What story do you want to tell? What emotions do you want to evoke

We are getting closer and closer to the creative phase. Given that your mission, your buyer persona, the objectives and the way you want to make a difference in the lives of those who choose your brand are clear and define in your marketing strategy, it is time to tell them.

How do you define a buyer persona?

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Do you want to tell the story of your company or your customers?

If you tell the story of your customers, choose a hero similar to the customer you have not yet won over. Tell his journey, from the awareness of the problem
to its resolution. 

Use video to make the change visible and do it in a way that the people you are communicating with can identify with the protagonist’s journey and empathize
with their emotions.

What emotion do you want to evoke?

It depends on the recipient, but also on the tone of voice of your brand, the values ​​embodie by it. Once you have establishe which emotion to recall to the mind of your audience, everything in the video
must be functional to evoke it.

Choose all the elements carefully, because each of these will make a difference. 

The lighting, the music, the  whatsapp data dialogues, the composition of the scene, the appearance of the actors and the style of the video must be consistent with the emotion and the story you decide to tell.

Which style to choose?

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To decide what style your video should have, always take the following aspects into account:

  • Recipient
  • Goals
  • Message Type
  • Tone of voice
  • Emotional factor
  • Distribution channels

Let’s look at some of the main options.

Narrative videos

Narrative videos are particularly good at the awareness stage. Through an engaging and easy-to-follow story, the user who is becoming  agb directory aware of his nees will absorb information about your brand and how you can help him. 

Create a memorable story that will make your brand image stick in the viewer’s mind for a long time.

Explanatory videos

Explainer videos work well for both Por que é importante a investigación de mercados?  the awareness and consideration stages. Use them to explain what you do, talk about your company, and how you help your customers. Their length depends on the channels you decide to distribute them through. 

On LinkeIn, for example, where users are more incline to invest time in reading or watching content, you can risk a slightly longer video, but the advice is to stay within two minutes.

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