DEVELOPING A VISUAL STORYTELLING ROAD MAP: FROM STRATEGY TO IMPLEMENTATION 173 TIPS for Incorporating Video into a Visual Storytelling Program 1. Evaluate audience needs. Videos offer speakers or online videos. Sure, produc- a more personal, conversational way to tion quality, story flow, and so on matter, reach your audience. In order to captivate but personality seals the deal. Even if their attention, you need to adopt an you’re a very serious company, review the audience-first mentality. This is precisely list “XYZ Company Voice and Personality” the reason why glossy, overproduced earlier in this chapter, and make sure your corporate videos do not resonate, but desired traits and values shine through videos featuring the Old Spice Guy or in your videos. And, as companies like Evian’s dancing babies do. They’re real, Blendtec have showcased, it’s okay to they’re funny, and they communicate in have a fun-loving side. Just make sure an entertaining way. it’s authentic and it doesn’t come off like This is not to say that every video needs you’re trying too hard! to be funny or wacky. The Boston-area 3. Mix it up. YouTube, Instagram, and B2B company Grasshopper produced Vine—all three platforms cater to dif- an amazing video titled Entrepreneurs ferent types and lengths of videos. For Can Change the World in support of a example, you might host a how-to video phone system targeted at entrepreneurs. on YouTube, but you would share a Moving, yet simple and easy to follow, behind-the-scenes clip of the making of the video secured over 1 million views for the video on Instagram and capture an its inspirational tone. It also helped the abbreviated version in 6 seconds on Vine. Grasshopper break through the clutter Spend some time reading through our and make a name for itself, all because Chapter 3 on the best practices, features, the company crafted its video in a way and case studies on how companies acti- that would resonate with the target vate on YouTube, Instagram, and Vine audience.5 as you evaluate the videos you want to 2. Show off your personality. Think for a produce. Each has different strengths moment about your favorite conference and weaknesses, plus they all integrate (continued)