Video Marketing: How to Show, Not Tell
Explore the secrets of “show-don’t-tell” rules in video marketing
In video marketing, more telling and less showing won’t be the best practice to follow.
People love seeing impactful results, proof, and facts when exploring something.
However, incorporating the “show-don’t-tell” rules is nothing simple.
Let’s go in-depth on how to use videos to impress and capture audiences and potential customers.
Show vs. Tell
Formulating the right balance of showing and telling in a video for marketing purposes is crucial.
For example, if you make a video to explain your service, it’s best to use high-quality visuals to show how it works to benefit customers.
Meanwhile, narratives delivered in the way of telling a story are still necessary to support the visuals.
Here’s an example of the video we created:
In other words:
Show means visually demonstrating or depicting something to the audience.
For example:
- Demonstrating the features and functionality of a product through visuals.
- Using storytelling techniques to visually depict a customer’s journey or experience with a product or service.
- Showcasing the before and after results of using a particular product or service.
- Highlighting the benefits or outcomes of using a product through visually compelling examples.
- Providing reviews or testimonials from customers.
Tell means conveying information or messages verbally or through text on the screen (narration, dialogue, voiceovers, or on-screen text).
For example:
- Explaining a product’s features, specifications, or technical details of a product or service through narration or on-screen text.
- Providing instructions or step-by-step guidance through a voiceover or on-screen text.
- Narrating a story to convey the benefits or positive experiences associated with a product or service.
- Using persuasive language to convince the audience about a particular offer or value proposition.
Read: 8 High-Performing Types of Videos for the Buyer’s Journey
How to Show, Not Tell in Video Marketing
When pursuing the “show, don’t tell” rules in video marketing, there are some key points to keep in mind to ensure effective delivery and engagement.
#1. Use a Problem-Solving Script
A story-driven narrative is essential to establish an emotional connection and a lasting impression.
Create a video script using a problem-solving plot to resonate with the target audience’s pain points.
Avoid listing features or facts without weaving them into a compelling narrative.
#2. Create High-Quality Authentic Visuals
In video marketing, the quality of your visuals matters the most.
Create high-quality authentic visuals or work with an experienced video company to generate excellent output.
Avoid using generic or cliché stock footage to make your video appear unoriginal or uninspiring.
#3. Provide Product Demo
Providing product demonstrations can be an effective method for showcasing your product’s capabilities.
The inherent value of demos lies in providing tangible evidence to support your claims.
Rather than relying solely on your words, your audience can witness and personally experience the product’s performance and functionality.
#4. Give Reviews or Testimonials
Showcasing customer experiences makes it easier for potential buyers to empathize and envision themselves in similar situations.
For example, don’t say, “Customers like us because…” Instead, you can show customers’ journeys that are satisfied with your product.
#5. Keep Your CTA Short and Clear
Call-to-actions (CTAs) are one of the most crucial parts of your video.
It should be impactful, so be clear and concise about the action you want audiences to perform.
You can use strong action words such as buy now, contact us, visit our website, download our app now, etc.
You can also include limited deals on your CTA to encourage audiences to take the desired action immediately.
Today, video marketing has become necessary for any business to thrive and grow.
As an explainer video agency, Breadnbeyond has the expertise to create engaging and converting videos to help any business.
You can get our help immediately or explore our blog for more insights about video marketing.
