Video Marketing: Why It’s Essential for Brand Storytelling
Video marketing has exploded in popularity in recent years. The average modern, digitally-connected consumer will likely watch multiple videos in a given day, whether it’s by choice or passively, perhaps as they scroll their social media feeds.
Most consumers that are ‘on the grid’, as it were, in the digital world, have come to expect video advertisements as a form of active communication from the brands they follow, as well as those that they don’t engage with.
From a marketer’s perspective, video marketing campaigns serve a great purpose at highlighting their business’s products or services, promoting upcoming events, highlighting discounts and educating their audiences. However, video ads and dynamic organic content also presents an effective way for brands to tell their unique stories in engaging, compelling, and versatile ways.
When we consider the advent and continued rise of interactive videos, marketers are arguably staring a golden brand awareness and storytelling opportunity in the face.
The Creative Power of Interactive Video
Interactive video marketing, as a standalone type of video marketing, offers many creative advantages when it comes to brand storytelling.
- Numerous creative elements, like buttons, visualisations, kinetic text, hotspots, animations and others are possible to create interactively. These help reinforce particular topics and information in the video to the viewers, who interact with the elements (as well as the content) to influence what comes next.
- Video is naturally interspersed with audio features like sound effects, speech, music, and more, which helps to convey particular moods, ambience, emotion and invoke specific responses. For viewers with auditory issues, captions, metadata, text and embedded sign language help them absorb the same messages, all of which is possible with interactive videos.
- The pace of storytelling in video content is much more controlled than in static content like text, graphics or imagery, which makes it easier for businesses to deliver focused messages and compelling CTAs with more creativity and at their desired pace. If marketers have considered their audience’s pain points successfully, this will influence how quickly and forcefully the message will come across in the videos.
- Interactive video is very much embraced by audiences, particularly if it immediately captivates them and hooks them into the narrative. If interactive videos can evoke an emotional acknowledgement of one of a viewer’s pain points or needs immediately, the videos will retain more of their attention. This is where effective brand messaging and tone comes into play.
- Video is an inherently passive marketing tool, meaning that viewers often don’t have to do much, if anything, to absorb the intended message. At most, with interactive video, their engagement is limited to perhaps a click or two, but if targeted correctly, that video can help viewers retain plenty of important information about your brand, product or service.
Applications for Storytelling
As far as brand storytelling goes, a business is capable of telling that story in a multitude of different applications and marketing channels.
When it comes to video marketing, or more specifically, interactive video marketing, there are some minor limitations. For instance, interactive videos are unable to be published on YouTube, because YouTube’s native hosting does not permit such content. Instead, interactive videos must be hosted elsewhere, and if they are to grace social media feeds, at present, it’s only in the form of a URL. Yet some may argue that these tools are best served to accomplish other marketing goals alongside brand awareness.
When considering the potential with interactive videos, they can take many forms when trying to tell your brand’s story. Some examples are outlined below.
- Digital advertisements – When running social media marketing or PPC (Pay-Per-Click) advertising campaigns, you can create native landing pages with your interactive video embedded directly on them. Providing some contextual and easily digestible text around the video will help viewers engage with it, and complete your desired CTAs.
- Promotional videos – Many businesses share case studies and testimonials in videos, as well as reviews, interviews, conference speeches and other types of dynamic content that provides an insight into a specific personal experience. In turn, this can act as good promotional material for your business, if scripted and produced in the right way.
- Service or product explainer videos – Viewers can get an immersive look into specific products and their intricate details, as well as how a business’s service will work and what their possible experience would look like. This is particularly helpful when viewers are at specific stages of the sales funnel and are considering your brand to help with a particular problem or issue they have.
- Tutorials and how-to guides – Putting the viewers at the centre of the content and allowing them to dictate its pace provides a more personalised experience, and also means they are likely to retain information more effectively. Interactive elements can help reinforce learning material, which is handy if you want your audience to remember specific quirks or nuances about your brand.
- eLearning and training material – As we have previously explored, interactive video makes for excellent dynamic learning material. Marketers can create built-in questions, prompts, hotspots, CTAs, and quizzes to help viewers progress through learning material and understand topics more comprehensively.
How Interactive Video Sets Itself Apart
Interactive video content is a considerable step ahead of traditional video content in many ways. It provides a unique, bespoke experience for each viewer, using a variety of buttons, links and CTAs embedded within that allow the viewers to influence how the material unfolds.
Marketers can leverage this type of content to tell specific elements of a brand story tremendously effectively, whether it’s by guiding viewers through the history of the company, its values and long-term vision, or explaining its core USPs in detail so consumers are not left in the dark about that brand’s point of difference.
Perhaps most importantly, interactive video puts viewers in complete control of the pacing and dictation of the content. In an ideal world, they are digesting your brand’s bespoke content that serves them a valuable purpose and gives them an active role in consuming that messaging and experience. This personalisation and control allows brands to tell their story in meaningful and impactful ways that they sometimes cannot achieve with standalone video advertising campaigns.
Bring Your Brand Story to Life With Interactive Video
As a marketer, your main action point following this short guide is to consider the unique ways that you can tell your brand’s story through interactive videos.
If you need help, look no further than Ginger Digital. We are an experienced, award-winning video marketing agency (with an in-house production and animation team) that can help you strategically uncover the right ways to dynamically engage your audience through interactive videos.
For a glimpse of how we’d be able to help you tell your brand’s important story, we’d like to offer you a free, no-obligation 45-minute video marketing review call.
We know first-hand how setting your brand apart from the competition is challenging, but with interactive video on the rise, there is no time like the present to embrace this innovative new marketing method. Get in touch with Ginger Digital today and let’s uncover that together!