Think back to your favorite childhood stories. Whether you were rooting for the hero or the villain, you can still recall how you felt when immersed in the narrative can’t you? The goal of any business marketer developing a video idea is to capture attention in the same manner. Discover the basic elements of business storytelling before crafting your company’s unique script.
4 Elements of Storytelling for Business
Telling a story in business videos is not much different than writing a novel or creating a work of fiction. Before turning on the camera, you need to settle on these four elements of the story:
- Authenticity. The first and most important aspect of business storytelling is honesty. As a basic foundation of any relationship, trust is only developed when both parties are authentic and honest.
- Purpose. Each video should tell its own story and each story should have a purpose. Define what the purpose of each video is and map it to your business goals before investing time and energy on video production.
- Audience. It’s not enough to say your audience is “anyone” because it’s impossible to create a video that speaks to everyone. Use video as a means to communicate with a certain slice of your target audience.
- Emotion. Every powerful video is linked to a human emotion. Is it excitement, anticipation, compassion? That’s up to you to figure out.
Ideas for Your Business Video
There is much more to telling a story about your business than a simple promotion or commercial. What makes your business tick? Where and why was your company launched? What goes on behind the scenes that might interest a potential or current customer? Get inspired with these business video ideas:
- Behind-the-scenes videos. Do you have a weird or unique office tradition? Does your company use industry-leading equipment not found elsewhere? Do your co-workers like to play pranks? Capture the funny, interesting and quirky moments on camera.
- Employee spotlights. The best part of your company is its people. Allow your audience to get to know the people they encounter within your organization by filming employee spotlight videos.
- Customer testimonials. Build trust and promote your business using word of mouth testimonials from customers themselves. Make sure to focus on how your company’s product or service successfully addressed a pain point your customer was experiencing.
- Community involvement. A business that is invested in the community shows a commitment to giving back. Get your audience excited about supporting your business’ efforts by filming community involvement activities.
To resonate with your audience, create videos that clearly communicate your brand’s story as it develops.