This text initially appeared on Column Five.

Model video storytelling has exploded in reputation for a lot of causes. The expertise has developed, value factors have come down, social platforms have embraced it, and audiences have come to anticipate—if not choose—it as a technique of communication. (In line with a 2014 Ranges Past survey, 40% of customers mentioned they’d quite watch a model video than learn the identical info.)

For manufacturers, video presents a incredible alternative to inform a compelling model story in an simply digestible package deal.


Video isn’t just a passing fad or a novel presentation; it’s a highly effective strategy to kind relationships together with your viewers via emotional connection.

That’s as a result of video is a medium that we’re hardwired to answer. Along with being visually stimulating, video elicits an emotional response from the viewer—due to the scientific phenomenon of emotional contagion. When your viewers views a video, or watches a narrative, their feelings truly begin to mirror what’s on display screen. (Consider the bodily sensation of hysteria you get if you watch a scary film.)

Even a short interplay together with your video can set off this response, making a major impression.

A observe: Once we say “video,” we’re actually speaking in regards to the energy of movement storytelling. Movement is its personal type of communication, separate from static or interactive content. Technically, video is the expertise that lets us inform tales via movement. However most individuals use “video” when speaking about any such storytelling.


One of many greatest benefits of brand name video is that it gives extra inventive storytelling instruments to work with. Every of those can be utilized to elicit emotion, whether or not you’re telling a severe story or a humorous narrative.

Visuals: On-screen motion can improve your message, whether or not via colour, information visualization, kinetic textual content, animation, or live-action.

Audio: Music, voiceover, and sound results convey temper and tone, rising your viewers’s emotional response.

Managed storytelling: The tempo and nature of the storytelling is managed, which makes it simpler to ship a targeted message—and extra pleasant on your viewers to obtain it. Video is a passive expertise, so you may merely click on a play button, sit again, and watch. (Different mediums, similar to interactive, require extra energetic engagement.)

The important thing, in fact, is to make sure your video has a narrative to inform.


Video can be utilized for far more than conventional promoting. It has many sensible functions for communication each in and out of doors of your organization, permitting you to ship completely different messages in numerous methods.

Relying in your model targets, it’s possible you’ll experiment with any of the next in your content material technique:

  • Conventional adverts: On-line or tv commercials (nationwide or regional).
  • Promo movies: Viral movies, case studies, interviews, testimonials, product evaluations—something that publicizes work or model. Could also be editorial or advertorial.
  • Explainer movies: Introductions, overviews, processes, tutorials for merchandise, providers, or concepts.
  • Tradition advertising and marketing movies: Content material to showcase your model, individuals, or causes.
  • Social movies: Content material to interact followers on social—Fb, Instagram, Snapchat, YouTube, and so on. Could also be academic or pure leisure.

Whereas video may also help you obtain your advertising and marketing targets, it’s also a helpful communication device to assist your inside crew of their day-to-day. Gross sales collateral, firm info, and displays can simply be transformed to video to avoid wasting time and vitality.


The video format you select will depend upon many components: your story, obtainable sources, viewers, distribution channels, and so on. Some codecs are higher fitted to explicit makes use of, so contemplate which can enable you to greatest obtain your targets.


When most individuals assume video, they consider live-action: actual actors and units telling a story story, captured on digital camera. That is the preferred sort of video. It’s significantly compelling as a result of your viewers can relate to the people on display screen. (Bear in mind emotional contagion: When audiences “see” themselves on-screen, they really feel extra connection.)

Stay-action additionally permits for short- and long-form storytelling. You could contemplate a brief spot or a full-on model documentary. Simply do not forget that live-action video additionally requires a variety of manufacturing components: location, expertise, crew, and so on.

Our live-action “Child of the ‘90s” spot for Microsoft helped reintroduce Web Explorer to millennials. As a result of it emotionally resonated with the target market, it garnered 49 million+ views.



Movement graphics embody 2D- or 3D-animated graphics. They will additionally embody a mixture of live-action and graphics animation. Storytelling on this format depends on audio and on-screen visualizations. Due to this fact, the manufacturing is extra managed. (If you wish to see some nice movement graphics, take a look at these 100 awesome examples.)

Movement graphics have many makes use of, however explainer movies are sometimes introduced as movement graphics as a result of they can help you break down summary ideas, present how one thing works, current information, or depict worlds which may be in any other case troublesome to seize in live-action.

Study extra about why explainer videos help your brand, or check out our explainer video on explainer movies to see one in motion.

[vimeo 75924498 w=640 h=360]


Rising applied sciences are taking video to the subsequent degree. These require extra manufacturing, particular gear, and technical talent to supply, however they’ll solely turn into extra fashionable. Some manufacturers are already discovering nice success with:

  • 360-degree video: This method expands the viewer’s perspective, permitting them to discover a panoramic scene from each angle.
  • Digital actuality: VR is a computer-generated simulation of an surroundings that viewers can work together with. It’s immersive and contained storytelling that places viewers within the driver’s seat.
  • Augmented actuality: This tech permits the viewer to work together with their bodily surroundings.

Our 360-degree video permits you to be taught in regards to the building of a model—by exploring house. For the most effective viewing expertise, comply with the hyperlink beneath to YouTube (be sure to have the newest model for those who’re cell). Desktop viewers would possibly wish to view in Chrome with the acceleration setting on.



In case your model is keen to pursue video, do not forget that the simplest movies will communicate to your viewers’s feelings, which is why story is so necessary. Pair the correct story with the correct format and also you’ll have model video gold.

If you happen to’re able to dive into video, discover out the 11 reasons you need a solid video strategy and take a look at our suggestions for choosing the right video agency.

Need assistance creating highly effective branded content material? Let Column Five hook you up.

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