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Using Video to Tell Your Business Story

on October 29, 2014

With more users gravitating toward videos, it’s time that we evaluated the role of video in creating engagement and building brands with maximum effect. That brings us directly to the topic of the huge potential of video when it comes to brand storytelling.

Video is rapidly emerging as the most preferred form of content among today’s Internet users. Earlier this year, Cisco revealed some interesting stats pertaining to online video consumption, which shows that video will contribute to a larger share of data traffic than any other content type--both on mobile and desktop. While this is certainly an interesting insight on the type of content that will reign supreme, it also gives you a clear direction when it comes to developing your marketing strategies. With more users gravitating toward videos, it’s time that we evaluated the role of video in creating engagement and building brands with maximum effect. That brings us directly to the topic of the huge potential of video when it comes to brand storytelling.

What is brand storytelling?

Every business has a story to tell, but what makes it a story worth remembering is how well it connects you with your audience of customers and prospective customers. The key of smart and effective storytelling lies in creating an interesting and entertaining story that reflects the essence of your brand. Video is personal, easy to consume, easy to understand and is a great way to send your brand’s message to your audience in an effective manner.

Creating a quality business story is not something that you can master overnight. It requires a great deal of planning and insight to come up with a brand storytelling strategy that not only has its heart in the right place, but which is also effective at doing what it is you want it to do.

Rousing interest through your business story

Do you have some silly moments captured from your last year’s office party? Or perhaps some behind-the-scene clips of a fun project you and your team worked on? You can make this kind of content a part of your video storytelling strategy and use real people, real moments, and humor to interject personality into your brand. Great video is informational, entertaining, fun, and allows you to show a human side to your business—no matter what that business might be.

How to use video to tell your business story?

While many low-cost options to create video are available today, when it comes to the effectiveness of the video you create, in many instances you get better results if you allocate a budget for the right kind of professional services and equipment. Quality video equipment and the services of an editing suite can sometimes make all the difference between a mediocre result and out-of-this-world video. Why pay for the services of a professional? Here are two reasons you should consider it:

1. Making it unique

When everyone else is walking the beaten path, it pays to act differently. Your brand video should have a unique voice that will make it stand out among the rest. A professional knows how to do this. While free tools might be a cheaper option, they would hardly be able to create the intense impact that a unique video can boast of. Doing video in the most effective way possible can easily be a point of differentiation between you and your competitors.  

2. Giving it the ‘real’ professional touch

When online video production apps claim to create a professional-looking video, there is almost always something that’s amiss. The use of the latest cameras, sound equipment, lighting, and effects to deliver the cinematic style content distinguishes a professional video from the rest. For instance, if you wish to exude a feel of drama, horror, mystery or magic, a professional videographer will know how to bring out the right feel to keep your audience glued to the screen. When it comes to the nuances that make good video great, and great video effective at attracting customers and prospects to your business, the professional touch can often make all the difference in the world.

The root of storytelling lies in making your audience a part of your story by engaging them, convincing them and conversing with them. Create videos that take your audience closer to the real image of your brand, and that’s when you can pique their interest in your business story.