by Madeleine Hammond
The familiar storytelling arc is an old and reliable friend in the world of video marketing. It’s a great way to connect with your audience and familiarize them with your brand. That’s not to say that story-based videos are fool-proof, however. To avoid botching your efforts, here are some bits of advice to guide you through your video journey:
1.) Be Objective
When marketing your brand to a potential audience, it’s important for it to not feel like…well, marketing. Shift the perspective of your video and put yourself at the heart of a consumer who is passionate about product, and about how their life has changed since its introduction into their life. This will stop your content sounding like an advert, and start it sounding more like a story. Remember to keep in mind your demographic, too. When showing characters, you want the target audience to see them and be reminded of themselves, furthering the belief that your brand is suitable to their lifestyle.
2.) Think about the Music
Many marketers overlook the power of music, but the difference it can make to your video is vast - put on your favorite brand video, turn the music right down and just see the difference. Throughout your video, think about the story and all the various emotions in your video and select the perfect music to draw that emotion out of the viewer.
3.) Focus & Deliver
When telling a story, it’s important for the message not to get convoluted and lost amongst the narrative. Choose one message, form an organized outline with points that back up the theme, and use emotion to illustrate each message. Cover the basics of who, what, when, why, where, and how. One strong message, strongly conveyed, is more effective than five weak ones.
4.) Be Creative & Have Fun
Thinking outside the box will help your campaign go far. Putting a new and unique spin on something that makes another person see your point in a way they may never have considered will get you results. Think about when someone you know tells a story: Are they a good speaker? Do they keep you engaged? Now think about what it is that makes them good: Is it their humour? Their cynicism? Think about your video in a similar way and you’re on the right tracks.
Madeleine Hammond is a Marketing Executive at Skeleton Productions - One of the UK's Leading Video Production Companies.*
