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Think back to your favorite childhood stories. Whether you were rooting for the hero or the villain, you can still recall how you felt when immersed in the narrative can’t you? The goal of any business marketer developing a video idea is to capture attention in the same manner. Discover the basic elements of business storytelling before crafting your company’s unique script.

4 Elements of Storytelling for Business

Telling a story in business videos is not much different than writing a novel or creating a work of fiction. Before turning on the camera, you need to settle on these four elements of the story:

  • Authenticity. The first and most important aspect of business storytelling is honesty. As a basic foundation of any relationship, trust is only developed when both parties are authentic and honest.
  • Purpose. Each video should tell its own story and each story should have a purpose. Define what the purpose of each video is and map it to your business goals before investing time and energy on video production.
  • Audience. It’s not enough to say your audience is “anyone” because it’s impossible to create a video that speaks to everyone. Use video as a means to communicate with a certain slice of your target audience.
  • Emotion. Every powerful video is linked to a human emotion. Is it excitement, anticipation, compassion? That’s up to you to figure out.

Ideas for Your Business Video

There is much more to telling a story about your business than a simple promotion or commercial. What makes your business tick? Where and why was your company launched? What goes on behind the scenes that might interest a potential or current customer? Get inspired with these business video ideas:

  • Behind-the-scenes videos. Do you have a weird or unique office tradition? Does your company use industry-leading equipment not found elsewhere? Do your co-workers like to play pranks? Capture the funny, interesting and quirky moments on camera.
  • Employee spotlights. The best part of your company is its people. Allow your audience to get to know the people they encounter within your organization by filming employee spotlight videos.
  • Customer testimonials. Build trust and promote your business using word of mouth testimonials from customers themselves. Make sure to focus on how your company’s product or service successfully addressed a pain point your customer was experiencing.
  • Community involvement. A business that is invested in the community shows a commitment to giving back. Get your audience excited about supporting your business’ efforts by filming community involvement activities.

To resonate with your audience, create videos that clearly communicate your brand’s story as it develops.


Posted in: Audience, Video Marketing, Video Production, Video Production Tips

As a nation, we love our desserts, and we love desserts done well. The bakery business is booming, and more cupcakeries, cookie shops, and bagel shops seem to crop up every month. While the surge in popularity of gourmet desserts is at an all-time high, so is the competition among bakeries.

Video marketing is an excellent way to ensure that your bakery stands out from the crowd. Here are a few tips to guide you in creating videos that do your goodies justice.

How-To Videos

Sure, it seems counter-intuitive; after all, one of the ways you bring value to your customers is by providing them with a culinary experience that they can’t get anywhere else, especially not at their home.

However, how-to videos are actually an effective way to bring in business for a few of different reasons. First of all, they offer transparency. At a time when there is more skepticism and concern than ever regarding how food is prepared, a video that shows customers how to make their favorite goodies gives them confidence that they’re getting high-quality baked goods at your bakery. Second, it builds value by demonstrating the time and care that goes into crafting your baked goods. Finally, videos are easily shareable across social media, and they’re a fantastic way to gain greater visibility.

Just make sure you wear a branded apron or incorporate your logo into the video so viewers know where the video is coming from!

Open Up for Community

Taking an active role in the community is an effective way to increase brand awareness and bring more customers in. Let a local Scouts troop, hobby club, or service club use your store for meetings, or host events that are open to the public. Get more mileage out of the event by shooting a video that educates viewers about the club or event while showcasing your store and baked goods. This lends itself well to both promotional videos as well as video testimonials, both of which are parts of an effective video marketing strategy.

Get the Imagination Working

Bakeries have a great advantage above other types of businesses because once someone walks in the door, they’re almost guaranteed to buy something; no one walks into a bakery to simply “browse.” The sights, sounds and smells of your bakery are all effective tools for selling your goods.

With some creativity, your videos can convey the same experience that your customers enjoy when they walk through your door. Proper use of lighting to highlight your baked goods is a must; don’t attempt to use your house lights, as this will make everything look discolored and unappetizing. Use colorful language to describe the wonderful aromas of your bakery, and let viewers see your kitchen in action.

Video marketing is a great way to appeal to the senses and educate viewers about what you have to offer. Reach out to us today to get started with your o


Posted in: Video Production Tips