Four years ago, I rebranded Sierra Media. On the back of our business cards, I even put “we are creative storytellers.”
Based on a review of a few articles about marcoms, the subject of creative storytelling in marketing has seemed to have fallen out of vogue.
Without a doubt, creative storytelling resonates with customers. With regards to videos, the more authentic the story, the more people tend to watch them. The audience just seems to connect with this non-advertising, advertising.
There are two camps, when it comes to creative storytelling in corporate video. There’s the lean DIY approach and the awesomely well-produced pieces. I’ll watch those even if I’m not in the market to buy cowboy boots. These camps, either go big on the DIY and authentic or big on production.
Authentic creative storytelling
Nevertheless, the pendulum swings both ways. We’ve tried to stay true to our brand by continuing to be authentic creative storytellers great using video and authenticity. As far as authenticity goes, nothing beats a great performance by a professional actor or someone giving it their all, from the heart.
I get it that the product manager is the only one who can talk about this products’ features and benefits in a launch video. But is this really the time to deliver that message prior to the sale?
According to neuroscience, the reason stories resonate is that when we read, watch or listen to a gripping story, the activity triggers the release of oxytocin in our brain. This pushes us to relate, care, trust, and help others.
There are a lot of instances where creative storytelling does not fit. It depends on the intended effect of the video. An example would be post-sales support where we keep the video as utilitarian as a Utilikilt. It has utility and it kind of stands out.
Regardless, if the video is in the awareness stage of a sale, absolutely. An authentic well-produced video with a compelling story could certainly do the trick.