Have you ever watched a movie trailer with beautiful, compelling visual effects, perfectly selected music, and captivating performances and thought, “I just have to see this film”? Well-done video advertising can inspire the same feeling.
Powerful storytelling evokes emotions that can drive an audience to take some sort of action. Just as a well-constructed movie trailer motivates a viewer to purchase a ticket to see the film, a compelling video advertisement will generate interest in your product or service.
So, how can you incorporate the art of storytelling into your business’s video advertising? This article will break it down for you and share a few tips for creating an impactful video ad that feels more like a great story and less like a hard sales pitch.
Branded Video
Branded video should live on your website. One of the best ways to introduce your brand to consumers is to show them who you are and the “why” behind your business. Everyone has a story to tell, including you. Think of it as the “About Us” section in video form. Your brand story video should explain the motivation behind your business, its core values and mission, and how you hope to transform your customers’ lives.
Since emotions are the driving factor behind many consumer purchase decisions, your brand story should engage your target audience in a genuine, relatable way. That will look a little different for each brand, but Lime’s founders’ story is a prime example of the power of storytelling in video advertising.
In the video, Lime’s cofounders detail the company’s origins, the motivation behind the brand’s founding, and their mission—to reimagine urban lives through the wonder of mobility. They also explain how the brand adds value to the community by creating jobs and encouraging consumers to shop locally.
The story of Lime’s founders embodies precisely what a brand story should be and demonstrates how a business can connect with its target audience on a deeper, more personal level.
Customer Testimonials
One of the best ways to demonstrate the value of your brand is through firsthand accounts from existing customers. These testimonials can either feature actual customers or be scripted with actors based on customer reviews or experiences.
Square, the payment solutions company, posted a video featuring a small-town pharmacist sharing his business struggles and why he feels a connection and obligation to serve his community. The advertisement is one that many small business owners can relate to as the pharmacist details how he had to adapt his business operations during the height of the pandemic.
If you’re a startup business, you may be wondering how to create a great testimonial video when your brand hasn’t yet generated a broad customer base. An alternative to sharing customer testimonials is to show how your business is transforming the lives of those who are the driving force behind the brand— your employees.
Take the shoe company Tom’s, for instance. The brand told the story of one of Tom’s first five employees, Allie, who explained what it felt like to work for the startup in its early days, what makes the brand unique, and the sense of community she felt working there during a difficult time in her personal life.
There are many ways to demonstrate the value of your brand through video, but strong storytelling should always be at its core.
Television Spots
Even in the digital world, television remains one of the most popular forms of video advertising. The key to creating a successful commercial is to create something worth remembering.
How do you do that exactly? By incorporating all the hallmarks of great storytelling—powerful writing, compelling characters, and an engaging narrative.
Keep in mind that many emotions make up the human experience. You don’t necessarily need to craft a story that tugs at the heartstrings or makes people cry. Humor can be just as much a motivating factor.
For instance, some people may think of ETFs and bonds as a somewhat boring topic, but E*Trade got creative and wove some humor into its “This Is Getting Old” TV commercial. They used comedy to highlight the sobering fact that more than one in three Americans have no money saved for retirement. The ad includes a call to action at the end to start saving by opening a retirement account.
Capitalize on memorable storytelling by including a call to action of your own. The call to action may be any number of things, such as signing up for a free trial or following your brand on social media. But whatever shape it takes, it should encourage people to learn more about your brand firsthand.
Social Video
These days, a great video has the potential to go viral. Video gets way more engagement on social media platforms than text-only posts. And the more comments and shares your content generates, the more eyes on your brand.
Remember the ALS Ice Bucket Challenge, for instance? Perhaps one of the most memorable videos from the campaign was the story told by Sir Patrick Stewart. While not technically an ad, there’s a compelling story at the heart of it, and the best part is that the actor says it all without uttering a single word. If you’re unfamiliar with the challenge, research it a bit to fully appreciate the creativity behind it.
There are many facets to telling a compelling story, from scripting and planning to filming and editing. So it can be helpful to have a skilled video production team by your side throughout the process. Remember—everyone has a story to tell. You simply have to decide how you’re going to share yours. If you want to work with innovative and experienced storytellers, a team like Pretzel Logic Productions can help.
