American Bank & Trust introduced themselves to the Sioux Falls community with a video that debuted during their ribbon cutting. It was a great way to tell their story and let prospective customers know what they are all about. Video is nothing new, but it’s now taking center stage. And there’s a good reason. Video works not just because it allows viewers to see, hear and feel your story, but because screens are in. From pocket-sized to iPads and desktop to television, accessible technology has viewers in front of a screen for an average of 5.5 hours a day (eMarketer) and nine of 10 consumers watch at least one online video every day. It’s no wonder YouTube is the second-largest search engine on the web. Video is a natural for storytelling, but only if it’s done right. Before you get out the camera, you need to answer four important questions to be sure you’re story has impact and helps you reach your marketing objective. 1. What’s the objective? Are you trying to inform? Teach? Engage? Change behavior? Or build brand awareness? Do you have a product to sell? Once you know you’re objective, it’s much easier to write a script that helps you accomplish your goal. 2. Who’s your audience? Are you talking to the general public? Business prospects? Corporate CEOs? Teen drivers? The narrower you can pinpoint your audience, the more likely your chances of success. Be sure your video speaks in a voice that’s relevant to the viewer you’ve identified and the tone is engaging to that audience. 3. Why do they care? This may be the most important question to ask. If you can’t answer it, chances are it’s not a story that needs telling. Always be sure the message matters to the demographic you’re trying to reach – And give them something they can takeaway. 4. How do you want them to feel? Successful storytelling leaves the viewer feeling something. Compelled to act, reassured, scared, appreciated or curious for more. Be sure the entire video is created with this feeling in mind, only then will it be remembered. Write your script and storyboard with your answers in mind and you’ll have a better chance of engaging your audience. If you’re not sure how to begin, give HenkinSchultz a call. We’ve been telling stories on video for 25 years, stories like these.