Do we need to shift from the way we are telling stories? As viewership moves online, people's behaviors, preferences, and attitudes towards video are rapidly changing. The challenge is to create content that's shareable, that builds personal connections and that makes viewers want to tune in. Today, our mobile devices have become our constant companions. So what does this powerful connection mean for creatives and the stories we tell? The aim has been to bring data to the art of storytelling. The small screen can be a challenging canvas for big stories. This is a creative opportunity. We shouldn't just stuff our stories into smaller frames; we can make new frames altogether.

Varun Jagotta

Illustration

Ruby Kaur

Words

Studies show that brand awareness is significantly higher on mobile than it is on desktop. Consumers are almost twice more likely to share videos on smartphones relating to their product or service findings. Maybe mobile viewers are more focused on it and thus remember the brand better. Context matters. Humor is the key. It's about creating content that is entertaining and worthy of viewers time and attention. The videos don't need to be shorter, quicker, and snackable; they can be longer, richer, and perhaps even a bit queer.

The question is what kind of videos will make consumers want to tune in? Should storytelling change for different age groups? Findings showed that there's still a place for stories that grab and hold people's attention, no matter what the age of the viewer. The craft of well-framed, well-paced, beautifully created motion work still has tremendous power. As we shift to a mobile-dominated media age, we may need a new mix of awe and intimacy to move consumers, and experimentation can help us get there.

Do we have a definitive guide for creating compelling creative? Not now. But what we do know is that there's a lot of value in experimenting that eventually leads to innovation. Experimenting drives new ways of thinking by asking bigger and deeper questions about formats, platforms, and audiences. Asking questions leads to richer data and more meaningful insights. The task is to start with the universal truth and get experimenting. Companies that adopt a mindset of continual experimentation and evolution are the ones that will see the best success from their work.

Taking hints from the research and findings has helped us greatly in making successful videos. Prime focus is on creating personal experience and personal connections with customers. "How it works" and "How it's used" videos help customers quickly predict the experience of ownership and thus have higher viewership.

Study reveals that sequencing ads starting from awareness to consideration to conversion engage consumers more effectively as opposed to sustained call-to-action (CTA) messages. The practice of sequencing ads on a personalized level increases overall view-throughs by 87% and subscriptions
by 56%.

The motion graphics team in Intelligaia has been creating videos that help our customers sell products and services online or offline. Very recently, our team worked on creating eight promotional videos for Cisco to be demonstrated at GSX in Las Vegas showcasing more than just the product/technology which was very well received. It talked about the problem, the solution, the experience, and the larger vision of what we're trying to build. The genre also stood out from traditional, serious, technical, non-visual marketing communications for new IT infrastructure products.

Our videos have helped clients demonstrate:

  • How their product or service can solve a problem or fulfill a need
  • How a very complex system works through animated sequences and diagrams
  • How a product is interactive with its customers
  • Showcase a product or facility that has not yet been built
  • Pinpoint scenarios that can be resolved through the use of their product or service

Videos are potentially the most effective way of demonstrating a product and its benefits to your visitors. Video allows you to engage an audience and possibly strike an emotional chord and subconsciously tell customers how they should feel about a product by telling a story. Video, despite being so prevalent on the internet, is still a very under-utilized component of most ecommerce businesses. Video strategy can differ widely, in terms of both cost and complexity. In the end, you need to determine how video can add value to your customers' experience and decide on your approach.

You can count us in as part of your network, and we'll be rooting for your stories to come alive!

Adapted from ThinkwithGoogle

Video Storytelling as a versatile sales medium

Varun Jagotta

Illustration

Ruby Kaur

Words