There is no one rule to effective storytelling. There is, however, only one chance to make it work.
Stories are powerful. One successful commercial with a compelling story can sell more products and services than a hundred salesmen telling the same, generic load of information. Stories give people's subconscious minds direct access to their emotional arguments that motivate them to make decisions both big and small.
While emotion draws people and ignites curiosity, information motivates them to make a decision and persuade them to take action. Here are a few insights on how you can craft an effective story for your video marketing campaign.
Step One: There is No Step One
Tinkertaylor.tv says that video marketing is perhaps the most exciting and inventive form of content marketing. Granting how easy and affordable it is now for people to access videos, there’s no wonder why businesses are jumping on board the digital train. But there is no guarantee that your campaign will be successful based only on accessibility.
Every video marketing campaign is a form of storytelling. Compared to other types of visual marketing, a video has the most potential to go viral and reach as many people as possible. The trick to every successful campaign is to plan ahead and do lots of research and brainstorming with your team.
What Do You Want to Achieve?
What is the core message you want to put across? Bear in mind that your video is meant to be short. In sixty seconds or less, you should have already delivered your core message. If the first few seconds of your video is not compelling enough, you will immediately lose your viewers.
It’s also important to know how you wish to deliver your message. Do you want your video to be informative? Entertaining? Persuasive? Do you want to inject a metaphor or be straightforward? Whatever style you see fit, be sure not to intimidate the viewer.
Is There an Ideal Formula?
In addition to not intimidating your viewer, you should also execute your call to action as naturally and as appropriately as possible, all while making your brand known. There’s no real formula to pull this off; it’s all about achieving a balance.
In terms of structure, keep the length short, just enough to deliver your message, familiarise your viewers with your brand, and convince them to take action. Match your colour palette with the overall motif and mood of your story.
It’s all about the viewer. In the end, your viewers will determine how successful your video marketing campaign is. Great video campaigns are capable of drawing your viewer’s attention, keeping them glued to the screen and engaging them in the story you created. Use simple language, express universal thoughts, emotions and aspirations, and more importantly, provide real value to the viewer.