Look, even though we’ve talked about video storytelling before – like how to avoid navel-gazing, how not to build a temple to yourself, and how essential it is in today’s world … There’s still so much on the topic of storytelling and marketing that keeps us up at night.
Like, as our options for info and entertainment expand, can the art form compete with drive-by “demure” takes and cat memes?
And, if emotional connection is the most important aspect of storytelling, what can we give to the viewing public that will make their dead soul feel something?
At Hackstone, we’re ever the optimists.
Actually, we’re not super optimistic about much, but we’ve been doing video storytelling and producing marketing videos for long enough that we do believe in this:
A polished story, powerful imagery, purposeful content, and unbelievably great production will prevail!
Don’t just take our word for it. Scientists are uncovering more and more exactly what it is that the human brain just loves about a good story. (Spoiler: It’s oxytocin). And there’s a reason why marketing teams are falling over themselves to get video content in every proposal. (Spoiler: It makes money).
But what exactly is video storytelling? Why is storytelling important in marketing? And do brand storytelling videos work? We’re gonna reveal all the secrets here – in our dummies guide.
Dummies Guide to Being Human and Telling Better Stories
Why is storytelling so powerful in marketing?
Humans are hardwired for stories. We love them more than we love free samples at Costco.
Stories create emotional connections, boost brand recall, and make your audience feel like they’re part of something bigger — like they’re not just watching an ad but engaging with a cause. That cause could be protecting their family, bonding with someone important, improving their health, saving money, enjoying life away from the rat race – or anything else just as long as it feels important.
Every product or service you could offer can tie into a bigger feeling. Storytelling videography expresses that. Here are the five ways to make it happen!
1. Create Emotional Connection
How do you connect with your audience? You tap into their emotions! Think of Hallmark. They’re not just selling greeting cards and grossly-overpriced Christmas ornaments. Through a decade of holiday commercials, the brand became synonymous with your mother’s love. Now, when you pay $6.99 for elevated cardstock with a sentimental message inside, it means you give a flip about the person you’re giving it to.
What Jedi mind trick is this? Brand reliability and authenticity. You can do it, too, by:
- Portraying relatable scenarios: Put your brand in everyday scenarios that your ideal consumer already sees themselves in.
- Being a little vulnerable: Maybe it suits your brand to be Campbell’s Soup or Hallmark-level soft. If it doesn’t, think of what vulnerable (or surprising) would be in your realm. It could be something as simple as flaunting all the weirdos that work with you.
- Evoking emotion: Remember, if your video makes someone cry (in a good way), you’re doing it right!
2. Boost Brand Recall and Memorability
Why do stories stick in our minds? A well-told tale triggers an emotional response that makes the message more likely to be remembered. In marketing terms, that m-e-m-o-r-y is spelled m-o-n-e-y.
In some ways, this was the principle behind “Significant Objects,” a 2009 social experiment where one dude sold a bunch of thrift store junk on eBay for a total of around $8,000. How? He had talented writers craft “stories” for each item’s listing.
Is your brand at least as interesting as a doodad on eBay? Prove it by:
- Focusing on key messages: Keep your narrative simple, with a clear, memorable message.
- Using repetition: Reiterate your brand’s core message within the story to reinforce it.
- Incorporating visual cues: Use consistent visual themes or motifs to create associations in viewers’ minds.
3. Engage With a Compelling Narrative
This is the meat of the power of video storytelling: You need a really good narrative character arc that aligns with your brand or product. Think of the hero’s journey (Luke Skywalker, obviously) or a dramatic metamorphosis thread throughout the story (it’s giving Arya Stark).
Not buying that you can re-create a cinematic arc in a short video. We did – here and here. And here’s what you can try:
Craft a Strong Hook – Start with something that grabs attention right away, like an intriguing question or a surprising fact.
- Craft a strong hook: Start with something that grabs attention right away, like an intriguing question, something funny, a surprising fact, or a proactive take.
- Maintain tension: Create a conflict, mystery, or challenge in your story.
- Deliver a satisfying conclusion: Wrap up your narrative in a way that feels complete, leaving your audience satisfied.
4. Stand Out With Your Message and Delivery
In a crowded marketplace, standing out is crucial. Storytelling helps differentiate your brand by adding layers of meaning to your message.
Signal did this well a few years back in a not-so-subtle attack ad mocking Facebook’s data collection habits. The only critique we have is that they did it all in-text ads and didn’t incorporate video. Better luck next time, guys. Try something like this yourself by:
- Choosing unique angles: Don’t be afraid to take an unexpected perspective on common themes.
- Laughing it up: You know what we’re about, right? Some quick wit, maybe a touch of indignant attitude, can go a long way (as long as it stays in step with your brand voice).
- Being authentic: Stay true to your brand’s voice and values. If the right sentiment is touching and heart-warming, lean into it. If your brand is flashy and loud, go with that.
5. Be in Your (Literal) Best Light
We are, after all, talking about video storytelling.
There are some best practices you can’t overlook – like making your content accessible for mobile audiences and using the right video SEO or search engine optimization keywords. Those elements will help you get in front of the right people at the right time. But to pull off memorable video storytelling, in a lot of ways, you just have to return to the basics: Great sound, unique shots, flawless editing, good lighting, and a handsome camera guy (yeah, right).
Keep these aspects top of mind:
- Invest in quality visuals: Don’t over-rely (or avoid altogether) stock footage. Good lighting and camera work can significantly enhance the storytelling experience.
- Consider color schemes: Colors evoke different emotions. Choose a palette that matches your narrative tone.
- Use sound and music: Don’t underestimate the power of audio. The right soundtrack can elevate your story dramatically.
Why Storytelling Is Important in Marketing
A professional video campaign should make you money. We’re talking storytelling tactics that drive ROI, create brand loyalty, keep you in the relevant conversation, and have the C-suite forget about all your past transgressions.
There are a lot of things that can make or break your next ad or video series – from DIY doomsday scenarios to forgetting the person this content is actually for. But, if you can nail the storytelling piece, you’ve got a great head start.
Here at Hackstone, we don’t humble brag too often but this is an area where we legitimately shine. Some folks do it for the ’gram – we do it for the story (in video format). We obsess over crafting the perfect narrative – one that’s emotive, on-brand, and unskippable. If you’re in the market to create a video marketing campaign that takes your brand to the next level, give us a call or send us an email today!