Let’s make a resolution! Make 2016 the year you tell your organization’s story. Why? Because stories evoke emotion, make passive audiences active, and, most important, sell ideas.
One of the challenges of choosing video to tell your organization’s story is managing a board caught in content cobwebs–the elements of storytelling and video-making that boards get stuck on and can’t seem to escape from. In an effort to appease all of the differing views and voices on the board, organizations then struggle managing and promoting 10-minute behemoth of a segment. This is excellent if your goal is to make a documentary about your organization! However, if you’re investing in video, it makes sense to invest equally in determining the most impactful elements to tell your organization’s story.
No matter the audience, people watch video for two reasons: to be educated or entertained. If your organization’s video accomplishes neither, then it’s time to refresh your video campaign.
Storytelling Success
In 2015, RCC Digital Media shook the content cobwebs and created two successful video campaigns using the concept of storytelling. The results for both organizations left a noticeable impact on the organizations’ overall successes in 2015.
The Wound, Ostomy and Continence Nurses SocietyTM (WOCN®) used storytelling in a video highlighting ostomates and the role WOC nurses play in their care. The video received significant acclaim and, within the first month of its release, became the most popular video the organization had ever produced, with a reach of 65,000 individuals, 390 shares, and approximately 200 new followers on the WOCN Society’s social media. The video received rave reviews from its target audience, and increased the organization’s overall awareness.
The second organization, the Juvenile Product Manufacturers Association (JPMA), used creative storytelling to establish a connection with its consumer audience. By taking a different perspective, this video achieved a further reach than any of JPMA’s previous videos. In the first month, the video reached 50,000 people, received 111 likes on social media, and was shared over 50 times.
Make the most of your video storytelling in 2016. Don’t repeat mistakes from yesteryear, learn from them! Shake off the content cobwebs and use compelling stories to guide this year’s video campaigns.
