The Power of VIDEO and Storytelling
As you might know I started the Your AJency blog for when social media captions just don’t capture enough of what I want to share with you. You may also know that that’s exactly why I love video - it has the power to convey so much more than a picture and used strategically, video and storytelling can take your business marketing to the next level. Want to know more about the power of video and storytelling? Read on…
Over the last few years, the power of video in marketing and branding has exploded. TikTok was the most downloaded app in 2021 with over 656 million downloads, over 100 million more than the next most popular app - Instagram. With the rise of reels on the previously photo-based app Instagram, it is clear that across digital media and marketing the power of video is golden. So how can you use video and storytelling to bring your brand to life and why is it important?
Why is video important and how can you use it?
For many independently-run businesses, the owner and the brand are synonymous. It’s part of the reason why getting in front of the camera is key to growing your audience. It’s not something that I have always found comfortable though! However, having seen the rise in video-centric content and the push by “the algorithm” to promote reels and videos, I have chosen to get out of my comfort zone and grow.
Personally, I have chosen to focus on reels. I started off knowing very little but have worked consistently to learn what I can. I am still learning with each reel I post but for someone who has a smaller audience of just 500 followers, reels have been key for expanding my reach and my audience. As I write this, my top-performing reel has hit over 11,000 accounts and potential clients. I have quickly learned that I am much better at finding ideas, rather than the more technical side of editing and filming. We can’t be experts at everything and so I have drawn on the connections that I have and worked with other creators to produce content I’m really proud of. It has been a huge time investment but one that is sure to pay off in the longer term. Like anything, practice makes perfect and I am getting better. Whilst I still call on my business community to help with some of the trickier editing, using simple transitions and templates, and learning from tutorials have been key to getting more comfortable both in front of and behind the camera. Are you ready to take the next step into producing video content for your brand?
Clients want to buy into a brand. No matter what app they’re using, connection and community is key. TikTok users love connecting with brands, with 73% reporting that they feel a deeper connection to companies they interact with on the platform. But how can you use video to turn those followers into clients?
Turning Followers into clients
Understand your ideal client’s motivations and pain points. Why do they follow you and what do they want to see? Answering these questions in your video content will help your accounts to grow.
Use music to help bring your story to life. Arguably this is one of the trickier aspects to consistently plan ahead and get right. Your music needs to be trending which means you need to check what is trending as you post. Also, if like me, you like to plan ahead and use a scheduler for your business account (I use Planoly), unfortunately the music choices are somewhat limited for business accounts! If you’re happy with a creator account then there is much more choice when it comes to audio to fit your reel and narrowing it down is what can take the longest! There are some great tools out there for this. For example, Lucas O’Keefe has some amazing tips for free on his Instagram account. I’ve also signed up to a Reel Rockstars membership which has been invaluable. It keeps me motivated, gives me a great community to ask my burning questions to, and sends me a weekly newsletter filled with inspiration, tutorials and audio recommendations.
Remember the two-second rule. The first two seconds are where viewers decide whether they’ll stay to watch the rest of the video so make the first two seconds memorable! Including a transition at two seconds really helps to engage your audience, and remember to make the last two seconds just as good as the first so that you leave a lasting impression!
Review your insights to evaluate your impact. We can easily get wrapped up in the number of views and followers but ultimately, quality is far more important than quantity. Be sure to use insights to check engagement and how often your posts are being saved, shared, liked and commented on. After all, this is what really matters.
Be yourself. Whatever content you’re creating, being authentically you is the most important factor. Whether you want to show your face or your ideas, keep your content original and personal. Avoid the temptation of copying others as chances are that if people have already seen something similar, they’ll swipe right past you.
*My Bonus Tip*
Create batch content. Recording batch content is a super-effective way to use your time but to maximise the impact, try to wear different tops or outfits whilst recording. It’ll make it look like you created your content on different days and keep your followers engaged!
Ultimately, one of the biggest things I’ve taken away from creating more video content is that I’ve been able to narrow down my brand niche and messages. My first ever video is on the landing page of my website. As a brand that promotes the power of video and connection, it was a non-negotiable that video was prominent on my website. Video content is so fast that you need to be very targeted with what you use and where you use it to keep the attention of your followers whilst telling a story that will encourage them to become future clients too.
Are you still feeling lost when creating your reels? Are you watching other people produce great content and want to know how they’re doing it? Do you want to use video to level up your business but not sure where to start? I am looking for a couple of people who are willing to try out a new product I am launching for a reels strategy. It will provide you unique ideas that will fit your brand and story and will support you in becoming more visible. Of course, it will also help you GROW! If you are ready to take your video to the next level but want to be strategic about it then this is for you. I’m offering this reels strategy package at an introductory offer of $100. In it, you will receive 8 reel ideas for your business, plus tutorials on how to make the most effective reels and much, much more. For more info, get in touch by sending me an email or DM on Instagram.