They say a picture is worth a thousand words. If that’s true, then imagine the kind of storytelling you can do with a moving image (also called a video). These days, many brands are finding various ways to capture and keep their target audience’s attention and loyalty.
Why Does Video Storytelling Matter?
Finding ways to improve is still essential, even if you think you’ve nearly perfected your SEO strategy and made the most out of your marketing budget. You can build on the efforts that have worked for you in the past by adding video storytelling to your marketing repertoire. Here are three reasons why:
If you really want to share your brand’s story, then there’s no better way to do that than with a video. Taglines, text-only tweets, and photos are great for providing quick glimpses into what your brand is and the products or services you sell. However, videos can literally give you more time to achieve your goal, whether it’s to share information or induce a positive emotion towards your brand.
Make More Convincing Content
Videos won’t just capture your target consumer’s attention for a more extended period; they can also help you convince them to purchase your product. According to a survey done by Wyzowl, 90% of marketers say that video marketing helped them generate more leads. And 87% of the respondents say that video marketing has helped them generate more sales. Not bad numbers for a few minutes or even seconds of content, right?
Increase Brand Awareness
Video marketing on social media can help you get more engagements and increase awareness for your brand. If you want a better chance at building a stronger brand, you need to invest more effort into video storytelling. It’s a great marketing tool for those who want to get their name out there. However, it’s important to note that marketers must have a strong sense of the brand if they want to make the most out of their videos.
Highlight Your Products and Services
Video storytelling can be an excellent tool to inform customers about your products and services. You can create diverse content ranging from a simple tutorial or a convincing sales pitch without sounding too “salesy.” Both examples can be pretty challenging with a single photo or a caption with a limited character count.
Important Video Storytelling Elements
If you’re a newbie when it comes to video marketing, it can be overwhelming to know where to start.
Your Audience
Before you decide on the succeeding elements, it’s important that you know to who you want to tell your story. Knowing your target audience through qualitative and quantitative data will help give you a better idea of the type of video you want to go for and how to go about making it.
Objective or Theme
Another crucial element of every video is the objective. You want to tell a cohesive story, and nailing down the primary purpose or theme will help you do that. Whether you’re doing a short-form video or a longer tutorial-type of material, make sure you know what your goals are to guide you as you create your content.
Characters
One of the most effective ways to capture your target audience’s attention is to tell a story from their POV or at least from what you think they’ll appreciate. You can make your video’s hero someone your target audience can relate to or is aiming to become. Or you can use imagery relevant to your brand and your target viewers.
Scripts and Sounds
Imagine your audience thinking of your brand whenever they hear a particular sound or song. A fitting scoring or narration can be your video’s key ingredient to increasing brand recall. Don’t just throw in any piece you think is the most popular. Make sure that the music or voice you choose fits well with your brand and the story you’re trying to tell. Who knows? It can even spark the next Instagram or TikTok challenge.
Video Length
The video length depends on where you intend to share your videos. However, another consideration is your target consumers’ attention span. If your video’s too short, online users may easily forget it once they scroll down their feed. If it’s too long, you run the risk of boring your viewers or them switching to another content altogether. Finding the sweet spot or best video length per platform may be difficult. But the great thing is you can use data like impressions, engagements, and more to help you figure out the best length for the type of story you want to tell.
You may think that video marketing may take up a lot of time and financial resources. But today’s technology allows businesses of any size to take a jab at video storytelling. You can achieve effective visual storytelling whether you opt to create videos in-house or through an agency. Yes, it will still take your time and resources, but you can reap its many benefits as long as you know your audience, find creative ways to tell your story and keep an ear on the ground for marketing trends.
