Stories are an innate part of being human. We've told them ever since we could communicate. And as the millennia have passed, we've found new ways to tell stories. Language, cave paintings, tapestries, plays, books, newspapers, television – each one a unique way of communicating information.
Stories are something we all tell and connect with.
No one recognizes the importance of storytelling more than my guest on Personal Injury Mastermind, Michael Mogill, founder and CEO of Crisp Video Group. Michael and his company specialize in exquisitely produced, story-driven video ads for lawyers all around the country. And if you were to ask Michael what the number one thing to consider is when making an ad for your law firm, he would tell you one thing – storytelling.
Why is Storytelling Important in Marketing?
Storytelling is important for advertising your service and can also be useful for promoting your brand. Brand promotion, especially for lawyers, is essential when competing in saturated markets. Once you've defined your brand, it can help you target specific audiences instead of general ones.
Creating engaging, story-driven ads to implement in your content strategy or post on your Instagram account or other social media can be difficult. It's also tricky to rationalize why we should invest so much energy in storytelling. Thankfully, we've put together this basic guide explaining why storytelling is important so you can create your own ad or bring some ideas to the tables of the professionals—like Crisp Video Group.
Striking Images Aren't Enough — You Need a Compelling Story
You'd be forgiven for assuming that snappy photography and cinematic visuals are all you need to sell a product. Surely, if the product looks good, then it'll speak for (and sell) itself, right? But for the vast majority of product advertisements, the pretty pictures are actually packaged within some sort of story.
The way to think of it is that the story is the vehicle that delivers your product or message. The reason we need this vehicle is because it gives us the message in a more palatable way. The story can grab our interest and hold our attention. It can make us feel emotionally invested. It can stay in our heads long after we've seen it.
The same is true when it comes to selling a service, such as that of a law firm. It might be tempting to plan a video that focuses on your logo every other frame. However, without a story to communicate to us why we might need your service, your 30 seconds of logo and phone number are quickly thrown in the forgotten pile.
We've examined why good imagery isn't enough, so now it's time to discuss why telling a story is better. It comes down to two things: emotion and relatability.
The Importance of Emotion
Good stories stick with us because they engage us on an emotional level. We wonder about fantasy worlds and root for characters we like. Because we get so emotionally invested in these characters and fictional events, we remember them.
Humans are emotional beings. It's something that we can't escape. And (for advertising at least) this is a great thing. Using an emotional trigger is a great way to “hook” people's attention. If we find an ad funny, we're likely to stick around for more laughs. And if we find an ad sad, we want to see if there's a happy resolution. The point is that once we're gripped by the emotional element, we are committed. And that's when we're most receptive to what is being advertised.
The Importance of Being Relatable
Ads can engage us emotionally and appeal to our individual needs. By this, I mean that advertisements can present relatable situations that the target audience can identify with. I'm not talking about infomercials with overdramatic black-and-white shots of adults struggling to slice a cucumber, though.
A good example would be Fitbit's campaign for the release of the Fitbit Alta. In this video we're presented with a parent's journey (from the perspective of a child) to get fitter. And it's the story of striving to get fitter that Fitbit's target audience relates to.
The ad is so reliant on the story and being relatable that we don't even find out the name of the product until the end. This is because the advertisers know that the people this product is for will be invested and see the ad through to the end.
The Benefits of Video Content Over Written Stories
Video content provides many benefits, including creating suspense, generating leads, and grabbing attention.
It gives potential customers a deeper level of understanding of your products and services, making it a great tool for telling stories.
Also, it's a fact that video viewers are more likely to engage with and share compelling stories from brands they love via social media channels. This gives your marketing team the added advantage of reaching a wider audience.
How to Use Compelling Stories in Your Video Marketing Strategy
The storytelling process begins with a deep dive into your brand's DNA. You need to understand your brand's mission, core message, values, and ultimate goals. Once you have this basic understanding, you craft a story that best communicates this ethos to your specific audience.
When crafting a story, focus on making it relatable and engaging. Real-life examples often resonate better with audiences, as do narratives where they are the main characters. Once you have your story, the delivery is equally important - telling compelling stories in a way that grips the reader's mind and moves them toward your call to action.
This storytelling process should be a part of all of your marketing campaigns, whether you're writing a blog post or creating a brand video. It should also, whenever possible, leave scope for the audience to become part of the story, creating a loop where consumers' hard-earned money is spent effectively on your products or services, leading to brand loyalty and, in turn, becoming part of your brand story.
Using Brand Storytelling to Elevate Your Presence
Brand storytelling is the act of weaving a narrative that incorporates the facts and feelings associated with your brand.
It's not just about what you sell or what services you offer but why a customer would choose you over a competitor. It's about letting them know what you stand for, what your origin story is, and how your values align with theirs.
"How-To" Videos and Explainer Videos Can Tell a Good Story
How-to videos and explainer videos are practical tools that can be used to break down complex concepts into simple, relatable stories.
For example, if a law firm is looking to explain certain legal processes to potential customers, a simplistic explainer video using storytelling can make the content more engaging and easier to understand.
"Behind the Scenes" Videos Make Your Success Stories Personal
A behind-the-scenes look into your company's operations can make for a great brand story. This helps potential customers feel more connected to your brand—they see the faces and daily operations that make your brand what it is, which builds both credibility and relatability.
Examples of Storytelling Skills in Successful Marketing Campaigns
Storytelling skills are requisite for successful marketing campaigns. They go beyond just writing a compelling story or narrative.
These skills involve knowing how to fine-tune your message to evoke emotions, capture attention, and ultimately drive consumers to make positive buying decisions. The right message, delivered in the right way, can be potent and set the stage for some of the most successful marketing campaigns.
Crafted with authenticity and designed to strike a chord with the audience, several brands have leveraged the power of storytelling and video marketing. Let's delve into some real storytelling marketing examples to understand how these brands managed to create successful campaigns.
Example 1: Nike's "Just Do It" Campaign
Nike's marketing campaigns have always revolved around narratives that inspire and motivate people to 'Just Do It'. These three simple words narrate a complete brand story, encouraging viewers to overcome their limitations and achieve their personal best.
Through powerful visuals, audio, and compelling tales of athletes and ordinary people alike in their video content, Nike became more than just a sports gear company—it became a beacon of motivation and inspiration.
Example 2: Apple’s ‘Think Different’ Campaign
Apple's 'Think Different' campaign is another classic example of storytelling at its best. The ad didn't focus on product specifications or features. Instead, it celebrated the 'crazy ones', the visionaries, the rebels who dared to think different and change the world.
This clever branding strategy portrayed Apple as a brand that supported these unique individuals, those who didn’t fit the mold and who paved their own path.
Example 3: Gucci x The North Face
The collaboration between Gucci and The North Face for a fashion campaign combined Gucci's high-fashion aesthetics with The North Face's outdoor vibe.
The campaign told the story of exploration, discovery, and unity with nature. It featured models in natural environments wearing the Gucci x The North Face collection, effectively marrying two seemingly different worlds and audiences—outdoor enthusiasts and fashion lovers.
Example 4: Budweiser's Puppy Love Campaign
Budweiser ditched the traditional way of promoting alcohol and crafted a touching storytelling campaign titled ‘Puppy Love’. The video narrated a beautiful story of a friendship between a puppy and a horse, garnering millions of views and stealing the hearts of viewers across the globe.
Stories Make You Memorable
A strong story ensures your audience sees the entirety of the ad and makes your video memorable.
For law firms, this is crucial.
This is because clients don't see your ads as soon as they have an accident. They might see your video weeks before they need your help, or they might not see it until months after. That's why you need to ensure you remain top-of-mind.
A text-filled screen detailing your firm's name and number might communicate a lot of information in an economical way. But it's not exactly catchy. However, the story of someone trying to support their family before suffering a workplace accident is relatable, emotive, and memorable.
Using Video Storytelling in Different Marketing Campaigns
Video storytelling is a versatile strategy that can be employed across various marketing channels to enhance brand recognition, engage audiences, and drive growth.
Video Storytelling Across Different Social Media Channels
Different social media platforms provide unique opportunities to leverage video storytelling. On Instagram, Instagram Stories or IGTV can be used to share short video clips or longer episodic content telling your brand's story.
Facebook provides a robust platform for branded video content and Facebook Live sessions where real-time storytelling can take place.
Platforms like TikTok and Instagram Reels thrive on quick, snappy videos, perfect for succinctly sharing brand values and the 'behind-the-scenes' aspect of your company. Each platform's unique features can be leveraged to share compelling stories and drive audience engagement.
Integrating Storytelling into the Content Marketing and Brand Strategy
Storytelling through video should not be an ad hoc initiative—it should be deeply rooted in your overall content marketing and brand strategy.
Every piece of content that is churned out, be it a blog post, an infographic, a newsletter, or a video, should be a part of a larger narrative that's shaping your brand story. This enhances the coherence and consistency in your branding efforts, making the audience feel like they are part of an ongoing journey.
A brand story that's consistently communicated across content becomes a powerful anchor, keeping your brand's values and identity front and center.
The Role of a Marketing Team in Generating Leads and Creating Educational Content
A well-structured marketing team plays a crucial role in executing an effective storytelling strategy. From conceptualizing the story to filming, editing, and promoting the video, every step requires skilled professionals who can balance the art of storytelling with marketing strategy.
Moreover, a key role of marketing teams today is to educate potential customers.
By creating top-of-funnel educational content that tells a story, brands can unfold complex concepts or address common pain points in an engaging and understandable way.
Detailed 'how-to' videos, explainer videos, and animated videos can skillfully blend storytelling with informative content to educate and entertain simultaneously.
The marketing team also has a crucial role in tracking the performance of these storytelling campaigns, analyzing key performance indicators, and tuning the campaign strategies to attain the desired objectives.
Measuring the Success of Your Video Storytelling Strategy
Assessing the success of any marketing strategy, including video storytelling, is an integral part of it. This involves determining whether the stories resonate with the audience and drive the intended actions.
Using Key Performance Indicators to Measure the Success of Storytelling in Marketing
Key performance indicators (KPIs) are valuable in providing quantitative measures of the effectiveness of marketing campaigns.
In the context of video storytelling, some relevant KPIs include video views, average watch time, social shares, comments, likes/dislikes, click-through rates, and conversion rates. For example, a high number of shares could indicate that your story resonates with your audience, encouraging them to share it within their network. Monitoring these KPIs over time helps assess the success of storytelling in your video marketing strategy and provides insights into areas for improvement.
Assessing the Impact of Story-based Marketing Campaigns on Creating Brand Loyalty
While quantitative metrics are important, qualitative measures are also essential in understanding the effectiveness of storytelling. This involves measuring how the story-based campaigns influence audience perceptions and behaviors towards the brand. A few potential ways to do this are customer surveys or feedback, social listening, or an uptick in customer endorsements or testimonials.
A successful video storytelling strategy drives key metrics, fosters an emotional connection, and builds brand loyalty among the audience. It's about creating a tribe of dedicated followers who resonate with your brand story and values.
Remember that not all changes will be immediate. The real power of storytelling in marketing lies not in one-off transactions but in its ability to foster long-term relationships, turn potential customers into lifelong advocates, and, ultimately, create brands that stand the test of time. Constantly revisiting and revising your storytelling strategy based on the feedback from your audience and the measured KPIs is key to long-term success.
The Moral of the Story
Storytelling in marketing ensures that your audience pays attention to and remembers your message. It appeals to humans' primal side, and advertisers have been capitalizing on this for years. Although it's tempting to create videos that just look sharp, it's essential that your ads have some narrative substance, too.
So, if you're thinking of making your own video, remember that crafting an emotional and relatable connection should be your priority.
Or, you could get in touch with the professionals over at Crisp Video Group. And, if you're thinking that creating a marketing strategy for your law firm seems overwhelming, reach out to us at Rankings.io. SEO and digital marketing is what we do.
