Tips For An Effective Video Narrative

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How to get your message across without being flat.

Picture yourself the writer of a companies new ad campaign. It is your job to come up with an interesting, compelling, groundbreaking non-fiction narrative that explains the companies new product. Sticking to the facts doesn't have to get in the way of creating an entertaining and thought-provoking story. There are many ways to make informational videos more appealing than simply inserting a talking head (who wants to watch another board member talk about how great the company is? Not me). There are always methods of weaving narrative and fact together.

Viewers don't want to watch an ad that simply explains the science behind a product, they crave narrative, humor, emotion. You can educate your customers while also connecting with them through entertainment. Video marketing is no longer a luxury: it is a necessity for any brand to be competitive. Thanks to the internet, creating videos for your company has never been more accessible. Consumers have become accustomed to watching video daily, whether for entertainment or informational purposes. Technology has become an integral part of the way we interact and consume. Therefore, your company's goal in video marketing should be to captivate your target audience through social media or television.

Simply having video is not enough. In order to be clickable, your video must include narrative and appeal to emotion. So, how do you go about creating a perfect script for a video that will be informative and interesting?

Define your audience

Defining your audience requires you to have previous knowledge of who is interested in your product. Regardless of what demographic you're targeting, create a specific buyer persona when planning your video content. It will aid in the specificity of your video and make you think through how to make the content authentic and relatable to the specific individual.

Showcase your expertise

A billion people log in to watch video every month. In order to be an industry leader, you must showcase expertise in your field. Video marketing can help you to establish said expertise. Using thought leadership content on your site such as blog posts and infographics, in addition to video, can help to establish your brand as well versed in your domain. You can use customer testimonials to represent first-hand accounts of your professionalism. But, rather than simply have someone talking to a camera, find the story within the testimonial. Convey how you changed a person's life for the better, how your company made an impact. Within the narrative, weave in your knowledge and expertise in your field and you will create an effective, interesting piece of content.

Create an explainer video

If your offered product is complicated, science-related, or in need of further explanation to the general public, an explainer video can be a great resource. They key is for the video to come across as approachable while not boring the audience. You can use an animated video to help with the display the information. Queuing up visually interesting graphics is the best way to keep the audience's attention. A product a consumer understands is one they are more likely to buy. Keep the video simple in informational content, but intricate in visual content.

Create a step-by-step video

Some things in life are just easier to demonstrate than to verbally explain. This is where step-by-step, how-to videos come in handy. You can these videos to explain how to use your product. In the age of technology, no one wants to read an instruction manual. Consumers would much rather watch a demonstrative video explaining to them exactly what they need to do and how they need to go about each step. If your product is in need of some coaching for use consider creating a step-by-step video and posting it to your website. Find unique ways to make your explanatory video interesting.

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