The Power of StoryTelling: How Video Marketing Drives Brand Advocacy

There is no greater endorsement for a brand than one that is created organically and delivered altruistically; unsolicited and entirely authentic.

For your business or organization, an unbiased and unpaid brand ambassador is the holy grail; a pied piper, not only happy to share the value your brand provides with whoever comes into their orbit but so passionate about your brand that they are willing to attach their name, image, and likeness to it.

In simple terms, they’re placing their reputation on the line – however large or small that may be – to share your message and champion your brand to the world. 

That is powerful advocacy.

Video & StoryTelling: All Part of the Bigger Picture

Innately, we all want to be part of something bigger than ourselves; to share in a collective experience which, by virtue of our participation, elevates our own sense of identity. 

We see this all the time on social media. Photos, videos, and posts from concerts and sporting events, or sharing takes on products and experiences. By creating that content and sharing it on a public platform, we are acting as brand ambassadors. We are, in essence, advocates by sharing our experience with that brand.

Shared experiences on a national or international stage, such as the Olympics and the Super Bowl, are abundant with great stories. It’s always fascinating to see how those stories are told on television, and what devices are used both narratively and technically in terms of visual style and form.

Artfully-produced pieces are crafted not only to tell the story of an athlete, but to generate heightened interest and viewership in the event, and the brand stories that come with such an enormous platform.

In the advent of the social media age, those videos are co-opted as currency; shareable content for influencers and ambassadors to distribute among their followers. 

Just three days into the 2024 Olympic Games in Paris, NBC’s TikTok account had collected 3.4 million followers and over 129 million likes as it showcases videos and stories to be shared by millions around the world.

Those numbers are unmistakable. 

Granted, the Olympics are an enormous draw, but the data speaks to the resolute power of visual storytelling.

Your Story via the Brand Anthem

Video stories about the Olympics are no different than stories about your organization. With every story, there’s a beginning, a middle, and an end. There are protagonists and antagonists; challenges and conflict. And like every great story, there's a satisfying resolution before the credits roll.

Think of a brand anthem video as your organization’s feature story, creating a powerful narrative that captures the essence, values, and mission of your brand. To be effective, it must convey the unique, emotional connection that your brand creates with its clients and customers.

It’s important to remember your brand is unique to you and cannot be duplicated. It represents the people in your organization, what you stand for, and how your product or service enhances the lives of your customers.

The best way to articulate that connection is through video. Images, words, and music combined to share your distinct message, told by the people who are most passionate about it – you, your team, and perhaps your customers.

The right production team – which could consist simply of a writer/producer, a videographer, and an editor – will do their homework, and ask the right questions to learn about your brand, your story, and your clients. 

If they’re doing their jobs effectively, they’ll find creative ways to feature not just what you do and how you do it; but dig deeper, to discover the why behind your organization. Why do you do what you do and how does that make a difference for your clients?

The ‘why’ approach will present your story in a way that resonates emotionally with your audience, inspiring them to form a deeper connection with your brand. 

And the more compelling the story, the closer brand advocates will be drawn to the brand, and the more inspired they will be to embrace your message and share it with others. All the more reason to tap into the passion that brand anthem videos can bring to an audience.

How a Brand Anthem Video Creates Brand Advocacy

As you begin to think about crafting a brand anthem, here are some reasons why it could shine a brighter light on your organization.

1. Emotional Connection: People are naturally drawn to stories that evoke emotions. Brand anthem videos leverage this by telling stories that inspire, motivate, or move viewers. When your customers feel an emotional connection to your brand, they are more likely to become loyal advocates.

2. Authenticity: In a world saturated with messaging, authenticity strikes a chord. Brand anthem videos often feature real people and real stories, making the content more relatable and compelling. This authenticity helps build a genuine connection with your audience.

3. Shareability: Compelling stories are meant to be shared. When a brand anthem video resonates with a viewer, they are more likely to share it with their friends and communities. This organic sharing amplifies your brand’s message and reach, turning customers into powerful promoters.

4. Community Building: These videos often highlight the community aspect of a brand, showcasing how it brings people together and makes a positive impact. This sense of community can attract like-minded individuals who want to be part of something bigger than themselves.

Storytelling Must Haves

Before you begin, remember that a high-impact visual story starts with sound planning and remembering the basics of messaging.

1. Community Know Your Audience: Understanding your target audience is crucial. What are their values, interests, and pain points? Tailor your story to resonate with them on a personal level. 

2. Share a Compelling Story: Every brand has a unique story to tell. Focus on the human element of your brand—whether it’s the founders’ journey, customer success stories, or the brand’s impact on the community. Make sure the narrative is engaging and emotionally compelling. 

3. Partner With Professionals: While the story is the heart of a brand anthem video, the visuals and sound play a crucial supporting role. You don’t need to have an Olympic-sized budget, but be sure you’re working with professionals who know how to craft a story. Ask for examples of their work and find out which elements were created by them or outsourced. Don’t be afraid to ask what their sample videos cost.

4. Call to Action: End your video with a clear call to action. Whether it’s visiting your website, sharing the video, or joining a community, guide your viewers on what to do next. 

5. Strategic Placement: Once your video is ready, distribute it through the right channels. Share it on social media, feature it on your website, and consider using paid promotion to reach a wider audience. 

Elevating Impact with your Brand Anthem Video

Brand anthem videos can have a profound impact on your brand’s visibility and reputation. They not only attract new followers but also make existing followers feel more connected and loyal to your brand. When customers feel inspired by your brand’s story, they are more likely to share it with others, effectively becoming your brand advocates.