Digital Video – Marketers Can Unlock the Power of Storytelling

By: Megan Poler, Senior Product Marketing Manager, Valassis Digital
Published Thursday, Jan 26, 2017

Digital Video – Marketers Can Unlock the Power of Storytelling

Who doesn't love a good story? Stories created in books or movies can take you to places you never thought possible. A core element of a good story is its ability to connect to its audience and engage them. Marketers create mini-stories (content and campaigns) all the time. But, consumers can only digest or attend to a fraction of the marketing content that is created. So how can marketers create more meaningful engagements with consumers and get their stories heard? Taking an omni-channel approach is a good place to start, but they may also want to consider creating captivating digital experiences. 

Let’s start with video. Video is a great storytelling tool that has the ability to emotionally connect with consumers. In fact, 70 percent of marketing professionals report that video converts better than any other medium.1 Digital video consumption is rising in popularity, especially on mobile devices. Zenith, part of Publicis Media, forecasted mobile video consumption to grow 33 percent in 2017 and 27 percent in 2018.  By that projection, mobile devices will account for 64 percent of all online video consumption in 2018.2 With mobile being “always on,” consumers will engage with your video whenever it’s most convenient for them. This means your video should be mobile friendly as well as helpful and authentic to resonate.

If you want to step it up a notch, interactive video can increase consumer engagement. These videos literally perform an action based on user input, allowing consumers to explore content, make choices, and select different calls to action to customize their experience. What’s great about this is marketers are able to learn about the viewer based on each input and can optimize campaigns accordingly. Interactive video has 3 times the viewing, 2 times the conversions, and more social sharing than traditional video.3

But wait, there’s more. Have you considered taking the consumer to a new reality? It’s not that far out there. In fact, there are 360-degree video experiences, a form of virtual reality (VR), already being used today. 360-degree video is one of the most accessible and least expensive forms of VR because it can be produced relatively cheaply and consumed without a VR headset. A recent survey asked U.S. internet users about their attitudes toward 360-degree video -- 53 percent say it helps create engaging experiences and 45 percent view brands using this type of video as innovative.4 When using this technology, you can establish a deeper connection with the consumer and uniquely place them at the forefront of your brand or product experience. Brands that have used 360-degree video earned millions of views and drove exceptional click-through rates.5

Augmented reality (AR) and VR offer the potential to engage consumers in even more compelling and immersive ways. Wait until you transport consumers into your brand’s story or give them the opportunity to shop and touch merchandise from the comfort of their home. Time will tell how these VR technologies will take off. Until then, have fun connecting consumers to your brand’s story with captivating digital videos!