Video has become a crucial medium of brand communication with almost 44 million YouTube users in Thailand. As a result video content is being increasingly important. At Lexicon, we have our own green screen production studio in Bangkok so we know a thing or two about the latest in video production trends.
But how to make video more engaging, and represent your brand at the same time? This article identifies some things for you to consider when producing video content.
Insert some creative storytelling
“Show, don’t tell” is a principle often used in storytelling, particularly in film, literature, and other visual arts. It means that rather than simply telling the audience what is happening or how a character is feeling, the story should show these things through actions, dialogue, and other sensory details.
The goal is to immerse the audience in the story and allow them to experience it firsthand, rather than relying on exposition or narration. By showing rather than telling, the story can become more engaging and memorable for the audience.
This kind of approach is ideal for hero videos where you can use the hero’s journey storytelling method to position your audience as a hero with you as their able guide showing how your products or services can solve their problems. If you’ve ever seen a video produced by Lexicon, then you’ve seen this approach in action.
Examples of successful Brand Storytelling through Video
Dollar Shave Club is a great example of a company that has had success with video marketing. Their viral video, “Our Blades Are F***ing Great,” went viral in 2012 and helped the company reach over 12,000 orders within the first 48 hours of the video being uploaded. The company was acquired by Unilever for $1 billion in 2016.
Squarespace: Squarespace is another company that has had success with video marketing. Their “Make It” campaign featured a series of short films that showcased the stories of entrepreneurs and small business owners. According to Squarespace, the campaign led to a 96% increase in revenue and a 68% increase in brand awareness.
GoPro: GoPro’s video marketing strategy has focused on user-generated content. By encouraging their customers to share videos of their adventures, GoPro has built a community of fans who love to watch and share these videos. In 2020, GoPro reported that their YouTube channel had over 8 million subscribers and their videos had been viewed over 2.5 billion times.
Airbnb: Airbnb’s video marketing campaign, “Live There,” focused on encouraging travelers to “live like a local” by staying in Airbnb accommodations. The campaign featured a series of short films that showcased the unique experiences that travelers could have by staying in an Airbnb property. According to Airbnb, the campaign led to a 50% increase in bookings.
Red Bull: Red Bull has built its brand around extreme sports and high-energy events, and their video marketing reflects that. Their videos feature athletes performing incredible feats, such as wingsuit flying and high-speed snowboarding. Red Bull’s YouTube channel has over 11 million subscribers and their videos have been viewed over 3.5 billion times.
Thinking Outside the Box
Creative storytelling also means thinking outside the box: Video can feature more than just live action from people. In our experience of running an animation studio in Bangkok, original characters and engaging motion graphics can can be great tools to help make your points easily understood by audiences, and to make your video’s more memorable and engaging. Check out dozens of our previous references for examples here.
Making a podcast in Bangkok is also an excellent way to humanize your brand and allow people to get to know the real you as you showcase your thought leadership, people and expertise. You don’t need to be Joe Rogan with hundreds of millions of viewers, but you do need to create helpful and original content for your target niche audience.
Still, if the main goal of your video is to sell a service or product that is newly launched, actors may be a better answer for your business. Using actors can strengthen human relationships and emotions through the story, engaging effectively with audiences’ pain points.
Maintain your style
A consistent and predictable content style helps audiences process information more easily, since they can concentrate on and digest the message rather than wondering what will happen next. In this way, an organization can make more time to focus on how to represent its brand through various customer touchpoints.
On the production side, a consistent style also helps the crew to make decisions more quickly, because they can simply follow the standards set out at the start of the campaign. For videos that fall within the established tone and standards, the quality checking process will be faster as well.
That’s why the pre production stage is actually the most important part of a video production. By getting the script, storyboard and call sheet spot on, there’s less room for error on the day of production or in post production. At Lexicon, we manage the whole process in-house in order to mitigate such complications.
Do not overestimate attention span
Be mindful of the audience’s attention span no matter what video content you are producing to represent your business. Although there is no ideal length and style for a storytelling video on social media, Hubspot states that the rise of TikTok is changing the way audiences consume media content.
Starting off with short-form videos will help directly communicate your message to audiences who do not spend much time watching videos. However, if your messages are complex, you might consider creating a long-form video with entertaining style, then splitting different elements of it into small snippets and posting them on other social media channels as well.
Making engaging videos that represent your brand will always require time and effort. But success can result in thousands of views, raise your brand awareness and recognition, and can absolutely connect you with more clients and customers. Even if you have a limited budget, it is always worth investing in visual storytelling. Success in branding leads to success in business, and our social media agency in Bangkok, Thailand is standing by to assist you along the way.
About the Author
Piyanat Jantharot is a Senior Brand Strategist at Lexicon working working with leading brands to develop impactful stories on a daily basis. His team manages executive brands for busy CEOs, runs B2B marketing campaigns and develops social media marketing strategies.
Lexicon is an award-winning brand storytelling agency focusing on telling impactful stories for clients based in Thailand and South East Asia. Lexicon has been around for almost a decade and has told thousands of stories just like yours.