Using Video and Storytelling

How organizations need to use video and storytelling to create and protect their brand
Drew Keller (@DrewKeller), Owner, StoryGuide

Your brand is a structure – organization and clarity – under which people can define, talk about, identify your company.

Why manage brand in social enterprise video?

Content – either internal or external – is going to be shared – that’s social, so consider how it’ll be distributed or syndicated.  There’s a lot of video out there (70 hours of video is uploaded every minute, and there are over 700 tweets linking to videos every minute), so you need to make sure your audience can find what you want them to find.

Brand Storytelling

Always start with 3 questions when considering a video:

1. What are the expectations?  It should be an emotional response the audience gives (not views/hits/likes)
2. What is your story?  Create a narrative structure
3. Who is your audience?  Choices you make should be driven by the reaction/response/needs of the type of person you’re trying to reach.

Keep it short and to the point (see the chart)

What video gets watched & shared?

• Tastemakers drive awareness
• Communities of participation
• Surprise – the unexpected

A mix of unexpected, short, and transparent – if all 3, creates engagement.

3 biggest people challenges to manage video branding

1. Corporate cowboy – No clue there are brand guidelines, creates content that dilutes the brand.
2. Design renegade – Think they are smarter than the organization and want to do their own thing.
3. Turf builder – Create brand identity for their team/area, and has little to do with the organization.

When Brand Videos Go Awry

Going for the laugh – The problem with comedy is always contextual and cultural. The paradigm is usually as sane person surrounded by lunatics, or the lunatic surrounded by sanity.  The viewer is an observer of someone acting out.  There’s a complicated rhythm and cadence to comedy that’s really an art form.  Corporate video, which goes for funny, almost always makes fun of a stereotype – the easy joke.   Be careful… any content you create, even internally, you have to imagine that it’s going to show up on YouTube.

This is an example from Microsoft of a video created in Europe, illustrating how cultural differences in comedy/taste can impact the brand.

Beware of Unmanaged Team Videos

• Often created with the best intentions
• Usually reflect team values/culture, not necessarily company values
• Can confuse market base with non-aligned message – not consistent with company image
• Tend to leverage unlicensed media
• Can create firestorm when local cultural values are not shared by wider audience

Mitigate this by educating people on the values of the brand and brand associations.  All video – internally and externally – should reflect the brand message and should be reviewed by the brand managers.

Branding Too Much?

A recent Harvard Business Review Article points out that you can use too much branding in your video.  Specifically, a study discovered that the more prominent or intrusive the logo, the more likely visitors will stop watching.  They suggest using “Brand Pulsing” where you weave logo and other brand elements into the video that is logical, integrated it into content.  This technique has ben shown to increase viewership and retention by 20 percent.

Takeaways

• Be consistent – Internal & External
• Unique, creative and compelling story
• Tone of message fits the company’s values
• All brand assets must fit brand identity
• Respond quickly to challenges – have a plan in place
• Sweat the details

Check out the excellent series on video and storytelling by StoryGuide.

Ragan’s Coverage of this session.