The Importance of Storytelling in Business Videos
Creating a narrative that connects with your audience.
Stories are everywhere. From the ancient cave paintings to modern Hollywood blockbusters, storytelling has been used for centuries to captivate audiences and convey important messages.
In the world of business, storytelling has emerged as a crucial tool for creating emotionally resonant videos that connect with audiences on a deeper level. In this blog post, we'll explore the importance of creating an engaging narrative in business videos and how to achieve it.
Every story is unique
In today's world, businesses face the ever-growing challenge of standing out in the crowd. With so much content competing for attention, it's becoming increasingly difficult for businesses to capture and retain their audience's attention for the long-term. However, by using storytelling in business videos, companies can create content that resonates with their audience and inspires them to take action.
A good story can be utilised to form an emotional connection with customers, making a brand more relatable and memorable. By creating a narrative that your audience can follow and engage with, you can communicate your brand's values, mission, and purpose in a way that's truly one-of-a-kind.
Let's not forget that every story is different. A good story helps differentiate a business from their competitors by creating a unique brand narrative that can't be replicated elsewhere.
How to Use Storytelling in Business Videos
So, how can businesses use storytelling effectively in their videos? Here are some tips to get started:
1: Start with a clear message
Before you start crafting your story, it's essential to have a clear message in mind. What is the main point you want to communicate to your audience? What action do you want them to take after watching your video? By starting with a clear objective, you can ensure that your story is focused and effective.
2: Create relatable characters
Characters are the heart of any story, and they help your audience connect with the narrative on an emotional level. When you create relatable characters, you make your brand more human and more approachable. Why not contact satisfied customers and get them to speak about their experience with your business? You can also look at your target demographic and create a character based on them to help improve relatability.
3: Explore different narrative arcs
Every story has a narrative arc, which is the structure that helps the story unfold. The most common narrative arc is the hero's journey, which involves a hero who embarks on a quest, faces challenges, and ultimately emerges victorious. Of course, this narrative won't be suitable for every business, but it's a good place to start as it could generate ideas of how your own business story will unfold. A narrative arc also helps you create a sense of tension and excitement that keeps your audience engaged, so look up some of the most common examples and see whether they are applicable to your business' own tale.
4: Use visuals to enhance your story
Visuals can be a powerful tool for enhancing your story. By using images, video footage, and animations, you can create a visual experience that reinforces your message and engages your audience. Visuals can also intensify the emotional impact of the story you're telling and be used to create a distinct atmosphere or mood.
For instance, say you want to show how your business has grown over the years but want to make it clear that the core ideals remain unchanged. You could find footage or photos from the past and then show how your business has advanced into the modern day while keeping its values the same.
5: Use music to set the tone
Music is another powerful way to help forge an emotional connection with your audience. By using music that complements your story, you can set the tone and create a mood that reinforces your message.
6: Try humour (if appropriate!)
Laughter is powerful. Humour can be a great way to get an emotional response from your audience and keep them engaged. But it's important to use humour appropriately and in a way that aligns with your brand values and messaging. After all, if you're a company that specialises in a sensitive service or product, humour is unlikely to sit well with your audience.
It's also important to strike the right balance between humour and the message you're trying to convey. If the humour is too over-the-top or off-topic, it can detract from the overall impact of the story you're telling.
7: End with a strong call to action (CTA)
Finally, it's important to round off your story with a strong call to action. This is the point where you tell the viewer what you want them to do next. Whether it's visiting your website, signing up for a free trial, or contacting your sales team, your call to action should be clear and concise, but also fit the mood of the story you've told in the video.
Start telling your story today
When done right, storytelling is a great approach that businesses can use to create emotionally resonant videos that connect with their audience on a deeper level. By honing in on what makes your business different and the unique experiences of the company or people who work there, you can create video content that generates a genuine emotional response.
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