The Trend of Storytelling to Enhance Brand Communication

There’s a fast-emerging trend we are seeing as a producer of videos for both major brands and agencies: the emergence of “stories” as the next big vehicle for brand communication, reports OnlineVideoInsider.com.

In a world that proclaims “Content is king,” it is these stories that are showing up as the next big thing. Whether it’s an auto manufacturing company asking folks to look back into their past with their very first (insert brand here) car, or a mom reflecting on the first cake she baked from a box and how it made her feel, brands are encouraging consumers to be a part of the story by recalling their own experiences.

The resulting human interest stories, with a specific brand as a centerpiece, are being utilized in a number of creative ways. For example, the videos are showing up on a brand’s Web site as personal brand commentary to humanize and personalize their corporate website. Equally or even more common, the video stories are used as a part of content on Facebook and other social-sharing sites. These videos are perfect complements to commercials that are uploaded on brand pages on YouTube, too.

There are a few unique benefits from these video stories for brands:

1. The videos come across as authentic (if shot correctly). They are not stylized, or stuffy, or corporate. They are real people sharing real memories that reflect positively on a brand.
2. Then, there’s the endorsement by a satisfied customer expressed in warm, friendly, non-salesy manner. These testimonials, even when referring to the brand in memories from 10-15 years ago, open the door for future product trial and adoption by consumers.
3. And finally, these stories personalize the brand. They bring the brand down to the consumer level, which is appreciated by the consumer, and proves to be very motivational. It is this personalization of the brand that results in shareability.

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Tags: Brand, Content, Featured, Video

Category: Industry News and Trends