“Let me tell you a story…”
… we’ve all heard that phrase before, and maybe even the story too. And yet we want to hear new stories and learn new things every day. Storytelling remains a fundamental vehicle in the sharing of ideas, concepts and knowledge. From the oral tradition of ancient people, to the written word, and now in the digital age, it is stories that engage and compel us to understand new phenomena.
STORYTELLING: THE SECRET WEAPON OF EXPLAINER VIDEOS
One such recent phenomenon is the animated explainer video, which is taking online marketing by storm. An explainer video is a short online video, usually found on a site’s landing page, which is used to describe a company’s product or service. Explainer videos rely on storytelling to help companies reach their target audience. This is because stories are illustrative and are easily remembered. And since much of human knowledge is based on storytelling, our brains and cognitive machinery are familiarized with the processes involved. As humans, we think in narrative structures, and the development of both thought and language follow the patterns of storytelling.
Marketing experts have caught on to our natural predisposition to learning new things through storylines. The creators of successful animated explainer videos enhance a good script with clear visual components to appeal to their audience, providing a direct and easy way to connect between your company and viewers. They combine the power of storytelling with the immediacy of visual media to bring your company closer and effectively to your target audience.
THE TWO MAGICAL WORDS: ENGAGEMENT AND IDENTIFICATION
Whatever your field or niche, there is a story to be told behind the services and products that your company provides. It is the story that usually stems from the needs of the consumer, or from an innovative or creative new way in which those needs can be met. Getting that story across to the desired audience through an animated explainer video is a great way to increase visibility and conversion rates for your company’s enterprise. The simple act of following an explainer video engages the viewer in a very direct way, and often causes him or her to identify with the experience or characters in the story.
This identification by the audience with the story being told can generate strong emotional bonds, and can help build customer loyalty. This is especially true if the explainer video conveys the core characteristics of your products successfully. If the explainer video tells a good story, it will convey a message about the storyteller: who they are, where they are coming from, and what their motivation is. In this sense, storytelling is also a learning experience for the storyteller. According to strategic marketing consultant Giles Lury, "figuring out what unique principle or value lies at the heart of your story can be a soul searching and revealing experience".
Word travels fast, but video travels faster, and one great thing about social networks such as Facebook, Twitter or Google+ is that they make good stories easy to share. For more information on how an animated explainer video can help you tell your story, download a free copy of our eBook here!