Humans have been telling stories since the dawn of time. Stories are how we learn, entertain, and relate to others. While stories are an effective way humans can communicate with one another, they’re also an engaging medium for companies to connect with their customers.
In this guide, we’ll discuss why video storytelling specifically is an effective marketing tool for companies, including some of its main benefits.
What is Video Storytelling?
Video storytelling is a marketing strategy that uses the video medium to paint the narrative of a certain product, brand, or service.
Compared to storytelling in the written format, videos can be much more engaging and compelling. Marketers have many more tools and devices at their disposal with video storytelling, such as lighting, music, characters, and other visual and audio elements. Thus, it becomes easier to elicit emotion and create an immersive experience that’s memorable to potential customers.
Rather than promote the brand’s offering outright, marketers using video storytelling can integrate it into the overall message or narrative of the video. This helps to indirectly illustrate why the product or service addresses the audience’s pain points, which can be more effective with certain audiences. In other words, it allows marketers to “show” rather than “tell” potential customers why their product or service is so great.
The Benefits of Using Video Storytelling in Marketing
Here are some of the reasons why companies choose to use video storytelling as a powerful marketing tool:
Brand Familiarity
Video storytelling allows organizations to showcase the brand’s personality and ethos more clearly than in a written format. This helps audiences connect with your brand in a way that can establish trust and loyalty, making them more compelled to buy from you compared to other options on the market.
Differentiation
Especially for companies operating in a crowded marketplace, effective video storytelling can clearly differentiate them from their competitors. It can help them leave a lasting impression with potential customers, which further supports brand awareness.
Better Engagement
A well-constructed marketing video can help to grab the attention of your audience, stimulating more of their senses than written words alone. Color choice, pacing, lighting, dialogue and voiceover are all specific elements marketers can adjust to evoke a desired emotion or response from their audience.
Higher Conversions
Better engagement can result in better sales performance for the company. Recent data from the University of Southern California supports this, explaining that a consumer’s emotional response to an ad has a greater influence on their intent to buy than the ad’s content.
Another report shows that 93% of marketers believe video converts better or the same as other forms of content. So, it’s a highly effective tool that should be in every marketing department’s strategy.
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Written by Bailey Schramm in partnership with designer furniture retailer Bauhaus 2 Your House
