We live in a visual world. Your audience is significantly more likely to remember what they saw than what they read.
Simply pushing video content on social media won’t cut through the digital clutter, though. Using storytelling in your videos will capture your audience’s attention to increase engagement, trigger social shares and facilitate conversations.
How do you create a video that produces results? Read on for the key steps in developing a foolproof video-storytelling strategy.
- Establish objectives. Before you even begin brainstorming, understand what the end goal for your strategy will be. Are you trying to reach a specific number of impressions? Do you want people to share your content? Understanding your objectives will guide you throughout the strategy.
- If you haven’t already, develop a brand voice. A brand voice is a tone and matter in which brands connect with their audience. By establishing a brand voice, you will be able to create content that is consistent with your brand, no matter when the content is created or when it goes live.
- With your objectives laid out, brainstorm ideas that will highlight the product or service that you’re trying to promote. Rather than pushing bland content to your target audience, develop a story. What are your customers’ pain points, and how can your product or service help them? Think about what your audience really needs.
- Create your content for multi-channel media. Different online media platforms require different creative pushes. In social media, for example, short videos thrive on Facebook and Twitter, whereas longer video content is ideal for LinkedIn.
- Utilize cross-channel distribution to share your story. Using the PESO approach, you’ll incorporate paid, earned, shared and owned platforms to reach your audience.
- Evaluate your strategy by referencing the objectives you created. Did you reach your set measurables? Using data and analytics will allow you to measure the ROI and, if needed, adjust your strategy for the future.
A successful video-storytelling strategy should turn a basic message into a memorable, authentic story. Use your story to create emotional connections and — once they know, trust and like you — your audience will be more likely to do business with you.