Brand video storytelling has been exploding due to the evolution of technology, price points have come right down and social media platforms are integrating video into their platforms. For brands, video presents an outstanding opportunity to tell a compelling brand story in a visually appealing video package. Telling a fantastic story through video is about the currency of emotional connection and if you are able to get your viewers to feel something, it is more likely that they will share, like, comment and even respond to your call to action.
If brands wants to get the very best out of social media, it is imperative that they embrace the art of storytelling. Get storytelling right and you will get more people sign up to your story, to your brand.
What is social media storytelling?
Social storytelling can be described as taking information that is not exciting and making it feel important, relevant and exciting. Brands that tell stories and excite audiences see an enormous return on investment, as customers start to feel involved and are more likely to buy. Stories have a narrative structure that our brains follow and this is something that we experience everyday. Take any powerful brand that is using storytelling and you will see that the ideas and concepts it conveys in its storytelling marketing make the audience feel something, feel an emotion.
Tapping into storytelling through video is a powerful way to connect with your target audience through emotional connection. Video elicits an emotional response from the viewer and even a brief interaction with your brands’ video can trigger an emotional response. There are many benefits for using video, with the opportunity to tell a story being influential. Video is a passive experience, so your viewer only needs to watch, with no requirement for active engagement.
There is a plethora of ways to use video for your business, allowing you to tell a story and send a message. Some examples are interviews, case studies, product or service reviews, viral videos, explainer videos, online tutorials, social videos and culture marketing videos, to name a few. Depending on your brand goals, you may experiment with an array of different types of video to promote your business.
Why your brand should use video?
· 57% of consumers say watching a video gives them more confidence to purchase online
· 76% of marketing professionals name video as the type of content with the best return on investment
· Adding a video to a brands’ landing page can increase conversion by 80%
· Viewers who completed a product video were 25% more likely to convert than those who did not.
Using social media to make your video go even further.
· Half of social video views take place on YouTube, Facebook is second at 36%
· Video posts on Facebook have 135% greater organic reach than photo posts
· 82% of Twitter users watch video content on Twitter
1. Describe objectives and key results
The most important part of any journey is the destination and this is no different for a social media strategy. Every brand is unique and you will have unique objectives and key results, some examples could be:
Buyer persona. Marketing persona. Customer avatar. Target market.
These are the phrases that are used interchangeably to describe the fictional, generalised representations of the buyer persona most likely to purchase from you.
It is significantly important to the success of your marketing, sales, product development, and delivery of services that you have a deep understanding of who your customer avatar is. You've likely heard the phrase, "You can't hit a target you haven't set." This applies perfectly to the importance of having a clearly defined customer avatar, which will help you:
2. Provide valuable content
Sharing valuable content is the best method to gain trust and confidence from your target audience. Some options are sharing a newsletter, infographic, e-book, photo from behind the scenes at your office, a competition etc.
3. Facebook Ads
Another cost-effective and easy way to reach your target audience is to use Facebook advertising. You can share your valuable content to the target audience and drive the required conversions within a specified time period of the campaign. The audience mapping of Facebook is an excellent way to target your audience specifically.
4. Feature Customer Testimonials
If you want to create Facebook ads that drive the viewer to take a specific action, including customer testimonials is a must-do! This technique works because it starts the conversation off by answering objections that your target audience might already have. Begin by showing the exact benefits one of your most satisfied customers has received by using your product or service.
5. Compel action using a sense of urgency
It is proven that people are more likely to take action if there is an expiration date, price increase or a limited-time offer. If you have not used real urgency in your Facebook copy yet, now is the time to get started. You need to indicate that the offer will disappear and is not coming back anytime soon, to ensure that you compel action using this sense of urgency.
These are 5 easy tips and tricks to help with your Facebook marketing. If you are ready to begin or increase your Facebook marketing, WEBABLE can help.