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Why Brands Should Embrace Storytelling (and why video is key)

If you search Copyblogger for the keyword “storytelling,” you will get 29 pages of search results as of today. That’s 170 articles on just one of the many great content marketing websites out there.

The importance of brand storytelling is being touted everywhere, from marketing guru blogs to Entrepreneur and Harvard Business Review.

What is it about storytelling that moves people, and how can you best incorporate storytelling into your marketing strategy?

Storytelling is effective because people are much more likely to remember stories than facts.

Copyblogger sums it up like this:

“We quickly forget a dry recitation of the facts. And yet, most marketing is just that: fact after fact after fact…‘Buy this widget from us, and it’ll do this, this and this.’ That doesn’t stick. If you want your marketing to really sizzle, if you want people to remember it, you need to turn your marketing messages into stories.”

- Brandon Yanofsky, Copyblogger

No company invests time and money into marketing with the hope of being forgotten. Product detail pages, fact sheets and brochures have their place, but it takes something more to be remembered and to build loyalty. You have to be different to hold a spot in the minds of potential buyers who are bombarded with as many as 5,000 ads a day.

Storytelling makes you memorable, demonstrates your brand’s human side, and drives sales by influencing emotion.

Buyers make decisions based on emotion. We all might like to think we make decisions based on purely objective facts, but studies show that’s usually not the case for the average consumer.

“Stories don't just contain information, but they also have the power to influence mood and emotions. And emotional response, according to a Psychology Today article called Inside the Consumer Mind, outweighs rational analysis when it comes to influencing purchase decisions.”

- Kenneth Gillett, Social Media Today

Emotions drive our decisions more often than not. As a marketer, you can use storytelling to inspire emotions that motivate people.

So how can you use a story to market your product?

Many marketers are turning to visual content, like photos and videos, to tell stories. Video is an especially powerful storytelling tool. Thanks to the widespread adoption of smartphones, it is easier than ever to share and watch videos, and the results are clear:

“Videos can be used for impactful storytelling in a way that even images can’t match. 8/10 of the most shared content on Facebook last year included some form of video.

Translating stories into videos can even seem like mini-blockbuster movies that people love to share and comment upon. The action on the screen shows [the] audience exactly how they will benefit, which will likely inspire, motivate, and excite your audience.”

Jeff Bullas, author of “Blogging the Smart Way”

You can take it even further by leveraging the advantages of live video, which creates authentic product storytelling opportunities for your brand’s product experts. Many top brands are already hosting live, interactive video events to make real connections with internal stakeholders, channel partners, and consumers. Each of these brands are telling a story in a way that is impactful, genuine and shareable. And they are bringing their audiences into their stories through live commenting and tweeting.

Entrepreneur Contributor Adam Toren says “A story that spreads is one that is relatable, easy to recall and easy to share.” By leveraging live interactive video, you can tell a story that is likely to resonate and spread.

Try it. Show the human side of your brand with authentic, interactive video-based storytelling. Contact us for a free consultation on how to get started.

How has your company used live or pre-recorded video for storytelling?

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