Data can inform, but stories can inspire—and in video marketing, inspiration is key to making a lasting impression. A well-crafted story will stick in the mind long after the video ends, because stories are tied to emotion, and emotion is crucial to memory.
Imagine you’re a fitness brand creating a video about your latest product. You could present data showing that your product increases workout efficiency by 20%. While that statistic is impressive, it’s unlikely to leave a lasting impression.
Now imagine instead that your video tells the story of Sarah, a busy mother of two who barely finds time to exercise. In the video, viewers see how your product helped Sarah regain her energy, lose weight, and feel more confident. This narrative not only provides information, but creates an emotional connection. The audience can empathize with Sarah’s challenges and celebrate her success, making the story more memorable than a mere percentage on the screen.
Simplify data
Another reason people prefer stories to raw data is because stories simplify complex information. In video marketing, data can be overwhelming, especially when presented in a dry or technical format. However, when data is woven into a narrative, it becomes easier to digest and understand.
Imagine a video for a financial planning service. Instead of overwhelming viewers with data about investment returns, risk factors, and portfolio diversification, the video could tell the story of Mark and Lisa, a young couple worried about saving for their future.
The narrative follows their journey as they work with the financial planning service to buy their first home, save for their children’s education, and plan for a comfortable retirement. Through this story, the audience gets a clear understanding of the benefits of financial planning without having to grapple with complex financial data. The narrative simplifies the information and makes it more accessible and engaging.
You may think your topic is boring or highly technical, but I promise you, it can be simplified and turned into a story that sticks.
For example, a technology company might create a video presenting data showing that its software increases productivity by 30%. While this is valuable information, it may not stick in the audience’s mind.
However, if the video tells the story of a small business owner who was able to grow her business and hire more employees after using the software, viewers are more likely to remember the story. The narrative makes the benefits of the software tangible and memorable, and ensures that the audience associates the software with positive outcomes.
Building trust
Trust is a crucial part of any business relationship and video storytelling is an effective way to build that trust. Data can seem impersonal and distant, while stories add a human element that bridges the gap between your brand and your audience.
Imagine a nonprofit creating a video to raise awareness about hunger. It could present statistics showing how many people go hungry every day, but those numbers might seem abstract to viewers.
Instead, they tell the story of Maria, a single mother who struggles to support her children despite working two jobs. The video humanizes the problem, making it real and personal. Viewers are more likely to empathize with Maria and trust the organization’s mission because they can see the immediate impact of their support through her story.
When designing your video marketing strategies, remember that while data can be insightful, it’s the stories you tell that inspire and engage your audience. By weaving stories into your videos, you’re not only conveying information, but you’re also building meaningful connections with the people you’re trying to reach.
Contact me if you’re having trouble getting started, need help with your video marketing, or just have questions you’d like answered! You can email me at (email protected) or call or text me at 570-702-4991.
Jonathan Edwards is the owner of Diamond City Studios. You can reach him at (email protected).
