2018 has indeed been a great year for video, with Google reporting that 70% of shoppers say they are also open to learning about products on YouTube from brands. Storytelling is a key part of the success of video in 2018, and I strongly believe more businesses should invest in this method of creating content. Here’s how storytelling will boost your brand online in 2019.
Brand Storytelling is a very important aspect of video marketing, and the method can be used to endear viewers and prospective customers to the brand, guiding them to take action on your brand online. Drawing inspiration from social and cultural contexts, brands can devise new video marketing strategies that not only sell their products and services, but also entertain the audience in ways that they have not been in a while.
In 2019, content creators and small business owners alike should focus on creating content and campaigns that connect with fans on a global scale. For the Nigerian market, leveraging on nostalgic feelings is a great way to connect with fans using story telling.
Jumia NG’s Christmas Wish list Campaign is a great example of how brands can use the aforementioned technique to boost sales through video marketing. Watching this would certainly set your mind back to the good old days of watching Christmas shout outs on NTA back when.
Airtel Nigeria probably had the best year with storytelling, as their Meet the In-laws campaign was a fan favorite in 2018. Armed with some of the finest veterans in the Nigerian movie industry, and a highly relatable storyline, the ad quickly gained traction and went viral online, with the phrase “selfie time” quickly becoming a slogan.
The fact that audiences were able to relate with the story that Airtel was sharing with its viewers – subscribers and non-subscribers alike – made their campaign an online success.
While your brand may not need to borrow a leaf from Jumia or Airtel, it is still very important to infuse storytelling to your video marketing campaign for 2019, and here’s a few things you can do to capitalize on evolving consumer behaviors and technology in the coming year.
1. Audience insights is key
Take time out to study your audience insights, and figure out what part of your content has inspired action in the past. You should pull insights for your brand across all social media platforms where your brand is visible, while taking note of insights from previous video marketing campaigns.
2. Use multipurpose creatives to reach the right audience
Once you have created your compelling creative for your video marketing campaign, ensure that you create different versions of your creative to reach audiences on various platforms. You can also measure previous audience insights to determine what creatives are likely to get your audience to take action.
3. Repeat your message across formats
Your audience should be able to interact with your creative at every point of their journey. So while working on your video marketing campaign, ensure to infuse a level of creativity in telling your stories, so that you can play with various versions of your creative in different formats,across different platforms. So while you can have an extended video on YouTube, ensure to create a version for Instagram and for Facebook.
On Google, six-second and 15-second ads can be used to guide your audience – and prospective customers – through the journey to taking action on your content.
Now that we know what to do to capitalize on audience behavior through storytelling in 2019, here’s a few things to remember when using this technique for your video marketing campaign:
- Tell a personal story
- Ensure that your audience is going to be immersed in your story.
- Let your characters be animated and relatable.
- Show your audience enough to make them want to watch, not too much to make them feel they have seen it all.
- Build up to S.T.A.R. moment.
- End with a positive takeaway.
So there you have it, do everything to ensure that your brand is optimizing the use of video to get the best results in your campaigns for 2019.