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What is Consistent, Story-Led Video Marketing?

 

We’re flipping the script—literally. The Let’s Backflip Show: Happy Hour had a good run, but it’s time for a plot twist. Welcome to The Backflip Effect, your new go-to guide for mastering video and marketing—with a side of comedy, drama, and hopefully a little wisdom. 

What if I told you that the key to unlocking the full potential of your brand lies in the art of storytelling? Join us as we embark on a transformative journey of consistent, story-led video marketing. Gone are the days of fleeting celebrity interviews—now we’re diving deep into the narrative that gives your brand its unique edge. With a staggering 89% of customers wanting more video content from their favorite brands, it’s clear that storytelling isn’t just an option—it’s a necessity. We’ll guide you through crafting a compelling brand narrative that not only engages but also builds lasting relationships with your audience.

Discover how to break down a captivating long-form video into dynamic, engaging snippets that keep your audience hooked across multiple platforms. With our hands-on tips and a free guide, you’ll gain insider knowledge on mastering budget management and overcoming common marketing hurdles. Don’t miss out on transforming your approach from static to dynamic with these game-changing insights.

FREE KICKSTART GUIDEhttps://letsbackflip.com/guide/

Topics in This Episode

  • (0:09) Consistent Story-Led Video Marketing
  • (8:49) Strategic Approach to Video Marketing
  • (14:32) Mastering Video Marketing Secrets 

Transcript

Ryan Freng: 

Welcome back to the let’s Backflip show happy hour. I don’t know if it’s still a happy hour. We’re drinking something but we’re going to pivot. We’re going to pivot this podcast from kind of interview driven, which is a little more celebrity based, and certainly kind of interview driven, which is a little more celebrity based, and certainly it’s very fun to talk to new people and that was really great, but it wasn’t really serving our clients in the way that we decided. So we’re going to do this pivot where it’s just going to be John and I a lot of the times talking about random stuff.

Ryan Freng: 

Yeah, yeah, so we’re talking about consistent, story led video marketing. It’s a mouthful, I guess. What do you think on the whole? You know we’re trying to package this and be able to communicate in a very effective way. Yeah.

John Shoemaker: 

Okay, I can muse and opine for a moment. I’m actually let’s go this route. I’m actually let’s go this route. I’m actually really happy that we wound up back in a place of comfort with story-led, because we were searching around for a while saying, oh, what people need is content, people need good content, people need marketing it’s not always video, whatever and they need high quality video. But then we said, well, we’re trying to do something better, we’re trying to do film. It’s kind of cinema based. But then, as we did some exploration and we’ll do more of this when we look at core values but like story, okay, there’s going to be a couple things colliding in my brain right now, but story is an important point I’ll take the tangent for a second and say that we got a little tired of the word storytelling because it was being used a lot, so overdone. But we’re learning that it doesn’t really matter if it’s being used a lot. It is communicative, it does tell people what it is that we’re trying to do and it’s being used a lot.

John Shoemaker: 

It is communicative, it does tell people what it is that we’re trying to do, and it’s a differentiator too, right yeah, and so the main point is that people need to know the story behind your brand or your business, or why it is that you do your thing, like, why are you passionate about your business or the product or whatever you, you know the instances, yeah.

John Shoemaker: 

Yeah, and and it it’s that saying that I’ve heard before about, uh, this is true for entrepreneurs. You know, going to meet venture capitalists and stuff is the most important thing is that you can tell your story, because your product is your product, your business. It’s not like a lot of people do the same things. They’re not that unique. There’s some unique things out there, but for the most part, there’s multiple people doing multiple things and the differentiator is who are you and why do you do it and what’s the interesting thing about you. And that’s also what interests me the most. When we’re working with a business or talking to somebody is like finding those little story, story driven pieces, story right and then we’re, and then we’re putting those together so consistent, the idea that it’s something that’s ongoing.

Ryan Freng: 

And I feel like this was a major victory for us to figure out that the consistent story-led kind of video marketing those are maybe more throwaway words, but consistent story-led were kind of what we specialized in and then also how we could most effectively help our clients, because the idea of having a video and just being done like from our earliest conception uh was always a frustration, which is why we expanded into other marketing aspects so that we could provide a better distribution uh opportunity for that product, because if you just invest a lot of money in video, that’s oftentimes wasted money because it’s not marketed yeah.

John Shoemaker: 

So I don’t think they are throwaway words, they just, you know we’re starting with this, the the word story. But, yeah, consistent, like you said, it’s not a one-time thing. It’s not like, uh, um, you know, because you can have your about section on your website about us, and you read that and that’s a one-time thing, and then it’s done and there’s no life and there’s no person and personality there. The same if you do a one-time one-shot here’s our video, the story of our company, the promo thing or whatever you put it out there, you get a little bit of attention. People are like, oh, that’s interesting and then that’s that and that’s it, and people don’t come back to it. They could like if they haven’t seen it. There’s also something that this is probably a different idea, but in the social media, digital space in particular, people don’t go back like they see the date on something and it’s old and they don’t go back and watch it.

John Shoemaker: 

It could be amazing, right, but they don’t go back and watch it, right? So the consistent story led video marketing is that eventually you’ll get comfortable instead of like fumbling over that statement. Yeah, the the important thing is an ongoing, it’s a relationship right, like because if you just say one thing one time and then that’s it never talk to the person again.

John Shoemaker: 

So if you want to engage your audience and your customers and your fans, you need to continue talking to them, continue telling your story. And that’s different, right? Because you’re grown, your business is growing, your product is changing and the statistics are crazy.

Ryan Freng: 

So in one of the the YouTube ad that we made, we pull out some of those statistics. I can pull those up here, but it’s crazy how many customers in a survey said I want more video content from the products that I like. Let’s see 80, yeah, and 89 percent of customers want to see more video from brands. That’s crazy that they people want more from the brands. I guess it makes I say crazy in that it’s a high number, like 90 percent. Um, but it makes a lot of sense that when a brand is doing interesting storytelling, customers want to see that, they want to interact, they want to consume more because, like you said, it is, it is a relationship. So we’ve got we’ve got a lot of statistics that back all this up too so there’s an interesting anecdote that I can think of.

John Shoemaker: 

There’s the brand Yeti. You know that there’s the Yeti coolers, the Yeti cups, tumblers or whatever. I don’t even own any of them because they’re expensive, and so I’ve cheaped out. I don’t have a Yeti cooler, I have a lifetime cooler.

Ryan Freng: 

You’ve got a bloody.

John Shoemaker: 

Yeah, I have a lifetime cooler. Which is the like Walmart, or maybe it’s not Walmart. Walmart’s is Ozark right. Is there Ozark Trail?

Ryan Freng: 

or whatever. You’ve got a depth of cooler knowledge Too much.

John Shoemaker: 

I know too much about coolers, but I am obsessed with the Yeti short stories video. You know stories that they have on their YouTube channel and stuff and my I would say this is anecdote, this is just me, my opinion I feel more emotion and connection toward Yeti. I want Yeti more than I want the thing that I actually bought. Mm-hmm, and it’s dumb, because how easy would it be for Lifetime to just do a couple story type things Sure, and maybe not even at the same scale or cost to them.

Ryan Freng: 

Yeah.

John Shoemaker: 

But just they’ve built a more. It’s kind of ambiguous. Maybe Ambiguous isn’t the right word.

Ryan Freng: 

But it’s lifestyle. They’re selling a lifestyle, yes.

John Shoemaker: 

Instead of just a cooler but not lifestyle.

Ryan Freng: 

Yet sorry, yeah, yeti is selling the style of life lifetime. Maybe is the brand okay, yeah, anyway, yeah, but yeah, it’s so you just feel something, you feel some more connection um again, it’s like a relationship and and if you want some like this actually happened you had a flannel on. I was like, ooh, that’s a nice flannel. It’s flannel season, I really want a flannel. Then you shared a direct link with me to a product from somebody that you like.

Ryan Freng: 

That was an interesting interaction, because I had no experience or connection to any flannel company or any clothing company, but by virtue of you sharing something that was huge, I was like John shared it and has one and I’m going to get one of those as well. That spoke volumes to me. I didn’t research it, I didn’t compare brands, I didn’t have to do that, I didn’t look at statistics or anything Um. So it was kind of like a top of the funnel type of marketing and sale where I just got a recommendation right, and I didn’t even get any you know, ad dollars.

Ryan Freng: 

You didn’t get your affiliate check yet.

Ryan Freng: 

Um, and and maybe that’s another point too to talk about briefly, and then we’ll wrap this episode up because these are intended to be a little bit shorter. Sure, but the idea of okay, so consistent, story-led video marketing, so the video marketing component of it as well, thinking that it is ongoing, it’s strategic. There’s different components to it, because in our marketing funnel or our sales this sun is killing me, by the way, I don’t know if we can tape that. Eventually I’m gonna die keep, I keep moving and it’s hitting me in the eye we’ll leave this in the episode um, the different funnel, the marketing funnel or the sales funnel. You know they’re, they’re pretty close, uh, but at the top you have awareness and then at the bottom you have action or conversion or sale or something like that. At each stage your target is at a different part of their journey and so you have to talk to them differently. Like with the flannel thing, I actually probably wasn’t ready to buy anything, I had no awareness. You shared with me something that basically solved that awareness and that conversion part of my funnel, just as a recommendation. So when we think about marketing and video, it’s ongoing and we want to create content at each of those levels.

Ryan Freng: 

And so that Yeti video or what’s the one that I just saw, the Patagonia cannabis one, that is great for awareness because it’s storytelling in a realm that is related to what they’re doing, so outdoor brand telling an outdoor story, essentially with Patagonia or Yeti telling these stories. Typically they’re around people who have some kind of travel component to what they do, or I go from here to there, something like that. Or, sorry, that was BMW. Yeti is adventurous stuff, so adventure seekers, so it’s like adjacent to their brand or it’s a part of the lifestyle of their brand.

Ryan Freng: 

Anyway, that whole big piece is an awareness piece but in there is a component of the product which shares some of the features of the product, and even that gets broken down into component parts and shared separately.

Ryan Freng: 

Where you see a product in the piece, just a little encapsulated video, short, short, and so the production that goes into that bigger piece, that rock, or that pillar I’ve started using the term pillar that pillar video gets broken down into five or so medium videos which could just be one vignette from the five people you interviewed for that pillar video. Then from there you can make 30 tiny pieces of content, 15 seconds or less or somewhere around there, and images and quotes and things like that, so that pillar content cascades all the way down to social media, digital images, all the content that you can create. And since that pillar video is the most expensive component, again, we don’t want somebody just to buy one thing, put it on their website and then in a month it’s outdated. Well, let’s figure out how to strategically break that up into a hundred pieces of content and drip that out over the next three or four months.

John Shoemaker: 

Right, and how much stuff is coming at us daily now in your newsfeed or whatever. So if you saw one thing that was a few days ago or whatever, maybe it did have an effect that one moment, but it goes quickly, it kind of falls into the background, so being hit again, whether it’s us or your customers your clients or whatever so us or your customers, your clients or whatever.

Ryan Freng: 

So that idea, too, is your clients don’t need to be educated, they need to be reminded. So even if you have a piece of content that somebody has seen, seen, seen, we’re not live, but we’re not going to edit the past tense of seen is seen.

Ryan Freng: 

Seen your customer has seen this piece of content before. You can still reshare it, or you can reshare it across different platforms or put a different spin on it, and that’s where the video marketing comes in. So consistent just means ongoing. Story led is the focus of how we do it, and then video marketing is the strategic part of it and all of it is to serve your goal. It’s not just to have a thing, because people come to us and I appreciate that. They come to us and say I just need a thing and then I’m going to put this thing on my website and it’s not the best use of that money, but when they come to us and trust us to develop the strategy with them, to work with them on the video marketing in a consistent way, that’s story led. That’s when they really see transformative results. So consistent, story led video marketing, yeah.

John Shoemaker: 

I’m in, I’m for it, are you?

Ryan Freng: 

do you like it. So that’s what we’re gonna be talking more about on the podcast consistent story led video marketing, how we do it, how, how to budget, how you know just all the behind the scenes things. We wanna talk about pain points that you might have as a marketer, as a business owner or founder, as an agency owner, and just give away all the secrets. Yeah, and then if you need help, come to us. We have a free guide at letsbackflipcom slash free guide. You can get started today with consistent story-led video marketing. We’re putting all of our secrets into there so you can take a look at that. Otherwise, like, subscribe, follow, do all the things. That’s it. Catch you on the flip side.

 

author avatar
Ryan Freng
Owner and creative director. Shall we begin like David Copperfield? 'I am born...I grew up.' Wait, I’m running out of space? Ah crap, ooh, I’ve got it...