January is the month when motivation takes a nosedive, and the excitement of the holidays has faded, leaving a grey, quiet lull. But in every challenge, there’s an opportunity – especially for brands willing to meet audiences where they are. The trick? Using video to cut through the post-holiday fog to create genuine connections. Here’s how smart brands can turn the January blues to their advantage.
1. Speak to the Heart, Not Just the Head
January is prime time for brands to create video content that connects on a deeply emotional level. People crave warmth and authenticity when the days are short and their spirits are low. This is your chance to tell real stories and show empathy. Human, heartfelt content whether it’s personal anecdotes, community stories or customer success tales – helps position your brand as reliable and trustworthy. Connection is currency and in January, it’s worth its weight in gold.
Dove does this excellently with there Cost of Beauty campaign. This showcases personal and authetic stories that envoke emotion and build trust.
2. Spark a Little Inspiration
Everyone’s looking for a fresh start, but getting motivated is half the battle. Videos that inspire action, whether through uplifting narratives or actionable tips, can position your brand as a postive force. Think tutorials on creating good habits, energising morning routines, or motivational snippets that tap into that “new year new me” mindset. Show viewers you’re not just another brand shouting into the void – you’re a partner cheering them on.
Nike’s “Find your Greatness” is a great example of how brands can use relatable stories to motivate and inspire an audience.
3. Deliever Joy and Lighten the Load
Janaury can feel heavy, so bring some levity. Videos that entertain, make people laugh, or simply offer a feel good moment for gold dust for engagement. Humor, heartfelt moments, or creative animations are your ticket to shares and comments. People love to spread joy, and if your brand can make someone’s day just a bit brighter, you’re already winning. Learn how to leverage emotion to connect with your audiences here.
4. Be the Champion of Self-Care
Everyone’s talking about wellness in Janaury, so lean into that trend with meaningful video content that helps people take care of themselves. This could be guided meditations, quick wellness tips or gentle reminders to take a breath and relax. Your brand can remind audiences to pause, reflect and care for themselves. Even if you’re not a wellness company, you can use video internally to support wellness for your workers. Investing in the wellbeing of your team with thoughtful video content positions your brand as one that truly values and supports its people, creating a positive ripple effect that can extend to customer interactions.
For instance, we helped Bupa create a series of bitesize academy videos designed to help line managers support their team’s health and well-being. Check out more of what we helped Bupa acheive here.
5. Show Them Who You Are
Transpareny is trust. Start the year by pulling back the curtain with behind-the-scenes videos or stories from your team. It’s a powerful way to showcase your brand’s personality and values. When people see the faces behind the logo, they start seeing your brand as more than just a company – it’s a group of people they can relate to and root for.
Wrapping Up
Janaury is a time for reflection and transition, and brands that use video thoughtfully can cut through the noise and connect with audiences on authentic level. Be the spark, the smile or the voice to engage and connect with your audience and you won’t just beat the janaury blues- you’ll win your audience’s loyalty all year round.
Need a hand with your January video marketing? Let’s craft something that cuts through the gloom and gets your audience talking—get in touch!
