Humans love stories. That is why the most popular brands aren’t the ones with the best products/services, they are the ones with the best stories.
Hubspot hit the nail on the head - “Storytelling is the process of using fact and narrative to communicate something to your audience. Some stories are factual, and some are embellished or improvised to better explain the core message”, and we couldn't agree more. It is, in fact, the bridge that takes you from the market to your consumer’s hearts and minds.
We are at the onset of 2021 and the relevance of video storytelling has only increased furthermore. That is why building a narrative around your products/services and your brand as a whole is the key to sustaining the digital era.
Here is a complete guide that will help you make brilliant brand videos for your business. Read on.
Here are the star ingredients (quantity, as per creativity) that are mandatory for your baking a great story for your brand-
One primary and interesting thing about storytelling in marketing videos is how it could create an emotional approach towards the product. And in this process, the story remains a potential part of a consumer’s thought process and hence his or her decision while choosing any product is the emotion that he had felt while watching the video.
Now, what makes a good story that would do the right pitching for your audience? What would retain their attention?
It is without any doubt, the plot of the story that you are telling.
So, what is a Plot?
The plot could be explained as the primary body from which other elements such as the characters, events, and scenarios branch from. It is important to have a strong plotline and even stronger plot for the story to make sense and sync into the minds of your audience. This is because the plot decides what kind of story you would like to tell and to whom and hence deciding the effect a story would have on the consumer
Once the plot is set, characters would take the next place in the priority line. If the plot is the story you wish to tell the consumers, it is the characters which would tell the story.
The characters must be chosen according to the requirement of the plot and the targeted audience. The characters must also be designed in such a way that they could convey the story with a touch of empathy. One great tip to make your characters convincing is to allow them to have a complete arc. SHow their inner journey through the story.
Once the characters and the plot are set, look for the right location that would complement the video. Location o plays a vital role in bringing sense to the narrative. It is not only from the perspective of telling a story would the location be important, but it also connotes a major significance regarding where the product is being marketed and thus the location of its story. For example, a video advertisement for an air conditioner would make very little sense if its plot is set in Manali. However, a great video ad about a heater would incline the audience towards buying it.
The next comes the tone. The tone of the narrative refers to the type of the product and the services being sold. And this solely depends on how you intend to convey them to the customer through your video.
Here, the tone refers to the voice of the story. As in, does it send a cheerful message? Is the story warning us against something? Is it emotional or is it meant to be informative?