Innovation Blog

Why Video Storytelling is Taking Over

video storytelling

In the modern era of technology and social media, it’s important to realize that brands are moving away from the traditional marketing they are so familiar with. The digital world is always evolving, and that means brands must adapt their strategies to fit this change. One of the key changes taking place in the digital space is the concept of storytelling. The in-your-face marketing techniques that always worked so well are being reimagined in the form of video storytelling- and it works!

With video taking over the digital world right now, brands are using storytelling to engage audiences and make their brand more relatable to the public. An engaging story encourages the audience to actually interact with your content, and then hopefully your brand as a whole. Great stories increase the chance of virality and visibility- two key elements of successful branding.

The fundamental difference between traditional and video storytelling is that video allows you to use the resources of multimedia and online tools in a creative way. Rather than just telling the audience about your brand or selling a product, you can show them.

But if anyone can make a video these days, what separates traditional from video storytelling? Well, that would be great brand storytelling technique. In traditional storytelling, a marketer would simply present their brand or product and was more straightforward and basic rather than creative. Video storytelling includes the key elements of storytelling technique, incorporating their brand into a well-thought story that makes the audience want to get involved.

A main element of storytelling is relatability. Everyone loves a good story, so include the features of one. Don’t be afraid to include humor or other details that appeal to the audience’s emotions. Relating to the audience on a personal level helps to humanize the brand and encourage more meaningful interaction.

Next, is creativity. I touched on this earlier, but creativity really separates video storytelling from traditional techniques. Think about the overall message you want to convey, and then reevaluate unconventional ways to portray it. This can include a traditional narrative approach, like incorporating a protagonist, obstacles, climax and resolution into your story.

As mentioned above, in video storytelling, it’s important to show the audience your story rather than tell them. Take advantage of those multimedia elements associated with video. This includes visual elements like color, sound, filters, trends etc. Video storytelling opens up opportunities for brands that traditional storytelling doesn’t. Further, video inspires change and innovation that the current digital world thrives on. Mobile video consumption is rising 100% every year. 85% of all internet users in the United States watched online video content monthly and 54% of consumers want to see more video content from brands and businesses they support. Brands that still haven’t realized this shift and made the switch towards video storytelling should be soon.


Jessica Cobb is a Social Media Intern. Jessica currently attends the School of Media and Journalism at Kent State University, pursuing a Bachelor of Science in Public Relations/Marketing.

Contact Jessica at [email protected]


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