Conversational Storytelling: 3 Tips for Powerful Business Videos
We need to talk.
These four words can strike fear into the heart of those who hear them! And they may strike fear into you when it comes to your video marketing strategy. We’re used to hiding behind corporate speak and talking heads. It’s time to come out in front of the camera, look at your audience, and tell your story. Differently.
Business videos can be more conversational in style. In fact, they should be. Hubspot research reveals that customers and consumers prefer authentic videos over those that they perceive as artificial. It seems like a no-brainer to us! Your audience wants stories; they want to feel that you’re sharing something of value with them — rather than just reading from a script trying to get them to buy something.
Getting Started with Conversational Storytelling
An effective video marketing strategy includes a variety of videos (e.g. how-to’s, demos, explainers, brand culture, etc.). While many will be highly scripted, produced, and polished, don’t be afraid to go organic.
Why not have someone within your company — the 20 year veteran, the brilliant college grad, the new parent who’s coming back to work — tell a story? Talk about what they do. How they do it. Why they do it. Especially why they do it!
Here’s a look at one of AGP’s Round Table discussions:
It’s casual, it’s loose, it’s just a few people talking about video marketing. But it’s also pointed and purposeful: there is a message — and it’s delivered in a way that helps viewers get to know the company and the personalities behind it.
While there are video marketing pointers in here, there are also some insights on how to create compelling conversational video:
1. Sometimes You Don’t Need Scripts or Memorization
People know when you’re studiously following a script; they feel it when you sound too rehearsed. You wouldn’t read from notes when having a conversation with a friend or coworker, right? In some of your videos, put down the script and just talk to your audience.
It can be hard to act naturally when there’s a camera on you. But try! Blink. Be animated. Check your notes briefly if you need to. Smile where you would in a normal conversation. Frown where you normally would. Laugh. And if you mess up, you’re human. Authenticity is the key, and people find it relatable (within reason! Take two if you flubbed up on an epic scale).
2. Talk about what you know. Simple: we know video marketing, so we talk about video marketing. When you speak about what you know, you’re naturally (there’s that word again) more conversational.
And if you’re not an expert in a topic of great importance to your audience, find one. It could be Jack in HR, Sue in engineering, or Dr. Nine Degrees from a related field. Fine. If you pretend to be the authority when you’re not, it’ll come through loud and clear. On the other hand, if you’re comfortable giving the reins to someone else, it’ll only add to the trust your audience places in you. You’re giving them the information and insight they need — and a fresh face to look at.
3. Find a way to connect.
The point of your video is to connect with your audience on an emotional level. Why? So they’ll care about what you do and why you do it. So they’ll understand that you can help them solve a problem or overcome a challenge. Stories are a natural way to do this, as is empathizing with a challenge they have. This is what we do in this Video Marketing Insight conversation:
We need to talk.
Start your conversation with AGM today and create the business narratives that will deliver exceptional value to your prospects and customers — and change your marketing forever.