Marketing messages are important. Taglines spread your mantra. Logos bring brand recognition. But the impact of true video storytelling by brands often leaves an indelible imprint on customers, investors, and prospects.
We know that content marketing is baked into today’s business plans. It is not a question of if, or where, it is a question of how. How will companies most effectively reach customers to convert, sustain, and secure brand loyalty for years to come? Blogs, newsletters, and emails are effective tools, but the power of video storytelling is unparalleled. It is one of the reasons the U.S. film industry contributes billions of dollars to our economy each year. Despite the headlines of the troubles studios face today, the human desire to watch and consume well-crafted film or video remains. The power of verbal and visual storytelling predates writing. Oratory storytelling told with gestures and expressions gave life to heroes and villains overcoming challenges in search of a happy ending.
Stories entertain, educate, preserve history, instill values. For brands, a well-told true story can evoke deep, emotional connections with customers that communicate values, beliefs, and personality. Two recent articles come to mind when discussing the value of true storytelling. An article published in the January/February 2024 Harvard Business Review looked into a century old quote by a merchant who vexed that half of the money he spent in advertising was wasted, but not knowing which half. The article then went on to discuss how the best brand campaigns are memorable, valuable, and deliver a promise.
An Ad Age opinion piece by Kristina Cisneros referenced Gen Zers who “gravitate toward influencers who exude authenticity, sharing real experiences rather than scripted endorsements.”
We remember true stories. We trust the authenticity of their characters.
Telling true customer stories allows us to see ourselves; their narratives speak to the value and the promise of the brand. As storytellers, the power to truly listen and absorb, and then weave threads to tell true stories will meet brand objectives organically.
No offense to the billions being spent on data collection worldwide but perhaps some of it should be reallocated. Psychologist Jerome Bruner found that people are 22x more likely to remember details when stories communicate messages rather than just facts and numbers. Edelman tells us that 63% of customers said they remembered a brand story when making a purchasing decision. Indulge the hypocrisy of spewing stats here for a moment but it has been reported that 92% of consumers want brands to make ads that feel like a story.
Storytelling is a brand’s audience advocate. In today’s world of data overload try sharing a story instead. Watch the impact. We assure you that it will go well beyond a wide-eyed wow. It will be remembered.