On YouTube alone, there are over 300 minutes of video uploaded every minute! This interesting statistic points to the prevailing preference of video content over other types of content.
The interest in videos is not only supported by the better looks but also by numbers and figures. On average, the attention span of humans is decreasing. It makes it harder for us to remember thing much less pay attention to what they say. Compared to other types of content, the brain can remember up to 80% of what you see and do compared to just 10% of what you hear and 20% of what you read. This is what makes videos such a powerful tool because they are attention grabbers and easier to remember.
The Midas touch to videos has been storytelling. Stories have been used to build some of the greatest videos and films like Titanic. Stories are also an important ingredient in the greatest sporting events and personalities and have carved out their place in video marketing.
But, why are stories so important to video and video marketing?
Stories capture and keep the attention of your audience (Relatability)
Whether you’re creating marketing or informational videos, if you can’t capture the interest of your target audience, it will be hard for the videos to convert traffic.
One of the most effective methods to capture attention is through story making and telling. Luckily, with video, you can capture all the vital aspects of storytelling like the emotions, ambiance, reactions and body language. That makes the story relatable and authentic making it more captivating to those watching the video.
It is important to note that you have to craft the right story for the right audience. Even great stories might not work well if they audience cannot relate. If the video is commercial and targeted at teenagers, the story should be about something they can relate with.
In addition to being relatable, stories also help your leads to have a clear picture of the benefits that your business has to offer making it easier for them to buy in to what you’re selling.
Stories evoke emotions (Emotional appeal)
The aim behind making videos is to provoke certain emotions in the mind of the audience. For customer-centric videos, the idea is to create a certain mood and notion about your products and hopefully even land a few emotional sales.
A story creates a virtual line of communication between you and your audience and particularly customers. The right story can help create the right perception about your products and create an emotional connection.
Even though content is king in digital marketing, the visuals are queen which makes it the ultimate marketing tool for businesses. Having a great video is not enough. The story is the icing on the cake. It complements your business and gets the audience to convert to customers.
Stories make content shareable
Whether it is a well-crafted video or a simple home-made video, one of the leading factors of having content that is shareable and can go viral on social media has always been the story behind the video or the story in the video.
It is hard to share a traditional hard-sell advertisement on social media. But, with the spice and emotions that stories bring, the content is more likeable and shareable. For you and your business, that means more visibility. Creating share-worthy ads is not a walk in the park and you might need the help of Revolution productions but, they are well worth the trouble.
Story telling makes it about the customer
Over the years, most marketing statements like “We are the best in the industry,” or “Buy our product because it is the best-rated,” have become very dry. In fact, they have become so ineffective most potential clients might leave your website as soon as they see such phrases.
Modern marketing requires an approach that captures the attention of the readers, casually converts them to a potential client and seals the lead for you without sounding ‘salesy’.
By telling a story, you’re sharing an experience as opposed to trying to convince the audience to buy products. Through the relatable experience in your story, you can drive the customer to make the conclusion that they need the products you are offering. They will be happier feeling that they are in control of their decision to make the purchase.
Stories are natural motivators
The best speakers in the world are great story tellers. They use this craft to get you hooked and rope you in before they can serve you with the call to action. The right story can make you feel motivated both emotionally and also bound to take an action like purchase or share.
Some of the best videos started by considering what emotion or action they wanted the audience to think about immediately they started watching the video. By developing a story that encourages this action, it is easier for the audience to remember and act. It is a natural way to motivate the audience and it is more fruitful than a sales pitch.
Stories build relationships
In marketing, positive relationships are the Holy Grail. If your customers are connected to your brand in one way or the other, they become repeat customers and if you’re lucky, they recommend the business and bring their family and friends.
To have a story that appeals to your customers at a personal level and be on the same page with them is what makes a good story great. It also makes your marketing campaign successful. Such stories are based on understanding what your audience responds best to. Once you have this part of the story down, it is easier for the audience to start relating to your business, products or purpose and a business relationship is born.
Stories in videos make things exciting
Story telling can make content more exciting for all types of businesses no matter what field you’re in. a story provides a new and unique way for you to thread the same old information and package it in a new and more exciting way.
This is why the art of storytelling has been a winner for businesses that have been struggling and are looking to turn around.
With storytelling such businesses can easily rebrand and use stories to come up with new ideas to incorporate in their video marketing and regain interest among their customers.
No matter the type of video you want to present to the world, making effective and relatable videos should be a top priority in your list. Stories have been a great way to incorporate fun, pass information and generate leads for many years. Paired with videos and their diversity, stories make the perfect weapon for marketers and content creators to capture and lure their audience.