The Future of Video Storytelling: A Bufferchat Recap

Jeremy Goldman stopped by #bufferchat this week to share his insights about the future of video storytelling. During the chat, our community discussed creative ways to tell stories through videos, the best tools to use for creating high-quality videos, their thoughts for what marketing videos will look like in 10 years, and much more!

Read on to discover all of the amazing ideas and thoughts that were shared during the chat.

Catch our weekly Twitter chat, #bufferchat, at TWO times every Wednesday for valuable industry insights and networking with nearly 400 other smart marketers and community managers. Same topic, same place, just at different times – feel free to join in to whichever chat time works best for you!

For our community in Asia and Australia (or anyone in other timezones that like this time the best!): 4 pm AEST (Sydney time, UTC+10)

For our community in North/South America, Europe and Africa (or others!): 9 am PT (California time)

This week’s stats:
1st Bufferchat: 73 participants; 394 tweets; reach of 960,254
2nd Bufferchat: 232 participants;1,618 tweets; reach of 1,336,720

Q1: Why is video storytelling a powerful part of brand marketing?

From Jeremy:

• A video is *invaluable*, with some (Forrester) saying it’s worth as much as 1.8 million words.
• Know your objectives. Heading into 2017, here’s what top video marketers are focused on. [see image here]

From the community:

• “People may not remember what you said but they always remember how you made them feel.” @thedavepepper
• “It is the quickest way to create connection and intimacy with an online audience. People engage.” @WendyMaynard
• “In a visual world, text is everywhere. Video storytelling brings personality and differentiation.” @keeganlanier
• “Video is disruptive and distracting; perfect for drawing attention. It’s only powerful, though, if the content is powerful.” @SJAbbott
• “Video engages a number of senses all at the same time, allowing those who use it to create an immersive story experience.” @kookypixel

See all the great answers to question 1 here!

Q2: What are creative ways to tell a story through video?

From Jeremy:

• Challenge yourself to create a video that’s unique. Don’t just emulate something that’s been done 900 times already.
• If all a marketer ever did was study emotions, they’d 100% be better at video development.

From the community:

• “There are SO many ways you can tell a story through video! Vlogging, parody, stop-motion, interview, animation, and more!” @winniegiang
• “Believe Dove set standard with its groundbreaking ‘Real Beauty‘ video many years ago. (Female and Canadian creative, btw!). The original (now viewed more than 18.7 million times) was called ‘Evolution‘.” @jgombita
• “I love the “second-a-day” videos to show progress / process / developments in cool projects!” @CDRecruits
• “Show in your video the process before the finished product, not just the final unveiling.” @martinjason
• “Authenticity is powerful. Compile user generated content, draw out personal stories, connect people in ways they can relate.” @steveTjohnson

See all the great answers to question 2 here!

Q3: What are the key tools you need to make high-quality videos on social media?

From Jeremy:

• Sound & lighting are the 2 most under-appreciated facets of A+ videos; brands that win at video invest in those categories.
• Quality vs. quantity. There’s going to be a glut of video content & the better quality stuff will win out. Invest.

From the community:

• “More important than resolution of the video: AUDIO CLARITY. Invest in a decent mic. Audience is unforgiving of poor sound!” @The_ChrisBryant
• These four are best video tool for high-quality videos. @Magisto, @Splice, @Animoto, @Videoshop.” @QLTechAustralia
• “Good mic, you can even start with your phone. An @iOgrapher is handy when recording w/phone.” @pjervis
• “Natural lighting + clear audio/environment sounds are more valuable than most think—It makes phone video great!” @joeallam
• “As long as i can see/hear clearly, content of video matters a LOT more to me than video production.” @aiaddysonzhang

See all the great answers to question 3 here!

Q4: Should the content of videos change on different social media platforms? Why and how, if so?

From Jeremy:

• To win, brands MUST adapt videos to each platform; organic reach, sound on/off, length must all play to a platform’s strengths.
• The secret to getting ahead with video? Become goal-oriented. Nobody should whip together a thousand videos just become some guy on the Internet said so. Video has to serve a very specific purpose in your strategy.

From the community:

• “Message should be very similar, but delivery, execution and LENGTH should be appropriate for the media platform.” @Russ4Google
• “Absolutely! Different platforms have different demographics. I wouldn’t post a Snapchat bitmoji-laden vid on LinkedIn.” @RoundedConcepts
• “Users behave differently on all platforms. Content shouldn’t change, but the presentation should. Short vs long videos.” @cindymedran0
• “Yes. Facebook is more timeless, better for a story and rapport. Twitter for impact and snapchat for behind the scenes.” @shoplo_com
• “It’s alright to use some content across multiple channels, but creating content unique to a platform can drive engagement.” @RCPatchett

See all the great answers to question 4 here!

Q5: What are secrets to “showing” not “telling” in a video?

From Jeremy:

• Cut out text entirely, whenever possible, as well as audio voiceover. Those are crutches.
• I’m *very* pro making all content accessibility-friendly; I’m just saying always challenge yourself to visually show. Always.

From the community:

• “Watch without sound. Does it still convey the message? 85% of FB video is watched on silent.” @modsquad
• “Keep the central feeling/goal for audience in mind (happy, informed, etc) & build messaging/narrative around that.” @TheKerriLu
• “Look through audience eyes and ask yourself: “If I had a question about the subject, what would answer it?” Think usability.” @EvynnTyler
• “Behind the scenes + Day in the Life videos pack a bigger punch than saying you know your stuff.” @TennileCooper
• “@StoryBrand method – Show your targets how you can guide them to be the hero instead of telling them you’re the hero.” @milestech

See all the great answers to question 5 here!

Q6: In 10 years, how do you envision brands will be using video for marketing?

From Jeremy:

• 10 yrs? Impossible to predict ? But by that point winning brands will providing immersive AR/VR experiences.
• In 10 years, our definition of video will have shifted so dramatically it won’t even be that recognizable.
• At @firebrandgrp we futureproof brands from changes in marketing – we focus on next 3 years b/c 10 years is nigh impossible.

From the community:

• “No clue. Tech wise probably will super evolve, but it will still need the “human” factor & ability to convey your message.” @ZalkaB
• “Augmented reality will be hot and VR and holograms will make real-time video the future in marketing.” @PRnetaNY
• “It’s possible we’ll have stock video as readily available in 10 years as we do stock photography today.” @steveTjohnson
• “But if we’re being honest, I think video chatting with customer service would be huge. Think Best Buy or Comcast help.” @DerekReimherr
• “In 10 years? Ha! In 10 years, we’ll be past whatever comes after VR and AI. Video will be so 2016. ;-)” @martinlieberman

See all the great answers to question 6 here!

Q7: What is one of the most impactful, story-rich videos you have seen?

From Jeremy:

• I love @Hubspot‘s video celebrating 15k customers b/c it makes something non-visual *very* visual. [15,000 Ping Pong Balls. 15,000 Thanks]
• Want our full @firebrandgrp Future of Video 2017 report when it’s this month? Here’s how to get it.

From the community:

• “What about @ChipotleTweets “A Love Story“? So great.” @llewis1994
• “‘Letters to Dad‘ from Paper & Packaging. @Russ4Google
• “This one from SuperBowl 2014 from @Microsoft: “What is technology?” @immineoagency
• “I have yet to find a video more powerful than this one by @PrinceEa: “Can We Auto-Correct Humanity?” @milestech
• “I never thought a gum commercial would make me cry, but it did. All “showing”, no “telling”: “Extra Gum: The Story of Sarah and Juan.” @_HunterWilson_

See all the great answers to question 7 here!

Thank you so much to Jeremy for sharing all of his awesome insights, and to everyone who participated in this chat!

Catch #bufferchat each Wednesday at 9 am PST, 12 pm EST, 5 pm BST (GMT+1)  OR at 4 pm AEST (Sydney time, UTC+10). Join our Slack community with over 2,000 members to continue these awesome conversations all week long!

Do you have any comments or answers to these questions? Leave your thoughts in the comments! We’d love to hear from you!

Image sources: UnSplash