The art of storytelling through video and its importance to your business marketing
Since the beginning of human communication the art of storytelling has enabled humans to thrive. Stories help communities share the knowledge of their culture, to practice social interactions, as well as to exchange opinions and values. In short, stories aid us in connecting with others.
They're not just for the people but also for businesses. Businesses need to tell stories in order to make an impression in today's business world. They are effective since they ignite emotions and influence the way consumers make decision.
Additionally, video storytelling is vital to any brand's education, entertainment, or marketing plan. The process gives new life to ideas and characters and allows brands to convey their brand's image in a few of minutes.
In this article
- What is video storytelling?
- Video storytelling elements
- How do you weave the narrative of video into your marketing strategy in five steps
- The reason you need to be aware of interactive videos
What is the concept that lies behind the video storytelling concept?
The application of video storytelling as a marketing method that let people experience a brand, product, or service with the help of an artistic and visual.
"The amazing thing about video is that its heart is a basic mixture of images and sounds. However, within these parameters, the possibilities are extraordinary. For me, video storytelling is the process of combining the power of images and audio to make the most memorable and compelling story you can imagine." Rob Alderson, Director of Engagement and Community at
It is extremely captivating and immersive, much in a way that is better than other strategies for marketing including pictures, GIFs, and infographics.
"Video can be viewed as an opportunity to connect with people like other form of media, and it connects people on a deeper, maybe even more primal degree," said Rob.
In addition, regardless of whether you view videos to learn, shop or simply take a break, more than 70% of viewers said they felt happier and less anxiety when watching video.
The most up-to-date information from MotionCue is in support of this:
- 76% of the people polled reported that 76% of those polled stated that videos that explain the videos of the service or product assist them in making the purchase
- 69% of consumers claimed they are of the opinion that video testimonials and reviews help them make an informed purchase
- 59% of users spent a quarter of their time watching video content on social networks.
- 56% of those surveyed said that the pandemic led people into the internet world of education through video
There's tons of excellent video storytellers that are working hard at the moment. Below are four instances of our top video storytelling:
1. Staff Chooses
2. WeTransfer
WeTransfer has a range of work in video, from animated and documentary to dramatic. "Its video that features Riz Ahmed who has been awarded an Oscar earlier in the season," Rob pointed out.
3. Patagonia
Patagonia is known for its focus on short-length documentaries but "it's an one of the best brands around at making videos that tell stories," Rob added.
"Both WeTransfer and Patagoniahave an underlying desire to tell stories individuals truly value they will react and respond emotionally and provide reassurance to keep their brand and logo prominent on the background." Rob added.
4. Black Country Living Museum
Rob has also stated that he's a huge fan of what the British Black Country Living Museum has created via TikTok.
"It's not perfect, but it's entertaining, appealing, and makes good use of the language of the platform in order to bring this museum that's a bit old-fashioned to modern," he explained.
Elements of storytelling through video
In this article, we'll discuss the artistic and strategic components of telling stories via video, and the ways you can make use of the storytelling elements to make your next film.
(Note that the audience you are targeting and project goals should inform how you incorporate these elements in your story.)
Theme
There are many different concepts or messages can be conveyed through video storytelling, but they have a common purpose that is to draw viewers in, be it to scare them, motivate them, or to impart knowledge.
If your narrative video forms the foundation of your story, your theme should be"why. "why."
People as well as other visual elements
Few stories can be interesting without characters that are either real or fictional. The most compelling stories have conflicts of some sort, whether with other characters, oneself or because of something which is out of the individual's reach. They also give a perspective from which the viewers can be a part of the narrative.
Integrating real-life characters into your storytelling videos will allow your viewers to connect to your narrative and the image of your business. Your viewers will feel a need to love your characters and be a part of their character. If they imagine themselves as the main actors in the film, it makes more sense for them to be engaged.
Video storytelling can help you communicate your message clearly or using more subtle techniques. The style and tone which underpin your video storytelling can help you create feelings and set moods. By using the colors and imagery it is possible to integrate your personality and brand.
Think about the ways your camera's perspective, scenery and fonts will draw viewers' attention spans to the video, and help it resonate with them.
Emotion
The stories that are emotionally compelling allow viewers to be emotionally connected with the persona and your brand. Video storytelling provides a more emotional experience, promoting feelings and engagement by sharing.
Another method of generating emotion is through beat. Films that have a rapid speed convey excitement and chaos much more frequently than films with slower pace. provide calm or a sense of gravitation.
In Rob's opinion, pace and timing is essential to the most efficient video storytelling. "I have some reservations about the idea that everyone's attention span is cut into a few pieces, which means that everything must be brief crisp sharp, concise, and bite-sized," he said. "It is about pace I'm sure that readers are captivated by a story that invests their time into the story in the hope that it will lead someplace."
Lighting is another way to create emotions. Darkness is usually linked to feelings of anxiety, anxiety, or despair and a glowing one can suggest happiness or joy.
Sound and script
Quality audio makes your videos more impactful. If your video doesn't sound good then your video may become boring visually. Since, the viewer's "ears are their eyes" when they watch videos. Audio plays in the background or forefront; it emphasizes moments as well as actions, and helps tie together videos together and create an enthralling video.
The appropriate music is a powerful device that can significantly impact the content of your film. This is the most obvious case where the music develops emotions in connection with what's going on in the video and triggers viewers' memories or a sense of nostalgia.
If your video has narration then a well-written written text is crucial. The script will ensure accuracy and uniformity across the entire video and will help to make the story compelling. The best scripts are capable of capturing these aspects and showcase the finished result.
Are you including the voiceover in your YouTube video? The person you select as the voiceover artist is very important as they must reflect the look and style of the story.
Don't forget to include " natural sound," which includes whatever you experience while creating your video. Though it's not required natural sound, it can contribute to the realism of your movie and increase the immersion of the viewers.
Length
If you're publishing on or other platforms, the best video's length should be between 10 and twenty minutes. If your video is too small, you run the risk of making your viewers have many doubts rather than finding solutions.
"Brands frequently don't realize the extent of emotional space we're given. In the event that we have access to this space and access to our personal space, we must appreciate and be respectful of the attention we're given. Video storytelling is really well-placed to justify the interruption to someone's life," said Rob.
How to incorporate the use of video storytelling in your plan for marketing with just five steps
In the last 5 years, video has taken out a prominent place within the marketing playbooks of marketers. Based on research by Wyzowl, the majority of businesses employed video by 2022. That's up by 20 percent from 2016.
Moreover, " 87% of video marketing professionals shared that video gives the best ROI and positive, which is more than the rather lower 33% of marketers who were the same due to the year 2015."
Since video has gained the eyes of marketers, it has changed in the way it's utilized. "Marketing is on a journey in recent times, moving towards resonance and reach," Rob mentioned.
"Remember those days, that everything was about the view and that we'd talk about eyeballs?! Ugh. Now, the conversation is focused on engagement. The question is: "How do we produce quality content for people? ? '"> Rob Alderson
1. Identify your audience, goal and your platform
The purpose of using video storytelling can be used as a marketing tool, as an educational tool, or to entertain.
Whatever your goal is what it is, the primary element of storytelling via video is your viewers. The issues of your viewers as well as their needs and preferences must be incorporated into your video story telling, and include the elements that were mentioned earlier. Do not connect with your viewers, and the money you put in storytelling might be wasted.
Therefore, make use of the research of your customers and your customer personas when you design your video storytelling strategy. Discover what your audience values and what they value in the community they're a part of. This can help you decide on your elements for video telling.
Before you get started make sure that you understand the purposes behind your project of storytelling through video. Your target audience should not include "everyone," your video objectives for storytelling shouldn't include "anything and everything."
As a team, define what success means in your project. Take into consideration, "What action do we want our viewers to take when they watch this video?" Your answer could be anything which ranges from "gaining an image for our name" or "purchasing our product."
The answer you receive will inform your key indicator of performance (KPIs) as well as let you measure the effect of your storytelling video.
Then, you must decide on where to publish the video. You're creating a long-form video for posting on your site or another site like it ? Do you post on the social networks? A video posted on Instagram video posted on Instagram could look different than one made for television.
The location you'll post the video will affect its duration, script the distribution technique and much more.
2. Tell your story
After digging into your target group and goals for the project After that, you can write your story. What story do you want to tell? What message would you like to convey?
This process usually requires the assistance of a professional screenwriter or someone who has prior experience writing for videos. Because viewers can only watch your video one time or two times, every element of your video needs to be designed with care.
Be sure to use the most popular topics as inspirations at this stage. As you study different kinds of stories, you'll find certain narratives which have proven to be "the underdog,"" an important theme of sports videos.
It could be a great idea for businesses: the main character might encounter enemies on their journey, but the most important goal of their journey is to grow and change in their own life. They often learn things about themselves that they weren't aware of before and sometimes include the company's product or service in the trip.
Utilizing familiar themes or conventions can allow your audience to be able to relate to a plot line that is established, and then connect your story to their own experiences.
Take a look at other genres of storytelling, like the linear narrative (tells the story in chronological order) and the non-linear narrative (tells the story using flashbacks, and other timelines) and it is also known as the quest narrative (also sometimes referred to as the "hero" story) along with the viewpoint narrative (features various POVs from the employees and customers).
3. Determine how you'll present your story in video
Technology (!) can allow us to tell video stories in many different ways--with live actors, using animation, using special effects, and even utilising smartphones.
While the style of your choice is largely dependent on your budget to tell your story, it's essential to take into consideration the intended audience, your branding as well as the timeline of your project and the available resources before making your decision.
Making a video with stock footage, B-roll, or animation may take significantly shorter than making a video with real actors or live interviews.
4. Find a team of producers or a Studio
If you are you are conducting interviews with video experts look over their resumes to verify that their style of the way they share stories aligns to your brand's image and the goals for the project.
The type of project you are considering may need a Request to Proposal (RFP) so you could compare several studios and see which will best meet your objectives.
If, for instance, you've written a script for a video and has been able to secure voice actors or any other talents it is possible that you will require an animation studio to help bring the film to life. If you're on a small team or have no experts on video in house You may need to hire an all-inclusive production agency. This agency can handle all aspects of scriptwriting, casting to editing and shooting.
Whichever method you choose to contract out the production of your video, make sure that you're in touch with the project. Make sure to include the final call-to action for the audience to remind them of your message that you want to convey.
5. Determine your video distribution strategy
It is important to remember the platform(s) that you selected in the first step. Which platform are you planning to use for the video?
If the film you're producing is very long and was published on an identical platform to the one you're currently using, you can collaborate with your group of creators to develop an encapsulated showcase reel or trailer to increase its visibility on ads or on social media to draw people towards your desired platform. If the video was created to be used on social media platforms, you should consider making it available to other channels to get the most visibility.
Be sure to send the video to your existing audience. Include it in your email newsletter or distribute it via your networks, and consider posting an announcement on your website.
The reason you need to pay attention to videos that is interactivity-based
Interactive video can take the art of storytelling one step furtherby making it more accessible to viewers in a world in which skimming, scanning and scrolling are commonplace.
Video-based storytelling can be more enjoyable. It emphasizes the necessity of chaptering, structure and storyboarding to keep the audience engaged and invested.
An excellent use of videos that are interactive tells a compelling story about brands. It's an excellent alternative to incorporate into the video storytelling strategies.
Over to you
"It's quite easy in modern marketing to talk about people and then broadcast messages and other content across the globe," Rob shared. "But we need people to stay engaged with our message and keep the name in mind so that it remains in the forefront of their minds, and with all sorts of positive connotations. Video is the best media for this than text, superior to audio and even more effective than static images."
According Rob Rob, as per Rob the video could be employed across all touch points If we are in the right mindset about these fundamental concepts. He reminds us: How do we utilize the power of sounds and images to create an item that consumers are looking for?
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