Video storytelling is a new trend in digital communication. Possessing many strengths, this communication strategy is in tune with the times and promises great results to all those who know how to handle the art of narrative. Seemingly simple, storytelling requires a lot of work that you don’t realize at first glance. Definition, techniques and strategy, we give you all the secrets of successful storytelling!
I – ACQUIRE NEW CUSTOMERS THROUGH STORYTELLING MARKETING
THE ART OF CONVINCING IN A SUBTLE WAY
The classic method is to convince by presenting the advantages of a product or its use. On the contrary, the current trend is no longer to focus on the “what” or the “how” but rather the “why? “. We are now more and more appealing to emotion. Today’s consumer society no longer requires that we focus on the products we need. It is better to challenge our customers on what they want, their irrational and subjective needs. We are looking for the satisfaction of desires , which requires much more subtlety.
SENSORY STORIES AT THE SERVICE OF MEMORY
Not only is a story memorized more than information as it is, but a sensory story , where images are more important than words, appeals to our emotions and comes to mind much more easily. The common thread of a narration makes it possible to better soak up the story, which is favorable to the engagement of the spectator. A plausible story invites the customer to put themselves in the shoes of the “hero” of the video. When the latter has all the characteristics specific to your target customer, this is called targeted storytelling. The story of a storytelling incorporates models of conduct aimed at automating certain acts of purchase at the customer’s premises.. By placing himself in the hero’s place, the client tends to imitate him and adopt the same behaviors. The message being in the moral of the story, it is therefore easily understood and permanently memorized.
II – INCREASE YOUR SALES THROUGH STORYTELLING
To reach the collective unconscious it is necessary to follow precise and universal narrative codes.
JUNG’S 12 ARCHETYPES
It is essential to target your market and your customers in order to set up any communication strategy. For this, it is necessary to segment your customers and prospects. This can be done by using a personae for example. The main character of a storytelling story must necessarily stick to your audience.
In order to identify with the hero, several archetypes have been previously identified in order to speak to everyone. Here is the list:
The ordinary person means everyone
The hero is obviously the brave
The innocent also known as the naive
The comic who thinks only of fun
The lover or the enthusiast
The guardian angel, altruistic
The explorer in constant search of adventure
The rebel who wants to be against the tide
The sage who can be considered a mentor
The magician rather represented as a visionary person
The dominant often guided by power
The creator or the inventor
You will notice that each storytelling video or even in many films, the hero fits into 2 archetypes. These universal narrative codes allow your audience to navigate the story, identify themselves with the hero or simply identify the hero, and thus understand the message more quickly. We do not need to know these archetypes to identify them, it is an intuitive understanding often leading to automatic reactions to them.
THE STAGES OF A NARRATIVE STRUCTURE
The start of a storytelling video provides the context for the story. Then we move on to the description of the characters by sequences of their daily life, their environment, their desires. All this initial context is necessary to set the scene and to put yourself in the shoes of the character. Then comes the trigger, the turnaround that shakes up the character’s life. The hero changes his life and faces new dilemmas. The writer François Meuleman expresses that ” the drama is founding: it embodies the brutal face of destiny, that which forces the individual to become someone, to fulfill himself as a hero. “. Finally, the final situation appears as a culmination of the story, leaving room for the fall and the denouement of the story. This last step contains the moral, often unsuspected, in which the message of our communication campaign is to be found . This final surprise is in large part one of the causes of the memorization of the message.
III – ADOPT A VIRAL COMMUNICATION STRATEGY
Storytelling is often akin to viral communication . First of all, storytelling is used in particular on various social networks , which is conducive to the “buzz” effect. Indeed, we tend on social networks to share content that seduced us, which produces the virality of a publication.
A storytelling campaign is very effective if and only if it is done well. Correctly targeting your market, getting the right message across, or even having ideal video quality requires a lot of skills and a lot of time. If one of these points is not satisfactory, the storytelling video may not present the desired effects.
It is often advisable to call on a communication agency for a job of this magnitude, requiring multiple knowledge.
