Apartment Trends Magazine September 2019 | Page 27

The Truth About
Video Storytelling
By Adriana Anderson
Your Ally to Increase Brand Awareness
and Sell Your Product
The most important content marketing trend in
2019 is video. According to Business Insider, over
one million minutes of video are shared per second
and over 80% of content consumed on the Internet
is video. Visual storytelling will get you seen and
will increase engagement for your brand. It’s more
engaging, memorable, and popular than any other
type of content. It is, hands-down, the content that
you need to create.
WHAT’S THE BUZZ ABOUT PRODUCING VIDEO
CONTENT?
Oh, only because YouTube is the second largest search
engine next to Google. YouTube is a valuable resource
for driving brand awareness and traffi c to your website.
Visual storytelling allows you to deliver your message in
an engaging manner in a few seconds. It can help your
audience research a purchase, learn a new skill, get a
product review, or receive that little extra push to buy a
product or service.
THE POWER OF VISUAL STORYTELLING
There are many ways that you can use video to tell your
story. Here are some of our favorites:
1. Product Demo: What a great way to highlight a
product or demonstrate a specifi c feature.
2. Tutorials: This type of content is one of the most
searched-for online.
3. Testimonials: They show others that you have
satisfi ed customers.
4. FAQs: Instead of reading thousands of words, your
audience can watch short videos to get the answers
they need.
5. Interviews: A great way to engage your audience
and answer their burning questions. Sit down
with a thought leader, customer, or team member
for a chat. You can prepare questions in advance,
interview-style, or gather questions from your
community.
6. Behind-the-Scenes (BTS): Who doesn’t like to peek
behind the curtains? BTS is a great way to show your
company culture and build trust and connections
with your community by showing the people what
goes on behind closed doors.
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7. Promotions: Grab your customers’ attention with an eye-
catching visual story promoting a sale, service or event.
8. Events: Tap into your followers’ FOMO by posting
visual stories from your own events, or events that you
attend, like this one or this one. You can record and
edit, or try live streaming.
9. Announcements: An engaging video is a fantastic way
to build excitement around big news like an expansion,
new product line, new release, or a project.
10. Commercial: Create your own commercial and
advertise your products or services.
11. Brand Storytelling: Tell your brand’s story through
video! Moving content does great for marketing reach
and we love using video to tell a story.
GET FULL ATTENTION!
We have a few seconds to make a potential buyer notice our
product. Here are our favorite tactics to make sure that video
cuts through the noise and gets your audience’s full attention.
1. Entertain, inspire or educate: Video should be valuable
and aim to educate, entertain, or inspire.
2. Be attention-grabbing: Grab attention in the fi rst 8
seconds, or your audience may choose to go somewhere
else.
3. Keep it short: Research shows that we have shorter
attention spans than goldfi sh, who are able to focus
on a task or object for 9 seconds. That means – as
marketers – we’re all trying to sell to goldfi sh. No
wonder it sometimes feels diffi cult!
SEPTEMBER 2019
TRENDS | 25