Everyone loves a great story. Whether it’s Sherlock Holmes solving mysteries in The Hound of the Baskervilles or true love’s triumph in the movie The Princess Bride, stories take us to places and allow us to experience things that are only limited by our imagination.
Storytelling Isn’t Only for Entertainment.
Your company needs to find a way to leverage the power of story to engage and build rapport with current and potential customers. With so much content being created for the Internet, there is a huge need to find a way to stand out. Social media is old enough now that there is no excuse for boring content.
According to experts at YouTube, you only have about fifteen seconds to engage your audience. As such, storytelling is the best option for an introduction video for your website.
As an example, take a look at my favorite introduction video from professional sand sculptors. It tells the story of how a group of little girls helped save a surprise engagement. The story only takes twenty seconds to tell, though the total running time of the video is ninety seconds. The key point is, the audience gets a sense of who the company is just by seeing the story, and the story makes the audience want to stick around for the rest of video to learn more about the company.
Give Storytelling a Try.
I think one of the reasons this concept has been slow to catch on is that people think it is so simple that it couldn’t possibly work. The fact is, people make buying decisions based on emotion. Stories can affect people on an emotional basis in a way cold hard facts never will be able to.
So how can you incorporate storytelling into your videos? Here are some ideas:
- Don’t try to be funny. As hard as telling a good story is, telling a funny story is even harder.
- Storytelling isn’t limited to one style of video. A story works for any type of video. For example, a training video can incorporate a story to illustrate a point then go on to explain how to do the task.
Video Is a Show and Tell Medium.
Remember, you don’t have to SAY everything; rather, let the images help tell the story. You don’t need to talk about a shiny red ball if people can see it bouncing on screen. The important point is to make sure you use the right combination of words and images to bridge the gap between your company and your target audience in social media.