How to Tell Powerful Brand Stories Using Videos
Using videos to tell brand stories has become popular for a number of reasons. Technology has evolved a lot, costs have reduced, a lot of social platforms have adapted it, and many audiences prefer to use this particular means of communication. In 2014, a Levels Beyond Survey, provided that, about 40% of consumers would prefer to watch a brand video instead of reading the same information.
Videos have provided many brands with an excellent opportunity to tell a captivating story in a way that is easy to digest.
What Makes Brand Video So Powerful
Video is more than just a temporary fad or new presentation; it is a powerful means of building a relationship with your audience by means of emotional connection.
This is so because, we are programed to respond to videos. Apart from visually stimulating us, videos can draw an emotional response from viewers – because of the scientific phenomenon known as emotional contagion. This phenomenon provides that, when viewers watch videos, their emotions mirror what they’re seeing on the screen. (An example is the physical anxiety you feel when you watch a movie that is scary.)
Even the smallest interaction with a video can trigger such a response, creating a substantial impact.
Note: When we talk about “video”, we’re actually referring to the influence of motion storytelling. Its own form of communication is motion, which is distinct from interactive content or static. Video is technically the technology that allows us to use motion to tell stories. However, a lot of people use the term “video” when referring to this form of storytelling.
The Creative Benefits of Using Brand Video
The fact that it offers more tools for creative storytelling is one of the greatest advantages of using brand videos. You can use any of them to elicit emotions, regardless of whether the story you’re telling is a serious one or just a funny narrative.
Visuals: Your message can be enhanced with on-screen action, whether through data visualization, data, animation, kinetic text, or live-action.
Audio: You can convey the mood and tone using voiceover, music and sound effects, boosting the emotional response of your audience.
Controlled storytelling: You can control the pace and the nature of the storytelling, thereby making it easier to provide a focused message – increasing the enjoyment of your audience when they receive it. Videos are passive experiences, which is why you can easily to click on the play button, relax and watch them. (Some other mediums like interactive, require engagements that are more active.)
The key is to make sure that your video tells a story.
Brand Videos Storytelling Applications
Traditional advertising is not the only way of utilizing videos. It has a lot of practical communication applications both within and outside your company, giving you an opportunity to deliver several messages in numerous ways.
You can try out any of the following for your content strategy depending on what you hope to achieve:
- Traditional ads: Online or television adverts, be it national or regional.
- Promo videos: Case studies, product reviews, viral videos, testimonials, interviews – whatever publicizes a brand or work. It may even be advertorial or editorial.
- Explainer videos: Overviews, introductions, products tutorials, processes, ideas or services.
- Culture marketing videos: Content to display your brand, causes or people.
- Social videos: Content that is capable of engaging followers on social media platforms like Snapchap, Facebook, Instagram, YouTube, and so on. The videos can either be educational or purely for entertainment purposes.
Videos are not only great for meeting your marketing targets; they’re also great communication tools that can assist your internal team for their daily activities. Company information, sales collateral, as well as presentations are easy to convert to video in other to maximize time and energy.
The Best Brand Video Formats
The video format of your choice will be dependent on a lot of factors: available resources, distribution channels, your story, etc. certain formats are more suited for certain uses, which is why you should choose the one that is most suitable for helping you achieve your goals.
The first thing that comes to mind when people think of video is live-action: comprising of professional actors and sets telling a story that is captured on camera. This is the most common type of video. The fact that the audience can easily relate with the people on the screen makes it all the more compelling. (Emotional contagion)
Live-action also gives room for long and short term storytelling. You might decide to go with a short spot or even a complete brand documentary. Don’t forget that you also need some production elements for live video, such as: talent, location crew, etc.
2D- or 3D-animated graphics is part of motion graphics. A mix of live-action with graphics animation can also be added. This format of storytelling relies heavily on both studio as well as on-screen visualizations. This makes the production more controlled. (To view some amazing motion graphics, take a look at these 100 amazing examples)
Motion graphics can be used in different ways, but explainer videos on the other hand, are often presented in form of motion graphics since they give you the option of braking down abstract concepts, present data, show how things work, or depict worlds that might be otherwise challenging to capture for live-action.
Learn more about how you can help your brand using explainer videos, or check out our explainer video about explainer videos to view one in action.
Videos are gradually arriving at the next level thanks to all the new technologies out there. All these require specific equipment, more production and technical skill to be produced, making them more popular. There are brands that are already enjoying success with:
- 360-degree video: This technique widens the perspective of the viewer, helping them experience panoramic scenes from all angles.
- Virtual reality: This is a computer-generated recreation of certain environments that viewers can use to interact. It is quite immersive with lots of storytelling that puts viewers in charge.
- Augmented reality: This gives viewers the chance to interact more with their physical environment.
Always Prioritize Your Story
If your brand is interested in videos, don’t forget that the best videos are the ones that speak to the emotion of the audience, which is why you shouldn’t neglect the story. Make sure the story, matches the format and your brand videos will be top notch.