Unlocking the Power of Video Storytelling with Doug Scott
\u201cI don\u2019t think enough thought goes into how to translate brand style guides into visual videos.\u201d As the founder and CEO of Tectonic Video with a background in brand strategy, Doug Scott helps nonprofit brands worldwide unlock the power of video storytelling. We discussed video, social media, brand style guides, and more this week on the On Brand podcast.\xa0\nAbout Doug Scott\nDoug Scott\xa0is the founder and CEO of Tectonic Video, a leading video agency for nonprofits. His team works with nonprofits across the US and around the world to create award-winning videos that drive results. His work has been featured in The New York Times, NPR, CNN and AdWeek and he is a frequent guest lecturer at Stanford University on the power of storytelling for nonprofit organizations.\nEpisode Highlights\nWhy is video so effective and engaging?\xa0\u201cVideo continues to be ascendant in all brand communication because video is extremely efficient. It can show in seconds what it takes thousands of words to say.\u201d\nVideo by the numbers.\xa0Doug shared some compelling stats with us including the fact that Facebook posts with video are viewed five times longer than static content. Furthermore, the preference for video increases as age decreases.\nA video-centric brand style guide.\xa0\u201cI don\u2019t think enough thought goes into how to translate brand style guides into visual videos. There\u2019s often nothing about visual video storytelling. What\u2019s the brand experience for video and how does that look different?\u201d\nThe three types of video every brand needs.\xa0First, there\u2019s the brand overview video. \u201cThis is a restatement of the values of your brand.\u201d Second, testimonial videos from customers. \u201cHow do you want those stories told?\u201d And, finally, a campaign video reinforcing your current key messaging. Doug also shared other \u201cnice-to-have\u201d videos including internal HR and culture videos and social media videos.\n\u201cProduction doesn\u2019t always correlate to success.\u201d\xa0Many often feel that they have to make the best, most-polished video to ensure success. \u201cYour iPhone is fine a lot of the time,\u201d Doug shared. Why? \u201cA visual language has been established for (low-production) iPhone videos on social media. They also feel very authentic.\u201d\nWhat brand has made Doug smile recently?\xa0\u201cI might upset some of your listeners with this one,\u201d Doug warned before sharing that The Lincoln Project\u2014a group of \u201cdisaffected Republicans\u201d creating anti-Trump videos\u2014is the brand that has made him smile. Like our conversation during this episode, it came back to the group\u2019s consistent visual voice across their videos. \u201cYou know right away it\u2019s one of their videos.\u201d\nTo learn more,\xa0go to\xa0tectonic.video.\nAs We Wrap \u2026\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\nOn Brand is sponsored by my book\xa0Brand Now.\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\xa0Order now and get special digital extras.\xa0Learn more.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0Apple Podcasts,\xa0Spotify,\xa0Google Play,\xa0Stitcher,\xa0TuneIn, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0Apple Podcasts\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices