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How to harness video storytelling in your marketing campaigns.

By

Maripili Menchaca

|

July 26, 2017

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Since childhood, we have been surrounded by fairy tales, fables, and stories. Our brains are neurologically wired to respond to cause-effect narratives, so of course we become automatically interested when someone else is telling us a story.

The same is true when it comes to marketing! When you market using narrative and storytelling, your audience begins to identify with the subject of your story, and they’re more likely to interact with the ad or content and, in turn, your business. These days, the most direct way you can reach your online customer base is through digital video content. When your audience is engaged with the story your video is telling, they’re more likely to watch it  until the end. 

Video has become one of the most important ways to sell your product or service. It helps personify your business, and makes it personal for your customers. If You share a problem you had, the solution you used, and show off results, people will begin to trust you and buy what you are selling.

In today’s blog, we want to break down the key components of a successful storytelling strategy for your video marketing. We’ll discuss: 

  • Connecting consumers to the story. 
  • Being intentional with your brand, including your customer service.
  • Selling not only a service, but a transformation, an experience, or an emotion.
  • Being vulnerable — people naturally want to be with you on your journey and root for you along the way.
  • Crafting your content according to the average consumer’s attention span.

Keep scrolling to find out more about the creation of compelling stories for your video content: 

Connecting consumers to the story. 

You want potential customers to be connected to your brand, your medspa and the people that are behind your business.

More often than not, buyers are influenced by a brand’s ability to form emotional connections with them. 

The best way to foster an emotional connection that influences buyers is through your brand’s story, but if you want your story to have any kind of power, you have to construct it so that it’s emotional and poignant. Here are some tips to achieve that sense of connection with your audience:

Inspire good things

When people are inspired, they often think or act differently. Effectively associating your brand with a role model that people can believe in may lead people to believe in your services and products as well.

Think of your ideal audience persona : what does that person need and hope for? Create a brand presence that taps into your ideal audience’s dreams, goals, or desired lifestyle.

Express real feelings.

Appealing to consumers’ raw and most personal emotions can change a nameless, faceless, or perhaps seemingly soulless business into a brand that audiences can relate to and care about.

Studies show that people rely more on emotion than information when making purchasing decisions. Human beings are emotional by nature, which means that many of our decisions are influenced by how we feel.

Demonstrate how your brand makes someone’s life better, easier, or more joyful! 

Remember this, too: video marketing strategies that don't make us feel anything are boring and forgettable — two things that you never want your brand to be.

Use the local pride.

A brand can gain fans by connecting to the pride and passion that people feel for where they live.

Location-specific marketing is a particularly valuable approach for young, smaller businesses or franchises that may have smaller budgets, but can leverage their local presence and connection to the community.

Be consistent.

You must be consistent in your storytelling across all platforms to bring your strategy to life. Ensuring that your story and delivery evoke the same tone and message across multiple platforms builds a credible, meaningful and recognizable brand that will resonate with customers.

Being intentional with your brand, including your customer service.

What you do and when you do it is sometimes even more important than what you have to say. It’s all about being authentic and meaningful in your communication and the stories you tell. Quite simply, you can enhance the customer experience through touchpoints if you remember that you need to appeal to the emotional cues of the people you are trying to reach and that each touchpoint adds up to an important overall customer experience.

Essentially, intentional design is a process in which the customer’s interactions with a product or service are considered at each point of the design process. Your marketing strategies should be intentionally designed and centered around the customers.

Plus, the more you can evoke emotions, the more receptive people will be to your videos overall.

Selling not only a service, but a transformation, an experience, or an emotion.

Begin learning about your customers’ emotional motivators.

Using a detailed understanding of emotional connection to attract and retain the most valuable customers can help you create valuable and engaging storytelling.

You don’t have to have a giant budget to create fans of your brand. Understand your audience, tell a believable story, be prepared to work harder and use the platforms your audience uses to give you the most visibility and bang for your buck!

Being vulnerable — people naturally want to be with you on your journey and root for you along the way.

The best part of being human is being able to connect with other humans. We’re hardwired for it. We live in tribes and families, work in groups, love as couples and thrive in friendships. The drive to connect is in all of us, whether we acknowledge it or not.

Vulnerability is a driving force of connection. People respond well to it, and more and more brands are using it to foster connections with audience members. Our audience wants you to show up being real, raw, and open with them. Being vulnerable can make your marketing so much more personal and effective.

In a nutshell, using truthful emotions in your video marketing narratives will result in stronger engagement with your ideal customers. 

Try to base your video around relatable stories to ignite an emotional connection that gets to the heart of your audience’s potential insecurities and vulnerabilities.

For example: Tell a story of previous patients that came into your practice because they felt uncomfortable with their bodies and loved their CoolSculpting results. It becomes a narrative about triumphing over insecurities and finding confidence. 

Keep in mind that when you create a bridge of trust with your audience, you are one step closer to bringing in quality leads.

Last but not least, here’s a word from the wise: craft your content according to the average consumer’s attention span.

Here’s a fact: People don't have long attention spans. Think about it: in conversations, we tend to jump from one topic to another in a matter of seconds! 

Although the average video length on YouTube is four minutes and 20 seconds, few people stay to watch the whole thing. But one study found that 75% of viewers will stick with a video that's sixty seconds in length. Thirty to sixty seconds is ideal for a video ad.

Want to know a tip? Instagram Reels are the perfect way to grab your audience’s attention! Use this tool to hook people and turn them into real, engaged followers, and perhaps even go viral!

How will YOU use storytelling to improve your video marketing campaigns? Feel free to contact us on social media or give us a call to discuss your strategies — our experts are here to help!


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