What is Storytelling as Video Marketing?
The art of storytelling as video marketing through video is an effective popular marketing strategy that utilizes natural-looking videos to convey a narrative about a brand, business or product. Storytelling as video marketing guides the viewer through relatable storytelling-based content that gets at the core of their pain points, creates emotions and offers a satisfactory solution. The viewers are enticed by what’s happening because of several elements, from camera angles to music, the characters, and the story’s emotional impact.
Video storytelling is more significant than just a selling pitch since it focuses on the story, not the product. It’s immersive and compelling and highly efficient in creating engagement.
Video Storytelling Basics
In the beginning stages of creating an audio or video story, it is essential to address some of the questions that will help guide the following steps:
- Plot What story do you wish to tell? What is the structure? (Powerful stories usually comprise an introduction and conclusion, conflict or complication and then resolution.)
- Goal: What is why you need to communicate this story to viewers, and what do you expect viewers to do next?
- People What are the principal characters of your video? What do they have to say to the viewers?
- Place Where is the primary place of the video, and how does this location influence the story of the video?
- Audience Who will be the first to be watching this video? Are they new customers, potential customers, employees, or another category?
- Method of distribution: What is the best way to share the story with other people, and where will it be located (i.e. YouTube, your website, or somewhere else)?
After you’ve found how to answer these queries, you’ll have a solid base from which to work. Look at ways you can reach out to your viewers, What techniques could make your video memorable for viewers, and how to help it be shared even with the possibility of becoming viral!
What is the best way to Make an Interactive Storytelling Film?
Achieving excellence in video storytelling begins with learning what it takes to craft a compelling story. Be aware that people have very short attention spans, so you must tell an engaging story that will keep them engaged throughout the entire story. Employ techniques to stir emotions. Keep in mind the essential principle of “show don’t make it clear”. Make sure you edit the video carefully to ensure that you don’t spell out every idea to your audience and only those aspects essential to tell an engaging story that leaves viewers wanting more.
Here are the steps you need to follow to create a narrative video:
1.) Identify your goal and the audience you want to reach. Once you know what you’re hoping to accomplish through your video and the viewers you wish to reach, it will be easier to start moving forward confidently.
2.) Create a narrative. You may want to employ screenplay writers with experience to ensure your story is effectively told. It’s essential that the plot of the film is clearly defined and the characters are established and memorable, mainly because most viewers will only view it once.
3.) Choose your video format (animated live actors and Special effects). This choice will depend mainly on your budget, and the overall timeline and other deadlines can influence the video’s format. Making a live-action film requires more time and resources than creating a story using footage already in use.
4.) Assemble a production team or employ a Production studio. When choosing professionals or businesses to join and participate in, research their past experiences and look over their videos to see how their style and tone align with your objectives.
5.) Develop a strategy for promotion to make sure your video is seen. Your promotional plan could include coverage on social media or press releases. You could also plan special events in your local area which draw attention to your brand and alert people of the new film. Be sure to have a strategy for your promotional campaign before your video is released since you’ll need to spread the word right away.
It is also essential to keep your budget for visual storytelling as video marketing in the back of your mind. Suppose you’re the first time stepping into the realm of video-based storytelling; you might need to engage an expert production company to guide the process and provide reliable suggestions. They can advise you if your budget is feasible about what you’re hoping to accomplish and also aid you in planning a sensible timeframe for your video-based storytelling piece.
Storytelling as Video Marketing Techniques
The storytelling as video marketing methods for a video work best depending on the primary goal. For instance, if you’re making an explainer, it could be good to use animation or data to bring your message to the forefront. However, suppose your video is designed to sell an innovative product. In that case, it may be beneficial to use actors to create a narrative that is relevant to the viewers’ most pressing issue. The inclusion of actors will enhance the human aspect more significant than in animated videos and can increase customer receptivity and interest.
Here are some ways to use video storytelling to transform a story from a basic one into a powerful tool for marketing:
- Create a compelling arc. This makes it easier for viewers to follow the story, become absorbed by all the turns and twists, and keep them glued until the end.
- Make your characters loveable and easily recognizable. People should ideally feel a part of themselves in the film’s characters. Be wary of using textures with polarized personalities as it could turn off some viewers and stop them from absorbing the message.
- Edit the video to maximize storytelling impact. If there are elements of the video which don’t contribute to pushing your story along, take them out. It might be beneficial to have an outsider with a profile that matches the audience you want to reach. Give feedback on whether many elements distract from the narrative instead of making it more interesting.
- Make your video visually appealing or attractive. Think about how camera angles, the scenery and catchy fonts can help your video stay in viewers’ minds and inspire them to watch it repeatedly.
Video Storytelling Tips
It isn’t easy to determine where to start in creating a video story. Before you begin, take a look at these storytelling techniques to improve the story’s theme and plot and to get the viewer’s interest and keep it there:
Choose a format that is proven to work:
If you look at different kinds of stories, they usually follow certain plot lines. One of them is Overcoming the Monster. It usually has the underdog finally conquering their biggest challenge. A lot of sports movies take this route. The choice of a story in which characters embark on a quest is a popular choice that works well for companies. In that case, the main character will still have to face some challenges; however, the most important thing is that they’ve gone through a profound experience and often discover things about themselves they didn’t have before.
Pay attention to your audience’s attention span.
Whatever story you choose to tell, make sure you know attention spans. Many people want to know the optimal length for a story video, and the answer to this question varies concerning the platforms.
For instance, Socialinsider analyzed millions of Facebook posts that included videos and determined that the ideal length was two to five minutes, regardless of followers’ count. However, the graph below shows that there is a variance in engagement levels occurs when brands have large numbers of followers:
It is possible to develop multiple versions of your video of different lengths. The software company SAP did just that in its online advertisements with a range of 6 seconds up to a minute based on a television advertisement that featured Clive Owen, the famous actor Clive Owen, who told stories of how customers utilized its products.
Use emotional triggers:
Filmmakers employ a variety of methods to visually capture emotions and convey the character’s feelings to the viewer through the screen. For example, slow-motion can highlight the importance of a sense of exaggerated facial expressions and aid the viewer in understanding the drama. Videos are more petite than feature films, but similar principles are used to trigger emotional reactions.
Enjoy music’s power.
The right music can elevate videos to new levels by enhancing what’s happening in the video. Music triggers solid emotional responses that connect people to specify the events of their lives.
The music you select will be determined by your video’s mood you wish to convey. Choosing an upbeat track to be the most appealing since it brings joy is tempting. However, research suggests that people gain positive effects when listening to sad songs. The study has shown that music with a tragic tone can improve emotional regulation and stimulate the listener’s imagination. If a gloomy, contemplative tune is a good fit for your story and characters, you should choose that track instead of listening to happy songs.
Here are a few additional suggestions that could help in improving the quality of your video:
- Be easily recognizable. Tell a story similar to a human experience to ensure that more people can identify with it.
- Be cost-effective. Ensure that each portion of the video moves the story ahead.
- Think about the POV. Create a story from the perspective of a typical audience member. Watch the story unfold from their point of view, not the company’s outlook.
- Utilize a natural, relaxed voice. This helps audiences get to know and understand your message.
Consider visual and design elements to be considered. These include lighting as well as wardrobe and the colour palette. If done correctly, these can help further support your video’s storytelling goals and convey your message.
Video Storytelling Examples
Visual storytelling does not have to be complicated to make an impact. This approach to getting an audience’s attention often is practical when viewers feel a part of themselves within the story. For instance, consider the University of Phoenix ad where one woman experiences the stress of having to work alongside traditional education and finally comes to an arrangement suitable for her.
Airbnb’s “We Accept” video narrative resonates with viewers by highlighting specific values of the company. The design is simple of faces that change rapidly to represent Airbnb’s customers and puts the viewer at the centre.
These examples demonstrate that sometimes simple is the best way to go.
Below is an instance of a more technically sophisticated and well narration-driven video. The most recent Christmas video from UK department retailer John Lewis features a mix of live actors and animation. The powerful music of Bastille and the enchanting, fantastical background of the movie created a well-loved video storytelling model that successfully conveyed the meaning of the Christmas season (and the vast, heartfelt eyes of Edgar the young dragon touched the heartstrings):
Best Brand Storytelling Videos
The best storytelling videos for brands keep viewers’ attention by highlighting and solving the issue that resonates with the viewer. They also incorporate additional elements like humour, comedy or even fantasy twists to increase viewers’ connection with the narrative. Here’s a look at some recent and top video stories from brands:
Kia – the hero and the humour
In 2017, comedian Melissa McCarthy starred in an advertisement for Kia Niro, making clear that it’s not always simple to help save the earth; however, it is easy to drive a vehicle which helps others do it. The slapstick tone of the video poked playful amusement at the stereotype of environmentalists using McCarthy’s well-known comic persona to infuse a sense of livability and a sense of familiarity.
IKEA – Addressing issues
In this clever IKEA commercial, the story takes on a common issue that many will identify with the mess in their homes! The video shows various items within the house being brought to life and critiquing the knot through the form of a rap tune, expressing what is known as the “inner critique”. The family tackles the issue by using IKEA items that transform the living space into “fresh and tidy” and tidy!
McDonald’s Fantasy and family
The video advertisement by McDonald’s is a story about one little girl with her “reindeer” friend. In the film’s final moments, the story shifts between live-action and animation, and viewers are shown that the reindeer is the dog in the family. The mix of family tension, tender resolution and the unexpected reveal of the reindeer’s identity make this an unforgettable and heartwarming piece of storytelling through video.
Corporate Video Storytelling
Video storytelling can be a powerful and effective method to ignite emotions in viewers and engage potential viewers.
However, the storytelling aspect of corporate video offers a different angle to consider. When it comes to corporate videos, it is crucial to consider where the film will air and the audiences exposed to it. Also, make sure that the story you choose can transcend cultural boundaries. The story of a video may appear ideal for a particular market or type of culture, but it could easily get lost in translation to another.
It’s also wise to stay clear of controversial subjects or topics that provoke opinion-based arguments. Suppose you’re trying to avoid the issue; attempt to convey your message with the least amount of sway. In 2017 a Pepsi commercial featuring Kendall Jenner was slammed via social networks because it made fun of the issue of police violence that is disproportionately affecting people of ethnicity. Pepsi ended up removing the advertisement shortly afterwards.
The Power of Video Storytelling
Video storytelling is compelling because it draws viewers into the story, keeping their attention and allowing them to feel invested in the story. Videos are as educational as the explainer video. Some video stories don’t feature many dialogues; however, they speak loudly visually through the use of music that is appropriate.
Creating a video story that works to your advantage; however, the results can be rewarded with hundreds of thousands of viewers, greater branding recognition, and much more. Even if you’re on an unfathomably small budget, it’s worthwhile to consider your options for visual storytelling and how you can utilize them to increase your business’s image and increase customer engagement levels.