How to Create Engaging Storytelling Videos

Today, there are a gazillion videos available at your fingertips, whatever type of content you want, whenever you want it. But how many of these videos actually drive engagement for a business? What makes good content pieces stand out? The answer is ‘connection’. If the content you create connects with your audience on an emotional level, you inspire trust, make a lasting impression and ultimately driving engagement. 

So, what does it take to craft a narrative that transcends the screen? Here’s a 6 step blueprint to get you started. 

Understand Your Audience

To connect with audiences, it is extremely important to know them inside and out. Who are they? What do they desire for? What motivates them? Answers to questions like these will help you understand what drives your audiences and why. This will ensure that you speak directly to their emotions and experiences, establish a genuine connection and increase the chances of engagement.
According to an editorial in the Harvard Business Review, customers who have an emotional attachment to your business are, on average, 52% more valuable than those who are merely highly satisfied.

Volkswagen targeted a new consumer base by tapping on their desire to ignite a new spark in their lives with their film Bring back the energy! This film ticks all the boxes when it comes to understanding its audiences’ – demographics, sentiments or emotions as it encourages audiences to reclaim their energy and pursue their passions.

Craft a Compelling Narrative

“Narratives are a fixture of human communication” – Roger Fisher, 1985. Videos tell a story and the backbone of every good video is persuasive narration, i.e using storytelling to influence, by presenting compelling narratives for a specific message or argument. Powerful storylines draw viewers in, hold their interest, leave an enthralling impact on their minds and win the content market. No matter what the genre of your video is, be it Animation, Live Action, Stop Motion or any other format, it can be powerful and compelling if the story is told correctly.

Coca-Cola’s Film – Masterpiece is a good example of compelling and creative storytelling.  Audiences are captivated by this artful, live action video set in an art museum, where iconic paintings and sculptures come alive through the power of Computer Graphics. Coca-Cola with their enchanting narrative, skilfully encourages their audience to find the real magic within.

Be Authentic

Charlie Reed in his article “Authenticity is everything for today’s hyper connected consumer”  for The Outfit, quotes ‘Brand trust clearly drives growth, with 61% of respondents prepared to advocate if they fully trust a brand, and 57% prepared to purchase a new product or service from a brand.’  

Instilling consumer trust is crucial for persuasive marketing. Often, just well produced and visually appealing videos don’t captivate audiences; people relate to real stories and real emotions. Personal anecdotes, testimonials, relatable instances or behind-the-scenes footage makes content relatable and entertaining.

Stories have the power to shake the world and one such story is captured by Dove’s Cost of Beauty campaign. Real person, real story, and a very inspiring message, this video documents the life of a young girl, delving into the disturbing consequences of the influence of Social Media on her self perception.

Tap into Empathy

Can you imagine yourself in someone else’s shoes? To produce content that resonates, you must ask yourself this question. Videos that address common struggles, challenges, or aspirations shared by your audience resonate with them more strongly. When content evokes empathy, it enhances engagement, encourages recallability and motivates action. 

Apple – The Greatest is a good example of how you can tap into empathy through a video.  The film puts a spotlight on one of Apple’s core values – Accessibility, proving Apple is for everyone!

Amplify it with Sound Design

Specific sounds elicit specific sentiments, often triggering powerful emotions and memories. This helps create a more immersive and emotionally resonant experience for the audience. It adds a layer of depth to the audiences’ perception, influencing how the video is interpreted. Sound design plays a crucial role in setting the emotional tone and the pace of the video, so choosing the right music can make a huge impact on your storytelling. 

The essence of the Taj Mahal  Tea Campaigns lies in a harmonious blend of Musical Maestros, captivating locations and most importantly soulful music. These campaigns have long embraced a strong connection with classical music, which like their product is supposed to bring the audience peace and comfort. 

Sell Through Your Stories

When engaging in visual storytelling, it’s crucial to keep your primary goal in mind, which is to promote and sell your product or service. The purpose of crafting a corporate video is to build trust and persuade the audience to purchase or utilize your offering, ultimately leading to profitability. Therefore, it’s essential to make your product or service the central focus of your videos, ensuring that the audience comprehends the video within its specific context.

This Cadbury Gems Advertisement skillfully combines storytelling and product marketing. It tells a humorous, unique story while keeping the product at the forefront, making it an engaging and effective advertisement.

Storytelling becomes a powerful tool for establishing deep relationships with audiences when it is infused with emotions and sincerity. It produces content that strikes a chord in viewers’ hearts and has an enduring effect that compels them to return for more. By bridging knowledge gaps and inspiring a sense of community via the craft of authentic narrative, you may captivate an audience. The audience is immersed in a wide spectrum of emotions as your story develops, making for a gripping and lasting experience.

We invite you to share your thoughts and experiences with visual storytelling in corporate videos in the comments section. To delve deeper into this topic, feel free to explore our suggested resources. To stay updated on the latest insights into visual storytelling for corporate videos, subscribe to our newsletter, and connect with us on our social media platforms. Your engagement and input are highly appreciated!

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