How Thoughtful Video Storytelling Can Give Your Business a Competitive Advantage
Stories are what keep people together. They help us build a bond, develop connections, and provide meaning and context to what we consume.
In today’s fast-paced digital world – where the average attention span of humans has gone down to 8 seconds, from 12 seconds in the last few years alone – businesses need to do everything they can to capture, hold and keep their audience focused on what they have to say. One of the most effective ways to do this is through video storytelling.
Read on to know why this visual medium is now our go-to channel to capture an audience and to learn how thoughtful video storytelling can give your business a competitive advantage. Because to stand out, you need to do things a little differently. Let’s unpack that.
What Is Video Storytelling?
It is simply the method of conveying a story using the powerful visual medium of video.
Storytelling is an effective and dynamic way to communicate a message in an engaging manner. If you were to reminisce about your favorite fairytales and memories from childhood, it is quite likely that you would retell them using a storytelling approach. Whether they’re tales passed down from family members or experiences on the schoolyard, you will remember and recite them using expressive language, emotion, and description to narrate a story that engrosses your audience in a way you want them to be.
According to the adage, ‘A picture is worth a thousand words’. Now add visuals and sounds to it and imagine just how much more it’s worth. Video has completely transformed content marketing as we know it and video storytelling plays a crucial component in this strategy.
Video storytelling ensures that your brand’s message is communicated in a fully immersive and engaging manner. Through video, you can showcase your business and brand as human and not just a product that you’re trying to sell. Good video storytelling will tap into your viewers’ emotions ensuring that they get invested in your narrative at a deeper level.
Let’s dig further into the benefits of video storytelling so you can learn what it can do for your business.
The Benefits of Video Storytelling Driven by Marketing Agency: Here’s Why You Should Give It Importance
From YouTube to TikTok, Instagram to Facebook – videos are everywhere we look, and they’re just growing daily. The United States alone has more than 200 million viewers for digital video, out of the almost 2.6 billion global viewers. With the increase in mobile devices and easy access to streaming, this number is likely to cross 3.1 billion by 2023. These are numbers your business just cannot ignore.
If you decide to ask an agency for help with video storytelling, here are four benefits you will enjoy:
- They help with brand recall
Showcasing your brand’s message through a good visual story makes it ‘sticky’ and shareworthy. Your audience is more likely to remember specifics like the music you use, a loud character, or even the story by watching a video instead of simply reading it. Visual aids will keep your brand at the forefront of your customer’s minds, immediately pushing your competitors out of their memory. And agencies know exactly how to do this.
Experienced agency marketers know what extra steps and details need to be considered to ensure that your audience will not only recall your brand’s message but will also associate your brand with positive emotions at a deeper level.
- Showcases your brand’s personality
You want your video to be completely unique so it effectively stands out from the competition and portrays your brand’s values. Video storytelling is your chance to ensure that your brand’s special personality shines through.
Agencies will make sure that your video is entertaining enough while staying true to what your business believes in. A customer will relate to a video that they trust, especially if it’s not packaged like a traditional marketing video. Accomplished marketing agencies have a portfolio of successful case studies that you can go through to see how your brand will follow in the right footsteps.
- They have to resources to convey complex messages effectively
If you’re trying to promote a new product launch, show your audience how to use your services, talk about unique USPs or even explain the technicalities of what makes you special, then video storytelling is the way to go. This can be a lot of work to do by yourself. Marketing agencies have connections and established relationships with crucial resources you’ll need for stellar video creation.
‘How-to’ videos garner the most attention on YouTube according to research by Google, and there’s a reason why these clips and tutorials do so well. They break down complex and sometimes long pieces of information into bite-sized visuals that are memorable and effective. Agencies provide you with the right designer, marketer, web expert, and tools you’ll need for this.
- Their lack of bias helps with brand loyalty
We’ve previously discussed how brand loyalty has taken a plunge. Therefore there’s more reason for you to use video to capture and retain your audience’s reaction and shift their reaction from passive to loyal. Agencies help you see your brand from an external point of view.
Loyal customers will not just stay on your brand’s radar for a long period of time, they will also act as ambassadors for your business by encouraging their network to convert as well. Agencies will be your eyes and ears to what your customer is saying about you in the world.
We have seen tremendous success with video marketing. Our ‘I’m Here’ campaign garnered a 70% increase in leads, as well as, more than 85% boost in traffic when compared to its preceding quarter.
Getting Started With Your Storytelling Strategy: Video Creation Process And Ideas
Now that you know just how important video storytelling is, it’s time to get started by creating a video strategy that works and converts. Here’s how:
- Stick to the appropriate length
A long video can be boring and your message could get lost along the way. Use short, snappy video content on social media platforms like TikTok and Instagram. Your audience will turn to YouTube and Facebook for longer clips.
- Work on a detailed storyline
What is the plot of your video? Who is your audience? What message are you trying to convey? Answer these questions to narrow down your idea and create a video that entices and engages the right people, the right way. Think about whether you want to be informative, funny, creative, entertaining, or educational. Mixing too many genres together will only lead to trouble and confusion.
- Play around with formats
Is your video going to be animated or live-action? Are your characters going to speak or will you only use a musical soundtrack with text overlaid? The format of your video will flow from your storyline and the kind of budget you have to work with.
- Add a subliminal call-to-action
You don’t want to be overly salesy, but you don’t want your audience to forget about your business either. Ask viewers to leave a comment by asking them their opinion or feedback about your product. People love sharing their opinion and your customers will feel like you care about how they feel.
- Speak to your audience in their language
Identify who your video’s demographics are and create a video that appeals to them. If a majority of your users are financially stable families with children who live in cities, there’s no point talking to them as if they are college students on a limited budget. Use words and terms that your audience is familiar with and can relate to.
Now that you know how to create your video storytelling strategy, it’s time to get started. Play around with multiple formats and platforms till you find the one that works for you. Stick to authentic storytelling techniques that showcase your brand’s core values without shoving marketing messages to your audience.
If you have more questions on how to get started on a video marketing strategy, let us know and we’ll help!