success or failure in a marketing campaign. Metrics will tell you if your timing and distribution strategies are working or not. Some key metrics to monitor are:
These metrics can tell you where your campaign is succeeding and where it needs improvement. You may need to adjust timing and distribution, or you may need to change the content itself.
Highlight reels are short-form videos that showcase your brand’s voice and story. They can be a huge asset to your marketing campaign, but they need to be done right in order to be effective.
Charter & Co is an award-winning video production company based in the Chicago area. We can take you through every step of the highlight reel process, from brainstorming ideas to distributing your finished product. Contact us today to learn how we can help you highlight your brand.