Brands

How Narrative Videos Can Bolster Core Brand Strategy [VIDEO]

Viral videos seem to get all the attention — and rightfully so. They’re compelling, engaging, and funny. They’ll overtake your social media newsfeeds in the blink of an eye.

They’re every social marketer’s dream come true — but they’re also very rare. In the online video space, Hollywood success stories are few and far between. At the end of the day, you can’t predict virality. It just happens.

What you can control, however, is your video strategy. How well does your video tell your brand story and support your business development? Are you distributing your videos through the right channels to reach your core audiences?

Take a lesson from Wrappled, a Southern California-based e-commerce platform that positions video as foundational to its core user experience, sales, and marketing objectives. Wrappled is positioning itself as an online marketplace for Kickstarter and Indiegogo projects. Many of the company’s products are innovative, unconventional, or unorthodox — strong storytelling skills are key to their sales success.

This featured video is about a topic that most consumers use but consistently overlook — a wine cork. Corkcicle can work with any wine bottle to keep temperatures just right.

Why the video rocks

Corkcicle has created a storytelling mechanism that is way smarter than your typical sales pitch. Profiling the company’s founders, this informational video focuses on explaining the product to interested consumers. The story is educational, informational, and compelling. It’s the anti-informercial.

What’s also smart is Corkcicle’s decision to host the video on YouTube. Any reseller or merchant (like Wrappled) can integrate the video as part of their product descriptions or promotional strategies. Corkcicle understands the idea of distribution is just as important to marketing as it is to the product. To that end, the video has brains and legs.

Room for improvement

More education! Rather than upselling the product, an area where the video can be improved is with more background to the science, technology, and inspiration behind this product’s design.

What materials are used? Why does it work so well, and how it is different from competing products? When marketers engage their audiences, sales become natural byproducts.

Corkcicle’s core customer segments are likely to be technology and gadgets aficionados. Don’t be afraid of detail overload — the more shared, the merrier.

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