The Power of Storytelling in Branding - Market your Brands Purpose
What is storytelling
Storytelling employs words to conjure up new worlds and experiences in the minds of readers and listeners. Human emotions can be influenced by storytelling. It can also lead to people accepting new ideas or encouraging them to act.
WHY SHOULD BRANDS DEVELOP THEIR BRAND STORY??
Some numerous studies and statistics demonstrate the importance of brand storytelling:
- 92% of consumers want brands to create ads that feel like they are telling a story. (OneSpot)
- After reading a compelling story, 55% of people say they would consider purchasing from a brand. (SmallBizGenius)
- After hearing a story, 65% of people form an emotional attachment to a brand. (SmallBizGenius)
- Branded content with a story is 22 times more engaging than a simple advertisement. (AdWeek)
- 84% of consumers say they buy from brands they feel an emotional connection to. (Source: Sprout Social)
- Companies with a compelling brand story outperform their rivals by 20%. (Forbes) Emotional storytelling by brands increases their chances of being remembered and shared. (From the Harvard Business Review)
According to these statistics, brand storytelling has a significant impact on consumers' attitudes and behaviors toward a brand. Brands can create emotional connections with their audiences, differentiate themselves from competitors, and ultimately drive sales and loyalty by telling a compelling story.
STORYTELLING VIDEO EXAMPLES
1. Personal Stories
These videos are personal, engaging dramatizations of a customer's story that are related to your company or product in some way. Do you have a compelling story to share about one of your customer's experiences with your product? It could make a powerful video.
2. Customer Testimonial Videos
When it comes to building trust and converting sales, nothing beats an on-screen customer testimonial. Before purchasing a product, most consumers look for reviews online, but an on-camera review is even better! The fact that your client went on camera and told everyone how wonderful you are is extremely powerful.
3. Case Study Videos
These videos delve a little deeper into your product's features than a testimonial video would. They demonstrate, from a customer's point of view, how your product's features solved their problem and brought them success. Case studies aid in the development of trust and a sense of authenticity.
4. Company Origin Videos
Some company origin stories become legendary! In this type of video, you tell the story of how your company got started and the values it stands for.
5. Brand Storytelling Videos
We all enjoy good yarn! Storytelling videos are typically emotional, used to tell the story of a cause or concept related to a brand, and are not intended to be overly sales-y.
Where to Post Storytelling Videos?
There are numerous places where you can promote your storytelling videos. Video platforms continue to dominate and are excellent channels for brand growth.
YouTube
YouTube is the best platform for sharing longer narrative videos. YouTube, unlike Instagram or TikTok, is a search engine rather than a social media platform. So the playing field is a little different - you can bring users in through organic search, but your audience may not engage as much as they do on social media.
If you want to post longer storytelling videos or simply need a platform to host your content, YouTube is a good place to start. You can also easily share the videos on other platforms, expanding your reach even further.
Instagram and Facebook have slipped a little after TikTok won the battle for the user base. But don't let this deter you from using Instagram to post storytelling videos; it's still one of the market's most popular and mature social media platforms. It also has a plethora of video options.
You can start a live stream, post a long-lasting Reel, or use IGTV for longer storytelling videos with Instagram. You can choose the appropriate delivery format and use Instagram to engage your audience based on the type of video you produce and its length. The robust monetization features of the platform also assist you in using video to drive conversions.
TikTok
TikTok is the most popular social media platform right now. It is now the most visited website, surpassing Facebook and establishing itself as the king of social media. But what is it about TikTok that makes it so appealing to both users and brands?
TikTok has struck a good balance between making entertaining content widely available and encouraging brands and creators to continue producing valuable content. As a result, the platform is brimming with intriguing social videos, including brand videos that make use of storytelling.
Furthermore, TikTok's shopping features complement your content delivery, allowing creators and brands to drive conversions and increase audience engagement. If you haven't already looked into TikTok, now is the time.
Your Website
There is no place like home or your website in the digital world. Right on your website, video storytelling can help you engage your target audience in a variety of ways. A good landing page video, for example, can increase conversions, whereas explainer videos can help your audience better understand products or services.
Similarly, if you have a blog, including videos can help your readers better understand complex concepts. You are only limited by your imagination when it comes to video storytelling on your website.
What makes a good story?
Words like good and bad are subjective, but there are a few essential elements that all great stories share.
Good stories are:
Entertaining:
Good stories keep the reader engaged and anticipating what will happen next.
Believable:
Good stories persuade the reader of their version of reality and make it easy to believe and participate.
Educational:
Good stories pique the reader's interest and add to their knowledge bank.
Relatable:
Stories remind readers of familiar people and places, and they assist audiences in recognizing patterns in the world around them.
Organized:
A good story has a concise organization that helps convey the core message and allows readers to absorb it.
Memorable:
Good stories leave an impression on the reader, whether through inspiration, scandal, or humor. (As a reference, consumers say that funny content is the most memorable.)
Trendy:
These stories relate to current events and buzzy topics that people are engaged with, building your brand's presence as an informed and active participant in current events. This could take the form of using trending memes in Tweets.
Conclusion
Storytelling is a skill. It's also a process worth learning for your company and its customers. Stories unite people and elicit action and response. Furthermore, today's consumer does not buy based on what you're selling, but rather on why you're selling it.
Storytelling enables you to communicate your "why" creatively and engagingly. You are an excellent storyteller. So gather your thoughts, find the appropriate channel and tools, and tell your story.