WHY VIDEO IS BEST FOR SHARING YOUR BRAND’S STORY
Video is not just a passing fad or a novel presentation; it is a powerful way to form relationships with your audience through emotional connection. Even a brief interaction with your video can trigger this response, making a significant impact.
Check out this reaction to the Christmas 2017 John Lewis ad . The visuals, the story and the music triggered certain emotions and that is usually what makes an idea, concept or brand memorable.
Can you remember the last time you wanted to find out how to use a function on your favourite device?
Did you try to remember where you ‘stored’ the manual or did you consult uncle Google?
If you’re like me, you would slide into that search bar and within some milli seconds after hitting search – voila, you are presented with a number of videos showing exactly how you go about changing the keyboard to mandarin (if that’s what you’re into). My point is, there you were with a problem that was solved with a video clip.
Your business provides solutions to a particular problem or maybe even a range of problems and you are in business because of your unique selling point so why not show and tell?
Whether it’s video on Facebook, Twitter, Instagram, Snapchat or Youtube, the content you need to be thinking about creating and marketing on social for your business is video.
Here are 5 good reasons for using video
1. Video content encourages engagement with your brand and engagement breeds loyalty and so the cycle continues as long as you remain CONSISTENT with keeping your audience engaged.
2. As well as general insights into your business operations etc, you will find that high value video content is a winner. If you can help a consumer use your product more effectively by showing them how to then that shows that you care about them making the most of your product. Additionally, someone who may not be looking particularly for your product may come across it via the search engine and now you and your brand are in front of a potential new customer.
3. Food for thought statistic- ‘video posts on Facebook have +135% further organic reach than photo posts?’
4. Video content is versatile. Let’s take a look at the current major players in the social media sphere- Facebook, Instagram, Twitter. Motion pictures can be used across all of these seamlessly and as a result any video you create can be re-purposed to work for you on any of these platforms.
5. You can make creative use of a number of elements to help your story along. It is the only media which makes use of visuals and sound for full control of the storytelling process.(How many times have you had to add an emoji to a text message to help convey tone?)On-screen action can enhance your message, whether through color, data visualization, kinetic text, animation, or live-action, whereas, music, voiceover, and sound effects convey mood and tone, increasing your audience’s emotional response.
In summary it is important to remember that the most effective videos will speak to your audience’s emotions, which is why story is so important. Pair the right story with the right format and you’ll have brand video gold.