In this week’s post about the three content rends for 2019, I highlighted the need for more visuals and video, but I didn’t mention animation. The Broadcast2World report says more B2B companies are pledging marketing budgets to animation videos with an entertainment and educational mix, as opposed to the previously dominant educational-only approach.
“Earlier, B2B marketers used to shy away from deploying entertaining video content on social media, keeping their brand image in mind,” says Sunny Arora, Founder at Broadcast2World. “Marketing teams have now realized that social media can be used to create awareness for their brands using the right mix of formal and informal – explainer and entertainment, that unfolds like a story.”
Video stories have been working well and providing a good return on investment for B2B businesses because stories evoke emotions and increase engagement.
“Marketing is no longer about the stuff you make, but about the stories that you tell.” ~Seth Godin
The Pillars of Storytelling
People: Show the human side of your business and tell your customers’ stories. People are about forming a connection. Be authentic and real. Analytics and data can be very helpful in figuring out what content will be effective.
Purpose: This is your core message. It gives meaning to the story and it’s what you want your viewer or reader to take away from the article or video. Be clear and consistent with your messaging.
Place: This is where the story happens, but it’s about much more than the backdrop. You can use this to build authenticity and trust. It gives your story reality.
Plot: This is the part that allows you to create an emotional impact and stir the audience to action. It’s what keeps your audience engaged.
Use these pillars in animated video stories for greater impact in 2019.