Video marketing is now a must for every business because it can help boost engagement on your site or social media channels. This is even more important when telling your business’ story since the audience can easily visualize your story. If it’s captivating, your video may stick with them for a longer time.
And most importantly, your story becomes effective if it encourages the audience to take action, says wearejooka.co.uk. This includes making them buy your products or subscribe to your newsletters. With such, below are some steps when using video to tell your brand story:
- Set A Goal
You must set a clear goal for what the video is aiming for. Whether the story is about your values or your business’ achievements, setting a goal is vital.
Since every story has its purpose, your goal will lead you on how to make the whole video. For instance, if your story aims to inspire, then your video must not be too focused on promoting your company. Instead, it must contain how your business has helped your previous clients and the like.
Next is to use the goal to identify key performance indicators (KPIs), says Investopedia. Using the same goal above, you have to set targets for how many engagements, shares, and views the video should reach. These target figures will then determine whom you should target. This may mean strangers who are unfamiliar with your business may be your target audience.
- Create A Narrative
Now that your goal is clear, you can start writing a narrative. If you’re unsure how to do this, then it may be best to hire professionals. Here, consider hiring someone who has experience with screenplays so that they can tell your story well. For instance, a video production company may help you create an engaging narrative.
They can make the video have a clear plot from beginning to end. This is important so that it can reflect your goal and your business. It must also be memorable enough that the audience will want to share or watch again.
- Show, Don’t Tell
Most engaging videos tell stories with good visuals and sound effects, not just through text or narration. This includes animation, stock videos, music, and the like. So, before you begin the production, all of these must be chosen while sticking to the story you want to tell.
You can do this by creating a storyboard or mood board. This can be a sequence of events you want to show in the video. It can also be a list of the audio and visual sources that serve as inspiration. These sources are essential as they must make the words from the narrative into life. They should also help you express the emotions you want the audience to feel.
- Use Emotional Triggers
Emotions don’t only refer to being dramatic. In fact, many emotions can make your audience relate to your story.
For instance, you can use joy or happiness to attract people. You can still use negative emotions, but make sure to balance them using positive emotions. Whether it’s anger, fear, or sadness, add more positive vibes to make your story more compelling.
On the other hand, a story with only negative emotions may put your business in a bad light. That’s why you should counter it with positive ones. For example, you started your company because you want to solve other people’s problems. You might show people struggling, but you can end with your company ending their troubles for a happy ending.
Everyone wants to be happy or resolve their issues. If you leave them a positive view of your business, they may want to try your business.
- Keep Things Short
While you can make a movie from your business story, it’s still best to keep it short and snappy. Unless you’re making a film about your business, videos for marketing should be concise. Even if it only takes a minute or two, it’s possible to make it compelling.
Especially nowadays, consumers have a short attention span. People will rarely want to finish a five-minute video. That’s why, when creating a story through a video, make sure that every second counts.
Telling your business’ story is one way to make people learn more about you. And what better way to do this is via a video. However, you must make your video compelling enough to achieve your goal. With such, consider the steps above before going into production.
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