No Story, No Brand

Posted on: October 23, 2013 by Nettel Media

Category: General

No Story, No Brand

Storytelling has always captured our imagination. Whether it was our parents reading stories to us when we were younger, sitting around a campfire with friends, or watching a documentary, stories have always helped us shape opinions, engage with others, and learn more. Therefore, it is important for marketers to use storytelling as the driving force of their videos, if they want their viewers to engage with their brand.


You can access good, high quality video almost anywhere these days, especially if you have an internet connection. Marketers need to keep this in mind while also thinking about the shareablilty of their story. Your story needs to be engaging, exciting, and capable of evoking a strong feeling with your audience that will make them want to act. With the rise in easily shareable online content such as videos, photos and short blog posts, this has never been more critical.


It’s also important to ensure that your content – whether it’s a blog, advertisement, or short video is to the point and gets to the heart of your message. There’s no need to drag out a 2 minute video into 4 minutes if it doesn’t add any value to your story. Use strong images, music, and emotion to tell your story more effectively. This is an extremely powerful way to connect with your audience without making them feel like they’re being sold something.


One strategy is to tell your story through a multi-part series, in order to draw your audience in on a consistent basis. Take, for example, the McDonald’s “Our Food, Your Questions” campaign, where Canadians were encouraged to ask McDonalds questions, and video responses were given. The most successful video in this campaign answered the question of why their food looks different in advertising than in the store. Director, Marketing of McDonalds Canada, Hope Bagozzi, answered this question as a means of providing brand transparency, which helped to strengthen the McDonalds’ name (and resulted in over 9 million views!).


Nike’s Make It Count video is consistent with the brand, and tells a story which the viewer wants to be a part of. The music, inspiring quotations and fast cuts evoke a feeling of excitement and adventure, desirable qualities for their target audience, and the product is only seen twice in the whole video! RedBull’s video summary of Felix Baumgartner’s free-fall is another excellent example of how a story told in a powerful way can engage an audience.


We already know that shorter videos are more engaging than longer videos, so it is important for you to develop a strategy whereby you can tell your story in an effective manner, rather than dragging it out.


According to HootSuite, the most powerful stories are not the ones where your brand is the hero, but instead when your customers “sees themselves reflected back in the story”. Keep your target market in mind when you’re creating your video – determine which messages will stick with your audience, and this will help you decide what music to use, what images to include in your video, and what action you want consumers to take after viewing the video.


Combining storytelling with social media is the key to engaging and maintaining your audience’s attention. After all, word of mouth advertising is still the most powerful means of securing new customers!


Read more from our blog here, and see our work here.

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