Long before TED became a global juggernaut and Forbes began to advise on the power of emotion-driven storytelling for business, marketers have understood that the key to capturing (and retaining) an audience's attention lies with the ability to make an emotional connection by telling a relatable and compelling story.
With video set to account for up to 80 percent of all web traffic by 2019, and over 85 percent of online marketers already using video as part of their brand strategy, event marketers looking to capitalize on the reach of social media to increase audience participation should turn their attention to
How Video Storytelling Can Help Drive Audience Engagement
In "The Storytelling Animal: How Stories Make Us Human," Jonathan Gottschall notes, “We are, as a species, addicted to story. Even when the body goes to sleep, the mind stays up all night, telling itself stories. ... Don't despair for story's future or turn curmudgeonly over the rise of video games or reality TV. The way we experience story will evolve, but as storytelling animals, we will no more give it up than start walking on all fours." Whether at a rock concert or a conference on experiential marketing, the human brain is wired to process information by way of creating a narrative that makes sense.
From a marketing perspective, the numbers tell the story. According to industry data, video campaigns for social media channels such as Facebook and Snapchat, as well as more traditional outlets such as email marketing and newsletters, have higher ROI and click-through rates than any other medium. In fact, by 2019, 80 percent of all consumer internet traffic will be from video, according to data from Cisco.
Unlike straight text or even static images such as infographics, banner ads and memes, video combines all of the elements that go into captivating an audience's attention: visuals and sound. In addition to imparting information and showcasing your brand's services, video storytelling has the unique ability to engage viewers on several levels:
- Attract attention
- Emotional reach
- Perceived value
Even if someone is interested in and wants the content that you are producing, marketers are competing for eyeballs against a tsunami of information, which is why traditional marketing outlets have become less and less effective — people are overwhelmed and tired of information overload.
But chances are, most people can still recall a video or commercial that made them laugh or cry hysterically, even if they saw it several years ago. If making an emotional connection is the most effective way to get a consumer to take action, videos are the most powerful vehicle available to deliver the message.
Increasing Your Social Footprint and Audience Reach Through Video
According to comScore, 64 percent of people admit to being more likely to purchase a product or take action after watching a video. And when compared to text and static images,
Producing short strategic marketing videos and harnessing the reach of social media to distribute them on a global scale can deliver major ROI for marketing budgets and teams of all sizes. It is also good for SEO. From increasing organic search, site traffic and click-through rates, video marketing will take your event marketing efforts to the next level. And taking video storytelling one step further, is live social video—both brand produced and user generated.
Facebook, Instagram, Snapchat, Twitter, Periscope, YouTube, Crowdcast, and more, there's no shortage of platforms available to go live and stream powerful, in-the-moment videos to a global audience. This new marketing channel—live social video—is built upon the worldwide preference shift for consuming real-time, visual content, and it's here to stay.
To learn more about live social video, and how video storytelling can can help increase your event social reach, improve audience engagement and elevate your brand, download the Live Social Video white paper today.
Experiential Marketing Trends
Explore 18 new trends from our collaboration with Event Marketer.
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