As mentioned in the previous post ‘Marketing Videos’, there are pertinent similarities that social video marketing shares with television and movies. Well-made marketing videos have a clear point of view, create a lasting impression, and contain bold aesthetic choices. However, the key element that elevates a marketing campaign from an exercise in rhetoric to a sensational and groundbreaking tool for your company is narrative.
The difference between employing narrative in the context of a web video or within social media is the understanding of how that narrative is being used. In other words, how do you create a story that can encapsulate who you are as a company and how you want to be perceived. It’s directly associated with mission statement, but allows the outside world an inside look at the underpinnings of your enterprise. This applies to any kind of social video marketing, including public relations efforts or quick adverts. Anything that interfaces with the public can be approached through the lens of narrative.
By thinking about narrative, any organization, from small business to larger multi-limbed companies, can not only create a useful series of videos or start a marketing campaign, but can also gain better understanding of what sets their institution apart from everyone else. Over the next few blog posts, I will be going over several key aspects of how narrative is used in social marketing and what any company stands to gain from understanding it further. I will discuss key aspects like point of view and plot structure, and relate how they can be leveraged in the context of social video marketing. So stay tuned to learn more! Skillman Video Group is a Boston Video Production Company. Call us anytime at 800-784-0140.