6 frameworks for video content
by mariofcastroIt’s no surprise that companies that show authenticity in their content are the most successful in Videos. But the ones that really achieve that next level of performance do so through engaging and connecting with their audiences on a deeper level. And that doesn’t require big budgets; in fact, native and authentic content can be very efficient to produce. Structuring content around narrative formats that are simple to execute at scale will save both time and production costs.
We’ve identified 6 narrative frameworks that can help empower your content and help your business engage with customers and creators in Videos. By using these frameworks, you can create an accessible way to publish content quickly while leveraging deeper narratives.
Framework #1: Your Product Story
Ask yourself: What is the story of your product, brand or service? Why were you inspired to create the business? What are the values you bring to your work? By answering this question, you can build a story that connects your business to your audience, gives them a backstory to your brand, and resonates with what’s important to them.
Tips
💡 Leverage user-generated content (UGC) or DIY-style assets that speak to the user directly.
💡 Present your product or service with a clear message.
💡 Connect assets that directly engage your brand’s users.
💡 Connect images of the process, the place where it was started or its most appropriate environment.
💡 End with a clear call to action (CTA) – what should the viewer do next?
Framework #2: Results first, then work backwards.
Users want to know and see what to expect. Show your audience what can happen as an end result, and then work backwards through editing techniques to create the story of how to get there. Think of this framework as an adventure story, beginning at the climax and then revisited through a flashback. This framework provides excitement from the beginning and generates high engagement through the content.
Tips
💡 Use assets that show the result of your brand, product or service.
💡 Break down the steps of how you got there through subheadings.
💡 Show a different version or take on the end result, tying to a clear CTA.
Framework #3: Elevator pitch
Convey your brand to your audience in a simple and concise way. Present your business as if for the first time. Focus on what you are selling, how to use it and how it is relevant to your audience.
Tips
💡 Use subheadings to introduce your message or slogan.
💡 Use assets that show the experience of your product or service.
💡 Filter by assets that show how it is used or accessed with quick editing.
💡 Draw on assets that show how a user feels about your product (e.g. surprise) tied to a clear CTA.
Framework #4: Step by step
Think about how your product is accessible. Detail the simple steps to use or access your company’s products or services using captions and key visual elements of the process to detail the steps with a clear message.
Tips
💡 Establish the steps you will take the audience through using captions, tied to a key visual of your product.
💡 Get assets that show the process.
💡 Finish with a UGC-style reaction or commentary on the use and feel it provides, tied to a clear CTA.
Framework #5: Integrated into the routine.
Show how easy it is for your brand is a lifestyle. Highlight the use of your product or service through the “Day In The Life” lens, showing its versatility as a daily routine that is easy to filter into different environments.
Tips
💡 Present your product through UGC or a DIY style asset that targets users directly.
💡 Filter through 3 or more types of environments or parts of life based on routine.
💡 Uses creator feedback or commentary to address ease and accessibility.
💡 Highlight your product or service with a clear CTA.
Framework #6: Easy, fast and reliable.
Make your product feel effortless to reach, use and/or purchase. Highlight your product or service as accessible to anyone, anywhere. Use assets that show how easy it is for users to purchase your product/service quickly.
Tips
💡 Show your product/service being used.
💡 Resort to assets that show the product/service being achieved or attained in a simple environment while performing a regular, routine-based activity
💡 Get a reaction in UGC style or use subheadings to detail your “call to action” message.
Using a narrative framework will help you build a stronger connection with users and Video creators. These options are powerful starting points, but tailoring these frames to the specifics of your business will be the key to getting the most out of your social networks