The best way to tell stories is without a doubt video. In 2016 Mark Zuckerberg predicted that in five years (2021) all of your Facebook feed would be video-based, and although we are not quite there yet, it’s only 2019.
Video content on the different social networks has taken off at fantastic speed. It didn’t take long for Instagram to come with Instagram Stories and shortly after with Instagram TV (IGTV). Instagram has now reached 1 billion users, and IGTV allows you to upload video content up to 1 hour long.
Many brands and influencers have been quick to jump on IGTV and video bandwagon with polished high production video. But do you always need a top production video? The answer is no. You can do a lot with your phone and with readily available editing tools. The key is on how effectively you tell your story, or in the case of a brand, on how you tell your brand story.
The first 3 to 5 seconds of your story are the most important; you need to catch your audience’s attention.
Keep in consideration that your videos should be clearly understood even without sound. If the sound is essential, the first seconds of your video needs to make you want to turn the sound on. Adding captions to your video is an excellent way to make sure that your viewers can follow along even when they are unable to listen.
Always keep your audience in mind when creating video content. Be mindful that original footage is still better than stock footage. We have seen cases of clients creating video content targeting their audience but using stock footage that doesn’t reflect who their audience is and what they look like. This generates a disconnect with the audience, and since the visual effect is stronger than the auditory signals, the video loses its intended effectiveness.
But really, how polished does your video need to be? There is no straight answer here. The availability of smartphones and low-cost editing tools have made the art of video making more affordable and accessible than ever. If you want your video content to be seen as professional, you need to maintain a certain quality level. It depends on your overall brand story and how you are using your video content.
You can get away with a less ‘produced’ video content if your brand tone is casual and open or if you are showing something behind the scenes or filming a spontaneous moment. However, even with these styles of scenarios, you need to strategically manage the production process from beginning to end. You need to create a script and storyboard to make sure that your messages are crisp and to the point and are aligned with your brand.
When scripting it’s always a good idea to start with a story, give your audience something that they can relate to. Going straight into concepts requires effort and concentration, you need to make it easy and enjoyable to watch. People might not remember your idea, but they will remember your story.
Even when creating a video to highlight a company’s capabilities, crafting a story helps communicate the message effectively.
Here is an example of a corporate event video utilizing brand strategy and storytelling for our client Startec. The objective of the video was to both capture the opening event of their new location and to tell the story of their new brand position and idea – ‘Everyday Mavericks’ to their customers and partners. Sandbox developed this concept for them as part of their brand strategy work that was commissioned to earlier in the year as they were seeking to cement their identity internally and externally as they grew.