Want To Tell Your Brand Story? Use This Video Framework To Do It Right.
Facebook loves video and prioritizes it in the newsfeed. Instagram developed and spun off a new video app last year. And recently LinkedIn added native video capabilities for all users and has a live video component in beta as we speak.
If that’s not a sign of things to come, we don’t know what is.
Really, this video trend has been a long time coming. Snapchat, Vine, TikTok, YouTube, Insta Stories … they’ve all been super successful based on video content.
It makes sense when you think about it this way: the folks at these businesses have built their ENTIRE BUSINESS EXISTENCE on understanding human behavior. They build products that engage, entertain, and entrance their users.
So if they’re focusing in video, then as a business on their platforms shouldn’t you be doing the same? Short answer: Yes, you should.
Longer answer: Yes, you should, but doing video right can be a tricky thing if you’re not using some sort of framework to communicate the right message. This barrier stops 90% of people from ever trying and even then only a select few that do get it right.
Video content has been core to web strategy and marketing for some time now and since we’ve been at it for nearly 20 years, we’ve got it down to a science. So, let’s start at the top, with what we think is your most important piece of your video strategy: brand storytelling.
Why Brand Storytelling Is Important
Brand storytelling is fundamental in that you can communicate so much in a small amount of time. With attention spans dwindling down to milliseconds these days it’s almost insane not to put your efforts into video.
Remember, you need to actually be telling a story. You can get there using three key elements in your video framework:
A human interest angle
People need to feel something when they watch a video. It doesn’t have to be Sarah McLachlan-ASPCA-level emotional, but you need to capture attention with relatability.
Resonant brand messages
What problem does your brand or product solve? You should clearly communicate that so that the value and benefit to the watcher is obvious. This should play into the human interest piece seamlessly.
A plan for who will be watching the video and where they’ll watch it
The online ecosystem is complicated. What works for websites doesn’t work for pre-roll and social. Create versions of your videos that consider the user habits and capabilities of the places the video will live in order to be effective.
That wasn’t so hard, was it? Now, we’d be remiss if we didn’t mention that production is a different beast and a blog post for another time. For now, check out this video we did for CarnoSyn, a supplement brand that helps its consumers push past their workout plateaus.
Watch this video we created and see if you can spot the framework in action.
If you dug that blog and need some help in the video storytelling and production department, drop us a line.