Video storytelling is a versatile, important tool that can showcase your business, your client, your organization or yourself in a way today’s consumers expect.
It’s not about direct selling or marketing.
And it isn’t a one-and-done.
In this three-part blog series, we’ll share important reasons you should be incorporating storytelling video in your branding plans; some specific ideas for video projects you can start doing now; and easy tips to help you start shooting and producing simple videos yourselves.
Telling your story
Video advertising and selling is nothing new. But videos can help build your reputation and connect with consumers on an emotional level without direct selling. That can help you reach your goals, whether it’s to grow recognition, customers, donations, participation in your cause – or ultimately, sales.
Best of all, you can build the story of your brand with any budget by producing consumable, compelling short videos shared regularly through social media and posted on video sites and brand web pages.
That doesn’t mean commissioning a great centerpiece commercial video isn’t worth spending thousands, in some cases. But even if that’s within your budget, you can’t stop there. It’s not always the right solution, or the only one.
Think of telling your story through video like building a relationship. You reveal your story, your organization’s personality – that is, your brand – in a variety of ways that may incorporate testimonials, humor, fun, inspiration, profiles, explainers, expertise and more.
It’s about engaging your audience and providing “added value.” Your videos give potential clients a reason to spend time with your brand without feeling like they are being “sold.”
No matter the scale of your project or budget, if you aren’t regularly incorporating video in your marketing plan, you’re missing a vital opportunity to reach your audience.
Here’s why
A simple Google search reveals dozens of articles on sites including insivia.com explaining why you should start – or step up – the use of video in your marketing and social media plan. That’s why nearly 90 percent of businesses are using video now as a marketing tool – up from 63 percent in 2017, according to Wyzowl.
Two reasons stand out: Consumers prefer it and social media platforms boost it.
Studies show consumers – more than two-thirds according to Wyzowl – will choose video over text when given a choice. And an average internet user spends 88 percent more time on a site with video. Our preference is based in science, according to Forbes, because our brains process visual information 60,000 times faster than words.
Plus, social media sites and search engines value video and algorithms to make it show up in news streams support it. Facebook certainly does, especially when videos are posted directly onto their site and even more so when videos are livestreamed. Globally, around 100 million hours of video is watched per day on Facebook where views have increased by 258 percent. Those videos can also be used on Instagram, Twitter, Snapchat and of course YouTube where branded video content has increased 99 percent.
Video is shareable
Incorporating video is a great way to get consumers to help promote your brand. If you create a compelling video, consumers may share it with their own networks, extending your reach. A variety of studies show video is shared more than other kinds of social media posts. That rate is even higher for mobile users – and mobile viewing is growing in staggering leaps.
According to one survey by Wyzowl, people share videos most because (in order of preference): They are entertaining, they might interest a friend, they are informative, inspirational, or because the sharer just likes the brand.
Consumers seek it out
Consider how often you turn to online reviews or explainer videos when you need to know something. How many times have you clicked on a humorous video someone shared through your own social media networks? How often are you inspired by videos, or have you learned something new? How often you personally search for videos?
By adding proper keyword phrases, your brand’s video can reach an interested target audience that might also search for information you want to share. That’s the power of this medium.
Bottom line: If you don’t use video today, your brand will be left behind.
Next week: Specific ideas for creating short, compelling videos to reach your audience.
About the Author
Sony Hocklander is creative professional with a small freelance business, Sony Hocklander Creative LLC. Following a 16-year journalism career with the Springfield News-Leader, a Gannett publication, today she specializes in video storytelling for individuals, families, nonprofits, events and brands. She is also a freelance editor, a writer and photographer for area publications, and a travel and outdoor photo artist. In addition, Sony is part of a three-member team developing a new nonprofit program, Give 5, that matches retired adult professionals to meaningful volunteer opportunities.
Sony serves on the board of directors for Harmony House, a shelter for victims of domestic violence, and is an active member of the Association for Women in Communications.
