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The Six Superpowers of Video Storytelling

by Mary Pedersen  |  
May 18, 2015

Today's consumers, facing more choices than ever, challenge marketers to sell them more than just a product or service. Marketers now must sell a lifestyle.

Now, the association with a brand is often the most important selling proposition.

To capture these decision makers, marketers need to create a cohesive and compelling brand experience, one that captures loyalty through storytelling. And in regards to storytelling, video has rapidly grown to become one of the most valuable and important elements of an effective marketing mix.

The power of video is its ability to tell a story in a way no other type of content can. This medium can communicate brand promises, capture an identity, and show personality. Video can humanize a brand and establish a connection with the viewer. Authentic delivery and situations convey credibility and legitimacy.

But beyond being a highly shareable bit of content, video can be one of—if not the—most critical and powerful ways to own a brand story. The key is to show your story in a way that matters to your audience because you're showing what you care about.

The brand Vans brilliantly showed its brand tenets with its "Since 66" video. The short film conveyed who the brand was and spurred emotion in an authentically creative way that photography or text couldn't have done.

SINCE 66 from Vans OffTheWall.TV on Vimeo.

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Mary Pedersen is creative director at JPL, a full-service, integrated, marketing agency based in Pennsylvania.

LinkedIn: Mary Pedersen 

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  • by Sat Oct 31, 2015 via web

    There are not six superpowers of video storytelling but seven. No.7 is choose the right, experienced partner who supports you to translate your message into a video ;-)

  • by Evin Charles Anderson - Waverley Knobs Boston Thu Jan 21, 2016 via web

    Thanks Mary - this is a great breakdown and I absolutely agree with all of these points.

    Video grabs the engagement your company needs based on the requirements dictated by your target market. What do they want to see from you, learn from you, and feel from you. Unlike a webpage of text, a video invokes the senses which heightens the emotions felt by your audience which thus creates a memorable connection. Brand Entertainment is picking up speed with companies looking to entertain and engage without doing a direct sales pitch, which so many are desensitized to in 2016 (especially within the Millennial market). We tell our clients that video production is a balance between art and science. Without one or the other, you can expect it to work but when you find that balance, the impact is HUGE.

    That is also a great point Kristian. Video production/storytelling is an investment that truly does pay off when done right. Without a professional video team involved, anything less than fantastic (fantastic being the representation of your brand) the final project can actually become a detriment rather than a benefit.

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