From Stories to Narratives to Purpose

stories narratives purpose

So, you have discovered the power of video but you want to broaden your reach and potential? If this sounds like you, it wouldn’t be a bad idea to explore the options that come with video production and narrative. Some of the most successful businesses out there have built up a solid reputation by communicating with their target audience on a more personal level. One of the many ways in which you can get personal with each and every one of your video viewers is by telling a story. From the foundations of your business to the pinnacle of success, there are multifarious things you can share with your viewers to evoke emotion.

According to Forbes, storytelling is the “new strategic imperative for business”, so why aren’t you capitalizing on it? Becoming a major contender in your particular niche is entirely possible if you adopt the right approach to storytelling. Narrating online video will deepen engagement and solidify your brand, not to mention make it memorable. In order to show yourself in a new light and ensure the outcome outweighs the effort, first familiarize yourself with the role narration plays in human motivation.

How Does Narration Sway Customer Decisions?

Just like the narrator of a movie can draw the viewer in and make them feel as though they are part of the story, narration can have a huge impact on the way a customer feels about a brand, product and/or service. There is a story behind most triumphant business endeavors, which should be enough to make you want to start producing video with a storytelling twist to it. Of course, statistics, facts, and figures remain relevant for video production to remain informative and accurate, however, this information does not communicate with the viewer on a personal level.

Targeted messages that have a simple yet intriguing message can be a game-changer in terms of convincing a customer. Think of it this way – the more stories you tell, the easier it will be to build a relationship with your audience and improve customer retention overall. In fact, storytelling could become the most powerful marketing tool for businesses over the next few years, so don’t underestimate it.

Narrative for Business Promotion

Whether you plan on turning a PowerPoint presentation into a video or producing a video from scratch, you should definitely consider your narrative options. In order to leave a lasting impression on the audience you are producing the video content for, you must focus on the main points of video narrative. They are as follows:

  • Balance
  • Prompt
  • The mission
  • Surprise
  • Choice
  • Culmination
  • Resolution

By including the above elements in your video narrative, you can pretty much guarantee that your target audience’s attention will be maintained for as long as the video runs. Don’t forget to introduce characters (if necessary) and use an elegant or deep voice for the storytelling narrative.

Taking Inspiration from Narrative Summit

On November 10, 2016, the Narrative Summit event took place. Organized by the Digital Storytelling Association, the event served as an ongoing conversation for worldwide storytellers. It focused heavily on the use of technology for telling stories. Through audience participation and conversation, discussions propelled action for many business owners. Narrative Summit took place in San Jose, California, but it has sent a ripple of motivation across America, if not further.

A good video will have a natural narrating curve, so don’t ignore the importance of painting a clear picture for your audience through the use of words and commentary. Company culture can be shaped when you present your audience with narrated videos, which are a useful tactic for communicating your brand’s strategy and making a change.

About Dave Toole

Dave Toole is the CEO and founder of MEDIAmobz, the premier platform where business creates, publishes and measures video content that drives revenue. Customers like Clorox, Cisco and LG to name only a few rely on our experienced team and technology to create visual content that drives awareness, leads, and all with a demonstrable ROI.

Leave a Reply

Your email address will not be published. Required fields are marked *

Mailing List

Join our mailing list for updates on marketing best practices and product updates:

Missed It? View Our On-Demand Version of “Content Discovery” Webinar

Learn how searchable media data of your video assets can help you engage with the right people, at the right time, with the right content.

  • How To Create Searchable Media Data With Your Video Assets
  • Improve Your Video SEO by Creating Searchable Media Data

Watch The Replay Here

Get off Your Assets: Harnessing Archived Video for Sales Enablement

We Missed You at Our "Get Off Your Assets...
Webinar You Can Watch A Preview or View The Full Webinar Here!

Learn how marketers are leveraging their webinar video archive, turning that archive into an asset worthy of the balance sheet, and thereby driving lead capture and overall brand awareness.

  • Discovering the value of archived content - content as strategic asset
  • Extending life and reach of archived video content
  • Leveraging archived content to drive ROI and sales enablement

Watch The Replay Here