There is no question that Facebook is one of the most powerful marketing tools available today. It’s one of the best platforms to reach your customers, either through paid advertisements or by creating content that gets shared by users. The type of content that gets the most engagement, likes and shares are videos. Your customers are watching oodles of videos on Facebook. Since 2015, Facebook has served up more than 8 billion video views per day. Videos are by far the most effective way to reach potential customers. Businesses that are not creating videos and promoting them on Facebook are missing a huge opportunity.
The secret to making Facebook videos people love to watch and share is to tell a story. Not just any story though. The stories that get people to LIKE and SHARE videos are the ones that engage with an audience and build relationships. The reasons people engage and share them is because they bring value to the viewer, or they see part of themselves in the video, or they want to get the word out about brands they care about. The way to get that kind of engagement is to tell a story that connects with the viewer on an emotional level. The best way to create emotional connections with your customers is to tell a story that is either amusing, inspiring, cute or illuminating. For example, if you own a real estate company and want to get more customers, you could create a series of videos that feature first time home buyers talking candidly about their home buying experience with your agency. They could tell their own story, which could be funny, inspiring, informative or a mix of a few. These stories would naturally be of interest to anyone thinking of buying their first home. After watching your videos, potential customers would be much more likely to engage with your brand, share your video and decide to work with you.
A lot of brand videos take the “look at me, I’m the best, work with me” approach. Customers don’t engage with these types of the videos the same way they engage with a video that tells a story. Customers like to see themselves as the hero in the story and your brand as the wise mentor that sends them on their journey. The most powerful and shareable stories are ones where the customer sees themselves reflected back in the story. They make a connection to the people or ideas in the story and want to share that connection with others. This video provides a good explanation:
All good stories have a beginning, middle and an end. In it’s simplest form, a story has a hero that wants something but runs into a problem. The hero meets a wise mentor that gives them the information needed to solve the problem. Upon solving their problem the hero is rewarded with a happy ending. Sound familiar? It’s the basic plot behind every successful story ever created.
So how does this look in the real world? Let’s use our real estate company as an example:
Happy Customer – “After we got married we really wanted to buy a home and start a family but weren’t sure if we could even afford it. A friend of ours recommended we reach out to REAL ESTATE COMPANY so we did. We worked with Jeff and he guided us through the process of buying our first home. He really took the time to explain the process and made sure all of our questions were answered. He helped us get financing and found us the perfect home in the area we wanted to live. We enjoyed working with Jeff and his team at REAL ESTATE COMPANY so much that we’ve told all our friends about it!”
Real Estate Company – “We love helping people like HAPPY CUSTOMER find the home that fits their needs and budget. If you’re thinking of buying a home we’re here to help.”
Happy Customer – “We couldn’t be happier with our new home!”
Eng graphics – REAL ESTATE logo and website.
Now picture this video with images of a the couple in front of their beautiful new home, standing next to a “sold” sign while Jeff hands them the keys. They’re laughing, smiling and having a great time. Then we cut to images of the couple planting flowers in their garden, or enjoying a book on their front deck, while we hear them relaying their home buying experience with the real estate company. How powerful would that be?
Stories have the power to engage customers, drive sales and produce results. Video is the most powerful storytelling medium available today. If you want to make Facebook videos that people will actually watch and share, start with a captivating story.
If you have a story you want to capture on video, we’ve got you covered. With over 16 years of video production experience, we are experts at creating videos that engage customers. We can help you identify your story, capture it on video and use it to market your business.
About the Author
Nate Bowman is the founder to Bowman Productions, LLC, where he helps businesses promote their brands with video. He is the creator of Local Brew, Maine’s first web series about craft beer. He lives and works in South Portland, Maine with his wife and two young kids.