Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors — Comscore
The three principles for creating an engagement with video audiences are
1. Keep the Story simple
2. Connect with People’s Prior Knowledge
3. Stimulate both Auditory and Visual Senses
Stories are powerful tools for making personal connections and helping people align with other people. It’s the human element, relationship building.
52% of consumers say that watching product videos makes them more confident in their online purchase decisions. When a video is information-intensive, 66% of consumers will watch the video two or more times -Internet Retailer
Outline the objective
- What would you like this video to explain?
- What is your company’s elevator pitch?
- Who is the target audience for your video?
- What is the one key message that you would like each viewer to remember after watching this video?
Write the Script
Great storytelling starts with great writing and if you don’t have a good script to start with, the rest won’t really matter.
Example of a Script
The Script for product Rypple from Salesforce
Meet Jessica. Jessica loves her job. But lately, she’s stressed. She wonders if she’s focused on the right stuff. Does her team appreciate her work? Jess is hungry for feedback. It’s hard to stay engaged when you don’t know where you stand. Meanwhile, Mike, Jessica’s manager, is feeling underwater. He wants his team to do well, but it takes more time than he’s got to stay on top of what everyone’s doing. It’s hard to balance coaching his team with getting his own work done. To make things worse, annual performance reviews are around the corner and they suck. It’s like they’re from another century. The feedback is too little, too late, and everyone thinks the whole process is a huge waste of time. What’s wrong with this picture? Why are great people like Jessica and Mike feelingstressed and disconnected? Lack of recognition, feedback, and coaching. Time-consuming processes that don’t make sense anymore. Mike wonders why in a real-time world, people struggle to get real-time feedback and coaching. There has to be a better way. What if it were fast and easy to have meaningful one-on-ones? What if it was fun to give feedback and stay connected? What if teams stayed on track and people felt valued? Imagine modern social software that changes the way you work. Imagine your team inspired and learning all the time. Imagine always being on the right track. Don’t imagine anymore. Make it real. Sign your team up to Rypple today. Meet Jessica. Jessica loves her job.
Create a Storyboard
Give the viewer options and delivering key information in a different ways at the same time.
With humor , most people are open to at least a light touch. At the same time it is important to keep the conversation real and relevant. Your story must resonate with people from similar backgrounds as feedback may vary according to the background.
Review the Animation
Whether to hone down the script or change some of the messaging, or to rethink and refine the visuals, based on the feedback received.
Execute and Edit
Execute and edit to ensure that the idea and the challenges that you set out to tackle are communicated effectively.
Source: Andrew Angus, 60 Seconds How to tell your company’s Story and the brain science that makes it stick
Video Courtesy of Starbucks Channel, YouTube