Storytelling: The only skill your business needs to last a lifetime

Storytelling: The only skill your business needs to last a lifetime

Listen up y’all: nobody cares about your business. But everybody wants to hear your story. If you got one to tell, tell them now. Or else.

A little over a decade ago, Lady Gaga was just another college kid who dreamed of becoming famous. She can play the piano and sing some tunes, but that’s all there was to her-at least in the eyes of record producers. She had no spark or glitter in her aura, not even a single hint that spells S-T-A-R.

Nothing is actually interesting about her. She was born relatively rich, graduated from a Catholic school, went to college and pursued music. It’s a pretty common path taken by most American kids, and mind you, only a few of them make it to Tinsel Town.

But how did Lady Gaga find the path to stardom? She told a story. No. She wrote her own story and sold it to the people who mattered. To record producers. To fellow musicians. To newfound friends in the industry. She wrote her story in her songs, in her personal profile, and into her image. She spread rumours about herself-some of them true, some of them need to be verified. But all of them she brought to life.

And the rest is history. Lady Gaga is now THE Lady Gaga we know. A multi-awarded musician, a top-grossing artist, a drag queen, a fashion icon, a stripper, a wig collector, a woman who wears raw meat to the red carpet, an occasional actress, and many other things you can think of.

Fans love her. Others hate her. Dreamers want to be like her. And yes, everyone can relate to her in one way or another.

But it’s not because of her musical prowess that skyrocketed her to the fame she’s enjoying today.

It’s all because she gave the world a story. The story of becoming-and being “Lady Gaga.”

The story behind the brand

If you’re going to use Lady Gaga as a case study of successful brand marketing, one key result surfaces and that’s about building a story behind the name. Without a story, your business, no matter how lucrative and promising it is for your target market, will not turn out as successful as you have envisioned. This is mainly because it doesn’t have a sentimental taste to it.

One open secret in the world of marketing is that consumers are always attracted to intrigue. Intriguing bits of information get them all excited, as they want to know more about the issue and find out what’s going to happen next. However, intrigues last for only so long, and if you are not able to keep the weave going, then the interest to the rumour and gossip that you have started will fizzle out within a matter of time.

But where does storytelling come in? Well, how else do you ignite the intrigue if you’re not going to tell it to your audience, right? It is through storytelling that you weave your pieces of intrigues together for your audience to follow.

A new buzzword is born every minute

Who says storytelling stops once you have reaped the profits of your investment? Whether you like it or not, once you have started telling your story, there will be no real “end” to it; you’ll be brewing a new arc and chapter each day. This is because a new buzzword is born in the industry you’re in as each minute passes by-and this directly affects the way you manage your business. In order to stay afloat, you will have to relate to these buzzwords and own a piece of them when marketing your brand.

Unlike the rest of the 20th century when the only means of spreading the word about your brand and business is via print, TV, radio, and hearsay, these days you have social media to do the task of broadcasting your story to the world. And the storytelling is made even meatier by your audience, since they will be spreading your story in their own networks, albeit with their own versions. This only makes your name and business more popular, not to mention get more recall from your targeted and related audience base.

Good stories vs. Bad stories?

If you’re going to look at it from a PR perspective, there’s no such thing as good or bad storytelling. But if you are after brand sustainability, the good stories always win at the end of the day. This is mainly because of two things: (1) audience recall, and (2) audience inspiration.

When promoting your business, telling a good story ignites a lot of positive emotions, and these make your brand worth remembering. Lady Gaga is often remembered for her enthusiasm for creativity and design, things she kept as the core values of her story. At the same time, these positive emotions lead to that feeling of being inspired and motivated. Audiences become attached to your brand because it makes them feel happy and alive.

Bad stories meanwhile are likewise useful, but do not last long. They can be used to spark intrigue, but have to be sustained by plot twists that lead back to the good stories otherwise they die out and leave nothing behind.

Storytelling is slow burn

Lady Gaga is no overnight sensation, contrary to the image she has created. She spent years writing her story, and even more years to spread the word to her targeted fans and networks. Nowadays she’s reaping the fruits of her labour, for despite experiencing career highs and lows, her name stays afloat in the business, standing strong. Honestly, she had contemporaries who were way ahead of her in terms of star quality, but their stories ended after achieving their 15 minutes of fame.

But Lady Gaga told her story differently.

And so should you.

 

Technology starts to play a bigger and bigger role in all aspects of our lives. It is enough to only look at how the way we communicate have changed in the last years and we will be amazed of the speed with which technology evolves. For example, YouTube was founded in 2005. That’s only 10 years ago, and I am sure many of us can’t remember how we lived without it. It has become almost an instinct to enter YouTube when we want to search for a song, trailer, speech, courses etc.

We are more connected to technology like never before and online marketers are some of the first who know how to use this in their benefit. Let’s be honest – who haven’t checked yet the Superbowl commercials?

seo

Well, if it was made possible for simple tools like videos to reach incredible large audiences, why don’t we apply the same principles to other fields? So, if you are a recruiter, you should start thinking about how your strategy should also focus on using video for recruitment marketing. And because the possibilities about how you can do that are endless, it’s important to make sure you are aware from the beginning of the importance and all the benefits you can get from this kind of strategy.

So, we prepared for you 5 main reasons why you should be using video for recruitment marketing.

 

  1. Showcasing. First of all, using video will help communicate messages about your company more easily. People will find more credible the things they see and hear than the things they read. And long-term, this will help you build your employer branding which will help attract the right people to you.
  2. Transmitting emotions. We live in a competitive world, so, if today you might think you will attract the best prospects for a job because you are the leader on a market, you really can’t know on what place you will be tomorrow. Because of all these reasons, the way a company transmits feelings and emotions has become more important than promoting the company or the products itself.
  3. Engage communities online. As all social media channels become a more natural way to communicate than traditional methods, video is the perfect method to make sure you are engaging your audiences. All the studies in the field have shown that videos are the type of content that will engage the most (comment, share, embed etc).
  4. SEO. In a world that people use internet for communicating, finding information, comparing, purchasing, you want to be found by them. When a prospect employee searches for your company, you want him to find your website as a first result. Video is a great way to achieve this. By adding optimized videos to your website and all your social media channel you increase considerably your chances of first-page ranking.
  5. Development of video technologies. Because more and more benefits are discovered from using video content, the tech world is starting to focus more on ways of integrating easily videos in all kind of social networks. You can check the latest Facebook addition of auto-play and featured videos and playlist.

 

Hopefully these reasons gave you a glimpse on all the benefits you can easily get if you start using video for recruitment marketing, Just have in mind the values you want to transmit, the segment of people you want to attract and let flow your imagination and creativity.

 

If you are interested in having a collaboration with a professional video marketing company, please do not hesitate to contact us!

If you want to understand how people respond to your videos on Facebook, today you can use the new video metrics in Page Insights and Ads Reporting on Facebook.

Today, as a Page owner, you can only see how many people started watching your video. With the new metrics roll out over the coming weeks, you  can also see information like video views, unique video views, the average duration of the video view and audience retention. These new metrics are designed to help you learn what’s resonating with people and determine how to more effectively create and promote your videos on Facebook, which is a great news for us all.

But to help you understand how it works, we have prepared this guide for you on what to look after and how to interpret the data:

You can now see video views and the number of people that watched your video

You can now find both the total number of video views and the number of people who watched your video. A “video view” is defined as a view of three seconds or more and will appear for all videos, including those that come to life as people scroll through News Feed. You will also find renamed the “video plays” metric “clicks to play video.” These register after a person has clicked to play a video and it has started.

Understand your audience and learn what’s working

The audience retention graph in Page Insights shows the level of interest in different parts of your video. Spikes in the percentage of views at a certain point may indicate that people are re-watching particular moments, whereas a dip could show the precise moment when most people lost interest and stopped watching.

Page Insights View

These new metrics will also allow you to see the number of views that reached certain points in a video — 25%, 50%, 75%, 95% and 100%. This information can help you discover how your video is performing and help you determine where to place key messages.

Ads Reporting View

Using the “data breakdowns” feature in Ads Reporting, you can also learn how specific audiences responded to your video. For example, if females between 18 and 34 are a demographic you target in your campaign, the data breakdown will show the number of views you received from that demographic.

If all this information was useful for you, we invite you to use it wisely to speed up your online presence.

The business world is more and more prepared for businesses using video marketing strategies to grow as we can see from this  situation. If you are interested in having a collaboration with a professional video marketing company, please do not hesitate to contact us!