A Guide to Customer Testimonial Videos
Harness the Power of Authentic Customer Stories
What is a Video Testimonial?
A video testimonial is a dynamic way to showcase a former or existing satisfied customer’s experience with your product, service, or brand. Unlike written testimonials, video testimonials enhance credibility, improve engagement, and help potential buyers connect on a deeper, more emotional level with your satisfied customers.
The Importance of Customer Testimonials
In today’s market, customer testimonials are crucial for building trust and credibility. They serve as social proof that your product or service delivers on its promises, helping potential buyers imagine themselves as satisfied customers. Research shows that 85% of consumers trust online reviews as much as personal recommendations, making video testimonials a powerful tool in your marketing arsenal.
Why Video Testimonials Are More Effective
Video testimonials are not just a step up from written ones; they are a leap forward. They allow prospects to put a face to a name, see the passion of your customers, and feel a connection that written words alone cannot achieve. This emotional bond is vital in a world where trust is scarce and consumers are bombarded with choices.
Best Practices for Video Testimonials
Creating effective video testimonials involves more than just recording a happy customer. They should:
- Speak to Your Target Audience: Ensure the customer in the video resonates with your target prospects.
- Be In-Depth and Detailed: Specifics matter in building authenticity and demonstrating real-world effectiveness.
- Focus on Customers as Heroes: The story should be about the customer’s journey, not just your product features.
- Maintain Credibility: Authentic enthusiasm is key; avoid scripted or fake testimonials.
- Overcome Objections: A satisfied customer’s story can be more persuasive than any sales pitch.
Length and Diversity of Testimonials
The ideal length of a video testimonial can vary. While shorter videos (90-120 seconds) are common, more detailed testimonials can run longer, especially when they are used at the bottom of the marketing funnel. It’s also important to feature a diverse range of customers to represent different industries and customer personas.
Strategy and Planning
A successful video testimonial campaign requires a clear strategy. Determine what you want to accomplish, who your audience is, and how the videos will be used. This planning ensures that your testimonials are targeted, relevant, and effective.
Using Customer Testimonials
Testimonials can be strategically placed on your website, used in marketing campaigns, and incorporated into sales efforts. They are particularly effective on landing pages, social media, and in ad campaigns, where they can significantly boost engagement and conversion rates.
The Hero’s Journey in Testimonials
Embrace the narrative arc of the Hero’s Journey in your testimonials. This approach allows your audience to engage with the story of your successful customers, seeing your brand as the guide that helped them overcome challenges and achieve their goals.
Selecting the Right Customers for Testimonials
Choose customers who represent the segments of your audience you want to appeal to and whose stories align with your marketing objectives. The diversity of your customer base should be reflected in your testimonials to ensure relevance and effectiveness.
Final Thoughts
Video testimonials are a high-value asset in your marketing and sales toolkit. They build trust, overcome objections, and create a deep connection with your audience. By following these guidelines, you can harness the power of authentic customer stories to elevate your brand and drive growth.
Ready to Elevate Your Brand with Authentic Customer Stories?
Discover the transformative power of video testimonials with Reach Video. Our expertise in crafting compelling, genuine customer narratives can significantly boost your brand's trust and credibility. Don't miss out on the opportunity to connect deeply with your audience through the persuasive power of real experiences.
See how Our Customer Testimonial Video Service works and take the first step in turning prospects into loyal customers.
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How to Win with Video in 2024
Create a Video Marketing Strategy for Your Business
Introduction
You know you need to make videos for your business, but the real challenge lies in deciding what videos to make and what to do with them once they're created. In 2024, the right strategy is more crucial than ever. With digital channels like YouTube, Facebook and TikTok dominating the online landscape, the way people consume video content has evolved rapidly. These platforms have become integral to how we connect, learn and make purchasing decisions.
The need for video in your marketing strategy is undeniable. As we navigate through 2024, these digital channels continue to be at the forefront of consumer engagement. The sheer volume of content being consumed through these platforms is staggering, and brands that aren't keeping pace are finding themselves at a significant disadvantage. Without a proper strategy, staying relevant and visible in this fast-paced digital world is increasingly challenging.
A well-defined video strategy, or your systematic plan to use branded video to drive more business, is essential. It's not just about creating and distributing content; it's about crafting a narrative that resonates with your audience, aligns with your business goals, and leverages the right platforms for maximum impact. Our Video Strategy Roadmap is your guide to navigating the complexities of digital media, using it to build lasting connections and turning viewers into loyal customers.
Understanding Your Audience
Knowing your audience is the cornerstone of any effective video marketing strategy. It's essential to delve deep into who your ideal customers are – their backgrounds, goals, challenges and preferences. This understanding will shape the type of content you create, ensuring it resonates with the people you want to reach. Consider developing detailed customer personas to guide your video content creation, making it more targeted and relevant.
Setting Clear Goals
Define what you want to achieve with your video content. Are you looking to increase brand awareness, drive sales, or educate your audience about your products or services? Your goals should align with your overall marketing strategy and be specific, measurable, achievable, relevant and time-bound (SMART). This clarity will help in crafting content that directly contributes to your business objectives.
The benefits of video marketing are significant, including increased ROI, boosted website traffic, enhanced engagement, improved email click-through rates and a higher chance of ranking on the first page of search engines like Google.
Crafting Your Message
Your video's message should be clear, concise, and compelling. It should reflect your brand's values and speak directly to your audience's needs and desires. Whether you're telling a brand story, explaining a product, or sharing customer testimonials, the message should be consistent across all your videos and aligned with your overall brand narrative.
Choosing the Right Distribution Platforms
Different platforms cater to different audiences and content types. YouTube might be ideal for longer, more detailed content, while Instagram or TikTok could be better for shorter, more visually engaging videos. Consider where your target audience spends their time and how they prefer to consume video content. This will influence not only where you post your videos but also the style and length of your content.
Video Content Optimisation
Optimising your video for both search engines and social media platforms is crucial. This includes using the right keywords, creating engaging thumbnails, and ensuring your videos are mobile-friendly. Also, consider the viewing habits on each platform – for instance, adding captions for viewers who watch without sound on social media.
Measuring Success
Track and analyse your video's performance using key metrics like view count, engagement rate, watch time, and conversion rate. This data will help you understand what works and what doesn't, allowing you to refine your strategy over time. Pay attention to viewer feedback and comments for qualitative insights.
Types of Videos to Consider
Depending on your goals and audience, different types of videos may be more effective. Educational videos can help explain complex products or services, while behind-the-scenes content can humanise your brand and build trust. Product demos, customer testimonials and thought leadership videos can also be powerful tools in your video marketing arsenal.
Conclusion
Video marketing in 2024 is about much more than just creating content; it's about creating the right content for the right audience and delivering it through the most effective channels. By understanding your audience, setting clear goals, crafting a compelling message, optimising your content, measuring success and choosing the right types of videos, you can create a video marketing strategy that not only reaches but engages and converts your target audience.
Ready to navigate the world of video with confidence? We can help you create a strategic video roadmap that not only guides your video content but also integrates seamlessly with your broader marketing and communication efforts.
Book your free, no obligation call now → reachvideo.co.uk/book/
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Build Trust in Energy's Future with Video Storytelling
Overcome scepticism and showcase genuine sustainability in the energy sector through compelling narratives.
In an era where environmental consciousness dominates public discourse, the energy sector stands at the forefront of scrutiny. With rising demands for transparency and looming accusations of greenwashing, energy companies find themselves navigating a sea of scepticism. In navigating these challenges, video storytelling emerges as a guiding light. This medium holds the promise of converting both internal and external sceptics into ardent advocates.
The Power of Video Storytelling
Since ancient times, stories have guided our emotions, connected us and made experiences unforgettable. For industries like energy, where stakes are high and narratives complex, video storytelling can be the bridge between brands and their stakeholders. Through the lens of video, companies can humanise their mission, offering a candid glimpse into their ethos and aspirations and dispelling clouds of doubt.
For a deeper dive into the transformative power of video in the energy transition, check out Navigating the Energy Transition with Video Storytelling.
Authenticity is Key
In today's information-rich world, people naturally seek authenticity. Through video, stakeholders can easily gauge a company's true commitment to the environment. By transparently showcasing initiatives, addressing challenges and charting the journey of solutions, energy companies can foster a bond of trust, an invaluable currency in an industry occasionally under scrutiny for greenwashing.
Show, Don't Just Tell
Proclamations of environmental stewardship must be substantiated. Video storytelling goes beyond mere assertions, providing a visual insight into a company's eco-friendly actions. Through behind-the-scenes views of operations and expert testimonials, videos can vividly depict a company's dedication to sustainability.
Highlighting the Entire Supply Chain
The energy supply chain is vast and complex. By using video to highlight each part, companies can build trust and show their complete commitment to sustainability.
Addressing Mistakes and Challenges Head-On
No company is without its challenges. Addressing past mistakes and outlining steps for improvement can be a powerful trust-building tool. Through video, companies can candidly discuss controversies, showcase their roadmap for a greener future and demonstrate their commitment to continuous improvement.
Collaborating with Third-Party Validators
Partnerships with environmental organisations and certifications can lend significant credibility to a company's green claims. Video collaborations with these third-party validators can further reinforce a company's genuine commitment to environmental responsibility.
Engaging with the Audience
Interactive video platforms offer a unique opportunity for Q&A sessions, webinars and open dialogues with consumers. By actively seeking feedback and fostering open communication, companies can further solidify trust and address concerns head-on.
Conclusion
The journey towards a sustainable energy future is ongoing. Video storytelling, when done authentically and transparently, can play a pivotal role in building trust and credibility in this journey. By showcasing genuine efforts, addressing challenges and engaging with stakeholders, energy companies can pave the way for a more sustainable future.
Call to Action
In the pursuit of sustainability, committing to genuine environmental initiatives is important. Continuous communication and stakeholder engagement are crucial. Embrace video storytelling, not just as a marketing tool, but as a medium to forge meaningful connections, build trust and lay the foundation for a more sustainable future.
Ready to transform your marketing with the power of storytelling?
Contact us at Reach Video for expert guidance and support. Let’s craft stories that resonate, engage, and inspire action.
Read more about our Brand Story solutions on our services page.
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Navigating the Energy Transition with Video Storytelling
Crafting Authentic Narratives for a Sustainable Future
The world is currently undergoing a significant shift towards sustainable energy. Traditionally centred on fossil fuels, the energy industry is now adopting environmentally conscious solutions. This shift is not straightforward, especially for countries like the UK, where North Sea oil and gas have played a vital role in ensuring energy security. Storytelling, particularly through video, serves as a guiding light, simplifying the understanding and navigation of this complex transformation.
In our increasingly interconnected world, the energy sector is pivotal in shaping the planet's future. As leaders in energy generation, resource management, and sustainability, companies within this sector wield immense global influence. To unlock their full potential, energy firms must embrace the art of brand storytelling, with video emerging as a particularly potent medium.
The Power of Story in Energy
Every era has its unique stories, and today is no exception. The energy sector, with its extensive reach and influence, offers a multitude of compelling narratives. These stories encompass addressing climate change, pioneering renewable technologies, and overcoming various challenges.
Check out another article to discover how to Build Trust in Energy’s Future with Video Storytelling, dispel greenwashing doubts and champion genuine sustainability in the energy sector.
Video: The Modern Storyteller
In our visually oriented-era, video has emerged as a powerful medium. For the energy sector, it's about showcasing the latest innovations in renewables and the technologies propelling us toward the future. Video captures the essence of this transition, making it tangible and relatable. It goes beyond presenting facts; it creates an emotional connection, inviting viewers to be part of the journey.
To explore this topic further, read our article on The Power of Brand Storytelling in Video Marketing.
Understanding the Role of Storytelling in the Energy Sector
The energy industry holds a unique position, intricately linked to global sustainability and the health of our planet's ecosystems. This connection offers energy companies numerous opportunities for impactful storytelling. From addressing pressing global challenges like climate change and resource depletion to showcasing the concrete effects of their solutions, energy businesses can mobilise public support, attract investment and accelerate the adoption of sustainable practices.
Furthermore, storytelling can humanise energy brands, transforming them from abstract entities into relatable, purpose-driven organisations. This is especially valuable in an industry often perceived as complex and technical, making energy solutions more accessible to a broader audience.
Key Principles for Crafting a Sustainable Narrative Through Video
1. Start with ‘Why’: Every compelling brand story starts with purpose. For energy companies, it's about environmental care, innovation and a sustainable future.
2. Show Impact Through Video: Video is an ideal medium to demonstrate real-world impact. Whether it's showcasing the reduction of carbon emissions or the expansion of energy access, video reinforces the importance of your work.
3. People First: Spotlight the stories of your team members, customers and stakeholders through video, humanising your brand.
4. Create a Sense of Urgency: Emphasise the urgency of global energy challenges and the consequences of inaction through video.
5. Embrace Authenticity: Ensure your video storytelling is genuine, reflecting your company's true values.
6. Leverage Emotion: Connect with hope, challenges, inspiration and the shared dream of a sustainable planet.
7. Tell a Compelling Story Arc: Capture and maintain your audience's attention by incorporating a clear narrative structure in your videos.
8. Utilise Video Storytelling: Use high-quality video footage, animations and interviews to illustrate your story.
9. Tailor Your Video Story to Your Audience: Adjust your message to resonate with your viewers, ensuring inclusivity and understanding.
10. Amplify Your Video Story Across Channels: Share your video narratives across various platforms to reach a diverse audience.
Conclusion:
As we navigate this intricate transition, stories serve as guiding lights, illuminating our shared goals, challenges, and the boundless potential ahead. Marketing professionals in the energy sector have a unique opportunity to harness the power of brand storytelling through video, driving meaningful change and creating a more sustainable future. By focusing on their core purpose, showcasing their impact, humanising their brand and crafting compelling video narratives, energy businesses can inspire their audience, build trust, and establish themselves as leaders in the global pursuit of sustainability. In doing so, they contribute to the betterment of our planet and pave the way for long-term success.
Ready to transform your marketing with the power of storytelling?
Contact us at Reach Video for expert guidance and support. Let’s craft stories that resonate, engage and inspire action.
Read more about our Brand Story solutions on our services page.
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Winning your Viewer's Heart
Rational vs. Emotional Tactics in Video Marketing
In a world where consumers are bombarded with advertisements every day, standing out is more challenging than ever. We are flooded with video content, a lot of which we tune out or click off. The greatest challenge facing marketers today is not just to be seen, but to be heard over and amidst the noise.
So, how do we capture people’s attention?
The answer lies in a secret weapon: emotion.
In this article, we’ll explore how to effectively use emotion in your video content to connect with your audience on a deeper level and inspire action.
The Power of Emotional Storytelling
No matter the product or industry, stories are universal. They bridge divides and make your message relatable. Charities and Nonprofits have mastered this art, using poignant images and narratives to compel action.
The spark that will resonate with your audience is genuine, human stories that strike an emotional chord. These stories are not just tales; they are the emotional connections that can turn a viewer into a believer, a consumer into a loyal customer.
If you're keen to delve deeper into this topic, explore our article on The Power of Brand Storytelling in Video Marketing.
The Science Behind Emotional Marketing
We like to think of ourselves as rational beings, but in reality, we are often more "rationalising" than rational. Our decisions are a confluence of conscious and unconscious factors, significantly influenced by emotion.
Understanding the difference between System 1 (emotional, instinctive) and System 2 (deliberate, reflective) thinking is essential for marketers.
One of the most potent factors that can drive our decisions is a well-told story—one crafted with intention that leverages insights into human behaviour.
“Marketing is no longer about the stuff you make, but about the stories you tell.”
- Seth Godin
Crafting Videos That Speak to the Heart: The Power of Storytelling
1. Movement and Dynamics
Create stories that feel dynamic in their emotional quality. They should take viewers from one emotional state to another, often including an element of surprise or resolution. A well-crafted story, structured with intention, can grab attention and drive emotion effectively.
2. Relatability and Character Development
Identify and express experiences that carry emotional weight for your target audience. Hold a mirror up to their experience and, if possible, put a unique twist on it. With the right characters and character development, we can connect to the audience emotionally and let them feel what our character is feeling.
3. Attention and Immersion: Hook Them or Lose Them
Start with a compelling “Hook” in the opening seconds of your video to instantly capture your audience’s attention. According to a study by the University of Massachusetts, the average online video loses almost 6% of its audience every second.
Your hook could include a question, an unexpected statement, a hard-hitting moment of conflict or humour, or unique visuals or sound. The key is to be intentional and provide value or interest right away. Spending time developing a strong hook is crucial, as it determines whether the rest of the video will be watched.
4. Maintain engagement
Tone shifts are a powerful way to keep the viewer engaged throughout the video. A tone shift is a point in the video where the story pivots, often accompanied by a change in music or topic. This simple pivot tells the viewer “Hey wait, there’s more,” piques their curiosity and gives them a bit of a refresh of energy to keep paying attention.
End with a “Jab”. What you leave your audience with is almost as important as what you draw them in with, a clear call to action that is best paired with an impactful moment or sound bite that leaves some curiosity hanging in the air. This encourages the viewer to take the next step and learn more.
Narrative Transportation: The Transformative Power of Storytelling
When crafted effectively, your audience can lose themselves inside the story, a phenomenon known as narrative transportation. They can leave their living room couch and enter the story world, experiencing the next few minutes or hours as if they were the main character. This immersive state not only creates a strong emotional response, which is a critical part of driving behaviour and thinking, but it also causes us to drop our defences. When inside the story world, we're far more receptive to ideas, new and old, whether we agree with them or not.
This is the transformative power of storytelling in video marketing. It’s not about bombarding the audience with facts and logical arguments. It’s about crafting a narrative they can step into, relate to, and ultimately, be moved by.
In a world where telling people to change rarely works—consider the endless health advice we all receive—storytelling offers a different, more effective path. It’s not about telling someone to eat healthily; it’s about making them feel the deep emotional and physical benefits of that change through a compelling narrative.
The ROI of Emotional Advertising
According to the Institute of Practitioners of Advertising (IPA), emotional creative is twice as likely to deliver major profit gains compared to rational, message-led campaigns. Emotional campaigns are more effective in the long term and are more likely to be shared and go viral.
Driving Action with Video
But how can you use emotional video to drive specific actions? It’s essential to align the emotions in your videos with your audience's stage in their buyer’s journey, as this can help to guide the tone of the piece.
Driving Awareness
When trying to drive awareness, viewers are looking to be inspired to action. In this stage, it's important to focus on positive and uplifting emotions, such as:
- Happiness/Joy/Delight
- Hope/Excitement/Anticipation
- Pleasure/Amusement
- Surprise
- Love/Affection
Driving Conversions
When the goal is to drive conversions, it's important to move beyond inspiration into deeper emotions that resonate with specific desires and needs, such as:
- Desire for Control
- Poverty of Time
- Desire for the Latest and Greatest
- Self-Achievement
- Economy of Time
- Make Me Better
Crafting Authentic Connections: Tips for Success
Deeply Understand Your Audience
Go beyond surface-level knowledge of your customers. Dive into their problems and needs, and articulate how your product or service provides a solution. A well-crafted story can bridge the gap between you and your audience, allowing them to see themselves in the narrative and connect with your brand on a deeper level.
Build Trust and Authenticity During Interviews
Let your company’s core values shine through in your content. Avoid scripted or forced narratives; instead, aim for genuine and heartfelt storytelling. The person asking the questions during a video interview plays an integral role in setting the tone for an authentically emotional video project. They should be an empathetic soul who will make interview subjects feel heard, safe and understood.
Start with questions to warm people up and take the time to have a conversation. If your video is dealing with sensitive topics, let the conversation guide which questions come next and give emotional moments space to breathe. Be grateful for their sharing.
Avoid Making a Commercial
People crave genuine communication and are tired of being “pitched” to. Resist the urge to talk about yourself and instead focus on the story you are telling.
Introduce a Relatable Character Early
People love people. Introduce someone your audience cares about within the first few moments to trigger a compelling, emotional response.
Use Authentic Voices and First-Person Narratives
Avoid professional voice talent and “corporate speak.” Instead, let your subjects speak directly to the camera, sharing their own stories in their own words.
Simplify Your Presentation
Resist the urge to add clutter like unnecessary titles, stats, or talking heads. Powerful visuals reveal more emotion than any words can so present the story as purely and simply as possible.
Be Mindful of Imagery and Use Close-Ups
Establish content and an overall setting with wide and medium shots, but then make the scene more intimate. Video has the wonderful capability of being a magnifying and isolating tool. Bring your viewer in close to focus attention on the important details and nothing else.
Craft with Intention
Storytelling is an art and a science. Use insights into human psychology and behaviour to craft stories that not only capture attention but also hold it. A well-told story, crafted with intention, can be a powerful tool for connecting with your audience emotionally.
The Final Takeaway
Emotion is a catalyst for action. It prompts us to engage, inspires us to change our lives or others’, and fosters strong associations with brands. This is especially important for charity organisations or videos intended to raise awareness. In almost all cases, the emotional response developed after watching an advertising video can mean the difference between buying or not buying a product. But, It’s not just about increasing sales; emotional marketing can grow your business in many ways, from enhancing brand associations to attracting future talent.
So, as you craft your next marketing video, remember: it’s not just what you say, but how you make people feel that truly counts.
“At the end of the day people won't remember what you said or did, they will remember how you made them feel.”
- Maya Angelou
In the battle for your viewer’s heart, emotional storytelling is your most potent weapon. Use it wisely, authentically, and with intention, and you will not only win their attention but also their loyalty and action.
Ready to Win Your Viewer's Heart?
Storytelling is a craft, and like any craft, it requires expertise and finesse. At Reach Video, we specialise in helping businesses like yours tell their stories in the most compelling and impactful way possible. Whether you are just starting with video marketing or looking to elevate your existing strategy, our storytelling experts are here to guide you every step of the way.
Ready to transform your marketing with the power of storytelling? Contact us at Reach Video for expert guidance and support. Let’s craft stories that resonate, engage, and inspire action.
Read more about our Brand Story solutions on our services page.
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7 Types of Stories You Need in Your Business
Unlock the Power of Storytelling to Connect, Engage and Inspire Your Audience
Do you want to learn how to tell your business story in a way that engages and inspires your audience? Whether you are a marketing professional aiming to elevate your brand’s presence or a business owner looking to connect with your audience, storytelling is a powerful tool that can transform your business communication.
This article will teach you 7 different types of stories you can tell in your business. Every kind of story has its unique characteristics, and it is essential to understand which one best suits your business message. If you're wondering about the significance of storytelling in today's digital age, especially in video marketing, you can read more about The Power of Brand Storytelling in Video Marketing. We will also show you the effects a well-told story can have on your marketing and business objectives.
So, let's break down the storytelling process!
Like most things in life, storytelling needs structure; it requires a sound framework to build on. This is why we have seven types of stories, so you can understand which one best fits your business message.
The seven types of stories are:
- The Why Story
- The Teaching Story
- The Values Story
- The Impact Story
- The Vision Story
- The Origin Story
- The Objections Story
We’ll go into each story type below.
1. The Why Story – A Story of Purpose
This story reveals the core values and driving forces behind your business. It answers the fundamental question: Why does your business exist?
Why Your Business Needs It:
- To connect with your audience on a deeper level by sharing the core purpose that drives your business.
- To build trust and credibility by showing the authentic motivations behind your brand.
Crafting Your Why Story:
- Start with the origin story of how the brand or idea got started. Through this experience, have your character share what motivates or drives them to continue to grow or do this work.
- Have your character share the most personally memorable, specific story of how their work has impacted others. Then have them reflect on how their impact made them feel and how their impact drives their work.
Example: Imagine you run a sustainable fashion brand. Your Why Story could revolve around your personal awakening to the environmental damage caused by fast fashion, and your resolve to create a change.
How to Use and Distribute:
- Feature it prominently on your website’s “About Us” page.
- Share it on social media platforms to engage with your followers.
- Use it as an introduction in webinars or presentations.
2. The Teaching Story – A Story that Educates
This story is designed to impart knowledge and insights. It positions your business as an expert, teaching your audience something valuable.
Why Your Business Needs It:
- To establish your brand as a thought leader in your industry.
- To educate your customers about a complex product or service in an engaging way.
Crafting Your Teaching Story:
- Identify the Concept: Start by defining the idea you’d like to teach with this story.
- Find the Story: Find a character who has a moment in time when they or somebody they know learned this concept.
- Define the Conflict: The goal of the conflict in a Teaching Story is to set up what’s at stake and why this information is essential.
Example: If you’re a digital marketing agency, your Teaching Story could be about a small business owner who learned the importance of SEO and how it transformed their online presence.
How to Use and Distribute:
- Create a series of educational blog posts or videos.
- Share it on LinkedIn and other professional networks.
- Use it in workshops or training sessions.
3. The Values Story – The Story of Principles
This story showcases the core values that guide your business. It illustrates how these values are embodied in actions and decisions.
Why Your Business Needs It:
- To attract customers who share similar values.
- To differentiate your brand in a crowded market.
Crafting Your Values Story:
- Define the Value: Find a person who has experienced this value in action. Help them hone in on one specific experience by asking questions.
- Find the Character with a Specific Experience: Break down the experience into a clear beginning, middle, and ending.
Example: For a company that values sustainability, a Values Story could focus on the journey of a single product from ethically sourced material to a satisfied customer.
How to Use and Distribute:
- Showcase it in your company’s recruitment materials.
- Feature it in your annual report.
- Share it on social media during relevant awareness months or days.
4. The Impact Story – A Story of Change
This story highlights the positive changes that your product or service has brought about. It’s a powerful way to showcase real-world results and benefits.
Why Your Business Needs It:
- To illustrate the tangible benefits of your product or service.
- To inspire potential customers with real-life success stories.
Crafting Your Impact Story:
A New Take on Testimonials: An impact story, often likened to a testimonial, goes beyond a simple endorsement. Here, we highlight real individuals and the transformations they experienced through our product or service.
Example: Consider a solar panel company sharing the journey of a homeowner who significantly reduced their energy bills and carbon footprint through their installation.
How to Use and Distribute:
- Use it as a case study on your website.
- Share it in email marketing campaigns.
- Feature it in your booth at trade shows.
5. The Vision Story – A Story of the Future
This story paints a vivid picture of the future that your business is striving to create. It’s about inspiring your audience with your long-term vision.
Why Your Business Needs It:
- To inspire and align your team around a shared future goal.
- To attract investors, partners and customers who want to be part of that future.
Crafting Your Vision Story:
- Lead with Desire: Personify the brand, or choose a character who is helping to lead the charge in the business. Highlight the more important goal or desired impact of their work.
Example: If you’re a tech startup focused on clean energy, your Vision Story could paint a picture of a world made better through your innovation.
How to Use and Distribute:
- Use it in investor pitches.
- Feature it in a prominent section of your website.
- Share it at company-wide meetings to inspire and align your team.
6. The Origin Story – A Story of Beginnings
This story narrates the genesis of your business. It takes your audience back to where it all began, making your brand more relatable and authentic.
Why Your Business Needs It:
- To humanise your brand and make it more relatable.
- To build trust by showing the roots and authenticity of your business.
Crafting Your Origin Story:
- Choose Your Character: Your character should be somebody involved in building the business from the beginning.
Example: The story of how the founders met and the challenges they overcame to start a renewable energy business.
How to Use and Distribute:
- Use it as the foundation of your “About Us” page on your website.
- Share your Origin Story video as part of a crowdfunding campaign.
7. The Objections Story – A Story that Overcomes Doubts
This story tactfully addresses the reservations or objections that potential customers might have. It’s about turning scepticism into trust.
Why Your Business Needs It:
- To proactively address and overcome potential objections or concerns from customers.
- To build trust by showing that you understand your customers’ concerns and have solutions.
Crafting Your Objections Story:
- Clarify the Objection & Choose Your Character: Identify the most common objection received from clients, customers, etc.
Example: Consider an engineering company looking to transition to a more sustainable energy source for its operations. The Objections Story could focus on the initial hesitations of the company's board about the upfront costs and potential disruptions to their operations. However, after realising the long-term cost savings, increased energy efficiency and positive environmental impact, they fully embraced the transition, positioning themselves as industry leaders in sustainability.
How to Use and Distribute:
- Use it in sales presentations to address objections upfront.
- Feature it in a FAQ section on your website.
Summary
In this guide, we’ve broken down 7 types of stories that can supercharge your business marketing. These stories are more than just narratives; they are strategic tools that can help you connect with your audience on a deeper level, humanise your brand and drive meaningful engagement.
Remember, storytelling is not just about telling tales; it’s about crafting narratives that resonate with your audience's values and aspirations. It’s about painting a vivid picture that can inspire, educate, and move people to action.
So, start crafting your stories today and watch your business grow!
Acknowledgements
This framework for storytelling is inspired by the Muse storytelling process, which has been a significant influence on our work at Reach Video. Muse has developed a powerful approach to crafting impactful, purpose-driven stories, and we highly recommend checking out their process for a deeper dive into the art of storytelling.
Ready to Take Your Storytelling to the Next Level?
Storytelling is a craft, and like any craft, it requires expertise and finesse. At Reach Video, we specialise in helping businesses like yours tell their stories in the most compelling and impactful way possible. Whether you are just starting with video marketing or looking to elevate your existing strategy, our storytelling experts are here to guide you every step of the way.
Ready to transform your marketing with the power of storytelling? Contact us at Reach Video for expert guidance and support. Let’s craft stories that resonate, engage, and inspire action.
Read more about our Brand Story solutions.
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How to Create a Brand Story Film
Top Tips for Compelling Video Storytelling
Crafting a story that resonates
In today’s digital age, storytelling is a key component of successful video marketing. More businesses are tapping into creative ways to use documentary-style videos, often referred to as "brand story films" or "mini-docs," to authentically showcase their company. These mini-docs are concise, impactful documentaries that focus on a singular story and vision related to your company’s core values and mission. They often include interviews with key employees or satisfied customers, and they are designed to be brief, engaging, and focused.
According to Dr. James McQuivey of Forrester Research, one minute of online video is equal to 1.8 million written words, making it an incredibly efficient way to communicate. This gives storytelling in the business world the power to be a secret weapon—a compelling story can attract your ideal customers and engage them in a way that sets your brand apart from the competition.
In Part 1 of this article, we explored The Power of Brand Storytelling in Video Marketing. Now, let’s dive into the practical aspect—how to effectively craft and integrate storytelling into your video marketing strategy. This guide is inspired by the Muse Storytelling Process, whose teachings have heavily influenced our own approach to video storytelling. We will delve into practical steps for crafting a narrative that resonates, focusing on the four essential pillars: People, Purpose, Plot and Places.
The Four Pillars of a Compelling Story
People: The Heart of Your Story
A great story starts with a great character. Having a strong lead character, what we call the "Heart," is critical in creating a story that your audience will emotionally connect with. This character is the emotional core of your story, and they are the ones who the audience will follow, empathise with, and root for. They could be a founder, an employee, a customer, or anyone else closely tied to your brand.
Tip: Select a Heart character who is passionate about your brand and can authentically convey their experiences and emotions. This character should have a clear desire or goal that drives the narrative and resonates with the audience.
Helpers and Experts
Secondary characters, such as Helpers and Experts, serve specific purposes in a story and should be chosen intentionally. Helpers fill gaps in the plot, share plot points, offer perspectives and aid in communicating the story's purpose. Experts provide necessary information briefly and should possess authority and passion for the subject matter.
Tip: Use Helpers to reinforce the Heart character's journey and Experts to lend credibility to your story. Be mindful of the number of secondary characters to avoid confusing the audience and diluting the emotional impact.
Purpose: Defining the Deeper Meaning and Objective of Your Story
The essence of a compelling story lies in its deeper meaning. This is what ensures your story is remembered and has a genuine impact. Before delving into the narrative, it's crucial to clarify your objective: What action or change in perception do you want from viewers after they've watched your story? A powerful story should not only impart wisdom but also change how the audience perceives something in the world.
Tip: Begin by articulating the 'why' behind your brand. How does it aim to positively influence its customers or the broader world? This foundation will guide the narrative, ensuring it resonates and remains memorable.
Plot: Structuring the Journey
The plot is the backbone of your story, designed to engage and captivate your audience. It's the sequence of events that guides your audience from the story's inception to its conclusion. Drawing inspiration from the Muse Process, the structure of a compelling story is built around six pivotal beats, known as the 6 Essential Plot Points. These moments are crucial in determining the story's engagement factor.
- Hook: The Hook is the opening of the film and should be powerful, unique, and conflict-driven to capture the audience's attention. Spending time developing a strong Hook is crucial, as it determines whether the rest of the film will be watched.
Tip: Forge a strong emotional bond between the audience and the Heart character at this stage. Clarify the stakes involved. - Conflict: This is where the central challenge or obstacle is presented, setting the stage for the Heart character's journey.
- Initiation: As the story progresses, the Heart character, aided by Helpers and guided by Experts, embarks on their journey. They take the first steps to confront and attempt to resolve the conflict introduced earlier.
- Journey Points: These are the pivotal moments as your character navigates the challenges. It's about the struggles they face, their growth, and the changes they undergo.
Tip: Ensure the conflict remains relatable and pertinent to your audience, showcasing the Heart character's trials and growth to deepen the audience's emotional connection. - Resolution: This is where the conflict finds its resolution. Showcase how the Heart character has evolved and transformed as a result, fulfilling the story's promise and leading your audience to a newfound understanding or perspective.
- Jab: Conclude with a universal insight or takeaway from the character's journey, leaving a lasting impression.
Tip: This ending should resonate with the story's purpose, guiding the audience towards the desired action or thought.
By meticulously crafting these plot points, you ensure that your audience remains invested in the journey of your characters, making your story both memorable and impactful.
Places: Building Trust Through Environment
The settings and environments in which your story unfolds play a pivotal role in establishing trust and deepening the connection with your audience. By showcasing the actual places where your company operates, you provide a tangible context, allowing the audience to immerse themselves more authentically in your narrative.
To effectively bring your story to life, it's essential to delve into the Layers of Place. These layers include Situations, Environments, Objects, and Time. By meticulously planning and visualising these elements—be it the colours, settings, props, graphics, angles, or lighting—you ensure that each scene resonates with authenticity and purpose.
Tip: Use visuals to spotlight key locations integral to your story, the settings where your company operates, areas of community involvement, or places where your products are made or used.
In another article, we explore 7 Types of Stories You Can Tell in Your Business to further help you craft compelling narratives.
Practical Tips for Crafting Your Brand Story
- Deep Dive into Your Brand’s Values:
Start by revisiting your company’s mission and values. What are the core principles that guide your business? This will form the foundation of your story. - Identify Your Heart Character Early:
Before you even start crafting your story, identify who the Heart, or main character, of your story will be. This person should embody the values of your brand. - Create a Storyboard or Outline:
Plan your story visually or textually before you start filming. This will help you identify key scenes, characters and the flow of your narrative. - Show Authenticity:
Avoid scripted or overly rehearsed scenes. Authenticity resonates with audiences, so let the genuine emotions and personalities of your characters shine through. - Leverage the Power of Music and Sound:
The right soundtrack can elevate your story. Choose music that complements the tone of your narrative and enhances emotional engagement. - Review and Revise:
After your initial draft or edit, review the story. Does it align with your brand? Does it feel authentic and engaging? Be prepared to make revisions. - Test Your Story:
Before a full launch, share your video with a small group of trusted colleagues or customers for feedback. Use this insight to make final adjustments. - Remember the Logo Test:
As a final check, imagine your video with a competitor’s logo. If it still feels uniquely yours, you’ve created a story that truly represents your brand.
Tip: Storytelling is an art, and like all art forms, it requires practice. Don’t be afraid to iterate and refine your approach based on feedback and results.
Promotion: Don’t Forget This Crucial Step
Just as Alfred Hitchcock said the most critical component of any film is the script, the script, the script; we’re sure that if he were around today and in marketing he would say the most important thing you can do for your video is promote, promote, promote! There’s no point putting all of your effort, time, and money into creating an amazing storytelling video if no one is going to see it. So, when you have your video and you’re ready to release it to the world, be sure to push it on as many different platforms as you can.
Tip: Consider a multi-channel promotion strategy. Utilise social media, email marketing, partnerships and your company’s website to maximise the reach of your video.
Conclusion
In a world where content is king, storytelling is the crown jewel. By balancing the four pillars—People, Purpose, Plot and Places—you can craft a powerful narrative that not only showcases your brand but also connects deeply with your audience, turning viewers into loyal customers.
For more on why storytelling is so crucial in video marketing, don't forget to check out our previous article on The Power of Brand Storytelling in Video Marketing.
Ready to captivate your audience with compelling video storytelling?
At Reach Video, we're experts in crafting narratives that resonate and drive results. Discover our Brand Story solutions and let's start your storytelling journey today.
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How to use video content throughout the 'customer journey'
Attract, nurture, sell to and retain your perfect customer with strategic video content.
https://youtu.be/vqid6uFHgLA
If you plan to add video content to your marketing mix, then it’s important to understand and plot out the customer journey. This is the "journey" that your prospective customer will go on as they first become aware of and then eventually buy from you.
This information will help you understand what motivates and resonates with your audience, as well as pinpoint gaps or problems in your sales funnel. You can then begin to create videos for your business that serve a specific purpose and produce tangible results such as more enquiries, more sales or longer client retention.
An Overview of the customer journey
Look at any business and you can broadly say that its customers will go through four key stages on the journey from first hearing about it to becoming a loyal brand ambassador who’s keen to tell other people about their purchase.
These phases are:
- Awareness
- Consideration
- Conversion
- Advocacy
I’ll be talking about these stages in more detail below and I'll reveal what type of video content works well for each phase.
Should you use video content during every stage of the customer journey?
Video marketing can be effective at any stage in the customer journey. However, it’s important that you create videos that serve a purpose within your business and resonate with your customers.
The truth is that videos are everywhere, thanks in no small part to the cameras on our smartphones. But so much of the video content out there is average, adding to the noise of social media instead of cutting through it.
A video that’s created for video’s sake, without having something genuine to say to a targeted audience, will do nothing for your business.
For this reason, your video content needs to be supported by a carefully planned video marketing strategy.
The answers to these questions will inform your content requirements:
- What do you need your video content to achieve?
- Where along your ideal customer’s journey could you use video content most effectively?
- What areas of your marketing and customer engagement funnel need improvement and where are the gaps that could potentially be filled by effective online video content?
For example, if you need more ‘cold’ audiences to be aware of your business and what you sell, then your video content would focus on building brand awareness.
But if people are dropping off after visiting your website or making an initial enquiry, you will want video content that reflects their brand awareness but breaks down the barriers to buying instead.
Assess Your Needs
Use our free Marketing Needs Analysis tool to get you thinking about where your business is at right now.
Rate your current marketing levels of engagement and effectiveness at different stages along the customer journey and receive a visual representation to quickly identify the key areas to focus on within an effective video marketing strategy.
To perform a Marketing Needs Analysis for your business, simply click here.
Awareness - Stage one of the customer journey (Brand positioning)
Every journey has to start somewhere. The Awareness stage of the customer journey is when someone hears about your business for the first time.
During this stage, they begin to build up a sense that you may offer a product or service that they need.
This Awareness phase usually starts with some kind of emotional trigger or realisation in the potential customer. It could be that they’re facing a problem or that there’s something that they aspire to in order to enrich their lives in some way.
How should you use video content during the Awareness stage?
Your biggest goal for any videos in this stage is getting eyeballs on them. This will usually mean posting content on the platforms that you know your customers use.
You’ll need to catch your audience’s attention, especially if they’re scrolling down a social media timeline the first time they see your video - think dynamic movement and creating interest rather than static shots and in-depth interviews.
People buy with emotion and then justify their purchase with logic, so Awareness videos are about encouraging people to connect emotionally with your company. You must do this before asking them to buy.
Overview and company culture videos work well here.
Tell the story of your business and why you do what you do. Show potential customers that you have the answers they need and that you understand them. Give an overview of your products and services. This is your chance to introduce your brand.
You should also include a call to action. This could be asking viewers to download a free guide, enter a competition or sign up to a webinar. Again, the action will depend on your overall marketing strategy.
Tracking Awareness-stage videos
Videos aimed at raising brand awareness aren’t always as easy to track as videos used in other stages of the sales pipeline in terms of who watched and later became a customer.
They’re still worth creating though because they initiate that all-important connection and begin positioning your brand in the viewer’s mind as trustworthy and authoritative.
Consideration - Stage two of the customer journey (Social engagement)
During stage two of the customer journey, the buyer knows that they have a need for what you offer.
They start to collect information, weighing up their options and comparing the different choices to decide which product, service or business would best meet their needs.
How could you use video content during the Consideration stage?
The main goals of marketing videos aimed at the Consideration stage are social engagement, education and relationship building.
You want people to come on a journey with your business and strengthen the emotional connection they felt during the Awareness stage. It’s also crucial to build trust and show that you’re a safe bet for anyone making a purchase.
Your videos during this stage should focus on giving people the information they need in order to make a buying decision.
This could mean answering FAQs, creating explainer videos, product demonstrations, service walkthroughs or how-to guides.
Create video content that offers genuine value to your audience, even if they decide it isn’t the right time to make a purchase.
Ideally, viewers should think, “If I get this much value now, imagine how much more I’ll get when I’m a customer”.
You’ll probably want to use your primary social media channels for this stage.
While paid advertising is an option, it’s worth bearing in mind that it can rush people through the customer journey, skipping over that all-important emotional connection. An organic strategy will give you the time to build up trust.
Conversion - Stage three of the customer journey (Purchase)
This is the stage of the journey that, when successful, converts a lead into a paying customer.
But in order to achieve this milestone, you might have to help your potential customers overcome some final barriers that are holding them back from buying.
Do you know what these barriers are for your business?
Are people worried about the price, convenience, time commitment, ease of use, accessibility or level of service, for example?
The biggest challenge for businesses during this stage is recognising the barriers to buying and coming up with rational ways to address these concerns.
Get that right and you should see your sales rocket.
How can you use video content during the Conversion stage?
Client onboarding videos work well during this stage of the customer journey.
These videos are aimed at people who have already made an enquiry. They give further insight into what it’s like to be a customer or what you can expect once you’ve made a purchase.
This might include answering FAQs or showing how you support customers in common scenarios.
Many businesses use video to cover the kind of information that might be included in a sales call or face-to-face consultation.
This can save the sales team significant amounts of time, leap-frogging potential customers from an initial enquiry to the point of purchase.
Client case studies are also effective at this stage because they can cover the tangible outcomes and benefits of using a product or service rather than focusing on the emotional experience offered at the top of the sales funnel.
Tracking Conversion-stage videos
Your audience at this stage will typically have made an enquiry or signed up to your mailing list, meaning your videos might go directly to them via email.
Be sure to track the number of views and watch time. Is there a particular point in a video where the viewers drop off? This could be a sign that you need to adjust the sales conversation.
Advocacy/loyalty – Stage four of the customer journey (Delight & retain)
The moment of purchase is far from the end of the customer journey.
The final stage of Advocacy and Loyalty can continue indefinitely, turning a first-time buyer into a long-term fan of your brand.
Stats show that repeat customers are more profitable for a business than trying to convert new customers all the time. It’s said that average conversion rates for first-time customers sit somewhere between one and three per cent, whereas a repeat customer has a 60-70% chance of converting.
Not only do repeat customers convert more often, but they also spend more per order than a first-time buyer.
For this reason, it’s critical that you don’t let a customer go after their purchase.
You want them to be so pleased with their purchase that they’re happy to buy from you again and they’re happy to tell other people about their experience.
How can you use video content during the Conversion stage?
Try to identify different post-purchase touchpoints – these will depend on your business and what it is that the customer has bought.
You might want to send a personalised video message welcoming the customer to your business and thanking them for their purchase.
This works particularly well for companies that offer online programmes, courses or services because it assures the buyer that they’re in the right place and that you’re interested in them after they’ve parted with their money and not just before.
You could offer a welcome tour, an orientation video, content about what to do next, or videos about related products or services that can ‘level up’ their purchase.
Whatever format you choose, Advocacy-stage videos are all about preventing buyer’s remorse. Think about how you can improve the customer experience, build long-lasting customer relationships and encourage referrals.
Also, if someone remains on your mailing list after buying, think about how you can stay in touch with them. You might want to create videos targeted at past customers too.
The right content at the right time
As we’ve seen above, mapping the customer journey is an essential step towards providing your audiences with the right video content at the right time.
People have different concerns at different stages. Video can be a powerful tool to let your customers know that you’re there by their side, seeing and understanding them at every touchpoint.
Developing a strategy for using video in your marketing mix can be confusing if you haven’t worked extensively with video before.
If you want to make video a profitable part of your business, it’s important that you have a video marketing strategy that extends beyond your normal digital marketing or content marketing strategy and maximises the impact of the videos you get produced.
Don’t know exactly what you need?
Get in touch for some free advice and discover:
- What videos will have the greatest impact on your bottom line
- The best way to have your videos produced, based on your needs and budget
- The video marketing channels that will deliver the greatest reach and engagement for your brand
7 Video Production myths that are harming your business growth
Believing these 7 myths about video production are keeping you from growing.
Are you still on the fence about video production and whether video content would be a worthwhile addition to your business marketing?
Many businesses hold back because of one or more of the enduring myths about video production. In most cases, these myths hark back to when making video was far more expensive, time-consuming, and less widely used than it is today.
Stay with us as we do some myth busting!
Myth #1: Quality video content and production is too expensive
This myth is probably the one we hear most often: Producing professional video content is just too expensive.
While this might have been the case in the past, it’s certainly not true anymore.
Yes, producing video can be more expensive than other types of media but it needs to be compared on the basis of the revenue returned rather than the initial costs. Quality video content can be used for many years and should more than return your costs in revenue.
Stats show that including a video on your landing page can increase your conversion rates by 80%. In email marketing, videos can boost open rates by 19% and click-through rates by 65%. Embedding videos on your website will also boost your Google ranking so that you’re more likely to show up on the first page of results.
There are options for any budget
If you’re on a super tight budget, you can still make an effective video yourself using your phone or webcam and free editing software.
If you have a little more to spend and you want to increase the quality and quantity of your video production, you could hire a freelancer to film or edit, or work with a video production company to hand off the whole project. This doesn’t need to break the bank.
Making video content is getting cheaper every day. Even for video production companies making professional-quality content, the cost is nothing compared to the hundreds of thousands that it used to take to create branded content.
There’s no sweet spot when it comes to the cost of your perfect video; it’s all down to what works for your business. But what everyone can agree on – and the stats speak for themselves – video is the most effective marketing tool to drive revenue.
Our advice:
Be realistic about what you can afford and look at clever ways to get the most out of your budget. If you want a video with many people involved, several days of filming and complicated post-production, this will inevitably cost more. If your budget is limited, you may need to simplify your videos for now.
Creating content internally is an affordable option – you can always outsource for specialist skills and high-end tech or try for a half-half approach where you shoot content internally and outsource the editing.
Just remember that not all video content should be DIY. While people may forgive poor production on a Facebook Live video, for example, they will expect something more polished from pre-recorded content. Stats show that 62% of consumers are more likely to have a negative perception of brands that publish poor-quality video.
“If you think it’s expensive to hire a professional to do the job, wait until you hire an amateur”
Red Adair
The advantages of professionally produced video
Professional video production means working with individuals who know how to use video production equipment to the best effect. They also know which steps have to be done and in what order to achieve the results that you want.
Video Production Professionals also understand how to repackage and reuse your video content across various different platforms, extracting as much mileage as possible from every frame of footage. One video can pay for itself many times over.
Video remains one of the types of marketing media with the highest levels of engagement and conversion, as it is able to connect directly with viewers. Properly used as part of an effective strategy, video production will bring in more money than it costs.
Myth #2: Videos wouldn’t work for my business
Many businesses, particularly smaller brands, believe that video won’t work for them. However, in today’s digital age, EVERY business can benefit from video content.
Increased conversions, more dwell time on websites, higher SEO rankings, and, most importantly, great content for an audience in a format that they’re likely to enjoy are just a few of the positives.
If any of those outcomes sound like they would help your business, then video content is for you.
You may have to think creatively when it comes to the type of video you make, but with all the different video styles at your disposal, something is bound to resonate.
Before we move on, it’s worth looking at some of the biggest reasons that people believe videos won’t work for their business – do any of them strike a chord?
- I don’t have any video ideas/creativity’s not our thing
It can be challenging to come up with an idea that you know is worth executing, especially if you’re new to video marketing.
My first recommendation would be to write down every idea you have, even if you think it’s a no-go. The process of brainstorming will help you clarify your thoughts and might spark other ideas in the process.
Remember, you know your brand and your customers better than anyone and that’s invaluable. With your insights, you can be specific about the tone, messaging and purpose of your video.
Get online and find videos that you like. YouTube is a great resource and it’s always easier to get a clearer idea of costs if you know exactly what you want your video to be like.
Check out what your competitors are doing well and badly. Brainstorm with your team, your boss, your friends, and your family (anyone who knows your brand) and be open to their suggestions. They may come up with an angle that you haven’t considered.
Even if you’re struggling to come up with creative concepts, all of the above is information that you can include in a brief to a video production company to tap into their creativity.
Our advice:
Your first video will probably be the hardest to make, simply because it’s new territory. Give it a go though and you’ll find your customers like it and like you more.
And whether you’re making a video in–house or briefing an external creator, get involved in the video creation process to ensure that the video is on brand and you’re getting the biggest bang for your company bucks.
Working with a video production company can be a no-brainer if you struggle with creativity. Video professionals will be able to come up with a great concept and flesh out the ideas into a script and storyboard before bringing it to life in production.
- My business is too small for video
This is another reason that many businesses decide video wouldn’t work for them.
They believe video is only for big companies with big advertising budgets.
In the days of big-screen advertising, it’s true that only the wealthiest of brands could afford video. But advances in technology and the growth of the digital world mean that video marketing has opened up to every business.
Our advice:
It’s not your company size that limits your video creation but your intention and desire. All you need to do is start.
- Videos only work short-term
Many businesses see videos as having a short lifespan in marketing terms. While a news update video might only be current for a few days, most other videos have value for much longer.
A good brand identity video, for example, can last for years. In fact, a lot of videos — especially those strategically posted on social media — will continuously build momentum.
Our advice:
Talk to a video production company about the best way to create evergreen video content or how to create different video types from one shoot. You could, for instance, pull short testimonials out of a larger case study or brand video.
Myth #3: Professional video content is too time-consuming
Most of us are time-poor these days, so you may be worried that creating videos is too time-consuming to be worthwhile.
In the past, video production often did take a long time because there simply weren’t any of the sophisticated apps and tools that are available today. Things are different now, especially in the hands of an experienced video professional.
And let’s not forget that you can get a surprising amount of mileage out of each video you create. Allocate the time and resources now and it will keep paying you back in dividends.
A single piece of video can be repurposed into multiple pieces of content for the web, social media, blogs, editorial, for live events or internal coms, for HR and recruitment, or for customer service and sales reports.
Our advice:
With so many tools available, an experienced company can help you to speed up the video production process.
Editing tends to be the biggest time-suck, so if your budget is limited and you’re only going to outsource one thing to save time then make it this.
Depending on the complexity of your requirements, most videos can now be completed within a few days to a couple of weeks.
That being said, a video takes as long to produce as it has to. A complex video, such as an important commercial, may take a few weeks to plan and shoot. A short explainer video or product video, on the other hand, may be able to be completed within a day.
Video production doesn’t have to take a long time to produce as a general rule. Hiring actors, writing scripts, and researching locations are tasks that will often take a long time. Even these tasks can be streamlined by a professional video production company.
Myth #4: To be successful with video you need a lot of views
There’s an enduring myth that the number of views is the best way to rate the success of a video.
While a high number of views is great, and it can let you know how many people are watching your video, one thing this metric doesn’t tell you is the number of people that are interested in the product or service that the video is promoting.
More sophisticated marketing methods and apps should be used to determine what the viewer does AFTER watching the video.
Do most of them simply click out and do something else? Do some of them do an internet search about the product or service? How many actually visit the website of the product or service being promoted by the video?
The answers to these questions can be much more effective at rating the success of a promotional video.
Our advice:
You may believe that a video has to go viral to be deemed ‘successful’, but the reality is that very few videos achieve viral fame.
The most important thing is that your video content appeals to your brand’s target audience; you can confirm this by tracking the metrics that matter.
If a video goes viral, that’s great, but it shouldn’t be your benchmark for success.
Viral videos usually happen by chance – they capture a mood and get shared by the right people at the right time. There’s no magic formula.
Our advice is to make something that your audience will enjoy; the engagement will be worthwhile in terms of customers and sales, even if you don’t generate traffic in the millions.
Myth #5: For video content, the shorter the better
This enduring myth feeds – and is fed by – most of the other myths on this list. Brands often believe that shorter videos will be easier to produce in-house, cost less and, therefore, offer better value.
These days though, shorter isn’t necessarily better.
As consumers, we’re used to online streaming services such as Netflix and Amazon Prime, bringing us long-form content on demand. It’s the norm to watch longer videos on mobile devices, as a result.
Both Instagram and Facebook offer long-form content platforms (IGTV and Facebook Watch respectively) – the latter reports that videos over 90 seconds in duration receive nearly 79% more shares and roughly 74% more views than shorter videos.
The reality today is that long-form video has its place and is well received when it’s targeted to the right audience for the right reasons.
On other occasions, short, snappy videos may be more appropriate.
Our advice:
A video should be as long as it needs to be to serve its purpose.
While a testimonial video or product promo might be less than 30 seconds long, a video telling your brand story or providing a product walkthrough would probably need to be longer.
Your decisions should be based on your goals and the way in which you want to use video to connect with your customers.
Myth #6: Using video to promote a business means making a commercial
You may be holding back from using video in your business because you believe that the best/only profitable approach is to create a commercial.
Although this might have been true in the past, it’s certainly not true anymore.
Thanks to on-demand video services or the ability to record our favourite programmes on cable/satellite, most of us are used to skipping through the adverts. Even on YouTube, where you are required to watch ads to a certain extent, approximately 65% of people hit the ‘Skip ad’ option as soon as it appears (a figure that rises to 84% of smartphone viewers).
Therefore, it makes sense to look beyond traditional commercials or digital ads to other types of video.
For example, you could make a virtual tour video that shows off your office space or a how-to video that teaches your customers how to use your product. You could film behind-the-scenes videos or record some face-to-face testimonials.
Our advice:
There is a huge variety of video options for you to use to grow your business. You no longer have to use one video to do it all.
The best approach is to consider the journey your customers go on from hearing about your business until after they’ve made a purchase, then create videos that speak to the crucial points in that journey.
You’ll want to think about how a video will be used. Will it appear on the Home page of your website? Do you want to share it on Facebook or send it via email to people on your mailing list?
The possibilities are endless and extend well beyond commercials.
Myth #7: Producing video content is all there is to video marketing
Do you remember the famous line from the Kevin Costner film, Field of Dreams, where a mysterious voice told him, “If you build it, he will come”?
Well, many businesses still believe that if they create a video, the audience will watch, as though the process begins and ends with video production.
What many seem to forget is making the content is just part of the process. A critical step in an effective video marketing strategy is deciding what you do with your video after you’ve created it.
- Which platforms will you distribute your video to?
- How will you optimise your video for these platforms and your intended audience?
- Which metrics will you use to track the effectiveness of your video in achieving the desired results?
These are all incredibly important questions. The answers to these will help form an effective video marketing strategy that you need to plan before you start filming.
Our advice:
Ideally, you should think about how you plan to distribute a video before it’s produced. This is because the platforms you use can have a direct bearing on the length, style, approach and format of your video.
If a video isn’t properly distributed, it won’t be able to achieve the best possible ROI. Much of video marketing lies in effectively utilising the video once it has been created and the best video production companies double as video marketing experts too.
Conclusions
As we’ve seen, many of the myths surrounding video production are undeserved. In reality, video has many benefits from growing brand awareness to skyrocketing conversions and email clickthrough rates.
You don’t need to spend an exorbitant amount of money on video production and there are options for every budget. In addition, you can use a video in multiple ways and share it through multiple channels, which is more diversified and far-reaching than ever before.
A professional video production company can help walk you through the process or manage it on your behalf. While this requires more of an investment than going it alone, the payoff is high-quality, engaging videos that are carefully targeted to your audience.
Professionally produced videos pay for themselves many times over.
10 common mistakes with corporate videos and how to avoid them
Simple fixes for your online video content to set you up for success.
Could you be making one or more common mistakes with your corporate videos?
More and more businesses are producing and sharing online video content. Unfortunately, that also means more businesses are making the same common mistakes that are preventing them from realising the full potential of video marketing.
The good news is, in most cases, there are simple fixes that can be made to set you up for success with video.
Here are 10 common mistakes with corporate video and how to avoid them:
1. Not having a clear strategy
If you’re a regular reader of the blog then you’ll know why a Video Strategy is essential in effective video production. Before creating content, you need to understand what it is that you want the video to do. What action you want your audience to take, how you want them to feel and what you want them to think?
Take the time to create a video strategy that considers your overall business goals and identifies your target audience. These first two critical steps will combine to inform your content and your methods for distribution. Then, by tracking the metrics that matter, you will build a deeper understanding of your audience and how you could use video even more effectively in the future.
2. Selling too hard
Video marketing is an entire waste of time if it doesn’t ultimately result in increased sales for your business. However, sometimes businesses go for the sale too soon. This can be a hard watch for the audience.
Yes, people are savvy enough to know that they’re being sold too but they don’t need to feel like they’re watching a corporate pitch.
Instead, concentrate on ways that you can offer helpful, genuinely valuable video content to your audience. People want to feel that you’re talking directly to them and that you have their needs at heart.
This is why storytelling is so important in video. Ideally, the customer should always feel like the hero of the piece, with your business at their side as a wise guide or mentor.
The two most popular video content types on YouTube are product reviews and how-to videos. This serves to illustrate that the most-watched videos are the ones that offer real value by helping and guiding their audience.
3. Not focusing on a single message
Think one video = one purpose.
In wanting to maximise the results from each new video, many companies make the mistake of creating a corporate video that’s too generic so that they can use it in as many ways as possible. They want their videos to raise brand awareness, sell products, boost social media following, recruit new staff, and more.
But this approach can really dilute the impact of the video. The audience can’t tell who it’s aimed at or what they need to do after watching, which is a surefire way to make people switch off.
Your audience wants to feel a connection. One of the strongest ways to achieve this is by having a single, clear message in each video that you produce.
4. No call to action
Following on from the previous point, every video should have a clear call to action that reflects the core message and purpose of the video.
A truth of human behaviour is that, when it comes to engaging with marketing, we like to be told what to do next. If your video doesn’t have a call to action (and a lot don’t), you risk viewers dropping off even if they’ve engaged with the content. Don’t give them that chance!
My advice is to keep your calls to action short, to the point and relevant to where the video sits in the customer journey. Some examples of simple but effective prompts include:
- Subscribe
- Make an appointment
- Call today
- Download now
- Join my list
- Sign up for a free trial
The call to action should tell people what they need to do but also give them some idea of what they’ll get – and how they’ll benefit – when they do it.
5. A one-size-fits-all approach
Many businesses assume that they can create one corporate video and release it on every possible platform to get it in front of as many people as possible.
There are several reasons why this is usually a mistake.
For a start, as we’ve seen above, the video needs to be tailored to the intended audience and where they are in the customer journey. This might affect which platform they’re using to view the video. For example, the first contact with a company might come from a short video on Instagram, whereas potential customers might seek out more in-depth videos on YouTube or your website when they know more about your business.
For this reason, it’s advisable to create platform-native content and to think about what the viewer might be doing when they hit play on your video.
Are they likely to be watching with sound on or off? (More about this below). Will they be scrolling through Instagram or watching IGTV? Will they have gone purposely to YouTube for a how-to video or tutorial?
We should also recognise that different sizes and aspect ratios are preferable for different platforms.
My advice is to ditch the cookie-cutter approach to videos and create different versions for different platforms.
Having a strategy in place before production will help you secure all the footage you need to create platform-native videos that share a consistent message.
6. Letting poor quality distract from the message
Poor sound, over-exposed video or out-of-focus shots can all be distracting for the viewer. And, if someone is being distracted by one or more of these issues, it means they’ve probably tuned out the actual message and content of your video.
For this reason, the quality of your video production is important. You want people to absorb your marketing message, and not be distracted by the technicalities of the video production process.
Yes, the audience tends to be a bit more forgiving if they’re viewing a Facebook Live, for example, but regularly publishing low-quality videos will damage your brand image.
7. Not measuring results
Launching a new corporate video is an exciting event but your work doesn’t stop the day it goes out into the world. Many companies make the mistake of thinking they can create a video and just watch the new customers roll in.
While your videos should certainly deliver results if you’ve produced them based on a sound strategy, you won’t truly be able to assess this unless you measure the results.
There’s an often-used quote in digital marketing that “What gets measured gets managed” and there is a large amount of useful data available to help determine the effectiveness of your videos in achieving the desired goal.
While the ‘vanity’ metrics like the number of views, social shares and likes are nice to have, don’t forget to look at how long people watch a video or which bits they re-watch as well as which bits they skip. This data will help you build up a clear picture of what works for your audience and what doesn’t. You can feed this knowledge through to your subsequent videos.
8. Not providing captions
Back in 2016, Facebook stats showed that 85% of videos on the platform are watched with the sound off. A survey from 2019 showed this figure could be as high as 92% when video content is viewed on a mobile.
Even though 60% of Instagram videos are viewed with the sound-on, you could potentially alienate more than a third of your audience if your video isn’t accessible without sound.
In other words, if you create corporate videos without captions, you risk losing the ‘sound off’ audience which could be catastrophic for your conversions, depending on which platform you’re using.
Make sure you always add captions for a sound-off audience and those that are hard of hearing.
9. Forgetting about SEO
It’s surprising how many businesses forget about search engine optimisation (SEO) when it comes to publishing their videos. And yet, SEO is how content is found online.
If you can give your corporate videos a properly optimised video description and keyword-rich/relevant title, this will help your video content to show up in searches.
It can also be helpful to give the search bots some text information about your video content so they know what they’re crawling.
A transcript of a video is the ideal solution when posted with a video on your website.
10. Expecting instant results
Thanks to the rise of viral videos, many companies hope that they will publish a video to an instant buzz and viral success.
In reality, even the corporate videos that seem to achieve overnight fame are actually the product of a video production strategy and, sometimes, years of tracking metrics and honing the message.
As with any content, videos take time to build up momentum. You need people to view, enjoy and share them with their network in order to open your videos to a wider audience.
If you can avoid all of the mistakes above and keep referring back to and refining your video marketing strategy, you should find that videos benefit your long-term marketing efforts even if it takes a while for them to be noticed.