Video marketing is one of the most powerful tools at your disposal as an internet marketer – especially once you master the best storytelling videos – but it is also one of the most neglected forms of marketing there.
Part of the reason video marketing gets neglected because it’s hard. Unlike creating a blog post, this is something that requires specialist equipment (cameras, video editing software, sound recording), as well as a good understanding of several different skills (presentation, composition, editing).
That’s precisely what makes video so valuable though. When you create a video, you immediately elevate yourself to a higher status and customers will take you more seriously as such.
But that’s not even the most powerful aspect of video. The best storytelling videos manage to engage in a way that other content simply cannot – and elicit visceral emotional reactions in the audience. A well-made advert can move someone to tears! Moreover, this can help to better explain a mission statement and the intent of your brand. You can communicate those implicit abstracts – like a commitment to quality, or a personal touch.
And there are plenty of good storytelling in marketing examples. Here are just a few…
Microsoft has had issues with its PR in the past, but it has lately been making huge improvements in this regard.
If you want to see what I’m talking about, then check out the Microsoft Surface YouTube channel. There you’ll find some absolutely stunning adverts (check out ‘Introducing the new Surface Book 2’), which make their products look premium, powerful, exquisitely crafted and desirable. What’s more is that they have an aspirational quality that appeals to creative types, entrepreneurs and business owners. The example mentioned uses a cover of ‘Fly me to the Moon’ to capture the spirit of imagination and ambition. It’s fantastically done. This is definitely one of the best storytelling videos.
Elsewhere on the channel, you’ll find interviews with small businesses and creative professionals who talk about how Surface products have liberated them from their offices and given them more ways to create. It’s inspiring stuff and really makes you want a Surface product.
Red Bull is another company that has definitely done a great job of creating a positive image for itself and a lot of this has to do with brand storytelling.
The company makes caffeinated drinks and so rather than being viewed as an unhealthy soda company, it is instead leaning into the performance angle. The company sponsors sporting events and world record attempts, and its YouTube channel is filled with video montages showing people rock climbing, camping, jumping out of planes and performing multiple backflips.
The key to the best storytelling videos, is to understand your ‘value proposition’. What is the ‘emotional hook’ of your product and what is the inspirational lifestyle that you want people to associate with your brand?
The all comes down to having a very clear idea of what your business is and how it is perceived by others. If you don’t have a clear message, then the best video editing in the world is not going to save you.
Vivoactive 3: Man of Adventure
The Vivoactive 3 advert is a fantastic example of storytelling for brands and to be fair, this can be said of many fitness wearables.
In its ‘Man of Adventure’ advert, Garmin shows a guy who is not only cultured and suave, but also sporty and adventurous. He’s a modern-day James Bond, enrapturing crowds in conversation, flirting with attractive women and then leaping into a nearby river for a spot of swimming.
What makes this work is that it manages to be just a little tongue-in-cheek and self-aware so as to avoid coming off cheesy, but is still undeniably cool and desirable.
If a criticism were to be levelled at this advert, it would be that it is very male-centric. That is a problem with many examples of bad branding, especially considering that this is not a gender-specific product. That said, the design of the watch alone means it likely has more male buyers and this is probably something that the company will have pilot tested and surveyed.
So, there are some of the best storytelling videos. Now the question is: what story are you going to tell?