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Telling Your Company's Story with Video (Tips)

Your company has a story, can you make your audience care?

There’s a big difference between how people communicate in text and in conversation. With video, there are also different rules.  Finding the right tone, language and non-verbal communication techniques for each method is key to effectiveness. I’ll highlight some of the differences for video to help you maximize your ability to communicate effectively in this most powerful of mediums.

What’s the goal?

Surprisingly, it’s not uncommon for client to be unclear about why they are creating a video. In many cases there are too many goals, frequently somewhat contradictory. Singular, simple goals are much easier to achieve.

Remember your audience

Just as you wouldn’t tell a story the same way to a child or an adult, the audience matters in both content and tone. Consider your target audience, what they may already know about your company and what they are most interested in hearing about.

Respect your audience

Your audience is busy, they are distracted, they are bombarded as we all are, with tons of content. Give them good reasons to keep watching. Ideally, when they are done watching they are glad they did.

Put your best foot forward

Just as you wear a nice outfits and get haircuts to make good impressions, your video is essentially representing your company. Poor quality reflects poorly on you and can do more harm than good. Beyond ‘passable quality’, there is also a ‘cool factor’ at play. The opportunity is to not just create passable content, but impressive content.

Get engaged

First, consider how you can engage your audience initially and hook them. Then think about how you can keep them engaged for your entire story. There’s lots of ways to do this but here’s a pro tip: The storytelling mechanic of “this happened, then this happened, but then this happened” is a very simple way to keep people glued, we are hard-wired to be interested in what happens next.

The emotional dimensions

Unlike text, speech, photos or any other format, video has amazing possibilities to let people see and hear just about anything, moving or still. The potential combined emotional impact of visuals + music + text is actually pretty amazing. You can make people FEEL anything, it just takes the right combination of these ingredients. Sounds easy stated that way, but the potential is indeed there.

Minimum viable message

There’s always a lot that could be said, but a lot of words in video format just gets boring. The art is to find the least amount of words/text/images that effectively communicate what you need to be successful. Combining thoughts, creating lists and ‘showing rather than saying’ are powerful ways to get ideas across efficiently.


Unlike a conversation, video is frequently viewed without a way for you to get as much feedback from the viewer as you might like. Sure, you can see views on You Tube but in many cases you’ll probably wonder if you told your story well. If you know what would be ideal to happen after they see the video, then you can both craft the story that way and find a way to measure.

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