{"id":1128,"date":"2017-04-27T15:01:00","date_gmt":"2017-04-27T15:01:00","guid":{"rendered":"http:\/\/commarts.pleather.us\/2017\/04\/27\/how-video-helps-you-tell-powerful-brand-stories\/"},"modified":"2017-04-27T15:01:00","modified_gmt":"2017-04-27T15:01:00","slug":"how-video-helps-you-tell-powerful-brand-stories","status":"publish","type":"post","link":"https:\/\/blog.valdosta.edu\/m2\/2017\/04\/27\/how-video-helps-you-tell-powerful-brand-stories\/","title":{"rendered":"HOW VIDEO HELPS YOU TELL POWERFUL BRAND STORIES"},"content":{"rendered":"

This article originally appeared on\u00a0Column Five<\/a>.<\/em><\/p>\n

Brand video storytelling has exploded in popularity for many reasons. The technology has evolved, price points have come down, social platforms have embraced it, and audiences have come to expect\u2014if not prefer\u2014it as a method of communication. (According to a 2014 Levels Beyond survey<\/a>, 40% of consumers said they would rather watch a brand video than read the same information.)<\/p>\n

For brands, video presents a fantastic opportunity to tell a compelling brand story in an easily digestible package.<\/p>\n

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WHY BRAND VIDEO IS SO POWERFUL<\/b><\/h3>\n

Video is not just a passing fad or a novel presentation; it is a powerful way to form relationships with your audience through emotional connection.<\/p>\n

That\u2019s because video is a medium that we are hardwired to respond to. In addition to being visually stimulating, video elicits an emotional response from the viewer\u2014thanks to the scientific phenomenon of emotional contagion. When your audience views a video, or watches a story, their emotions actually start to mirror what\u2019s on screen. (Think of the physical sensation of anxiety you get when you watch a scary movie.)<\/p>\n

Even a brief interaction with your video can trigger this response, making a significant impact.<\/p>\n

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A note: When we say \u201cvideo,\u201d we\u2019re really talking about the power of motion storytelling. Motion is its own form of communication, separate from static or interactive content<\/a>. Technically, video is the technology that lets us tell stories through motion. But most people use \u201cvideo\u201d when talking about this type of storytelling.<\/em><\/p>\n

THE CREATIVE ADVANTAGES OF BRAND VIDEO<\/b><\/h3>\n

One of the biggest advantages of brand video is that it provides more creative storytelling tools to work with. Each of these can be used to elicit emotion, whether you\u2019re telling a serious story or a funny narrative.<\/p>\n

Visuals: <\/b>On-screen action can enhance your message, whether through color, data visualization, kinetic text, animation, or live-action.<\/p>\n

Audio: <\/b>Music, voiceover, and sound effects convey mood and tone, increasing your audience\u2019s emotional response.<\/p>\n

Controlled storytelling: <\/b>The pace and nature of the storytelling is controlled, which makes it easier to deliver a focused message\u2014and more enjoyable for your audience to receive it. Video is a passive experience, so you can simply click a play button, sit back, and watch. (Other mediums, such as interactive, require more active engagement.)<\/p>\n

The key, of course, is to ensure your video has a story to tell.<\/p>\n

STORYTELLING APPLICATIONS FOR BRAND VIDEO<\/b><\/h3>\n

Video can be used for much more than traditional advertising. It has many practical applications for communication both in and outside of your company, allowing you to deliver different messages in different ways.<\/p>\n

Depending on your brand goals, you may experiment with any of the following in your content strategy:<\/p>\n