People love stories because they can create an emotional connection and leave a lasting impression. One of the best ways to do this is by using video. Video storytelling is an effective way to communicate with your audience and boost your brand. The video format allows you to incorporate words, images and music to create a certain feeling and take audiences on a memorable journey, writes John Leonard founder of Uvideo and Spotlight Productions.
Here are some tried and true methods for using video to tell stories in your brand marketing:
Tell your own brand story
Customers don’t become loyal to a brand because of its branding. They don’t even buy into a brand because of its products or services. Customers become loyal to a brand because of its purpose – its ‘why’.
So, what is your ‘why’? Why do you exist? What do you care about? What problem do you want to solve? What can you offer your customers?
Take this information and tell the story of your brand. Make it beautiful and make it understandable. A short video is the quickest and most effective way of doing this. While people can go and read the ‘about’ page on your website easily enough, using video to tell your brand story is a much more immersive, memorable experience.
Take for example Assemble. In this video, Assemble tells the story of Adam Goodrum furtniture designer and his latest design The Aran collection sold at CULT design.
Tell the story of your event or promotion
While it’s easy enough to create a promotional video to showcase your business’ products, services or events, first take a moment to think about your approach.
Let’s use an example. If you have an event to promote, you wouldn’t create a video that just states when and where it is. You’d tell a story about it. You would show someone attending the event, the emotions on their face, how they interact with other people and what a great time they’re having. By telling this story, you’re helping customers understand what to expect from attending the event themselves.
Tell the story of your customers
Sourcing video testimonials from your customers is a great way to genuinely represent what your business does and the value it provides. Testimonials are also another form of video storytelling, using real people to tell real stories.
Testimonials can either be used as a marketing tool on their own, or incorporated into a larger project, like in this video for EB Transport. They add credibility to your business.
Interviewing a customer or client for a testimonial video will require a bit of setup. Here are a few tips:
- Choose an interview subject who has had a great experience with your business and demonstrates passion
- Make sure they feel comfortable, know what they’re going to say and are well presented
- Try not to film against a wall. Set up the subject in the centre of the room to film, as this gives them room to move and adds depth to the background.
Want to learn more about crafting video testimonials that inspire trust and build brand equity?
Learn from the best in the business, John Leonard founder of Uvideo and Spotlight Productions, as he shares his secrets on mastering the craft of producing customer testimonial videos. A Practical workshop for organisations who wants to produce regular high quality video in house, the event is held face-to-face in Melbourne, and is a Masterclass that can not be missed!