Roundtable: Video Storytelling Strategies

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At 11:45am On 11/17/16 I attended the Roundtable: Video Storytelling Strategies
presented by Naike Romain | Product Marketing Specialist, Wistia, Carlos Gil | Head of Global Social Media, BMC Software, Chris Sanders | Industry Manager, Global Marketing Solutions, Facebook, and Jered Schneider | Executive Market Director, SnapShot Interactive at the 2016 Internet Summit located at the Raleigh Convention Center in Raleigh, NC.

Roundtable: Content Marketing Trends


Video is a powerful and emotive medium that provides brands with the opportunity to hit an emotional resonance with their customers. As we witness an explosion of video across the digital sphere, it’s estimated that 69% of all consumer internet traffic will be video-based by 2017. Given these stats, it’s crucial for brands to consider their video strategy carefully. There are major decisions to make in developing a visual storytelling roadmap: in-house or agency, live-streaming, and which social video platforms to prioritize. After attending this roundtable session, I hope to be able to:

  • Look critically at current visual marketing strategies and identify ways to optimize them.
  • Embrace the special features, capabilities, and audience demographics of each social video platform to foster different types of engagement and storytelling.
  • Evaluate the effectiveness of the video stories that best support your brand’s impact.

Guess I’ll see how this rolls out, but I hope to get some new ideas here.

<h2>What is the role of video?</h2>

Video is used to connect with audiences. What is the best way to connect with the audience? This is what all businesses are looking for. Video just happens to do that now. IF the first 3-seconds (the 3-second audition) fails, you’ve lost everyone. If you’re not ready with your video, its not facebook-ready. Once people are engaged with video, you can really drill down.


<h2>What if I work for a boring brand. Should we still tap into the video space?</h2>Users are a great source of content. A way to promote that and leverage that is to request it. Newsfeed on google is important. Not everything should be a video. Find the best voice and make that work instead of simply jumping to join the show. Learn how to treat your brand.

If you brand is boring, that should be squashed. every brand has a story that can be told. How it was created , how it interacts with the community, what it believes in. These are fully important items

For business that feel like they aren’t sexy, that’s a great opportunity. Use the restraints to create an interesting business opportunity. Really bring it to life. fabric structures might be boring, but a time-lapse video of the construction really brings that to life. Tell the story of the product coming together.

Instead of video storytelling, call it product storytelling. Instead of a static image, videos are great.

<h2>What are the platforms out there</h2>

Wistia is a platform, but teasers on social media didn’t work. We used it to get people to the website and likes, and conversion worked from there.

Facebook hosts all one groups videos for everything under 3min in space, and facebook live can be used for versatility. If you have a page, a video will join a video library, just like youtube. You can promote that, show to fans or relink back to that. Upload natively to get better use, but you can embed also. Native is a better option.

Snapchat finds that a video at the end of the day is difficult to place. Social media works well. With facebook having audio off by default, it shifts the industry. If a group isn’t going to turn the volume on, how do you change. No right answer here, but things should be project-specific.

<h2>Facebook live</h2>

BMC hosts all over the world. We show facebook video for facebook live for all keynotes. Its the best opportunity for reach right now (says facebook). We are people-marketing rather than social organic model. Its posted when updated or stored in video. THe cornerstone of the marketing is to get bodies in a room. If they cannot, facebook live is a great way to make that happen at a distance.

Third-party applications makes facebook into a webex-like opportunity.

<h2>how can it be used for storytelling</h2>

In some cases, thought has been used in placing these items. That allows direct engagement with the people and allows for a story to be mapped out in advance yet still have the live feeling.

Naike sees a lot of AMA-style interviews. In many cases, theres no need for fancy cameras and things, especially when in a social or non-production story. Events are great ways to leverage facebook live (especially hubspot). Raw live video tells a story that produced video cannot.

Every company has a story to tell. All these outlets can turn the video storytelling into a  reality.

Most marketing goals are to educate the customers and also to know who they are. Videos should not be at the top of the pipeline, but throughout. Showcase all steps of the product lifecycle.

Facebook has a reach and frequency tool that allows us to adjust the order of videos showcased. THis allows you to have general items at the top and specific videos near the bottom. There is no limit to facebook video length. We see 11 second video do fantastically, but 2-3minute vids do just as well.

<h2>who will win the battle on social and why?</h2>

Well, who wins the hashtag war? we are all part of the movement. snapchat gives a great feel for storytelling instagram has a grabable story option. Personal content does not require highly-produced and less salesy.

There is never a single social media option to win the battle on social

<h2> what do you need people to know?</h2>

Storytelling gets a lot of talk. A salespitch is not a story. Its a terrible story from a terrible friend. Sell a culture, sell a story. That is what endears us and sells a product.

Social media stories are “button” “educate” or “sell”.

When iPod launched, dancers took off. If the product was crappy, the commercials would have sucked. Video played a roll in the iPod story. video can be used in any part of the arc, but how should it? Introduction videos are different than the Know Our Product video

How we define videos are changing our industry. People should stop being afraid to be on video. 10 years ago, everyone was afraid to be in photos from phones. Video is where things are moving, so get on board and don’t be shy.