• Globally, online video traffic will be 55% of all consumer Internet traffic in 2016. (Cisco)
Online video is well and truly mainstream. The internet is full of it, browsers love it and brands are expected to have it. Therefore, video is now an essential component to most marketing strategies. And it is not difficult to qualify a budget for creating video when the stats are so staggeringly in its favour;
• Videos are shared 1,200% more times than links and text combined (Simply Measured)
• Viewers spend 100% more time on pages with videos on them (MarketingSherpa)
• The chances of getting a page one listing on Google increases 53 times with video (Forrester Research)
But when the internet is showering videos, how do you create video material that stands out?
Grabbing people’s attention solely through visual stimulation is challenging. Modern brains are too over-saturated to be easily impressed. It’s emotional stimulation that really grabs us and sends chemical signals flying.
And the quickest, most effective way to establish an emotional connection with someone is by telling them a story. It’s no coincidence that stories are central to many big brand marketing campaigns. CocaCola have set storytelling as the central theme to their ‘2020 marketing strategy’
Telling a story through online video needs to be compelling and snappy. It needs to kick off with a bit of a bang, tug at some emotional senses, surprise, join a few dots and reach a resolved ending. No matter what you are promoting the story should matter more, as the story is the hook to capture the viewers attention.
This office scenario from BestQuote.ie is a good example of zany storytelling:
Denny do a great job at pulling at heart strings with their recent homecoming ad:
Road Safety Scotland take a compelling approach to telling a story with their Kids in the Car Campaign:
We ourselves at Newmarket Consulting had a bash at being interesting storytellers with our recent Visit Kilkenny Ad:
So a good rule of thumb for creating video: Tell a story, make human and make it interesting. With all those ingredients in the bag you are bound to tug at the senses!
Seen any interesting approaches to marketing via video lately? We would love to see it! Drop us a tweet @newmarketconsult
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