Storytelling In Video

Editor's Notes

1. Humans have been telling stories since the beginning of time. We wouldn’t know half of the history we know, or have evolved as much as we have, if people didn’t pass down information and history through stories. As marketing has shifted from pushing information to actually creating engaging content your consumer WANTS to see, there has been a large shift in the way we advertise. Brands must tell stories to engage people, not just say that their product is great. Brands who have done it well are seeing a lot of success. Here's how YOU can start creating memorable videos.
2. Brag Moment: Candor recently was named Agency of the Year at the PRSA-OKC Uppercase Awards!
3. Presentation Presenters: Chloe Cumbie, Account Executive and Rich Ross, Director, Video & Production
4. Humans have been telling stories since the beginning of time. We wouldn’t know half of the history we know, or have evolved as much as we have, if people didn’t pass down information and history through stories. 
5. This is a GREAT example of powerful storytelling from Nike. YouTube link: https://youtu.be/x4KC0nUmY4Y
6. You’re never going to remember that block of text.
7. 2 minutes of video is comparable to a 1,000-word article. Why would anyone ever want to read 1,000 words when they could watch an engaging video that answers their question? If your company is put up against a website selling widgets and has a video versus a competing brand who has text, you will win that fight and build brand recognition over the other every time.
8. Brace yourselves. This is your scared straight moment.
9. For starters…
10. But did we mention…
11. The stats keep going…
12. 81% of people have been convinced to buy a product after watching the brand’s video.
13. Businesses should always consider where their video is going to play before they make it. There are various places you can play your video.
14. Powerful Video Example — YouTube link: https://youtu.be/1ZrTmVyidEA
15. Know who your buyers are, know the geographies and demographics. Your video is going to look much different for the Minnesota soccer mom compared to a Texas mechanic.
16. What do we want the viewer to do after the video? Are they signing-up? Are they putting an item in a cart? Are they emailing for more information? In most cases we want the viewer to take some action. Is your story sharable?
17. Brainstorm! Use the people around you to throw out ideas, then build upon the good and bad. This can help jumpstart the creative process and might even give you some ideas for future projects.
18. It’s best to focus on one objective. Don’t make anything too complicated. A lot of information will make it harder for the user to remember your call to action.
19. Short and Sweet Video Example — YouTube link: https://youtu.be/4ELn-NTKo44
20. Your video content is more important than flashy images that spin and glow. Real life trumps scripted theater. Viewers are more drawn to real people doing real things. If you can show a real person overcoming a real-life obstacle, you’re making a good video.
21. Everyone can recall a viral video they fell in love with, but as much as you can draw in a crowd and gain excessive engagement numbers by showing people falling, funny babies, dogs dancing and crazy cats, it’s not that simple for brands. In fact, if you’re a business, you shouldn’t even be focusing on “going viral.” You should be focused on your marketing. When brands can create videos that people actually want to watch, they’ve hit gold.
22. For our clients, it all comes down to ROI. We’re not making videos for fun — we’re producing results.
23. Increase your bottom line. Your video should directly tie views to results. Remember: videos don’t have to bust your budget. Candor has found ways to create very compelling short videos that drive results while staying on budget.
24. Powerful Video Example — YouTube link: https://youtu.be/jK3CrEqt_rU
25. The following elements are key to making videos successful.
26. We’re talking interviews vs. scripted videos. You always want the person to seem relaxed and relatable. We wouldn’t recommend making your subjects memorize a script. Just ensure they understand the concept they’re sharing.
27. Music can change the entire vibe of a video. It can draw out A LOT of emotions.
28. https://candor.wistia.com/medias/chbehjego3
29. Need lens recommendations? Hit us up.
30. There is a time and place for commercial production quality. Today, you can typically get away without paying TOO much. (Sometimes you can even use your iPhone)
31. Consider where you will be shooting. What kinds of sounds do you want to hear? For example, if you’re interviewing a teacher on the playground, you’ll want to add sounds of students playing in the background.
32. Some brands – like Nike, Budweiser and Coke – have built enough brand recognition that they can just tell a story and drop their products in. Chances are, your brand isn’t that popular. That means YOU have to tell more, or it’s going to be a waste of time and money. Every video needs a call to action. Try leaving your phone number or tell your audience the next step they should take after watching the video.
33. We hope you understand why video is so important. It’s only going to get bigger. For instance, livestreaming is HUGE. FB Live, Periscope, YouTube, Twitch… it’s all becoming more important. And if you don’t use video on LinkedIn, jump on it! All reports show the number of companies using video on LinkedIn is going to double.
34. We’d love to answer any questions you might have, or help produce your next video. Email us at info@candorpr.com, or give us a call at 405-972-9090.