How to Make an Impact in a Virtual Setting: Creating Connections Through Video Storytelling
January 13, 2021
Creating Connections Through Video Storytelling

In today’s socially distant and virtual COVID-world, connection is more important than ever. Many franchise brands are looking for creative solutions to connect with potential franchise candidates and make an impact in a virtual setting. Thanks to video storytelling, franchise brands can overcome the challenges of connecting with potential leads during the ongoing pandemic. Here are some tips and tricks for using video storytelling to create impactful connections and drive franchise leads:

Finding the Beauty in Going Off-Script

The first order of business is finding the right story you want to tell prospective franchisees – this story angle is what will make or break their ability to emotionally connect with your brand. Finding the right story means not scripting anything – some of the best stories you’ll find come from asking the right questions

“It’s all about asking emotional and story-filled questions,” explained Trevor Rappleye, founder of FranchiseFilming.

Finding the Beauty in Going Off-Script

“All businesses want the same thing – to grow their brand, but you can’t achieve this by shouting growth stats alone. We grow their brand through authentic, real stories of their successful franchisees and leadership teams.”

The great thing about not having a script means your video will always flow naturally. Many marketing teams will dictate the angle and direction of a story based solely upon what they think will work – leading to potentially choppy, awkward story flow. Let conversation flow naturally, like it would between a family member or friend – this is where authenticity comes to the forefront, resonating with the audience. No matter how long, remember, you can always edit to capture the most impactful segments.

“If we have a ten-minute interview, we use the person’s best 55 seconds to create a 60-second video with music and an introduction,” said Rappleye. “We recommend trying to hook your viewer within the first three seconds of the interview – ensuring the best line will be at the front of the video.”

The great thing about not having a script means your video will always flow naturally.

The beauty about going off-script means no two stories or videos are the same – whether it’s a franchisee testimonial or a founder profile, every person speaks to their own unique journey and personal connection to the brand.

However, going off-script doesn’t mean going in unprepared – the questions you ask should help guide the conversation while not dictating the angle you want the story to take.

The Importance of Discovering Unexpected Emotional Angles Within Your Story

When it comes to preparing trigger questions, think about questions that don’t rely on yes or no answers – being able to easily expand on a question through a story or anecdote will lead to rich content you’re able to edit and integrate into a powerful video.

Some great questions to think about include:

  • Do you love your job?
  • How has your company made your life better?
  • What is a story that made you smile at work? Why?
  • How do you feel when you work with this company?
  • Are you excited for the future?

These questions can help you find the perfect angle for your story, and sometimes can result in unexpected emotional moments that are incredibly impactful and evoke real connections. Many times, that unexpected emotional angle will be the key to generating more leads.

Why? Because you’re able to humanize the brand and make it more relatable to a prospect.

The Importance of Discovering Unexpected Emotional Angles Within Your Story

“We interviewed a franchisee from Glory Days Grill and a franchisee from Neighborly, Molly Maid, and thanks to our efforts highlighting their story and how their life improved because of their franchise, both brands got noticed,” explained Rappleye. “Both of the brands now have a video on their franchise home page!”

Just because we’re in the middle of a global pandemic, businesses shouldn’t be deterred from creating video content of their brand stories and their success. While COVID-19 has changed many things, including how we film these stories, there’s never been a better time to foster that emotional, authentic connection with franchise candidates. Interested in learning more? Schedule a call today.

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