Stories have been a part of our human experience since the beginning of time. Our ancestors have narrated them from generation to generation, making storytelling one of the most potent forms of communication.
Nowadays, storytelling with video is not just art, it’s a marketing strategy that allows you to create emotional bonds with your audience while prompting them to perform a specific action (buying your product, subscribing to a service, remembering your brand). It’s relevant for your brand to create a connection with existing and potential clients by developing a story that represents your company’s values while approaching your audience with a narrative that they identify with.
What exactly is storytelling? Storytelling is a strategy that consists of creating a tale around your brand’s marketing objective in order to generate an emotional bond with your audience. It allows you to generate trust around the product or service while making it memorable. Your brand’s story is built around a theme that is based in real-life experiences with characters that share the same traits as the audience that you want to reach. These ingredients are necessary to make your brand more human.
Videos are not just for entertainment – They have become a strategic tool for successful advertising and educational campaigns. With video, you can reach a bigger audience and obtain more views with lower costs than traditional media.
So, you have your story, but do you know how to share it with your audience? Today you’ll learn 4 ways to elevate your brand’s storytelling with video.
1. Define A Clear Marketing Objective
Before hiring a crew and laying out a storyboard you need to ask yourself: What is your marketing goal? Why are you making your video and how will you measure success? A good head start in answering this question is determining its place in the marketing funnel.
Are you trying to generate Awareness about your company or product? Is targeting more and more people your objective? Awareness videos are a solid tool for growing your audience. Key measurements for success in awareness campaigns are total views, 3-second views, and view duration.
If your goal is to move these viewers from awareness to actively Interested in your company or brand as a solution for their problem, then you want to create videos that deepen your relationship with potential customers. This is worth doing if you’re in a highly competitive industry and want to develop a relationship that isn’t based on price alone.
At the end of the day, your most important metric is Conversion. If instant conversion is your objective, then your video must be on point and declaratively “ask” for the sale. And, clearly, the most important metric is sales. CTR is also important as it shows warm interest. If you have your tracking analytics working correctly, there is an opportunity to follow-up on these lost leads. What made them click but not buy?
2. Who Are You Talking To?
To create a wonderful story, you need to identify who is going to listen to it. Who is your main audience? What are their day-to-day struggles? What do they wish to accomplish? How do they talk? Asking these questions will make it easier for you to generate content that your potential viewers can relate to, and it will incorporate their daily experiences into the video in a seamless and natural way. To reach your target audience, it’s fundamental for your viewers to feel a personal identification with the story that’s being told.
3. What Do You Want to Say? (And Why)
You know who you’re talking to, but what message do you want to share? Before you develop your story, you need to define what feelings you want your audience to have and what action you want them to perform. Do you want to entertain them while positioning your brand in their heads? Do you want to make them laugh so hard that they MUST share the video with their peers? A well-structured video with a clear objective can captivate your audience while following your marketing objectives.
4. Optimization is Key
When it comes to storytelling, your video needs to look esthetically appealing but at the end of the day, it also simply needs to work. A high-quality video has a higher chance of being viewed than an amateur video. Make it a priority to put effort not only into your script and objective, but into shooting and editing as well.
Here are a few other optimization details for you to keep in mind:
· The visuals: The title and thumbnail of your video can make or break your story. Include an image and a name that interest your audience and makes them want to see and hear what your brand wants to say. If possible, also include subtitles.
· Video descriptions: Write a description that will help viewers understand the content of your video. If your video is short, adding a longer description will provide your audience with more context. Include your call to action and any relevant links here as well.
· User engagement: Encourage your audience to provide feedback and share your video. Ask them: How did this video make them feel? Did they identify with the story? Do THEY have a similar story to tell?
Whether your brand is big or small, there is always a story to tell. Jillian Irene Lee & Associates has extensive experience in brand storytelling, and we’re offering 20% off your first video package. Ready to create beautiful stories that are meaningful to your audience while reaching your marketing objectives?
The world needs to hear your story. We’ll help you tell it. Let’s talk.