The art of video storytelling and the importance of it to your business marketing
Since the beginning of human expression, storytelling has helped humans flourish. Stories allow communities to transmit knowledge, practices of social interaction, as well as to share beliefs and values. In short, stories aid us in connecting with others.
Stories aren't just for people, though. Businesses need to tell stories in order to make a mark in the busy marketing world. Stories are successful because they trigger emotions and affect the way that people make decisions.
Moreover, video storytelling is vital to any brand's education, entertainment or even marketing plan. It brings life to ideas and personalities and allows the brand to communicate its image in only a couple of minutes.
In this article
- What is video storytelling?
- Video storytelling elements
- How do you weave the storytelling of video into your marketing strategy in five steps
- The reason you need to be aware of interactive videos
What is the concept behind video storytelling?
The use of video storytelling as a marketing method that lets people explore a brand, product, or service through the lens of a visual and creative.
"The incredible thing about video is that, at its heart is a basic combination of sounds and images. However, within these parameters, the possibilities are extraordinary. According to me, video storytelling is the process of combining the power of images and sound to create the most compelling and memorable story you can imagine." Rob Alderson, Director of Engagement and Community at
Video is uniquely captivating and immersive, much in a way that is superior to other marketing tactics like images, GIFs, and infographics.
"Video can be viewed as a way to communicate like other form of media, and it connects people on a deeper, maybe even more primal level," said Rob.
Additionally, whether you watch them to shop, learn or just relax, more than 70% of people said they felt happier and less anxiety after watching videos.
The most recent data from MotionCue supports this:
- 76% of those polled said 76% of respondents said that explaining the product or service videos help them make a buying decision
- 69% of consumers claimed they believe that video testimonials and reviews help them make a buying decision
- 59% of consumers used a quarter of their time viewing social media videos
- 56% of those surveyed said that the pandemic pushed people to the online world of learning through video
There's tons of excellent video storytellers who are doing amazing work right now. Here are four examples of our favorite video storytelling:
1. Staff Picks
2. WeTransfer
WeTransfer offers a variety of video work, including documentary and animation to dramatic. "Its video that features Riz Ahmed has won an Oscar earlier in the year," Rob pointed out.
3. Patagonia
Patagonia tends to focus more on documentaries of short length, however "it's an one of the best brands around at telling stories with videos," Rob added.
"Both [WeTransfer and Patagoniahave a common desire to share stories that people truly care about, will respond and react emotionally as well as a reassurance to keep their brand and logo visible in the background." Rob said.
4. Black Country Living Museum
Rob has also stated that he is a fan of what the UK's Black Country Living Museum has created on TikTok.
"It's not polished, but it's fun engaging, captivating, and makes use of the language of the platform to make this slightly old-fashioned museum bang current," he explained.
Video storytelling elements
We'll now discuss the creative and strategic elements of telling stories through video and how you can use the elements of storytelling to create your next video.
(Note that your target audience and project goals should inform how you weave these elements into your narrative.)
Theme
There are many different themes or messages that you can convey via video storytelling, but they all share one purpose that is to entice viewers, be it to scare them, motivate them, or teach them some thing.
If your video narrative forms the foundation of your story, your theme should be"why. "why."
People and other visual elements
Few stories can be interesting without characters either fictional or based on reality. The most interesting stories involve conflict of some kind--with the other characters, oneself or because of something that is beyond an individual's control. The characters also offer a perspective from which the audience can be able to experience the story.
Incorporating real people into your storytelling videos will allow your viewers to connect to your narrative and the your brand. Your viewers will have a reason to love your characters and feel for their characters. If they can imagine themselves as the main characters in the movie, it creates more sense to engage them.
Video storytelling allows you to convey your message in clear or with more subtle manners. The tone and style that underpin your visual storytelling helps you to generate emotion and establish moods. With the help of the color and imagery, you can also incorporate your brand and personality.
Think about the ways your camera's angle, scenery along with fonts will draw viewers' attention spans to the video, and help it resonate with them.
Emotion
The emotional stories let viewers be emotionally connected with your character and brand. Video storytelling provides a more immersive experience, encouraging emotions and participation by sharing.
Another way to create emotion is through rhythm. Films that have a rapid speed convey excitement and chaos more often than slower-paced ones. provide calm or a sense of gravity.
In Rob's opinion, pace and timing are essential for most effective video storytelling. "I have some reservations about the notion that everybody's attention span has been cut to fragments, so anything must be brief crisp, clear, and bite-sized," he said. "It is all about the speed I'm convinced that people will revel in a story that takes it's time in the story in the hope that the story will go someplace."
Lighting is another way to create emotions. Darkness is usually linked to a feeling of fear, worry, or despair, while a brightly lit one may suggest happiness and joy.
Sound and script
Quality audio makes your videos more impactful. If you don't have it, your film could lose its appeal visually. After all, people's "ears serve as their eyes" when watching videos. Audio is always present in the background or forefront; it emphasizes moments as well as actions, and can help tie scenes to create a cohesive experience.
The right music can be a potent tool and can positively affect your video story. This is the most obvious case where the music develops emotions in connection to what's happening onscreen and draws viewers' memories or nostalgia.
If your video contains narration an excellent text is essential. The script will ensure clarity and consistency throughout the video, and help your story is captivating. Good scripts should be able to capture these elements and show the end product.
Are you including the voiceover on your video? The actor you choose and the voiceover artist is very important as they must reflect the look and style of the script.
Also, do not overlook " natural sound," which includes whatever you hear while making your video. Though it's not required, natural sound can add to the realism of your film and help increase the immersion of your audience.
Length
If you're publishing on or other platforms, the ideal video's length should be between 10 and twenty minutes. If you make your video too short, you risk making your viewers have many questions rather than solutions.
"Brands frequently don't realize the amount of our psychological space we are granted. When we do have the privilege of access, it is important to be grateful and respect the attention we're given. Video storytelling is really well-placed to justify that intrusion into someone's day," said Rob.
How to incorporate video storytelling into your strategy for marketing in just 5 steps
In the past five years, video has carved out a prominent place in marketers' playbooks. According to research from Wyzowl the majority of companies used video by 2022. That's up by 20% from 2016.
Moreover, " 87% of video marketing professionals shared that video gives an ROI that is positive, which is a far further than the comparatively low 33% of marketers who felt the same as a result of 2015."
Since video has gained the eyes of marketers, it has changed in the way it's utilized. "Marketing has been on a journey in recent times, moving from reach to resonance," Rob mentioned.
"Remember the days when everything was about views, and we would talk about eyeballs?! Ugh. The conversation now is focused on engagement. It comes down to: "How do we produce content is a priority for people? ?'" Rob Alderson
1. Identify your audience, goal and your platform
The use of video storytelling is as a marketing tool, as an educational tool, or just for entertainment.
Whatever your goal is, the most important element of storytelling through video is your viewers. Your viewers' issues as well as their pain points and priorities should inform the entirety of your video story telling, and include the elements mentioned above. Fail to connect to your viewers, and the investment you made in the art of storytelling might be wasted.
So, tap into your audience research and buyer personas as you craft your video storytelling strategy. Find out what they value and the people they are a part of. This will help you decide on your elements for video storytelling.
Before you get started make sure you know the purposes behind your project of video storytelling. Like your target audience shouldn't be "everyone," your video objectives for storytelling shouldn't include "anything and everything."
Together with your team, define what success looks like in your project. Consider, "What action do we want our viewers to take after watching this video?" Your answer could be anything that ranges from "gaining recognition for our brand" to "purchasing our product."
This answer will also inform your key indicator of performance (KPIs) as well as allow you to measure the impact of your storytelling video.
Lastly, decide where you'll publish your video. Are you crafting a long-form video to be posted on your site or another platform like ? Do you post on the social networks? An Instagram video Instagram may look very different than one made for television.
The location you'll post the video can affect its script, format length, distribution method, and more.
2. Write your story
After digging into your target audience and project objectives, write your story. What story do you want to tell? What message would you like to share?
The process typically requires a professional screenwriter or someone who has experience writing for videos. As viewers may only view your video one time or twice, each element of your video should be carefully crafted.
Do not be afraid to use the most popular themes as your inspiration at this stage. When you look at various types of stories, you'll notice certain plots that have been proven like "the underdog,"" an underlying theme of sports videos.
This could work well also for companies: the protagonist may still encounter enemies in their travels, however the primary goal of their journey is to grow and change in their own life. They often learn things about themselves they didn't know before, sometimes featuring the brand's product or service in the journey.
Utilizing established themes or tropes will allow the audience to be able to relate to an established plotline, and then relate your tale to their own experiences.
Take a look at other storytelling genres like that of the linear story (tells a chronological story) and the non-linear narrative (tells the story using flashbacks and different timelines), the quest narrative (also also known as the "hero" tale) as well as the viewpoint narrative (features various POVs from customers and employees).
3. Decide how you'll tell your story through video
Technology (!) allows us to tell video stories in many different ways--with live actors, through animation, with special effects, and even making use of smartphones.
Although the format of your choice is largely dependent on the budget you have set for your storytelling It is also important to consider your intended audience, branding as well as the timeline of your project and available resources when making your decision.
Making a video with stock footage, B-roll, and/or animation can take considerably less time than a video featuring real actors or real-time interviews.
4. Find a team of producers or a Studio
If you are you are interviewing video experts, review their portfolio to verify that their style of the way they tell stories is compatible with your branding and goals for the project.
These types of projects may require a Request for Proposal (RFP) so you can compare multiple studios to see which one is the best with your goals.
If, for instance, you've written a video script and has already secured voice artists or other talent, you may only require an animation company for bringing your film to reality. Alternatively, if you're a small team or have no video experts in-house, you may want hire an all-inclusive production company. This agency can take care of everything from scriptwriting and casting to editing and filming.
Whatever method you select to contract out the production of your video, make sure you stay connected to the work. Make sure to include a final call-to-action for your audience to be reminded of the message you're trying to convey.
5. Determine your video distribution strategy
You should remember the platform(s) you determined in the first step. Where will you publish your video?
If the video you are making is lengthy and has been published through a similar platform the one you are using, collaborate together with your team of producers to create a shorter showcase reel or trailer to make it more visible through social media, or advertisements to drive people towards your desired platform. If it was designed for social media, consider making it available to other channels to get the maximum exposure.
Be sure to share the video with your established audience, too. Add it to your newsletter to email, or share with your networks, and consider posting a press release.
The reason you need to be paying attention to video that is interactive
Interactive video takes the art of storytelling one step further, making it more accessible to consumers in a time in which skimming, scanning and scrolling is the norm
Interactive storytelling with video is more engaging. It underscores the importance of structure, chaptering and storyboarding in order to keep viewers engaged and invested.
A great use for video that is interactive is telling an immersive story about brands. It's a wonderful option to add to your video storytelling strategy.
Over to you
"It's quite easy in modern marketing to speak about the public and blast out messages and content out to the world," Rob shared. "But we need people to be engaged with our message and keep the brand so that it stays in the forefront of their minds, and with all kinds of positive associations. Video is a better medium for that than text, better than audio, better than still imagery."
According Rob, according to Rob, video can be used across all marketing touch points If we are focused on those key concepts. He reminds us: How do we use the combination of sounds and pictures to produce something that people are interested in?