Engage Your Customers with Video: A How-to Guide on Storytelling

A woman using a cell phone to capture her cooking video.

Video has become one of the most effective tools for building a deeper connection with customers. Look at TikTok, Instagram Reels, YouTube, streaming ads, and you’ll see what we mean. Video content can help businesses tell their story, capture the attention of potential customers, and build brand awareness.

Here is the deal, though, not all videos are created equal, and not all of them will resonate with your target audience. Here are some helpful tips on creating engaging video content that tells your brand story in an impactful way.

Understand Your Target Audience

Before creating video content, it is crucial to have a comprehensive understanding of your target audience. Your videos should be customized to meet your customers’ specific needs and interests. The more you familiarize yourself with your audience, the more you can effectively convey your story through video. Consider conducting focus groups, analyzing social media metrics, and researching your industry to gain valuable customer insights.

By the way, we really hope you have audience personas built out; if you’re just doing it now specifically for video, then you’ve missed the boat with all other marketing tactics. 

Create a Storyboard

If you’re unsure what a storyboard is, you can google it and grab some great templates. A storyboard is a visual representation of your video that outlines the sequence of events. You can use it to map out the direction of your video and its messaging.

The storyboard should include the following:

  • Scene number and timecode
  • A description of the visual
  • Supporting details
  • Transition (“cut to:” or “fade to:”)

Show, Don’t Tell

One of the essential elements of storytelling through video is the “show, don’t tell” technique. Consider using metaphors, analogies, or visual aids to communicate your message. Instead of merely stating what your product or service does, show your audience how it can benefit their life. 

We’ve all seen infomercials that sell the product by showing what it can do. Remember the knife one where the dude cut through metal or something? Or how about the George Foreman Grill? We’re pretty sure that is how he sold most of those things. Who didn’t have one of those in the early 2000s? 

Add Music

People love a good beat. Music can significantly improve the look and feel of your video. It can set the mood or pace of your video. Choose music that is appropriate for your brand and message. Licensed music tools such as Epidemic Sound, AudioJungle, or PremiumBeat are great sources for royalty-free music.

Nail the Technicalities

You don’t need to be a professional videographer to produce high-quality videos. However, it’s essential to get the basics right. Ensure your videos are adequately lit, have clear audio, and are shot on a steady camera. A noisy or blurry video won’t be enjoyable to watch or share.

The biggest difference between amateur and professional videos is clean audio. If your interview footage looks great but the noise floor is too high (lots of white noise), or you can hear a truck passing by…you’re pulling the audience out of the narrative and into the technical difficulties. Take the time to test and set up your microphones, find a quiet location, grab a minute of room tone, and if you’re producing a skit or scripted commercial, please please please put the effort into quality foley.

Capturing your customers’ attention requires a unique and creative approach. Video marketing can help you do that by engagingly telling your brand story. Follow our tips to create videos that resonate with your target audience and achieve your marketing goals. Creating high-quality video content takes time, effort, and creativity, but the result is worth it.

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