How to use storytelling in corporate video production

There is no doubt that storytelling is highly effective in corporate video production. There are many misconceptions about how to use stories in video, though. There’s also a fair amount of confusion around the meaning of storytelling.

As a result, many brands end up missing the mark. Not surprisingly, this can have a knock-on effect, making brands come across as trying too hard. Worse, it could also result in brands seeming false, which impacts trust.

Before we delve into some tips on how to tell stories the right way, let’s take a quick look at what we mean when we talk about storytelling in corporate films. With a never-ending number of videos out there, most will likely not capture your attention. What about those that do resonate? 

Think back to the last video you watched - the one that made you see past the marketing hype and feel invested in the message of the video. Done right, the video will have instilled some sort of emotion (and not boredom or irritation at yet another generic video).

These types of corporate videos are the ones that tell stories in a clever, subtle way. They don’t need to try too hard, because they know how to bring their message across as a story rather than a hard-sell, run-of-the-mill ad. 

If this is what you want to achieve with your brand’s corporate videos, there are a few things you’ll need to keep in mind. Here are some of the most important tips to use storytelling in corporate production.

1. Understand your audience

Understanding your target audience is essential throughout every stage of the corporate video process. When it comes to telling stories that truly resonate, it’s even more important to have deep insight into the people you are aiming to reach.

Look at your audience’s needs and wants. Know which social media platforms they use. Develop buyer personas based on real customers. Once you have developed profiles for your key audiences, you can create video content that reaches them the right way.

2. STAY TRUE TO YOUR BRAND

This is the time to show your audience who you are, what you stand for, what you do, and how you help. Using your team to put a face to your brand is vital.

Our video for The Access Group focused on creating awareness for their software tools for the health and social care sector.

In this video, we let the key members of the division tell their own stories. Rather than promoting the software directly, the team spoke about the need for these tools.

Many staff within The Access Group have personal experience in lapsed care for the elderly. Many come from a health and social care background. The result was a corporate video that brought across the group’s mission and values. 

3. CHOOSE AUTHENTIC OVER VIRAL

There’s a time and place for viral videos but for truly relatable stories, it’s not always the answer. Corporate video trends are good to note, as long as you’re not aiming to get your 15 minutes of fame instead of keeping to your brand ethos.

You don’t want to come across as jumping on the bandwagon. Trying too hard to be cool is not a good look on anyone.

Stick to your voice, focus on your values and stay true to your brand. 

4. FOCUS ON PROBLEM-SOLVING

To create high-quality corporate productions, remember that you are selling solutions, not features. Storytelling in video works because it gives solutions to real problems faced by your audience. Knowing your audience’s pain points helps you craft videos that address these in a relatable way.

Let’s say your company specialises in high-end pet food for specific dog health concerns. You know that your customer is worried about her dog’s sensitive tummy. You know what sort of customers you are targeting. You could create a video featuring a canine as your main character, taking viewers through the dog’s journey to health. You cloud create a corporate video that puts Fluffy’s human in the picture as well.

By focusing on the problem, you can show your audience how your pet food provides solutions, through real-life examples and feel-good stories with happy endings. 

5. KEEP IT SIMPLE

One thing to watch out for when using storytelling in your corporate video production strategy is overly complicated videos. You want to get your message across in a way that doesn’t require a lot of time or effort for viewers. Remember: the average viewer has a very short attention span.

For powerful corporate films that build trust without the need for too much theatrics, simple is always best. A great example of a simple but hard-hitting video is the one we did for the global accountancy firm BDO:

The 'Pull Up a Chair: Let's Talk About Race' video kept things simple, letting its BAME colleagues tell their personal stories about race and discrimination. The focus was purely on each individual, with no added effects, no music, and no distractions. The conversations tackled difficult discussions head-on.

We also decided to go for short snippets of 15-second videos for each individual rather than a longer video. This allowed featured BAME colleagues to share their snippets via LinkedIn, adding their own thoughts and driving more conversions.

Have a look at the BDO case study to see how simple is better.

TO SUM UP…

With some forethought and the help of a highly qualified, experienced video production agency, you can create stories that reach your customers. Using stories to showcase your brand doesn’t have to be a challenge with the help of video production services.

Experienced corporate video production companies such as Venture help you harness the power of storytelling in a way that gives you the best corporate video production results, from pre-production to post-production.

Get in touch to find out more about our corporate video production process and let’s work some magic.