The art of storytelling through video, and the importance of it in your company's marketing
Since the beginning of human communication the art of storytelling has enabled humans to thrive. Stories allow communities to share cultural knowledge they have, to practice social interactions in addition to share opinions and beliefs. In short, stories aid us in connecting with others.
They're not just for the individuals, but are also beneficial for companies. Businesses need to tell stories in order to make an impression in today's business environment. These stories are successful because they ignite emotions and influence the manner in which consumers take decisions.
Additionally, video storytelling is essential to any company's education, entertainment, or marketing plan. This process brings new life to ideas and characters and allows companies to communicate their brand's image in only a couple of minutes.
In this article
- What is video storytelling?
- Video storytelling elements
- How can you incorporate the story of video into your strategy for marketing? In five steps
- Why you should be alert to interactive videos
What's the idea that lies behind the concept of video storytelling?
Video storytelling is used as a method of marketing which allows people to experience an item, brand or service by means of a visual and artistic.
"The remarkable thing about video is that its heart is a basic mixture of images and sounds. But, in the context of these rules, the possibilities are extraordinary. For me, video storytelling is the method using 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
It's extremely engaging and captivating, in a way that is more effective than other approaches to marketing including images, GIFs, and infographics.
"Video could be seen as an opportunity to communicate with others, much like other forms of media. It can connect people to a more profound, maybe even more primal degree," said Rob.
Additionally, regardless of whether you view videos to learn or shop, or just to have a rest More than 70% of people said they were happier and had less anxiety when watching video.
The most up-to-date information from MotionCue can be found in the support of this:
- 76% of the people polled reported an average of 76% those asked said that videos that explain the video of the item or service help them make purchases.
- Sixty-nine percent of customers said that they think that videos and testimonials assist them to make an informed purchase
- 59% of users spend more than a quarter of their time watching videos on social networks.
- 56% of people who were surveyed said that the pandemic led people into the internet world of learning through videos
There are a lot of great video storytellers currently working at their best. Below are four instances of the best video storytelling we have seen:
1. Staff Choices
2. WeTransfer
WeTransfer offers a variety of videos that ranges from documentary and animated to the dramatic. "Its video that features Riz Ahmed who has been awarded an Oscar earlier this season." Rob pointed out.
3. Patagonia
Patagonia is known for its focus on short-length documentaries. However "it's an one of the most effective brands at creating videos which convey tales," Rob added.
"Both WeTransfer and Patagoniahave an inherent desire to share the stories that people truly appreciate. can react emotionalally and help maintain their branding and image prominently displayed on their background." Rob said.
4. Black Country Living Museum
Rob has also stated that he's a huge admirer of the work that the British Black Country Living Museum has done through TikTok.
"It's not perfect, but it's entertaining, appealing and makes use of the language of the platform in order to make this museum outdated to contemporary," he explained.
Elements of storytelling through video
In this post we'll talk about the creative and strategic aspects in telling stories using video, as well as the different ways you can use the elements of storytelling to create your next film.
(Note that the type of audience you are targeting and project objectives should guide how you integrate these elements into the story.)
Theme
There are many different concepts or messages that can be communicated through video storytelling, but they have a common purpose which is to lure viewers into an experience, whether it's to scare them or motivate them, or to impart the knowledge.
If the narrative you create is the basis of your story, then your focus must be"why. "why."
People, as well as various visual elements
There aren't many stories that can be fascinating with out characters who are actual or fictional. The most compelling stories have conflict of some kind that involve other characters, or even due to something that is beyond the reach of the person. They also give a perspective where the audience can become a part of the plot.
Incorporating real-life characters in the storytelling video will allow viewers to be a part of your story as well as the brand image of your business. Your viewers will feel an urge to be a part of your characters , and become part of the character. If they imagine yourself as the principal actor in the movie is more logical for them to be involved.
The video storytelling technique can assist you to communicate your message clearly or using more subtle techniques. The way you present your message and the tone that underpin your video storytelling can aid in creating emotions and establish moods. Through the use of the colors and images it is possible to blend your brand's personality with your own.
Consider the ways in which your camera's viewpoint, scenery and fonts will attract viewers' attention towards the film and make it more memorable for the viewers.
Emotion
The stories that have a strong emotional appeal let viewers feel emotionalally connected to your persona and the brand. Video storytelling can be an emotional experience, promoting emotional responses and involvement through sharing.
Another method of generating emotion is through beat. Films with a quick pace convey chaos and excitement far more frequently than films which have slower speeds. Give a sense of calm, peace or of gravity.
Rob believes that speed and timing are essential for the most efficient video storytelling. "I have some reservations about the concept that everybody's attention span can be cut into pieces this means that the content must be short, precise, clear and bite-sized," he said. "It is about pace I'm sure that readers are fascinated by a tale that makes them invest their time in the narrative in hopes that it'll lead somewhere."
Lighting is another way to generate emotions. It is typically associated with feelings of anxiety, anxiety or depression, whereas an ethereal one could suggest the feeling of joy or happiness.
Sound and script
Quality audio makes your videos more impactful. If your video doesn't sound good then your video may become boring visually. Because, viewers "ears are the eyes" when they watch videos. Audio is played in the in the background or at the forefront. It highlights moments and events, which helps to bring videos together to make a captivating video.
The right music is an effective tool which can dramatically impact the contents of your video. It's the most obvious case where the music triggers emotional responses in relation with what's going on in the film and triggers viewers' memories or a sense of nostalgia.
If your video has narration then a well-written script is essential. It will guarantee accuracy and uniformity across the entire video, and help convey the message. The most effective scripts will be able to capture these aspects and showcase the final product.
Do you include voiceovers? Are you including voiceover on your YouTube channel? The person you select as the voiceover performer is vital as they should represent the overall style and appearance of the video.
Don't forget to include " natural sound," which includes whatever you encounter while creating your film. Though it's not required to have natural sound, it could contribute to the realism of your film and improve the experience of viewers.
Length
If you're publishing your content on other platforms, the best video's duration should range between 10 and 20 minutes. If the video you upload is too tiny, you'll have the chance of making your viewers have numerous doubts instead of finding ways to solve the issue.
"Brands often don't appreciate the amount of the emotional space that we're granted. If we're given the ability to access this area as well as access to our personal space, we should appreciate and be respectful of the care we receive. Video storytelling is a good way in order to justify the disruption to people's lives," said Rob.
How can you incorporate the concept of video storytelling into your plan for marketing using just five simple steps
Over the past five years, video has taken out a prominent place within the marketing playbooks of marketers. According to research conducted by Wyzowl the majority of firms will use video by 2022. It's an increase of 20 percent from 2016.
Moreover, " 87% of marketers who use video shared that video gives the highest ROI and is positive increase in ROI, which is higher than the much smaller 33% of marketers that were the same as of the year 2015."
Since video has gained the eyes of marketers, it has changed in the way it's utilized. "Marketing is on a path with regard to recent trends that is moving toward the resonance of reach and its impact," Rob mentioned.
"Remember those days, that all was focused on the views and how we'd discuss eyes? Ugh. Today, the discussion is focused on engaging. Now, the question is "How do we produce quality information for our users? ? '"> Rob Alderson
1. Find your audience, your goal and your platform
The purpose of using video storytelling can be used as a marketing tool or as an educational tool or for entertainment.
Whatever your goal is what your goal is most important factor in telling stories through video are the viewers. The concerns of your audience along with their requirements and desires must be included in your story telling video as well as the other elements that were mentioned earlier. Don't make your viewers feel connected, and any money you invest into story telling could go to waste.
Therefore, make use of the study of your clients and the personas you have created for your customers as you design your strategy for video storytelling. Learn what the audience's values as well as what they appreciate about the society they're a member of. This will allow you to determine the elements you should include in your the video storytelling.
Before you get started make sure that you understand the motives for your undertaking that involves telling stories through video. The audience you are targeting should not be "everyone," your video purposes for storytelling shouldn't be "anything and everything."
Together, determine what success is in your work. Think about, "What action do we want our viewers to take after watching this video?" Your answer could be anything and could range from "gaining an image to promote the name of our company" to "purchasing our item."
The answer you receive will inform your key indicator of performance (KPIs) as well as allow you to measure the impact of the video you created to tell your story.
Then, you must choose the best place to post the video. Are you creating a lengthy video for posting on your site or on a site similar to it ? Do you post on the social media? An Instagram Instagram videos posted on Instagram may look different from those made for television.
The site you'll use to post the video on will impact the length of time, as well as scripting the distribution strategy, and more.
2. Share your story
After digging into your target group and goals for the project After that you will be able to create your story. What story do you want to tell? What is the message you would like to convey?
The process typically requires the assistance of a professional screenwriter or someone who has previous experience in writing for video. Since viewers only get to view your film one or twice, each element of your video needs to be planned with care.
You should make sure to take the most popular topics as examples at this point. If you research different sorts of stories, you'll discover specific narratives that have been proven to be "the underdogs,"" an important concept in sports video.
This could be an excellent business idea as the protagonist may be confronted by enemies during their journey However, the primary objective of their journey is to grow and change in their own life. They often learn things about themselves that they weren't previously aware of and often incorporate the product or service on the trip.
Utilising conventions or themes that are familiar to your audience can allow your audience to feel connected to a plot line which is clearly established. They can later, connect the story with their own experiences.
Explore other types of storytelling like the linear narrative (tells the story chronologically order) and non-linear narration (tells the story using flashbacks, as well as other timelines) and it is also often referred to as the quest narrative (also known by the term "hero" tale) as well as the viewpoint narrative (features multiple POVs from employees and customers).
3. Determine how you'll present your story via video
Technology (!) can allow us to create video narratives using a variety of ways, including live actors, using animation and special effects or even using smartphones.
The style you choice is largely dependent on your budget for telling your story, it's important to consider the audience you intend to reach and your brand along with the timing of your project and the accessible resources when making your decision.
A video made with stock footage, B-roll, or animation may take significantly longer than making a film using real actors or live interviews.
4. You can find a group of producers or a Studio
If you're conducting interviews using experts in video, look over their resumes to verify that their approach to how they tell stories matches your brand's image and the goals for your project.
The type of project you're thinking about might need a Request to Proposal (RFP) which is why you should compare several studios and determine which best meet your objectives.
If, for example, you've written the film script, and have managed to secure voice actors or some other talent it is possible that you'll require an animation studio in order to bring the film to life. If you're part of a smaller team or have no experts with regard to video at your disposal, you might need to engage an all-inclusive production agency. The agency will handle every aspect of scriptwriting from the casting process, editing and filming.
If you opt to outsource the creation of your video, you must make sure you're connected to the production. Include your final call-to-action for the audience to remind them of your message that you want to convey.
5. Choose your strategy for video distribution
It is crucial to be aware of the platform(s) that you chose at the beginning. What platform do you plan to make use of for your video?
If your film is lengthy and made on the same platform to that you're using now, you can collaborate with your team of creatives to design an encapsulated show reel or trailer to increase its visibility on ads or social media platforms to attract viewers to the platform you want them to be on. If the video was created to be used on social media sites, you should consider making the video available on other platforms for the greatest exposure.
It is important to distribute the clip to your existing audience. Include it in your email newsletter or distribute it via your social networks. You might also you might want to post an announcement on your web site.
Why you should pay attention to videos that is interactivity-based
Interactive video is a way to enhance the storytelling process one step furtherby making it more accessible for viewers in an age in which skimming, scanning and scrolling are commonplace.
The video-based narrative can be much more entertaining. It stresses the importance of chaptering, structure and storyboarding to keep viewers engaged and engaged.
The use of video which are interactive can tell an intriguing story about the brands. It's an excellent alternative to incorporate into the video storytelling strategies.
Now, let me introduce you to
"It's very easy in today's marketing to speak about people and then broadcast messages as well as other information across the globe," Rob shared. "But the goal is to have people stay engaged with our message and retain the brand's name in their the minds of people so that it stays prominent in their minds, and with all sorts of positive connotations. Video is the most effective medium to do this, and is far superior to audio and even more effective than static images."
Rob Rob, according to Rob Rob Rob, according to Rob the video could be utilized across all touch points If you are aware of these fundamental concepts. He asks: How do we make use of the power of sound and images to create something that customers are looking for?
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