Stories have been around for as long as humans have been on Earth. Storytelling allows an individual to explain their ideas, inspire people, and change the way listeners view or feel about a certain topic. A story is also easier to remember as it allows the audience to imagine what is happening rather than read through dry facts. 

Because of this, more brands are using storytelling techniques and integrating them into their marketing campaigns. By tapping into the market’s emotions, companies can change the way people view their brand and give it a more human touch. 

However, with so much competition and younger generations getting used to taking in content in various forms, over time, it has become increasingly more difficult for businesses to get noticed. 

This is where animated videos can come in handy. Animated videos engage both the visual and auditory senses, making them a more effective means of delivering a brand message as compared to the written word. 

Why use stories in animated videos

• Show your brand value

With so many other brands saying they are the best in the field, the statement has become ineffective in getting audience attention. 

Instead of simply stating that your brand, product, or service is the best, you can use videos to show and explain what makes it better or different from the competition. The use of animated videos allows you to emotionally engage with viewers and use stories to indicate value. 

• Shareable messages

Stories make it easier for the audience to follow what you want to say. However, the method of delivery can also affect the size of the audience it reaches. 

Traditional forms of marketing such as TV and radio commercials force the message onto the viewer or listener. Their effectiveness relies on how many people are around when the commercial gets broadcast. You pay every time your message is shown using these tools. 

On the other hand, animated videos are posted online and can stay there forever. With the right setup, people can see your message at any time, for as many times as they want. Animated videos with memorable messages compel viewers to share it to their own networks, allowing you to reach an even broader market segment. 

• Engaging calls to action

Animated videos do more than engage the senses. Similar to TV commercials, they can leave an emotional impact on the viewer. 

Animated videos can be used to clearly show the audience the benefits of using your product or service. On the other hand, stories engage your audience emotionally, encouraging, and inspiring people to act based on your message. 

By using video to tell your story, you can include more compelling calls to action. The result is an increased level of engagement with your audience. 

How to create memorable stories

In order to come up with compelling, memorable stories, you need to:

1. Know your audience

Identify what problems plague your market and how your brand, product, or service can solve these issues for them. 

2. Create a structure for the story

As with any effective storytelling, the story you share needs to have a beginning, middle, and end. Make sure that story flows but is quick and straight to the point, so you don’t lose your audience’s attention. 

3. Show the benefits

Written content is where you deliver the hard facts such as the features or the price of your product or service. Animated videos, on the other hand, work better in terms of emotional engagement. Use explainers to explain what your product or service can do, show what problems it solves and how it benefits the users. 

4. Use relatable characters

Create characters that your target market can emotionally relate to. Put the character in your audience’s shoes to help people see what your brand can do for them. 

On its own, content can seem dry and lifeless. An animated video is a medium which you can harness to deliver your message. By integrating stories in your videos, you can showcase your brand in a way that is easier to understand and absorb. 

Use animated videos for your brand and observe how they change the way your audience perceives your brand.

AUTHOR BIO

Anthony Lam is the founder of Punchy Digital Media, a creative agency that helps organisations grow using animated videos and creative visual content. Punchy has a team across Australia and Asia and has worked with clients such as Apple, Westpac and the Australian Government, running campaigns and reaching millions of people.