Business Storytelling and Video

by Pablo Sanchez  11 June 2014

Marketers are moving away from traditional selling tactics in which you tell an audience that a product is great and, as such, they should purchase it right away. Instead, more marketers are engaging their audiences with stories. Business storytelling and video are closely linked because video is an ideal medium for sharing a story. When an audience is engaged, there is a greater chance that they will like, share, and comment on the content, which means that a brand has a much greater chance of being remembered. They may even have a video or two go viral. In an age where every new smartphone has video capabilities, businesses can use professional storytelling videos to set themselves apart from the crowd. Keep your videos short and relevant. Make sure to share your motivation, and don’t forget to end with a clear call-to-action (i.e., “liking” your Facebook page, or viewing another video.) The advantages of business storytelling and video
  • People relate to stories. Since the days of the cave paintings, humans have been telling stories with words and pictures. People are accustomed to familiar storytelling forms that are used in books and movies. The classic narrative has enjoyable, comfortable features, such as a strong introduction and a resolution, while narratives that break away from the norm may be remembered for their uniqueness.
  • Storytelling is concise. It is easy to use the video format to share as much information as possible about a product, service, or company. Stories can convey a large number of details in a short format while also eliciting an emotional response.
  • Storytelling is affordable. While storytelling can be quite expensive, there are a number of popular formats that do not break the bank including video interviews and stock video or archive footage. Regardless of the format that you use, make sure that it has personality.
  • People believe it when they see it. Videos can tell a story visually in a way that still photos simply cannot. The audience has the opportunity to see something truly unique that features actors and/or animation.
Ideas for storytelling videos
  • Innovative photo collections. Photograph a product among ordinary objects or in a real life setting to trigger an emotional connection or tell a fun story. Consider incorporating trends that demonstrate a use for a product, such as paying for a ticket to a brand new highly anticipated movie with a Discover credit card.
  • Explain a unique aspect of the company. Some businesses use a mascot like the GEICO Gecko to share their stories. Above all, you want people to make a human connection to a brand with a story about your company’s culture, logo, or mission statement.
Use fan-generated content. People feel highly valued when a brand features their stories and images on social media channels including Facebook, Twitter, Pinterest, and Instagram. This inclusive strategy encourages invaluable word-of-mouth promotion. Request that fans use a specific hashtag to share their photos so that you can find them with ease.

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