Visual Storytelling: What it is and why it's one of the most powerful marketing tools available.
Over the past year or so, thanks to work and a few other things, I’ve found myself exploring topics such as content consumption habits and asking myself a simple question - what makes video engaging?
In a world filled with a growing number of distractions, brands today are engaged in a constant battle to capture people’s attention. Many of them succeed with video storytelling. Below we'll take a look at what video storytelling is and how you can effectively apply it to your marketing strategy.
What Is Video Storytelling?
Video storytelling is a marketing tactic that uses the naturally engaging video format to tell a story about a brand, company or product. Video storytelling guides viewers through relatable narrative-based content that gets to the heart of their pain points, ignites an emotional connection, and presents a satisfying solution.
It’s in our DNA as human beings to engage best with stories, and that is why content marketing is growing ever more popular with time.
But, how does it work?
Examples of video storytelling is everywhere and its actually some of the most effective ways of growing your brand and customer engagement.
Video content is thriving and is expected to make up over 90% of all online content in the next decade. An engaging film for your brand or business has never been more essential. By weaving a story into your brand marketing you are creating content with instant appeal, helping you capture and establish a presence. Video is unlike any other medium in its ability to create this emotional hook quickly, making it the most effective way of getting your story out there.
Our top 5 points for effective storytelling:
From our experience, there's a few simple points to follow:
1. Use emotional triggers: Filmmakers use a variety of tactics to capture emotions visually and communicate the character’s feelings to the audience via the screen. For example, slow motion can emphasize the significance of a feeling or exaggerated facial expressions and can help the audience internalize the emotion of the scene
2. Change perspective. Ensure that each part of the video drives the story forward
3. Be natural and informal and most importantly, relatable: Tell a story that shares a common human experience so more people can relate to it.
4. Think about your visuals. This helps audiences better understand and connect to your message.
5. Use sound intelligently. The right music can take video storytelling efforts to greater heights by complementing what’s happening on the screen. Music creates powerful emotional associations that people link to events in their own lives.
Effective Storytelling Brand Campaigns:
Go Visit Donegal: The Wild Atlantic Way
The Brief: Donegal Tourism Board wanted to show this remote and beautiful Irish county as the perfect destination for family adventure. Partnering with Land Rover and BRIG, we created a series of films to highlight Donegal’s unique coastline, culture and family friendly activities.
The Outcome: We put Donegal locals at the heart of the film which gives the audience an honest account of what someone can expect when they book a holiday break to one of the most rural and magical places in the world.
The NHS: Supported return to training
The Brief: The NHS wanted to create a series of films for the launch of a new app, which would help highlight some of the issues their staff faced after an extended period of time off work.
The Outcome: The campaign below was a massive success. What as noted by the staff and was most appreciated was the honest human accounts. In the NHS, nothing is sugarcoated so this should also be the case for the video's produced. The stories are emotional, engaging and encouraged morale, resistance and bravery in reaching out for support.
Hiring the right film production company to showcase your story can be no mean feat and when a brand is involved, it needs to be done with care and consideration.
Research production companies, and in our experience to get the right setting for this type of production your best bet is to look for a documentary style company which intertwines commercial work in their portfolio.
Video storytelling works so well because it draws people in, holding their attention spans and making them feel invested in what’s happening.
It will take time and effort to make video storytelling work for you, but success can pay off in the form of thousands of views, increased brand recognition, and more. Even if you have a modest budget, it’s worth seeing what your visual storytelling options are and how you can use them to boost your brand and customer engagement levels.
Get in touch with our team to discuss telling your brands visual story:
Please contact +44 7380 608 186 or email firstname.lastname@example.org