You've got 3 seconds to grab your audience's attention and convince them to stay until the end. How do you do it? With a story that speaks to them and keeps them on the edge of their seats.
This is where video storytelling comes in.
Today, your next customer may see between 300 and 1,000 publications a day, and he won't be able to watch everything that comes along. People want to be able to identify with your content and feel involved.
Social networks move fast, and content is everywhere, so it's up to you to find a way to attract and keep their attention.
So... how do you stand out from the crowd and make a connection quickly? The answer: tell a heartfelt story that's close to what your audience experiences every day.
In this article you'll get a better understanding of what video storytelling is, how to find a story that connects with your audience, how to put forward your values and different techniques to ensure your audience watches until the last second.
What is video storytelling?
Video storytelling is a communication technique that tells a story in images and sound to stimulate the audience. Instead of simply describing a product, it creates an experience that touches the audience by playing on their emotions and values, strengthening the bond between brand and viewer.
It's based on four key principles. First, hook the audience from the very first seconds (because time is short). Next, develop a coherent plot around a central character or a strong theme. Then, emotion comes into play: visuals and sounds amplify the impact. And, at the end, there's the call to action: that no-brainer moment when viewers feel such a strong bond with the brand that they absolutely must take action.
What makes video storytelling so captivating?
It promotes an emotional connection
By incorporating characters and situations close to reality, video storytelling touches on what people experience in their everyday lives. By creating a familiar and entertaining atmosphere, with relevant sounds and images, you can deepen the connection and increase information retention through a shared experience. It's with this connection that you become a trusted resource for your audience.
He inspires with the power of stories
Good stories inspire action. For example, in a storytelling-based video, an entrepreneurial journey can inspire a dreamer to take the plunge. Personal adventures motivate and encourage positive change in your audience.
By speaking directly to your audience's desires, you connect on a shared vision and that's what helps you build an engaged community.
How do you create a video storytelling strategy?
1. Clarify your objectives: visibility, loyalty or conversion?
Before you start production, define your objective: to attract more people, build community loyalty or encourage sales? Each goal has its own approach. For visibility, make your videos short and punchy. For loyalty, create authentic stories that demonstrate your values. And for conversion, highlight testimonials and the benefits of your products and/or services.
2. Know your audience inside out
Good storytelling speaks directly to the viewer. So dive into your audience's interests and motivations. What drives them to act? What are their dreams? What values inspire them? Take note of the answers to these questions and integrate these elements into your content to create a message that resonates with what really matters to them.
To find out more about integrating values into your video stories, read our article How to integrate your values into your brand videos to enhance the impact of your storytelling.
3. Create an inspiring, authentic character
To anchor your message, choose a character who represents your values. This character makes your message more human, more real. The persona can be fictional or real (customer, employee), but it must speak to the audience in a credible and inspiring way.
Get inspired by the example we created with the Volunteer Bureau of Montreal! A video created to mobilize the community by highlighting the different personas and the impact they could have on the community.
4. Structure the story to keep attention
A good story has a beginning, a middle and an end. Start by introducing a context that hooks the audience, add a challenge or obstacle that creates tension, and build the plot with a captivating rhythm. The ending needs to come full circle, so finish with a strong message. This structure will help you hold attention and leave a lasting impact.
5. Take care of the visuals and sound
Visual and audio ambience transforms a video into an immersive experience. Every image, color and musical note must reinforce the story. Visuals attract, sound amplifies, and together they create a sensory impact. With well-chosen images and compelling sound, your video becomes a sensory journey your audience won't forget.
6. Choose the right video format
The choice of format is strategic. Short videos get straight to the point, ideal for social networks. For more detailed stories, opt for longer videos on YouTube. For total immersion in your brand's universe, explore 360° or VR formats. Adapting the format to your message allows you to maximize your impact!
To explore some striking video formats, follow our guide here.
7. Analyze and adjust
Effective storytelling is also storytelling that is measured and optimized. Identify your KPIs: views, retention, conversions. Analyze the data to see what's working and correct what's not capturing attention. With regular adjustments, your storytelling stays relevant and impactful, strengthening your bond with your audience.
Support from Machiavel Studios
From idea to publication
At Machiavel Studiosour team of video creators guides you from idea to broadcast. We start with a brainstorming session to understand your needs, then use our expertise in cinematic storytelling to transform your ideas into a video that helps you achieve your goals. Our team takes care of every step, right through to broadcast, so that your story reaches the audience most passionate about your brand.
Want to see more from Machiavel Studios? Explore our portfolio here.
Experience the immersion. Feel the emotion.
At Machiavel Studios, Immersive Video Production Agency, we amplify the emotion of the audience most passionate about your brand. We combine our experience in storytelling with our expertise in the most advanced video technologies, such as indoor drone, 2D/3D animation and virtual reality.
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