3 Ways To Tell Your Story With Video That Generates Results
More than anything else awareness seems to be the currency of modern life.
In this awareness economy it’s exhausting to even scroll social media, let alone consider how you can make it work for you.
The truth is in 2025 you will have to think like a creator if you want to make successful video campaigns. The most effective model for brands & businesses right now centers around building your niche audience and speaking to them directly. In that context video works so well because it is simply the most engaging content.
Here are some tips for video storytelling & brainstorming that punch above their weight.
Know Your Perfect Audience
Sounds basic but we commonly find that most service & e-commerce businesses have a handful of important audiences, and they struggle to decide where to start.
Diversifying your messaging to accommodate everyone is not a winning strategy.
Instead focus on your customer / buying audience first (to get some good results) then you can think how to reach your other audiences with separate initiatives.
What Results are We Talking About?
Most businesses and brands are marketing to raise their visibility.
But in strategic video projects the marketing is secondary - though still massively important.
The results we typically measure are Website Traffic (the number of people visiting your site after seeing your video), Video Views on Site, Forms Completed on Site (attributable to our campaigns), and Revenue Attributed to New Activity. Often social media KPIs play a part here too.
Once you’ve identified your core audience and goals, it’s time to make a strategic video campaign that stands out.
3 Essentials for a Video Content Campaign
Your Website - Your homepage likely is getting more traffic than any other page. This is the best time to capture their attention.
Treat your homepage like a landing page with a series of short videos and a purpose, each with their own hook. Use the scroll of your homepage to progressively tell your narrative and establish your voice.Paid Digital Content - Most likely this will involve Meta or LinkedIn awareness ads to begin. This is the fun part, where you can really get creative.
It’s also where video strategy really comes into play. Make your ads extremely focused on your target audience - to the point that no one else would be remotely interested. This is just for impressions.
Next, you can re-target segments of this engaged audience who have longer watch time - maybe over 50%. Then you can start serving ads that to this segment that are more conversion focused - either to take them to your site, collect their info for your list, or to market a specific product in platform.
Why should you tier it out like this? Because impression ads are way cheaper than conversion ads.Organic Social Content - Despite being last, this is still crucial. If you’re doing it right you should be able to repurpose some of the above material.
A strong organic audience that is highly engaged can actually be one of the best sources of traffic to your website. Though this audience doesn’t often easily convert, once they begin to show engagement or click on your site they become a great candidate for paid video re-targeting.
Is Video Worth the Effort & Investment?
I come from a world of filmmaking–documentary, narrative film, and longer form storytelling. Even my commercial work has always been about telling stories – capturing real people, and shining the best light possible on the important work they do.
Massive disruption in the entertainment, advertising, and digital landscape has forced all of us to reevaluate our approach.
By focusing and building your niche audience, growing your owned email list, and speaking to your audience regularly & directly with video, you stand out from your competitors right away.
The silver lining of the disruption is that it makes the individual creative more vital and accessible than ever before.
It’s never too late to start.
