Video marketing is one of the most powerful storytelling tools businesses can use to build an audience connection to their brand. If you can tell your story effectively, you can capture people’s imagination and trigger powerful emotions. The emotional response will have the most impact on viewers and is likely to change them into customers.
You may be thinking that this sounds good, but it probably costs a lot of money to create this kind of video. However, they can be made on a remarkably small budget, especially if you have a relatively recent smartphone. The art of creating a compelling story is more about how you tell it than the tools you use to create your video.
Defining your target audience
There are many ways you can tell your brand story, and you probably have a lot you can tell about your business. It would be best to narrow this down by defining your target audience first. By knowing who you want to reach, you can decide how you can tell your story authentically and appealingly. Here are some factors to consider:
- Demographics: Common identifying features like age, gender, and location.
- Interests: These can range from hobbies to entertainment. For example, what sports they play or watch TV shows they enjoy.
- Passions: These are things your customers care about the most—for example, sustainability and advocacy groups.
It would be best if you were specific. By knowing who your audience is, you can feel confident about telling your story in a relatable way.
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Connecting your brand to your customers
It would also help decide what aspect of your brand would allow you to connect with your customers the most. It can be helpful to consider if there is any crossover between your products and the interests and passions you’ve defined to identify your audience. Here, you can look for opportunities that highlight the most relevant aspects of your brand to the people you want to reach.
It is important to remember that sometimes the things you love most about your brand may or may not connect with your audience. For example, you may be excited about some new products you’re offering, but your audience may want to know that it does what you want. Considering these things will help bridge the gap between your offering and your customers.
Remember: you’re not just selling a product
It’s likely that when you’re looking to create a video for your marketing, there’s something specific you want to sell. Your goal may be to share a product launch or drive traffic to your website, but you need to be sure to balance product information with storytelling. You may put your audience off if you try to sell too hard, but an emotional impact can create interest.
Here are some ideas to inspire your videos:
- Film behind the scenes content of your team and culture within your business.
- Share the story of how and why you started your business. Include your mission and brand values.
- Showcase how a product helps to solve problems or create a memorable experience rather than just its features.
- Share reviews from real customers and showcase how your products have helped your customers.
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Structuring your story
Now that you’ve defined your audience and what kind of story you want to share, you need to structure your story. Typically, longer videos can use the classic beginning, middle, and end structure more easily. However, as you’re more likely targetting social media with shorter videos, it can be hard to flesh out that way. Teaser-style clips that leave the audience wanting more are much more appealing.
The decisions you have made up to this point will help you decide the best way to craft your video. You’ve identified your audience, what’s most important to them, and the story you want to tell. You have to find the best way to bring them all together. This is important when the next video is just a scroll or tap away, and you need to keep viewers engaged.
