The age of interruptive advertising is ending. With the internet and mobile devices, control has shifted from advertisers to audiences. That means marketing today is about earning audience attention. And what captures and holds the attention of audiences? Stories.
Great storytelling isn’t easy. There are well-understood principles to it, but it’s more art than science. Fortunately, the same technology that has empowered audiences has given modern marketers the most engaging, ubiquitous storytelling tool ever: video.
Our clients understand the power of video to tell a story – to make a memorable impact, to evoke an emotional response. And they know that audiences today love video, consuming it wherever it appears – on your website, in your social media, during your event, through your paid media.
Yet many clients come to us with just a single video in mind – a company overview, a customer testimonial, a product introduction. Of course a single, high-quality video can be a powerful marketing tool. But it’s just one asset, and the appetite for good content in this era of story-driven marketing is voracious.
What we see our more forward-thinking clients doing is thinking beyond a single video, and crafting a video storytelling strategy. We refer to it as “thinking bigger,” and it’s more than just making lots of videos. It’s about taking a longer, integrated view of story content across your organization, and planning for it up front.
To develop a truly thriving video ecosystem, your video plan needs to be part of a holistic marketing strategy. And by thinking proactively and strategically, you can develop a creative approach that leverages shoot content to produce multiple high-quality videos across multiple channels. Working to break down inter-departmental silos is challenging, but that’s an important first step.
Here’s one way to approach it:
- Start by looking at how different departments in your organization (Marketing, PR, Social, Sales, HR) use video and where.
- Brainstorm with colleagues about their video needs and messaging, and how best to share content. Are there opportunities to collaborate?
- Consider making multiples videos from one shoot, each tailored to their particular audience and channel.
- Be sure to develop a clear creative plan and distribution strategy for each deliverable BEFORE the camera starts rolling. Each platform and channel is unique, and your stories need to be carefully crafted to connect with their audiences.
Thinking holistically about your video storytelling – over time, across departments and within productions – lets you tell more and better stories more efficiently. Not only does this approach yield more assets for multiple channels, your brand voice will be clearer and more consistent.