The idea behind storytelling techniques in a video is to stand out among the hundreds of thousands of videos that are being uploaded to different social media and video platforms on a daily basis. Your customers are receiving all kinds of information online every day and every time: emails, messages, videos, promotions, and it is getting more difficult every day to create a video that is capable of surviving its first seconds before they swipe up to the next one. To captivate your recipients’ attention, it is important to put in place some techniques that we will go over throughout this article.
What Is Storytelling in Video Marketing?
Although we will focus on video in this text, it is important to clarify that the concept of storytelling is not exclusive to this type of format. Storytelling techniques may be applied to any type of communication that you create for your customers, whether it is a blog article, a social media post, or an email. However, given the visual nature of the videos, it is probably easier to take this concept into this area of digital marketing, and even more for small businesses.
The basic idea is to create video content that contains compelling or engaging information about your brand, yourself, and your history. Instead of generating a video promoting certain products, or giving technical information about something related to your business, the importance of storytelling is that you focus on creating a story that could ‘touch the heart’ of your recipients.
How To Create A Video With Storytelling Techniques?
Before starting your video marketing campaign, it is important to define certain aspects of it. First of all, you need to decide what story you want to tell. A common and effective practice is to talk about the history of your business: how it started, who the members of your team are, what your background is, what other businesses or activities you performed in the past, and more. The benefit of this kind of video is that you get closer to your audience and generate a more personal interaction with them, which strengthens your relationship.
During the road to opening your business, or even after you opened it at some times, it is likely that you have encountered some setbacks that made you take determined actions to overcome them. This is a great thing to include in your videos, as it directly appeals to your viewers’ emotions, and the bond with the brand could be intensified by it.
It is also great to show that there are human beings behind your brand, so you should provide information about yourself that is not related to your business, such as your hobbies, your family, trips that you made, or anything that you could think of that could talk about you as a person.
If you are part of a bigger team, do not hesitate to introduce them to your viewers as well, and even tell their individual stories. Although implementing storytelling in your video campaigns is an effective way to increase engagement with your customers, this technique should be combined with other best practices for your video marketing campaign for an improved result.
The Technical Aspects Of Your Videos
We reviewed in our previous title the content of your storytelling videos that could resonate with your audience. However, when getting into the practice of filming and editing the video, there are certain aspects that should be taken into account.
One of the most important things is to check the length of the video and don’t make it too long. There is no use in generating a video of 10+ minutes talking about your brand if you are going to lose your viewers after the first minute. As mentioned before, there are hundreds of videos that your viewers will have in front of their eyes on a daily basis. And they cannot give their entire attention to all of them. Cut the parts of your videos that don’t have an impact on the final message that you want to provide. Additionally, work on the dynamism of the parts that do make it to the final version.
Another great advice is to use the music to your favor. If you are talking about a hard moment that you or your brand had to go through, by choosing the right music, the emotion of the moment could be intensified, leading to a bigger engagement. Visual effects are also a great complement to music, for instance, black and white or slow-motion parts could go well with an emotional section. On the other hand, colorful effects and cheerful music could match better with a humorous part or a happy moment of yourself or your brand.
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