Have you ever watched videos on social media that just fall flat, and you feel like you’ve just wasted those ten seconds of your life? I can almost guarantee that those videos were missing (at least) one thing: a story.
Videos get much more attention on multiple social platforms than plain text and even still images, they become hugely more effective when they use storytelling.
In this post, I’m going to go over why you should be using storytelling marketing, I’ll explain how to create video stories that are effective in just 60 seconds or less and how to make high-converting Facebook videos.
Storytelling is what makes video so effective; no other medium can succinctly tell a story so quickly without overwhelming the viewer. Think about it: would you rather watch 60 seconds of a video, or view an enormous block of text on Facebook. If you’re like 99.9999% of users, you’ll happily watch the video but you’d be put off by the huge block of text. And storytelling is important.
Storytelling in video allows you to show your personality while appealing to viewer’s emotions. Stories are memorable, and create long lasting emotional connections. It’s why there’s such things as reported personal essays; people care much more about something when there’s a single human face attached to it, whereas they may have drowned out the staggering statistics otherwise. This is a power that you want to harness for your marketing campaigns.
What Does Storytelling in Video Look Like?
Video storytelling might look a little different than what you’d expect. When we think of stories, we think of children’s books and fairy tales.
Brand storytelling and marketing stories, though, can take a much different shape. It works by taking the same basic principles of any other type of storytelling and applying them to your brand and product. They should be used to help flesh out and build your brand, showing users not only what you do, but why you do it.
Is your business online marketing? Instead of just showing what you know and what you do, for example, have a video of your customers talking about how much it’s helped them or their businesses. Is your job focused on making this world a better place? Create videos that interview those who you have helped.
Marketing stories and videos don’t even have to be so on the nose. They can be videos that are relevant to your target audience and tie back to your business.
Why You Should Use Storytelling Marketing in Videos
We already know why we need to be using video in marketing, especially when it comes to Facebook. Videos consistently give higher engagement, clicks, and conversions on nearly all platforms (including landing pages) than still images or plain text.
In fact, 57% of users will visit a brand’s site after watching a video, and 65% of customers are more likely to purchase a product after they’ve seen a video about it.
- Choose One Simple Concept
This is important both for story impact and for the conciseness that is necessary to keep viewers watching. Each video should contain one very simple concept that you’re exploring with a story.
This doesn’t mean you have to only include one person in the story; plenty of great videos talk to many different individuals throughout the video, but the individual stories all work towards one common goal.
You should only be creating the video around one specific goal and one story, just like an ad should only have one objective.
- Have a Beginning, Middle, and End
All stories absolutely always need three things, no matter what: a beginning, middle, and end. If you’re missing any of these, the video will feel incomplete and you’ll lose viewer interest.
If you don’t have either a beginning, middle or end, the video will become much less persuasive, it wouldn’t make as much sense, and you wouldn’t get the full picture.
- Showcase The Problem & Solution
This one is especially important if you’re creating both Facebook videos, and Facebook video ads.
Showcase a problem exactly how your target audience will experience it, making sure to hit all of their pain points. Then, after talking about how this product affects them, swoop in with a solution. Introduce the solution, and then explain how it can combat the pain points and completely solve the viewer’s problem.
- Appeal to Viewers’ Emotions
Stories are most impactful (and memorable) when they appeal to viewer’s emotions.
Emotional impact doesn’t mean that you need to make viewers cry buckets; instead, it’s about getting an authentic emotional reaction of any emotion. That can mean joy, fear, sentimentality, guilt, sadness, anger, or relief. Our example video for this one goes a minute over, but you can still feel the emotional impact pretty quickly, so I’m tossing it in here anyways.
- Use Compelling Characters to Showcase Brand Personality
Compelling characters are one of the best things you can do for brand storytelling because they can help convey your unique brand personality. This helps establish your brand, and it makes you memorable all at once.
Compelling characters can be real life people that you’re featuring in the video. They can also be off-the-wall, zany and unreal, which works well for quirky brands.
- Incorporate User Generated Content
If you have it, flaunt it, especially when it comes to user-generated content. If it’s possible to include UGC in your social videos, you should.
User-generated content is extremely appealing to viewers and can do wonders when it comes to engagement and conversions.
With only a few exceptions, almost all videos are strengthened when they’re created with stories in mind. Brand storytelling allows you to build rapport with an audience that’s now much more likely to remember you and engage with you.
The key is to remember to keep your story brief, because all Facebook video (and realistically, most others) should be kept to 90 seconds or less, with 60 seconds being a safe sweet spot.
As long as you do that, you can count on seeing more clicks– and more conversions– as soon as you run your next campaign.
What do you think? How do you craft compelling, engaging short video stories? Do you use any of these tactics with your Facebook video campaigns? Leave us a comment and let us know what you think!
Thanks to Adespresso for these ideas