Many marketers are jumping on the B2B video marketing bandwagon, leading it to become just as saturated as any other type of content. Although we have many channels to post videos – ICT TacFacebook, Instagram, brand sites, YouTube – standing out will become more difficult.
The content world is saturated. People see about 5,000 ads a day, and there are 5.3 trillion display ads online every year. On television, adults see about 2 million advertisements a year.
According to recent research, 85% of companies have used video marketing in 2020an increase of 24% from 2016. Of these companies, 99% say they plan to continue.
Video is not enough. So how do you separate your brand from the crowd? Tell a great story.
Everyone loves a good story. Effective storytelling is the reason we read books, watch movies, or devote hours to TV shows every week. Each culture has its own shared stories for entertainment, cultural preservation or education.
In marketing, the art of storytelling cuts through clutter to deliver a resonant message to the audience.
We are inundated with marketing message in all mediums. Audiences may ignore the noise, but the story helps your brand break through.
Why tell stories?
Storytelling should be part of your content marketing strategy, regardless of that content. Stories help you resonate with your audience by chaining marketing and branding messages together in a way that elicits an emotional response from your audience.
Stories evoke emotion
When you connect at this level, viewers retain what they learn and it can compel them to make decisions that benefit your brand. Plus, they forge an emotional connection with the story and the storyteller, making the main message more memorable.
It’s not a new idea. Organizational psychologist Peg Neuhauser discovered that learning that comes from persuasive experience history is remembered more accurately and for a longer period, only dry facts and figures. This idea is supported by research from cognitive psychologist Jerome Bruner, which suggests that the facts are 20 times more likely to be remembered as part of a story.
Stories encourage storytelling
Many stories we hear today were passed down, interpreted, embellished and reimagined centuries or millennia ago. However, the best stories remain and audiences want to tell them.
It is a natural and human response. If you can harness this, you can do magic for your brand. Marketing spend for a shared story is $0 and your advocates give your brand a better, more authentic reach.
Stories Fast Action
Whatever the themes, compelling stories have a purpose. Key messages are strung together in a specific order to impact the audience. Stories end with a specific, direct call to action, which ties into the key message and inspires them to take the desired action.
Stories move people – it’s up to you to move them towards your brand.
How to use storytelling in your video marketing
Whether it’s a novelist filming his latest bestseller or a marketer trying to pique the interest of a brand, the fundamentals of storytelling are the same. Success stories focus on themes, evoke emotions, and make sense of complex information.
An exceptional story can communicate a brand’s character and values in minutes, and video storytelling can be incredibly convincing.
Do you think storytelling is reserved for B2C brands? Even B2B brands benefit from an indirect storytelling approach with B2B video marketing.
Think of a brand like General Electric. Marketing isn’t a dry focus on technology with features most of us have never heard of – it’s about the real value it provides.
The announcement “Building a world that works “focused on what General Electric builds. However, it’s not the nuts and bolts of it all, but a montage of how its technology is creating a healthier, more connected world and how it affects us all.
Stories can make us laugh, learn or cry. Here’s how you can take advantage of it in your own B2B video marketing strategy.
Focus on the big picture
B2B organizations are no longer boring product videos to tell the stories that matter to us.
Does Under Armor sell sportswear and accessories, or inspiration? The chance to be a champion or even the outsider who has to fight the odds?
Remember, the story isn’t about you as a brand, though. Instead, it’s about what your brand can do for others. Sure, business is about making money, but that’s not the main goal – you’re there to solve a customer’s problem.
Think about why your business exists and how you can sell it. For example, do you sell personal care products or a luck for women feel beautiful? You are selling a shirt or a sentimental gift for a best friend?
Find the “why” behind your brand and put it at the center of your message.
This is also very effective at the top of the funnel, as inspirational posts draw people to your brand. Additionally, consumers are looking for brands that have distinct personality traitsjust like people, and you want to make sure your stories showcase those traits.
Bring it emotion
We’ve already covered the value of emotion in storytelling, but it’s also clear that the kinds of videos that grab attention have heart. Almost all brands use emotions in their messages, even the the unexpected.
Google is a technology company offering Internet-related services. But with innovative storytelling, Google tapped into the emotion of the pandemic and how our online behavior changed as we contemplated returning to normal pre-pandemic life, all using its own platforms. from Google.
A plane ticket is just a right of entry into a mode of transportation, unless it’s a family connecting across the globe, a group of friends getting together, or from joy of the very first flight.
Emotions compel action, and emotional announcements are almost twice as effective such as those with purely logical content. This approach to video storytelling is emotional marketing, which uses emotion to capture audience attention and drive people to remember, share, and buy.
Emotions can be different – sometimes the message is driven by happiness, anger, longing, fearor sadness.
However, some emotions are more effective than others. According to research by hubspot:
- Happiness brings more sharing
- Sadness incites empathy and connection
- Surprise and fear cause desire for what is comfortable
- Anger or passion fuels stubbornness and virality
You are spoiled for choice. Before you begin, get a clear vision of the emotion you want to convey, then craft your story around it.
Tips for using storytelling in marketing
Use humor to engage with your audience
Humor is commonplace in marketing, but less so in the B2B space. You may think your brand should be formal, but remember that you’re still talking to real people. Making them laugh creates a positive and memorable association with your brand.
Not all humor needs to push boundaries – you can be funny in a way that’s accessible and non-offensive. For example, Lucidchart, a software platform for charting and diagramming collaboration, included internet pop culture humor to present their mapping software.
To show creativity
Naturally, the “secret sauce” of tapping into the right message and emotion is a challenge, otherwise everyone would have it. So you have to be creative.
Yet another example from Google, the “Parisian lovewas one of the most creative and moving campaigns the brand has ever released. Using only Google searches set to music, the video tells a sweet love story.
Show – Don’t Tell
What makes the “Parisian Love” ad so effective? It’s not just about emotion. The visuals and sounds convey a message that compels viewers to stick around for the conclusion and leave something to the imagination. They are invested in the story.
Instead of showing your product or service openly, think about how you can use angles, sound, colors, and other elements to get the message across.
Master the art of storytelling
Whatever form it takes, storytelling is powerful and brings people together. Used in B2B Video Marketingstorytelling can draw people to your brand, elicit a strong emotional response, and build brand loyalty.
Image credit: Pexels; Thank you