Why Video Storytelling is a Marketing Must with Examples

Why Video Storytelling is a Marketing Must with Examples

Written by Rishabh
Written by Rishabh

Rishabh leads the content strategy at Content Beta, an on-demand creative video and design team for Tech & SaaS companies.

A quick look at the current video content space reveals a significant shift towards content that people relate to. From coffee brands to tech solutions, companies are leveraging human emotions to connect with their audience.

B2B and B2C companies are shifting from product centric explainer videos to those that tell stories around the central themes (story telling techniques). This approach is particularly effective for top-of-the-funnel content, where motivational messages can draw people to your brand.

Consider Apple – They’re not just selling you a smartphone or a laptop. They’re selling you an experience of innovation, simplicity, and a lifestyle of seamless integration between technology and daily life.

The core lesson in content marketing remains the same: the story should be less about your brand and more about the value you bring to people’s lives.

Table of Contents

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What is Video Storytelling?

Story telling videos use pictures and sound to tell a story that grabs your attention and makes you think or feel something. They turn abstract concepts into experiences people can feel.

Story telling method in marketing is more than just selling a product following the brand guidelines. It’s about telling a story that connects emotionally with the people who make buying decisions in companies.

The best brand storytelling videos go beyond product features to connect with emotions and shared values. It can be as easy as someone sharing a story or as big as a movie or ad. The main goal is to take you on a journey that ends with a clear message.

Benefits of Using Video Storytelling in Marketing

Storytelling adds a personal touch to a brand, making it more relatable.

1. Promoting Information Retention

Stories make facts easier to remember than plain lists. Brands like Nike integrates product features into engaging narratives and use the right kind of video hosting sites for their storytelling. It makes their messages stick.

Skilled video storytellers can transform a brand’s message into an interesting narrative that resonates with viewers.

2. Lead Generation

Story telling methods can be a top-of-the-funnel asset, attracting potential clients and guiding them towards conversion points like forms or Call to Action.

Key takeway for the viewers: Help visualize the concept of spatial computing in their mind.

3. Brand Awareness

Well-crafted story telling techniques can improve your brand’s USP (Unique Selling Proposition) and core values, making it easier for prospects to remember and choose your brand over competitors.

For example, Starbucks ads always tell a story and sell their uniqueness through their ads.

4. Customer Retention

Through customer testimonials or case studies, video storytelling examples can build trust and encourage customer loyalty.

5. SEO Benefits

Search engines favor video content, which can improve your SERP (Search Engine Results Page) rankings.

We know how to sell your story using your product UI

15 Brand Video Storytelling Examples

Best brand storytelling videos can be robust tools for establishing thought leadership and building long-term relationships. Storytelling video examples can provide valuable insights into what makes content appealing and effective.

1. Semrush

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Semrush’s video offers a candid look into the daily life of a software engineer, complete with the ups and downs, narrated by the engineer himself. The video provides a relatable and humorous take on the tech work environment, from navigating office dynamics to dealing with work challenges.

This video storytelling is an example of humanizing a technical field through storytelling. It shows the value of giving audiences an inside look into the company culture.

2. Google Chrome

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In Google Chrome’s “Dear Sophie” video, the seamless blend of emotive music and real-life footage creates an impactful narrative. The video takes us through a girl’s life journey, from birth to adulthood, with her father documenting key moments via emails.

Chrome is seamlessly and effectively integrated as a constant companion in their lives. This video highlights the impact of emotional storytelling in connecting with audiences. This video storytelling is a good example of brand humanisation.

3. Grammarly

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Grammarly’s video stands out for its engaging voiceover and visually pleasing graphics. It shows how Grammarly Premium’s advanced tone suggestions can help in various work scenarios, like pitching ideas or resolving conflicts.

This storytelling video is an example of how to address a specific problem, in this case ineffective communication. They then offer a solution that’s both entertaining and educational.

4. Kissflow

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Kissflow’s video is a powerful, minimalistic storytelling masterclass. With a humming, sweet music score, the video shows a community struggling to get a cat down from a tree. The video is short and emotionally rich in driving home a strong message.

This video shows how to convey a complex message in a simple, resonant way. It’s a lesson in the power of simple storytelling.

Did you know Content Beta helped Kissflow with its How to videos? click here to have a look.

5. Microsoft

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Microsoft’s video showcases how AI tools like ChatGPT are being used to address societal challenges. First, it features a high school student using AI for deeper learning. Then, it highlights AI’s role in sustainable farming. Finally, it shows how AI aids a visually impaired man to understand his environment.

This corporate storytelling video method is a strong example of how to blend technology, testimonials, and social issues into a an intriguing narrative.

We know how to sell your story using your product UI

6. Dropbox

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Dropbox’s video brings in nostalgia, using photos, videos, and voice notes to evoke emotions. The compelling voiceover emphasizes that the files stored in Dropbox aren’t just data; they’re cherished pieces of life, from family memories to business beginnings.

This short form video is a good example of connecting with your audience by addressing personal and professional needs. It makes the brand feel relatable and meaningful in a short span of time.

7. Atlassian

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Atlassian’s video is a dynamic blend of striking graphics, beat-synced music, and changing visuals. The narrative focuses on the idea that “impossible things are only impossible alone.” It emphasizes the power of teamwork in achieving great feats of all kinds.

This video is a strong example of using visual and auditory elements to create an interesting story that reinforces the brand’s core message. Corporate storytelling video is an effective way for B2B companies to highlight their culture, values, and solutions in a relatable manner.

8. Nike

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In this video, Nike and the TV show Ted Lasso join forces to inspire people to “Believe” in themselves. The video cleverly mixes Nike’s famous “Just Do It” slogan with the uplifting spirit of Ted Lasso. It serves a dual purpose: promoting the season finale of the show and Nike’s AFC Richmond sports gear.

For B2B marketers, this video is a great example of using partnerships to amplify your brand’s message and reach a wider audience. This story telling video uses current trends and pop culture to create content that connects deeply with fans, making it memorable and impactful.

9. Canva

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Canva’s short video presents the idea that positive change is just a design away. It shows various people using Canva for different purposes, from life changes to career shifts. The message is clear: design is accessible to everyone.

This video story telling is a good example of showcasing a product’s versatility while keeping the statement uncomplicated and relatable. Because of its user-friendly app, Canva is one of the best video editing apps that has become everyone’s go-to in the past few years.

10. Slack

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Slack’s video takes a lighthearted and humorous approach to showcase its messaging app as a tool for team collaboration. Slack’s video uses a unique approach by featuring animals in an office setting to emphasize inclusivity.

For marketers, this storytelling video demonstrates the power of humor and creativity in making a technical product relatable and attractive to a broader audience. Creating fresh storytelling video ideas like Slack can be challenging, but it’s essential for keeping your audience hooked.

11. Apple

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Apple’s video introduces the Apple Watch Series 9, emphasizing its brighter display and powerful S9 SiP chip. It shows various people using the watch’s new features in different scenarios, highlighting how it makes their tasks easier and lives better.

This video storytelling is a blueprint for generating excitement around a product launch. It smartly focuses on key features that address specific user needs, enhancing the overall experience.

We know how to sell your story using your product UI

12. Starbucks

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Starbucks’ video, “Every Table Has A Story,” explores the emotional connections people make at their Starbucks tables. The video portrays Starbucks as more than just a coffee shop; it’s a space where stories unfold and inspiration strikes.

This video story telling teaches marketers how to elevate a brand by focusing on the emotional and experiential aspects, rather than just the product or service offered.

13. Audi

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Audi’s video, “An Avant Story,” with over 3.6 million views, is a cinematic journey longer than the usual 90 second explainer videos. With a changing voiceover that matures as the character grows, the video explores themes of family, dreams, and the passage of time.

The video is set to different musical scores, adding layers of emotion and a film-like quality.

For B2B marketers, this video serves as an example of creating an emotionally resonant narrative beyond just showcasing product features.

14. Amazon

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Amazon’s video tells how they helped a family’s dog overcome loneliness. It’s a heartwarming narrative that subtly shows Amazon’s range of pet products.

This video highlights storytelling’s power to humanize a brand and connect with audiences on an emotional level.

15. Airbnb

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Airbnb’s video focuses on the Bahamas, inviting volunteers to experience its beauty from the locals’ perspective. The narrative emphasizes what outsiders often miss and shows the true essence of the destination.

It demonstrates how storytelling from a community perspective can create a convincing brand message.Invest in good production to make your video more compelling

B2B marketers can learn from the above storytelling video examples to understand how storytelling can be adapted to different industries and audiences.

We know how to sell your story using your product UI

Video Storytelling Techniques

Understanding storytelling basics techniques is crucial for crafting videos that attract your audience. A strongly written narrative, complemented by visuals that reinforce the message and help the audience envision, can make your marketing videos stand out. This marketing video can be – product demos, launch videos, and explainers.

This approach can not just get your product noticed but also make people want to buy your product.

Case Study: Apple Vision Pro’s Launch Video 2023

Let’s understand the five distinct storytelling techniques used in Apple Vision Pro’s Launch Video 2023 –

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1. Presenting The Future

Share The Big Vision And Make People Believe It’s Arrived!

The narrator in the Apple Vision Pro product launch video says – “You navigate with your eyes. Simply tap to select, flick to scroll, and use your voice to dictate.”

The video demonstrates a user’s natural and intuitive interaction with the device.

Video visualization - Reflection of app icons on the user’s eyes.
Video visualisation - a third-person view of the app icons.
Video visualization - voice-guided dictation/search.

Key takeaway for the viewers: Product’s easy usability, intuitive interactivity and futuristic user experience.

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2. User Experience Centricity

Your User Experience Comes First. Your Product Later!

Next, the speaker in the Apple Vision Pro product launch video says – “Even though these spatial experiences are happening inside Vision Pro, it looks, sounds, and feels like they are physically there.”

The video storytelling emphasizes on how the Vision Pro creates a hyper-realistic experience, suggesting apps have dimensions, react to light, cast shadows, and give an illusion that they are physically present. This language plays into our senses and makes the virtual experiences appear tangible.

Video visualisation - How app icons react.
Video visualization - How app icons react.

Key takeaway for the viewers: Help visualize the concept of spatial computing in their minds.

3. Integrating Novel Tech with Established Practices

Keeping The Human Connection Intact.

Moving on, the narrator in the Apple Vision Pro release video says – “Foundational to Apple Vision Pro is that you’re not isolated from other people. When someone else is in the room,
you can see them, and they can see you.”

The video highlights the social aspect of the Apple Vision Pro. The video demonstrates a casual interaction and reassures viewers that using the device doesn’t isolate them from others present in the room. This way, the video normalizes the technology and highlights its potential to enhance, rather than detract from, real-world connections.

Video visualisation - A casual in-person conversation while still using the device.

Key takeway for the viewers: Address concerns about feeling “closed off” when using such a device.

Effective video storytelling techniques involve a mix of visual elements, sound design, and pacing to keep the audience engaged.

4. Connecting New Tech to Daily Experience

Life-Size Apps And Photos – A Liberating User Experience.

“Because you’re not limited by a display, apps live in your space. Your photos can be life-size or any size, so your living room becomes a gallery. And panoramas wrap around you as if you’re right where you took them… so your living room becomes a gallery.”

The video storytelling here brings to light how the everyday experience of viewing photos can transform into a dynamic and immersive event. It makes the user feel transported to the moment the photo was captured. Boundaries set by traditional displays are removed.

Video visualization - Relive important moments on your terms.
Video visualization - Experience panoramic views like never before.
Video visualization - Apple Vision Pro is Apple's first-ever 3D camera.
Video visualization - Experiences on Vision Pro can also expand in three dimensions.

Key takeaways for the viewers: Boundaries set by traditional displays have been removed to give them a novel experience.

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5. Making Personal Aspirations Come To Life

Home Theatre Transformation: Pushing Boundaries in Entertainment

The narrative proceeds as the orator in the Apple Vision Pro launch video communicates, “Apple Vision Pro brings the scale and wonder of a movie theater to whatever space you’re in… You can make the screen as big as you want. Spatial Audio surrounds you and makes you feel like you’re a part of the action.”

This video storytelling shows how Apple Vision Pro is pushing the boundaries in personal entertainment. The video allows the viewers to imagine how their space can be transformed to enrich their movie-watching experience.

Video visualization - User expanding the virtual screen size using the pinch and pull gesture.

Key takeaway for the viewers: Bring a never-before movie-watching experience to your living space.

These storytelling basics techniques include setting up a clear conflict and resolution, which are particularly important for B2B narratives.

Types of Video Storytelling

Different types of storytelling ideas are adopted based on different needs.

  1. Explainer Videos: Explainer videos are short videos that explain your product or service. They’re great for answering common questions and can be used on landing pages. 60 second explainer videos are a good option for storytelling as they convey valuable messages quickly.
  2. Testimonials: Real feedback from satisfied customers can build trust. These videos often feature clients discussing their favorable experiences with your product or service.
  3. Case Studies: Case study videos show how a customer successfully used your product to solve a problem. They’re excellent for showcasing your product’s value and can be included in storytelling videos.
  4. Event Recaps: Videos that summarize key moments or takeaways from industry events or company-hosted seminars can extend the life of the event and connect with those who couldn’t attend.
  5. Behind-the-scenes/Company culture: These video storytelling examples should give a glimpse into your company culture or product making, helping to humanize your brand.
  6. Promos: These are short, impactful videos designed to generate excitement and interest in your product, service, or upcoming event.

One should choose the type of storytelling that best aligns with their specific goals and target audience.

We know how to sell your story using your product UI

Video Storytelling Tips

Video storytelling tips often emphasize the importance of planning, from scriptwriting to post-production:

  • Match the video type to your marketing goals and audience needs.
  • Keep the video short and creative. Short video storytelling is ideal for platforms like Instagram and Twitter, where brevity is valued. Example: Youtube Shorts
  • Avoid complexity and adopt a linear approach – beginning, middle and end.
  • Invest in quality production to increase the effectiveness of your video. (good beat sync or music, motion graphics, etc.)
  • Use humor or nostalgia that could relate to your brand. According to Hubspot’s blog on How Video Consumption is Changing in 2023, many of the most popular commercials shown during the 2023 Super Bowl effectively utilized humor as a central element.

These storytelling tips can help marketers craft videos that tell a story and drive measurable results.

Why Choose Content Beta?

Are you struggling to make your brand’s story resonate in the competitive B2B tech and software domain? At Content Beta, we’ve cracked the code on storytelling that engages, having partnered with industry leaders like OAG Aviation and KISSFLOW.

Our Creative as a Service (CaaS) package eliminates the hassle of piecemeal creative work.
Don’t just take our word for it; our testimonials highlight our measurable impact on our clients. If you’re looking to create videos that tell a compelling story and make your audience crave more, Content Beta is your go-to solution.

You get a dedicated video and design team at a flat monthly fee, ensuring consistent, high-quality output. At Content Beta, we’re always learning new storytelling methods to help our clients in the software, tech, and B2B industries.

Conclusion

We’ve explored the multifaceted advantages, examples, and approaches to video storytelling in current market. The case study provided aims to offer an in-depth look into the various techniques employed to hook audiences.

Storytelling has evolved beyond mere product promotion. Today, you’re not just buying a cup of coffee; you’re investing in a narrative that might involve a farmer’s relentless pursuit for the perfect bean or a student’s late-night study session to excel in an exam.

This increase in emotional content is far from accidental; it’s a strategic move designed to form deeper connections with consumers. For B2B marketers, understanding and leveraging this trend is beneficial and essential for creating impactful, memorable brand experiences.

Frequently Asked Questions (FAQs)

Video storytelling differs from traditional marketing videos in its approach and purpose. Traditional videos focus on product features and aim for immediate sales.

In contrast, best storytelling videos build an emotional connection through narrative elements, aiming for long-term brand engagement rather than quick conversions.

An ideal length for storytelling in online platforms is to keep it between 2 to 5 minutes. The ideal length for a storytelling video depends on the platform, audience, and story complexity.

Shorter videos, around 60 to 90 seconds, work well for social media with shorter attention spans. For B2B marketers, a slightly longer format may be acceptable if the content provides valuable insights.

The platforms that are best suited for sharing storytelling videos include platforms like YouTube, and your own website or blog. Facebook and Instagram are valid for shorter videos and allow easy sharing and audience interaction.

The platforms for sharing the best storytelling videos depend on your target audience and marketing goals.

Some common mistakes to avoid in video storytelling:

  • Not tailoring the content to the target audience’s interests or pain points.
  • Low-quality visuals or audio can detract from the message and brand image.
  • Ensure the video aligns with your brand’s voice, style, and messaging.
  • Avoid making the video a blatant sales pitch; the focus should be on storytelling.
  • Simplicity is key; don’t lose your audience with a complex narrative.

The storytelling structure includes:

  • Introduce characters and the business problem.
  • Highlight challenges to overcome – Conflict.
  • Present your product as the solution – Resolution.
  • End with a clear call-to-action.

We have made videos for 150+ B2B & SaaS companies.

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