April 6, 2022

4 Reasons Why Video Should Be Part of Your Brand Narrative

image of woman typing on keyboard with holographic brand narrative video hovering over the keyboard

When it comes to marketing your business, brand narrative is everything. How many customers make purchasing decisions in line with statistics or a cost-benefit analysis today? Next to none. They will buy into a story, and your brand narrative is defined by the stories that you tell. It includes your connection to your past, and your vision for the future. It reinforces your brand essence through sharing not just your products but your beliefs.

Currently, the most authentic way to connect with clients is through emotion, and that is achievable through stories. Stories form your brand narrative, and that is an essential factor to propel your business to higher heights. We already know video is the best tool in our storytelling toolbox.

In a few years, it will take less time to watch the number of videos that cross global networks every month. That sounds crazy but is based on these predictions from Cisco:

  • By 2023, a 5G connection will generate nearly 3X more traffic than a 4G connection.
  •  By 2023, there will be 628 million global public Wi-Fi hotspots, 4X more than in 2018 (169 million).

Not only is the use and consumption of video increasing, but it is also the most versatile and profitable digital marketing tool. Without a doubt, video will become the most potent form of marketing.

Here are some of the reasons why video should be a key part of your brand narrative.

1. Video Improves Brand Recall

Facts and figures will never drive viewer retention, but a compelling story will.  Opting to combine an excellent message with powerful video imagery is what makes your brand narrative more memorable. That way, you will leave a lasting impact on the minds of consumers. So, if you want to increase brand awareness and favorability, you need to prioritize excellent ad recall.

That implies that the more prospects recall your brand, the higher the chances of realizing conversions. You also need to note that ensuring a brand recall has a positive association with customers is critical because it has a direct impact on sales. In that case, the use of visuals should be in line with the narrative you want to portray. Using evocative video queues with a direct correlation with what you want your clients to feel can help you achieve set objectives.

2. Video Acts As A Way of Imparting Valuable Information

The entertainment value of stories is what makes video a popular marketing tool. Over and above that, telling a story is an effective way of educating your audience. The reason is that clients are more likely to remember factual information when you express it in the context of a memorable story. Additionally, it is interesting to note that viewers retain 95% of a message after watching it in a video and only 10% when reading it in text.

That is why video is an ideal option for such things like case studies, recipes, how-to’s and much more. The delivery of lots of information without overwhelming the viewer is possible through video, which, in turn, results in higher retention for an extended period. As much as that is the case, you need to be careful not to jam-pack your video with details.

On the contrary, you should use information that is relevant to your story to ensure that it adds, not detracts, from your brand narrative. Such details build trust, assurance, and credibility by allowing your video to tell a compelling story.

3. Video Drives Traffic and Encourages Engagement

Entrepreneurs who embrace video marketing enjoy more organic traffic, which is one of the largest drivers of visitors to any online store. On the other hand, a high bounce rate is a challenge for most online business owners, and that affects their search engine rankings in one way or another. Lowering your website’s bounce rate will enhance its quality in the eyes of Google, which will ultimately attract more organic traffic.

If you want to reduce the bounce rate on your site, you need to engage your visitors and keep them longer on your web pages. That is where video comes in handy because it has a high level of engagement. When you add video on your website, you will not only realize increased traffic, but visitors will also tend to stick longer on pages with one than those without.

Also, video increases the click-through rate, and viewers are more likely to share the same than text and images, which improves end-user engagement.

video and finger

4. Video Promotes Authenticity

You need to understand that your brand is not a motionless strategy on paper, and that is why bringing it to life is paramount. Also, video incorporates the capabilities lacking in text, and it generates the pulse of your brand. As such, video builds an instant, true and authentic interaction with your audience who, in turn, react or avail useful feedback in real-time action.

People love stories, and that is why they take the time to listen. Sometimes, not even a fly can make them budge in the middle of an interesting story that captures their senses. Effective video marketing  demands that you use content to trigger emotions, after which you tie the intense feelings to a particular action. By doing so, you cause emotions to improve retention.

The ability to capture the attention of your audience using stories moves products as well. The reason is that hearing and seeing a story happening in front of one’s eyes yields the best impact. That kind of emotional connection will, in turn, increase audience engagement and your ROI. Another benefit of video storytelling is that it helps you simplify complex information and present it in more digestible and exciting pieces.

That is possible because video gives your story a new dimension and enhances your narrative as well. Storytelling shows your true voice, and more consumers are likely to opt for a specific brand and share details about it with friends and family due to authenticity. The bottom line here is that when your brand authentically expresses itself through video, you will most likely experience increased conversions.


Your brand narrative should be the cornerstone of your overall branding strategy. A brand narrative provides the backdrop for products and services, facilitates emotional connection with clients, and highlights the emotional footprint that a brand creates. Brands have the power to transform themselves in the eyes of their audience by putting out brief, well-positioned, story-driven videos.

The ideal video strategy sets the stage for long-term loyalty and boosts revenue too. If you need more information on reasons to make video part of your brand narrative, contact us today!