NARRATIVE MOTION (January 2025) : simplebooklet.com

NARRATIVE MOTIONJANUARY/FEBRUARY 2025CONTENTSPUBLISHER’S NOTE 5"BOOTSTRAPPING BRILLIANCE: LOW-COST VIDEO MARKETINGSTRATEGIES FOR STARTUPS" 6"THE MVP OF VIDEO MARKETING: WHY STARTUPS NEED A MINIMUMVIABLE VIDEO" 11"STORY OVER SALES: HOW STARTUPS CAN WIN HEARTS THROUGHNARRATIVE VIDEOS" 16"FROM INVISIBLE TO INVINCIBLE: USING VIDEO TO BUILD BRANDAWARENESS AS A STARTUP" 20"WHAT NOT TO DO: COMMON VIDEO MARKETING MISTAKESSTARTUPS MAKE (AND HOW TO AVOID THEM)" 24 "THINK LIKE A STARTUP, MARKET LIKE A PRO: LESSONS FROMSUCCESSFUL STARTUP VIDEO CAMPAIGNS” 31"PITCH PERFECT: HOW STARTUPS CAN USE VIDEO FOR INVESTORPITCHES AND CROWDFUNDING" 36"FROM ZERO TO VIRAL: HOW STARTUPS CAN LEVERAGE SOCIALMEDIA VIDEO TRENDS" 42"DIY VS. PRO: WHEN STARTUPS SHOULD INVEST IN PROFESSIONALVIDEO PRODUCTION" 47“VIDEO IN YOUR INBOX: HOW TO SUPERCHARGE EMAIL MARKETINGWITH ENGAGING VIDEO CONTENT 51 4

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BOOTSTRAPPING BRILLIANCE:LOW-COST VIDEO MARKETINGSTRATEGIES FOR STARTUPS1. Start With What You HaveHere’s the truth: the best camera is the one you have with you. For most of us,that’s a smartphone. Modern smartphones are capable of shooting high-qualityvideo that, with the right lighting and a steady hand, can rival professional gear.Don’t let the lack of a fancy camera stop you from starting. The most importantthing is to focus on your story.Lighting Tips: Natural light is your best friend. Shoot near a window oroutdoors during golden hour for soft, flattering light. If you’re indoors, useaffordable LED ring lights or household lamps.Audio Matters: People will forgive imperfect visuals, but bad audio? That’s adeal-breaker. Invest in a budget-friendly clip-on microphone or use yourphone’s built-in mic in a quiet space.Steady Shots: Avoid shaky footage by using a tripod or improvising withbooks, tables, or even a stack of coffee mugs.6NARRATIVE MOTION JANUARY/FEBRUARY 2025

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2. Embrace DIY EditingEditing doesn’t have to be intimidating or expensive. There are free or low-costsoftware options that make it easy to polish your footage and create professional-looking videos.Free Tools: Try apps like iMovie, CapCut, or DaVinci Resolve for basicediting. These tools are user-friendly and packed with features.Templates and Presets: Websites like Canva and Envato offer affordabletemplates for intros, transitions, and titles to give your videos a polished look.Keep It Simple: Focus on clean cuts, clear transitions, and adding music thatenhances your message. Don’t overdo the effects—simplicity often feelsmore authentic.3. Tell Your StoryThe heart of any great video is the story it tells. As a startup, your story is yoursuperpower. It’s what sets you apart, makes you relatable, and connects you toyour audience.Be Honest: People love seeing the hustle, the struggles, and the behind-the-scenes chaos of a startup. Show them the real you.Focus on Emotion: Whether it’s joy, inspiration, or curiosity, your videoshould make viewers feel something. People remember how you make themfeel, not just what you say.Call to Action: Every video should have a purpose. What do you want viewersto do after watching? Visit your website? Follow you on social media? Beclear and direct.4. Leverage User-Generated ContentSometimes, the best content doesn’t come from you—it comes from youraudience. User-generated content (UGC) is not only authentic but also free.Encourage your customers to share their experiences with your product or service.Incentivize Participation: Run a contest or offer discounts for customers whosubmit videos of them using your product.Engage and Share: When you share UGC, tag the creators and engage withtheir content. It builds community and encourages others to participate.7NARRATIVE MOTION JANUARY/FEBRUARY 2025

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Showcase Testimonials: A simple video of a happy customer talking about howyour startup has helped them can be incredibly powerful.5. Think Small, Act BigDon’t let a limited budget limit your ambition. Sometimes, thinking small can leadto big results. Focus on creating short, impactful videos that deliver your messagequickly and effectively.Micro-Content: Platforms like Instagram Reels, TikTok, and YouTube Shortsare perfect for startups. These short-form videos are easy to produce and havemassive reach potential.Repurpose Content: Turn one piece of content into many. A 3-minuteexplainer video can be broken down into bite-sized clips for social media.Ride Trends: Pay attention to trending topics, challenges, or formats and putyour unique spin on them. Just make sure it aligns with your brand.6. Collaborate and NetworkYou don’t have to do it all alone. Collaboration can open doors to new audiencesand fresh ideas without adding to your expenses.Partner with Influencers: Find micro-influencers in your niche who align withyour brand values. They’re often more affordable and more engaged with theirfollowers than big-name influencers.Barter Services: Offer your product or expertise in exchange for videoproduction help. It’s a win-win that keeps costs low.Team Up with Other Startups: Co-create content with complementarybusinesses. For example, a fitness startup could partner with a health foodbrand for a collaborative video.7. Optimize for Every PlatformDifferent platforms have different audiences and requirements. Understanding howto tailor your video content to each platform can maximize its impact.Instagram: Focus on visually appealing, square or vertical videos with strongvisuals and minimal text.YouTube: Create longer-form content like tutorials, behind-the-scenes footage,or founder stories.8NARRATIVE MOTION JANUARY/FEBRUARY 2025

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LinkedIn: Highlight your professionalism with thought leadership content orcase studies.TikTok: Be creative, authentic, and fun. Trends reign supreme here.8. Experiment, Learn, RepeatThe beauty of being a startup is that you have the freedom to experiment. Don’t beafraid to try new things and see what works.A/B Testing: Create different versions of a video and see which one performsbetter. Experiment with different lengths, thumbnails, or captions.Analyze Results: Pay attention to metrics like views, engagement, andconversions. They’ll tell you what resonates with your audience.Iterate Quickly: Use what you learn to improve your next video. The faster youlearn, the faster you grow.9. Maximize Free ResourcesThere’s a wealth of free resources available to help you level up your videomarketing game.Stock Footage: Websites like Pexels and Pixabay offer free video clips toenhance your content.Royalty-Free Music: Find high-quality, free music tracks on platforms like FreeMusic Archive or YouTube’s Audio Library.Tutorials and Courses: YouTube is packed with tutorials on filming, editing,and storytelling. Take advantage of them.10. Keep Your Focus on the AudienceAt the end of the day, your video marketing isn’t about you—it’s about youraudience. Speak to their needs, their problems, and their aspirations. Show themhow your product or service can make their lives better.Know Your Audience: Who are they? What do they care about? Tailor yourvideos to resonate with their values and desires.Solve Problems: Position your product or service as the solution to a problemyour audience faces.9NARRATIVE MOTION JANUARY/FEBRUARY 2025

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Engage, Don’t Just Broadcast: Encourage interaction. Ask questions, respondto comments, and create a two-way conversation.The Hustle Pays OffYes, video marketing can be daunting, especially when you’re on a tight budget. Butthe beauty of bootstrapping is that it forces you to be resourceful, authentic, andbold. It’s not about having the fanciest tools or the biggest budget—it’s aboutconnecting with your audience, sharing your story, and making an impact.Remember, every startup success story began with someone who dared to start.Your videos don’t have to be perfect, but they do have to be you. So grab yourphone, hit record, and show the world what you’re made of.The hustle is worth it. Your story deserves to be told. Now, let’s get started.10NARRATIVE MOTION JANUARY/FEBRUARY 2025

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THE MVP OF VIDEO MARKETING:WHY STARTUPS NEED A MINIMUMVIABLE VIDEOSWhat Is a Minimum Viable Video (MVV)?An MVV is your startup’s introduction to the world, stripped down to its essentialelements. It’s not about perfection; it’s about clarity, authenticity, and efficiency.Think of it like your elevator pitch, but in video form—a short, compelling piece ofcontent that tells people who you are, what you do, and why they should care.It’s not meant to be a masterpiece. It’s a starting point. And the best part? Youdon’t need a massive budget, fancy equipment, or a full production team. All youneed is a clear message and the willingness to put yourself out there.Why Startups Need an MVV1. Video Builds TrustPeople do business with brands they trust. Video is the fastest way to establish thattrust because it’s personal, engaging, and authentic. When someone sees your face,hears your voice, and watches your passion come to life, they’re far more likely tobelieve in your product or service.11NARRATIVE MOTION JANUARY/FEBRUARY 2025

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2. It’s the Ultimate Elevator PitchIn the time it takes to deliver a pitch in person, your MVV can reach thousands—oreven millions—of people online. It’s scalable, repeatable, and always working foryou.3. It’s Low-Risk, High-RewardAn MVV doesn’t require a massive investment, but it can yield big returns. Asimple, well-crafted video can be the difference between someone scrolling pastyour brand and stopping to learn more.Crafting Your Minimum Viable VideoLet’s break it down. Here’s how you can create an MVV that packs a punch withoutemptying your wallet.1. Nail Your MessageBefore you even pick up a camera, you need to know exactly what you want to say.An MVV isn’t a rambling monologue; it’s a laser-focused story.Start with Your “Why”: Why does your startup exist? What problem are yousolving? People don’t just buy products; they buy solutions and stories.Keep It Simple: Avoid industry jargon and keep your language conversational.You’re talking to humans, not algorithms.End with a Call to Action: What do you want viewers to do after watching?Visit your website? Sign up for your newsletter? Be clear and specific.2. Use What You HaveYou don’t need a fancy camera to create a compelling video. Your smartphone ismore than capable.Lighting: Shoot in natural light whenever possible. Position yourself near awindow or outdoors for a clean, professional look.Audio: Clear sound is critical. Use a clip-on microphone or record in a quietspace to avoid distracting background noise.Stabilization: No one wants to watch shaky footage. Use a tripod or improvisewith a stack of books to keep your camera steady.12NARRATIVE MOTION JANUARY/FEBRUARY 2025

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3. Be AuthenticPeople can spot fake a mile away. Don’t try to mimic big brands or overproduceyour video. Authenticity is your secret weapon.Show Your Face: Let people see the person behind the brand. It’s easier toconnect with a face than a logo.Share Your Passion: Talk about why you started your company and whatexcites you about your work.Keep It Real: Mistakes and imperfections make you relatable. Don’t stress overbeing perfect—just be you.4. Keep It ShortAttention spans are shorter than ever. Your MVV should be concise, ideally 60–90seconds. Get to the point and leave them wanting more.5. Edit SmartEditing can make or break your MVV. Luckily, there are plenty of free or low-costtools to help you create a polished final product.Free Editing Tools: Apps like iMovie, CapCut, or DaVinci Resolve are user-friendly and powerful.Add Music: Choose a royalty-free track that matches the tone of your message.Include Text: Add subtitles or key points as text overlays to make your videoaccessible and engaging.Where to Use Your MVVYour MVV is a versatile tool that can be used across multiple platforms:Your Website: Place it front and center on your homepage. It’s the first thingvisitors should see.Social Media: Share it on Instagram, LinkedIn, TikTok, and Twitter to reachyour audience where they already hang out.Email Campaigns: Embed your video in newsletters to add a personal touchand boost engagement.13NARRATIVE MOTION JANUARY/FEBRUARY 2025

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Pitch Decks: Include it in presentations to investors or potential partners for aprofessional edge.Success Stories: Startups That Got It Right1. Dollar Shave ClubRemember their iconic launch video? It was funny, scrappy, and cost less than$5,000 to produce. That video didn’t just sell razors—it launched a brand that waslater acquired for $1 billion.2. AirbnbTheir early videos weren’t about polished production—they were about storytelling.By showcasing real hosts and travelers, they built trust and grew their community.3. Warby ParkerTheir MVV focused on their mission to provide affordable eyewear. It was simple,clear, and effective, helping them carve out a niche in a crowded market.Iterate and ImproveYour MVV isn’t set in stone. As your startup grows, so will your story. Usefeedback and analytics to refine your message and improve future videos.Track Metrics: Pay attention to views, watch time, and engagement rates.They’ll tell you what’s working and what’s not.Listen to Feedback: What do viewers say about your video? Use their input tomake your next one even better.Experiment: Test different approaches, styles, and formats to see whatresonates with your audience.Why Start Now?There’s never going to be a “perfect” time to start video marketing. If you wait untilyou have the perfect product, the perfect script, or the perfect budget, you’ll bewaiting forever. The point of an MVV is to start where you are, with what you have,and grow from there.14NARRATIVE MOTION JANUARY/FEBRUARY 2025

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The Bottom LineYour Minimum Viable Video isn’t just a marketing tool—it’s a declaration. It says,“This is who we are. This is what we believe in. And this is why you should care.”It’s the first step in building a brand that people love and a business that thrives.So, grab your phone, hit record, and start telling your story. The world is waiting.And trust me, they’re going to love what you have to say.15NARRATIVE MOTION JANUARY/FEBRUARY 2025

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16NARRATIVE MOTION JANUARY/FEBRUARY 2025STORY OVER SALES: HOWSTARTUPS CAN WIN HEARTSTHROUGH NARRATIVE VIDEOSWhy Storytelling WinsStories have been part of human history since the dawn of time. They’re how weconnect, teach, and make sense of the world. Neuroscience backs this up: storieslight up our brains, triggering emotional responses and making information morememorable.For startups, storytelling bridges the gap between obscurity and recognition. Ittransforms your brand from “just another business” into a relatable, trusted entity. Agood story doesn’t just inform; it moves. And when people are moved, they act—whether that’s clicking “buy,” signing up for a newsletter, or simply rooting for yoursuccess.Anatomy of a Narrative VideoNot all videos are created equal. Narrative-driven videos stand out because they’reintentional. They’re crafted to evoke emotion, spark curiosity, and build connection.Here’s the blueprint:1. The Audience as the HeroThe hero of your story isn’t you—it’s your audience. They’re the ones withchallenges, dreams, and a need for solutions. Your startup? It’s the guide, the helper,the enabler. Frame your video around their journey, and you’ll instantly resonate.

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17NARRATIVE MOTION JANUARY/FEBRUARY 20252. A Compelling ProblemGreat stories have conflict, and your video needs one too. What’s the problem youraudience is facing? Make it specific and relatable. The more your audience seesthemselves in the struggle, the more invested they’ll be in the resolution.3. An Emotional CoreEmotion drives action. Whether it’s laughter, hope, or a sense of belonging, yourvideo needs to make people feel. A product demo or feature list won’t do that—buta heartfelt story will.4. AuthenticityPeople can spot a fake from a mile away. Authenticity doesn’t mean amateurish; itmeans real. Use genuine stories, honest visuals, and a tone that feels true to yourbrand.Case Studies: Startups That Nailed It1. Notion: A Productivity Tool with HeartNotion, a workspace productivity app, could have easily focused on selling features:“Organize your tasks. Collaborate with teams. Customize workflows.” Instead, theycreated a video series featuring real users—students, entrepreneurs, and creatives—showing how Notion fit into their lives.One standout story followed a small business owner who used Notion to managehis company while balancing his role as a new dad. The video wasn’t aboutproductivity software; it was about reclaiming time and focusing on what mattersmost. By tapping into an emotional narrative, Notion built loyalty that went beyondthe product.2. Tala: Financial Inclusion as a MissionTala, a micro-lending startup, focused on underserved communities in developingcountries. Their narrative videos highlighted real customers—single mothers,farmers, and small shop owners—sharing how Tala’s services helped them secureloans and grow their businesses.One video followed a Kenyan woman who used her loan to expand her market stallinto a thriving grocery store. Tala didn’t just position itself as a lender; it became apartner in transformation. By making the customer the hero, Tala told a story ofempowerment that resonated globally.

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18NARRATIVE MOTION JANUARY/FEBRUARY 20253. Allbirds: From Sheep to ShoesAllbirds, a sustainable shoe brand, could have leaned into technical details: theirmaterials, their design, their eco-friendly process. Instead, their videos told the storyof how they turned New Zealand merino wool into the world’s most comfortableshoes.One memorable campaign followed the journey of wool from sheep to sneaker,blending humor, charm, and a subtle nod to sustainability. The story wasn’t justabout the product—it was about a philosophy: better materials for a better planet. Itworked because it aligned with their audience’s values.Creating Your Own Narrative VideoA great narrative video isn’t about fancy equipment or a massive budget. It’s aboutintention, creativity, and connection. Here’s how to make it happen:1. Start with Your WhySimon Sinek said it best: “People don’t buy what you do; they buy why you do it.”Why does your startup exist? What problem are you solving? Why should peoplecare? Build your story around your purpose, and you’ll stand out.2. Focus on the AudienceYour audience isn’t interested in you. They’re interested in how you can help them.Make their journey the focus of your video. What challenges are they facing? Howcan you make their lives better?3. Keep It SimpleDon’t try to cram every feature, benefit, and USP into your video. Focus on onestory, one message. Clarity beats complexity every time.4. Embrace EmotionFacts tell, but emotions sell. Whether it’s joy, hope, or a sense of belonging, yourvideo should evoke a feeling. Music, visuals, and pacing all play a role in setting theemotional tone.5. Be AuthenticAuthenticity doesn’t mean sloppy. It means real stories, real people, and a realconnection. Use testimonials, behind-the-scenes footage, or raw, unscriptedmoments to build trust.

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19NARRATIVE MOTION JANUARY/FEBRUARY 2025Distribution: Getting Your Story SeenA great video is only as impactful as its reach. Once your narrative video is ready,you need a distribution strategy. Here’s a starting point:Social Media: Post on platforms where your audience hangs out. Instagram,LinkedIn, TikTok—choose the channels that make sense for your brand.Email Campaigns: Include your video in your newsletter or onboarding emails.It’s a personal way to connect.Website: Make the video front and center on your homepage. First impressionsmatter.Paid Ads: Amplify your reach with targeted ads. Platforms like YouTube andFacebook allow you to narrow your audience by interests, location, and more.Partnerships: Collaborate with influencers, bloggers, or complementary brandsto share your video.Measuring SuccessSuccess isn’t just about views. It’s about engagement, action, and impact. Look at:Engagement Metrics: Likes, shares, comments, and watch time. Are peopleresonating with your story?Conversion Rates: Are viewers signing up, buying, or reaching out afterwatching?Qualitative Feedback: Are people tagging friends or saying, “This feels likeme”? That’s the kind of connection you want.The Long GameNarrative videos don’t just sell products—they build relationships. They createloyalty, trust, and an emotional bond that goes beyond a transaction. For startups,that’s invaluable.Your story is your superpower. Use it wisely. In a world of hard sells and quickpitches, be the brand that makes people feel something. Because at the end of theday, people don’t just buy products—they buy into stories.Tell yours boldly. Tell it with heart. And watch as it transforms your startup’sjourney from struggle to success.

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20NARRATIVE MOTION JANUARY/FEBRUARY 2025FROM INVISIBLE TO INVINCIBLE:USING VIDEO TO BUILD BRANDAWARENESS AS A STARTUP1. The Startup Video Manifesto: Keep It RealWhen you’re just starting out, it’s tempting to present yourself as bigger and morepolished than you are. You think that perfect lighting and cinematic drones will winthe day. Here’s the reality: people don’t care about perfect—they care about real.Your startup’s story is your superpower. Why did you take the leap? What problemare you solving? Who are the people behind the brand? Use video to show themessy, unvarnished journey. Whether it’s a shaky iPhone vlog from your co-working space or behind-the-scenes clips of late-night brainstorming sessions,authenticity is your greatest asset.Think about brands like Patagonia or Basecamp. Their videos resonate becausethey’re honest, raw, and unafraid to wear their values on their sleeves. If you’rescrappy, show it. If you’re working from a garage, film it. Let people see theheartbeat of your brand.

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21NARRATIVE MOTION JANUARY/FEBRUARY 20252. The Elevator Pitch, ReinventedYou’ve heard of an elevator pitch: a 30-second spiel designed to grab someone’sattention before the doors open. But in the world of video, your elevator pitch isn’tjust a soundbite—it’s a visual experience.Startups need a killer explainer video. This is your introduction to the world. Itshould answer three questions:Who are you?What do you do?Why should anyone care?Think of this as the handshake that sparks a conversation. Keep it short—90seconds max. Use simple, relatable language. If your product is complicated, useanimation or visual metaphors to simplify it. Most importantly, end with a strongcall-to-action (CTA). Whether it’s visiting your website, signing up for a free trial, orfollowing you on social media, make it clear what the next step is.3. Consistency is KingOne video won’t change your life. Consistency will. Your goal is to create a libraryof content that grows over time and keeps your audience coming back.Start small. Commit to posting one video a week. It could be anything: a productdemo, a customer testimonial, a day-in-the-life vlog, or a quick tutorial. The key is tostay regular and build momentum.Here’s a pro tip: batch your content. Set aside one day to film multiple videos. Itsaves time, keeps you focused, and ensures you always have something ready topost.4. Tell Stories, Not AdsNobody wakes up thinking, “I hope I see a bunch of ads today.” People don’t wantto be sold to—they want to be entertained, inspired, or informed. This is wherestorytelling comes in.Great videos aren’t about your product—they’re about the people your producthelps. Show a single mom saving time with your app. Highlight a local artist whouses your platform to sell their work. Put the spotlight on the human connection.Emotion is your secret weapon. Make people laugh, cry, or nod their heads inrecognition. When you tell a story that resonates, you’re no longer just a startup—you’re a brand they trust.

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22NARRATIVE MOTION JANUARY/FEBRUARY 20255. Harness the Power of Short-Form ContentWe’re living in the TikTok era. Attention spans are shorter than ever, and yourvideos need to adapt. Platforms like Instagram Reels, YouTube Shorts, and TikTokare perfect for startups because they level the playing field. You don’t need aHollywood budget—just creativity and a smartphone.Focus on creating bite-sized, highly shareable content. Quick how-to videos, funnyskits, or fast-paced product demos work wonders. Remember, the goal here isengagement. The more your audience interacts with your content, the more thealgorithm rewards you with visibility.6. Use Video to Build a CommunityBuilding brand awareness isn’t just about broadcasting—it’s about connecting. Usevideo as a tool to build a community around your brand. Go live on Instagram orYouTube to answer questions and share updates. Respond to comments on yourvideos. Ask your audience for feedback and ideas.The more you engage with your audience, the more invested they become in yourjourney. And when people feel like they’re part of something bigger, they’llchampion your brand without you even asking.7. Optimize for DiscoveryCreating great videos is only half the battle. If no one sees them, what’s the point?That’s where optimization comes in.Titles and Thumbnails: These are your first impression. Make them attention-grabbing and clear.SEO: Use keywords in your video titles, descriptions, and tags to help yourcontent rank higher in search results.Cross-Promotion: Share your videos across all your social platforms. Embedthem in your website and email newsletters.Remember, video is a discovery tool. Use it to draw people in and funnel themtoward your website, product page, or signup form.8. Leverage Testimonials and Case StudiesWhen you’re new, you don’t have the luxury of a massive track record. But whatyou do have is early adopters—people who took a chance on you. Use their storiesto build credibility.

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23NARRATIVE MOTION JANUARY/FEBRUARY 2025Create testimonial videos featuring your first customers. Let them talk about theirexperience and how your product or service has made their lives better. Better yet,create mini documentaries that showcase how your brand solved a real problem forsomeone. These videos are powerful because they’re authentic and relatable.9. Embrace Failure and IterateNot every video will be a hit. Some will flop. That’s okay. Failure is part of theprocess.Pay attention to what works and what doesn’t. Check your analytics. Are peopledropping off after the first 10 seconds? Is one type of content getting more sharesthan others? Use this data to refine your approach.Iteration is the name of the game. The more you experiment and learn, the closeryou get to creating videos that truly resonate with your audience.10. Scale Up When You’re ReadyAs your startup grows, so should your video strategy. Invest in better equipment.Hire freelancers or a video marketing agency to help you scale. Experiment withhigher-budget productions like branded documentaries or ad campaigns.But remember: the core of your brand—your story, your values, your connectionwith your audience—should always stay front and center. Growth is great but neverlose sight of what made people root for you in the first place.From Invisible to InvincibleHere’s the truth: building brand awareness as a startup isn’t easy. It’s a grind. It’s latenights editing videos and early mornings responding to comments. It’s figuring outwhat works through trial and error. But it’s also exhilarating.Video gives you a platform to share your voice, connect with your audience, andcarve out a place in the world. It takes you from invisible to invincible, one frame ata time. So grab your camera, hit record, and start building the future you believe in.Because the world doesn’t need more faceless startups. It needs you. And video ishow you show up.

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24NARRATIVE MOTION JANUARY/FEBRUARY 2025WHAT NOT TO DO: COMMONVIDEO MARKETING MISTAKESSTARTUPS MAKE (AND HOW TOAVOID THEM)1. Starting Without a StrategyThe Mistake:Too many startups dive into video marketing because “everyone else is doing it.”They grab a camera, hit record, and hope for the best. The result? A disjointedcollection of videos with no clear message or purpose.The Fix:Start with a plan. Ask yourself:Who is your target audience?What action do you want them to take after watching your video?How will this video align with your overall marketing goals?

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25NARRATIVE MOTION JANUARY/FEBRUARY 2025A content calendar and storyboard can save you from aimless content creation.Define the purpose of every video before you press record.2. Focusing on Quantity Over QualityThe Mistake:Many startups believe more videos equal more success. They churn out content likea factory assembly line, sacrificing quality for the sake of frequency.The Fix:One well-produced, high-impact video is far better than ten mediocre ones. Qualitydoesn’t have to mean big budgets. It means clear visuals, crisp audio, and acompelling story. Focus on creating content that resonates emotionally with youraudience. If you’re short on resources, use them wisely to craft one standout pieceinstead of several forgettable ones.3. Trying to Appeal to EveryoneThe Mistake:In an effort to capture the widest possible audience, startups often create genericvideos that don’t speak to anyone in particular. The result? Vanilla content that getslost in the noise.The Fix:Niche down. Speak directly to your ideal customer. If your product is for eco-conscious millennials, let that show in your tone, visuals, and messaging. When youtry to be everything to everyone, you end up being nothing to anyone. Don’t beafraid to alienate the wrong audience—it helps you connect deeply with the rightone.4. Ignoring the First Few SecondsThe Mistake:Your audience is scrolling at warp speed, and you’ve got less than five seconds tograb their attention. If your video starts slow—maybe with a long logo intro or aboring monologue—you’ve already lost them.

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26NARRATIVE MOTION JANUARY/FEBRUARY 2025The Fix:Hook them immediately. Start with something unexpected, emotional, or visuallycaptivating. A bold statement, a provocative question, or an intriguing shot workswonders. And unless you’re Apple or Nike, nobody cares about your logo in thefirst frame. Save that for the end.5. Overloading Videos with InformationThe Mistake:You’re excited about your product, so you cram every feature, benefit, and detailinto one video. The result? Information overload. Your audience tunes out becausethey don’t know what to focus on.The Fix:Simplify. Each video should have one clear message. Stick to a single call-to-action(CTA) and focus on the benefits, not just the features. Break complex ideas into aseries of shorter videos instead of one overwhelming explainer.6. Skipping StorytellingThe Mistake:Some startups treat their videos like glorified PowerPoint presentations. Charts,bullet points, and dry voiceovers take center stage, leaving the viewer bored andunengaged.The Fix:Humans are wired for stories. Instead of listing facts, show how your product orservice impacts real people. Customer testimonials, behind-the-scenes looks, andproblem-solving narratives are all great ways to weave storytelling into your videos.7. Not Optimizing for PlatformsThe Mistake:Startups often create one video and upload it everywhere without considering howeach platform works. What performs well on YouTube might flop on Instagram orTikTok.

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27NARRATIVE MOTION JANUARY/FEBRUARY 2025The Fix:Tailor your videos to each platform. For Instagram and TikTok, think vertical,short, and snappy. For YouTube, you can go longer and more in-depth. Payattention to aspect ratios, lengths, and captions for each platform.8. Forgetting About SEOThe Mistake:You upload a video to YouTube with a vague title like “Our Product Launch” andno description or tags. Then you wonder why nobody finds it.The Fix:SEO isn’t just for blogs. Use keywords in your video titles, descriptions, and tags.Write a detailed description with links to your website or landing page. Add closedcaptions to make your video accessible and boost search rankings. YouTube is theworld’s second-largest search engine—treat it like one.9. Ignoring AnalyticsThe Mistake:Many startups post videos and then move on to the next thing without checkinghow the video performed. They don’t know if it worked or why it didn’t.The Fix:Analytics are your best friend. Pay attention to metrics like watch time, click-through rates, and audience retention. Use the data to refine your strategy. Ifviewers drop off after 10 seconds, figure out why. Every insight is a steppingstoneto better content.10. Neglecting a Call-to-Action (CTA)The Mistake:You’ve made a killer video, but you forgot to tell viewers what to do next. Withouta clear CTA, your video is just entertainment, not a marketing tool.

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28NARRATIVE MOTION JANUARY/FEBRUARY 2025The Fix:End every video with a clear, compelling CTA. Whether it’s “Sign up now,” “Visitour website,” or “Follow us for updates,” make it easy for viewers to take the nextstep. Better yet, incorporate the CTA naturally into your storytelling.11. Relying Too Heavily on TrendsThe Mistake:Trends are tempting. Everyone’s doing them, and they seem like a shortcut tovirality. But what’s trendy today will be cringeworthy tomorrow. Plus, it oftendilutes your brand identity.The Fix:Be aware of trends, but don’t let them define your strategy. Focus on timelessstorytelling and authentic content that aligns with your brand values. If you jump ona trend, make sure it fits your message.12. Underestimating Audio QualityThe Mistake:Bad audio is the fastest way to make your video look unprofessional. Viewers mightforgive a shaky camera, but they’ll drop off if they can’t hear clearly.The Fix:Invest in a decent microphone or ensure your smartphone setup has clean audio.Background noise, muffled voices, and uneven volume levels are all avoidable with alittle attention to detail. Good sound is half the battle.13. Not Leveraging User-Generated Content (UGC)The Mistake:Startups often assume all video content has to come from their team. They miss outon the power of UGC, which is more authentic and relatable to viewers.

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29NARRATIVE MOTION JANUARY/FEBRUARY 2025The Fix:Encourage your customers to share their experiences through video. Createcampaigns around hashtags or challenges that invite user participation. UGC notonly saves you time and money but also builds trust and community.14. Making It All About YouThe Mistake:Your video talks endlessly about your company, your product, and yourachievements. The problem? Your audience doesn’t care—they care about how youcan help them.The Fix:Flip the script. Make the viewer the hero of the story. Show how your productsolves their problem, enhances their life, or fulfills their needs. Your audienceshould see themselves in your content.15. Skipping Professional HelpThe Mistake:Startups often try to handle video marketing entirely in-house to save money. WhileDIY content can be effective, it sometimes leads to amateurish results that hurtyour credibility.The Fix:Know when to call in the pros. Professional help doesn’t always mean a Hollywood-level production team. Freelancers, small agencies, or even experienced consultantscan elevate your content without breaking the bank.16. Failing to Test and IterateThe Mistake:You assume your first video will be perfect and stick with the same formula, even ifit doesn’t work. This “set it and forget it” approach leads to stagnant results.

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30NARRATIVE MOTION JANUARY/FEBRUARY 2025The Fix:Test different approaches. Experiment with styles, tones, and CTAs. Run A/B teststo see what resonates. Video marketing is an iterative process. The more you refine,the better your results.17. Underestimating the Power of ConsistencyThe Mistake:You post one or two videos and expect overnight success. When it doesn’t happen,you abandon the effort.The Fix:Consistency is key. Build a content calendar and stick to it. Regular posting not onlykeeps your audience engaged but also builds trust and recognition over time. Romewasn’t built in a day, and neither is a successful video marketing campaign.18. Ignoring FeedbackThe Mistake:You create videos in a vacuum, relying solely on your team’s opinions. The result?Content that may not connect with your audience.The Fix:Listen to your audience. Use surveys, comments, and analytics to gather feedback.Don’t take criticism personally—it’s a roadmap to improvement. Your audienceknows what they want; you just have to pay attention.Wrapping It UpVideo marketing is an art and a science, especially for startups navigating tightbudgets and high expectations. The good news? Avoiding these common mistakesdoesn’t require a huge budget or a degree in filmmaking. It requires thoughtfulness,planning, and a willingness to learn from your audience.Remember, video marketing is about more than just making noise. It’s about tellingstories that stick, connecting with real people, and driving action. Avoid the pitfalls,and your videos won’t just be watched—they’ll be remembered. And in thecrowded startup world, that’s what success looks like.

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31NARRATIVE MOTION JANUARY/FEBRUARY 2025THINK LIKE A STARTUP, MARKETLIKE A PRO: LESSONS FROMSUCCESSFUL STARTUP VIDEOCAMPAIGNS1. Be Clearer Than CrystalWhen you’ve got 30 seconds to capture attention, you don’t have time to meander.Startups understand this better than anyone. Take Dropbox’s now-famous explainervideo from its early days. It wasn’t flashy; it wasn’t even professionally animated.But it worked. Why? Because it nailed the clarity game.Dropbox didn’t try to sell you a product; they sold you a problem-solving tool. Theyused simple visuals and a straightforward script to show how their product fitseamlessly into your life. That’s a startup mindset: strip everything down to itsessentials.When you’re crafting your next video, ask yourself: If someone knows nothingabout my business, will they get it in 10 seconds? If the answer isn’t a resoundingyes, you’ve got some work to do.2. Turn Constraints Into CreativityStartups are scrappy. Limited budgets force creative solutions, and this ingenuityoften leads to some of the most memorable campaigns. Dollar Shave Club’s launchvideo is a masterclass in this.

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32NARRATIVE MOTION JANUARY/FEBRUARY 2025Shot in a single day with a budget reportedly under $5,000, it broke the internet(well, kind of). The humor was sharp, the messaging was bold, and the personalitywas unforgettable. It wasn’t perfect—it was better.Here’s the takeaway: constraints aren’t your enemy; they’re your secret weapon.When you don’t have the resources to do everything, you’re forced to focus onwhat really matters. What’s your hook? What’s the one thing that will make peoplestop scrolling and hit replay? Spend your energy there.3. Authenticity Is Your SuperpowerIf there’s one thing modern audiences can sniff out a mile away, it’s BS. Startupsunderstand that authenticity isn’t just a buzzword; it’s the foundation of trust.People want to see the real you, not a polished corporate façade.Take the example of Airbnb. In its early days, Airbnb’s founders couldn’t afford ahigh-end production. So, they filmed their promotional content themselves. Itwasn’t slick, but it felt human. It felt relatable. That raw authenticity turned earlyskeptics into believers.When planning your next campaign, ask yourself: Am I trying to impress people, oram I trying to connect with them? Authenticity doesn’t mean amateur—it meanshonest. Show the messy parts. Show the journey. That’s what people fall in lovewith.4. Start With a StoryEvery great video campaign is, at its core, a story. Startups know this instinctivelybecause storytelling is how they win hearts, minds, and wallets. Think of theHeadspace launch video. It didn’t start with features; it started with a problem:stress.The video painted a vivid picture of a problem we all face, then gently guided ustoward the solution. The result? A campaign that felt more like a conversation thana sales pitch.Here’s the thing: facts inform, but stories sell. So, the next time you’re tempted torattle off product specs, pause. Ask yourself: What’s the story here? How does thisproduct or service change someone’s life? Start there.5. The Power of the UnexpectedStartups are disruptors by nature, and their video campaigns often reflect that. Theydon’t just follow trends—they flip them on their heads. Take the example of Slack’searly marketing videos. Instead of focusing on the software’s functionality, theyzoomed in on the emotional impact: better teamwork, less stress, more clarity.

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33NARRATIVE MOTION JANUARY/FEBRUARY 2025The visuals were quirky. The tone was light. It didn’t look like your typical tech ad,and that was the point. People remembered it because it stood out.So, here’s your challenge: stop playing it safe. Safe is boring. Safe gets ignored.Think about how you can zig when everyone else zags. That unexpected elementmight just be the thing that makes your campaign unforgettable.6. Make Your Audience the HeroThe best startup video campaigns aren’t about the product—they’re about thepeople who use it. Think about Peloton’s early ads. They weren’t selling a stationarybike; they were selling a lifestyle, a feeling, a transformation.These campaigns put the viewer at the center of the story. They said, “This isn’tabout us—it’s about you.” And it worked.When planning your next video, flip the script. Instead of asking, What do I want tosay? ask, What does my audience want to feel? Build your story around them, andthey’ll see themselves in your brand.7. Leverage Social ProofStartups don’t have the luxury of brand equity, so they build credibility throughsocial proof. Testimonials, case studies, and user-generated content are their breadand butter.Look at how Glossier revolutionized beauty marketing. Their campaigns didn’tfeature celebrities or polished models. Instead, they showcased real customers andtheir authentic experiences. It was relatable. It was believable. It worked.If you’re trying to establish credibility, let your customers do the talking. A simplevideo of a happy client sharing their story can be more powerful than the mostexpensive ad.8. Optimize for Mobile, or Don’t BotherStartups live where their audiences are, and that’s increasingly on mobile. Verticalvideo. Snappy edits. Subtitles for silent viewing. The format isn’t an afterthought—it’s the foundation.TikTok is a goldmine of startup creativity. Brands like Duolingo have mastered theart of short, mobile-first content that entertains and informs. It’s not about beingeverywhere; it’s about being where it counts.When you’re creating content, remember: if it doesn’t grab attention on a three-inchscreen, it won’t grab attention anywhere.

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34NARRATIVE MOTION JANUARY/FEBRUARY 20259. Test, Iterate, RepeatStartups don’t launch campaigns—they launch experiments. They test everything:headlines, thumbnails, formats, calls to action. Then they tweak and refine until theyfind what works.Think about Spotify’s personalized Wrapped campaigns. Each year, they evolvebased on user feedback and data. The result? A campaign that feels fresh, relevant,and increasingly viral.If you’re not testing, you’re guessing. And guessing is expensive. Run A/B tests.Analyze performance metrics. Don’t settle for good enough when great is just atweak away.10. Don’t Sell—SolveAt the end of the day, the most successful startup campaigns don’t feel likeadvertising. They feel like solutions. They answer a need, solve a problem, or fulfill adesire.Think about Warby Parker’s early campaigns. They didn’t just sell glasses; they solvedthe pain of buying glasses. Their videos weren’t about the frames—they were aboutthe process, the experience, the solution.Ask yourself: Am I selling a product, or am I solving a problem? If you focus onsolving, the selling will take care of itself.11. Scale Emotionally, Not Just VisuallyBig brands often make the mistake of focusing on scale at the expense ofconnection. Startups, on the other hand, know that emotional resonance is whatdrives loyalty.Look at Patagonia’s storytelling. Their videos aren’t just about outdoor gear; they’reabout a lifestyle, a mission, a belief system. They don’t appeal to everyone—andthat’s the point.Your videos don’t have to speak to the masses. They just have to speak deeply to theright people. Find your niche. Speak their language. Make them feel seen.12. Know When to Break the RulesEvery startup that’s succeeded has done so by breaking a rule or two. The same goesfor their video campaigns. There are no hard and fast rules in marketing—onlyguidelines. The best campaigns aren’t afraid to push boundaries, take risks, andchallenge conventions.

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35NARRATIVE MOTION JANUARY/FEBRUARY 2025This doesn’t mean being reckless. It means being intentional about where youdeviate. Maybe it’s a daring concept. Maybe it’s a new format. Maybe it’s a tone thatno one in your industry has dared to use.Take calculated risks. Play. Experiment. And when you find something that works,double down.ConclusionThinking like a startup doesn’t mean being scrappy forever. It means adopting amindset of innovation, agility, and relentless focus on what matters most: youraudience. Marketing like a pro doesn’t mean having the biggest budget. It meansusing the tools you have with precision, creativity, and heart.Startups succeed not because they have more resources but because they use theirresources differently. They’re bold. They’re nimble. They’re unapologeticallyfocused on making an impact.So, the next time you’re planning a video campaign, channel that startup energy. Beclear. Be creative. Be authentic. And above all, remember: every great campaignstarts with a single, audacious idea. What’s yours?

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36NARRATIVE MOTION JANUARY/FEBRUARY 2025PITCH PERFECT: HOW STARTUPSCAN USE VIDEO FOR INVESTORPITCHES AND CROWDFUNDING1. Why Video MattersBefore we jump into the how, let’s talk about the why. Attention spans areshrinking, and competition is exploding. A well-crafted video not only delivers yourpitch faster than a slide deck but does so with impact. It combines visuals, sound,and narrative in a way static text never can.Investors are people too—they don’t just make decisions based on numbers. Theywant to feel the potential of your product. They want to see the faces behind theidea, the passion in your eyes, and the journey you’re about to take them on. A greatvideo is like your elevator pitch on steroids.2. Nail the Basics: What Your Video NeedsEvery startup video, whether for investors or crowdfunding, needs to hit a few non-negotiable points:The Hook (0:00 - 0:15): You have seconds to make a first impression. Start witha bang. Show the problem you're solving or a jaw-dropping stat that makesviewers think, "Tell me more."The Problem: Investors and backers want to know why your product exists.What’s broken in the world that you’re fixing? Make it relatable.

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37NARRATIVE MOTION JANUARY/FEBRUARY 2025The Solution: Cue your big reveal. This is where you shine. Show your productor service solving the problem in a way that’s innovative, simple, or just plaingenius.The Team: People invest in people, not just ideas. Introduce yourself and yourteam. A short clip of you working in the trenches adds authenticity.The Ask: Whether it’s funding, feedback, or pre-orders, be clear about what youwant. And make it easy for them to say yes.3. Crafting a Narrative That SticksThink of your video as a mini movie. Every great movie has a hero, a conflict, and aresolution. Your startup video should too.Hero: Your hero is your target customer. Frame your pitch around theirjourney. What pain are they experiencing? How will your product change theirlife?Conflict: The problem is the villain in your story. Make it tangible. Make itvisceral. Show why the world can’t keep living this way.Resolution: Your product or service swoops in to save the day. Show it inaction. Make the viewer feel the relief, joy, or excitement of your hero’stransformation.Keep it real. Authenticity beats slick production every time. A genuine story toldwith passion is more persuasive than a high-budget video that feels cold orcalculated.4. The Art of VisualsLet’s be real: no one’s sticking around to watch a talking head drone on for threeminutes. Your visuals have to work as hard as your words.Show, Don’t Tell: If you’re saying, “Our product is revolutionary,” cut tofootage of it in action. Let the visuals do the heavy lifting.Dynamic Shots: Use a mix of close-ups, wide shots, and creative angles to keepthe video visually engaging. Static, one-angle shots scream amateur hour.Real Users: If you can, feature real customers using your product. Nothing says“this works” like seeing it in the hands of someone who’s excited about it.

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38NARRATIVE MOTION JANUARY/FEBRUARY 20255. Audio: The Secret SauceBad audio can tank even the most visually stunning video. Here’s what you need tonail:Music Matters: The right soundtrack can elevate your video from good togoosebump-inducing. Choose music that matches your brand vibe—uplifting,inspiring, or cutting-edge.Voiceover Clarity: If you’re narrating, invest in a decent microphone. No onewants to hear muffled audio or background noise.Pacing: Match the pacing of your audio to your visuals. A slow voiceover withfast cuts feels disjointed. Keep everything cohesive.6. Investor Pitches: Speak Their LanguageWhen you’re targeting investors, your video needs to balance emotional appeal withcold, hard facts. After all, they’re betting on your profitability.The Market Opportunity: Investors want to know your total addressablemarket. Show the size of the opportunity with compelling visuals.Traction: Have sales? Partnerships? A waitlist? Show it off. Proof that you’realready gaining momentum is gold.Scalability: Investors don’t just want to know your product works; they want toknow it can grow. Use animations or graphics to demonstrate how you’ll scale.Exit Strategy: While it may feel premature, investors want to know how they’llget their return. A subtle nod to your long-term vision can go a long way.7. Crowdfunding Videos: Ignite PassionCrowdfunding audiences are different. They’re not just backing an idea; they’rejoining a movement. They want to be part of something exciting.Emotion Over Logic: Crowdfunding backers often pledge based on emotion.Make them feel like their contribution will change the world.The Backer Perks: Highlight the rewards clearly. Early-bird discounts, exclusiveproducts, or even a heartfelt thank-you can make all the difference.The Countdown: Create urgency. A ticking clock or a clear campaign deadlinecan push viewers to act immediately.

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39NARRATIVE MOTION JANUARY/FEBRUARY 20258. Tools of the TradeYou don’t need a Hollywood budget to create a killer video. Here’s what you doneed:Camera: A decent smartphone can work wonders if you know how to frameand light your shots. If you want to step it up, invest in a DSLR or mirrorlesscamera.Lighting: Natural light is your best friend. If that’s not an option, affordablering lights or softboxes can make a huge difference.Editing Software: Tools like iMovie, Adobe Premiere Pro, or Final Cut Pro aregreat for piecing your video together. Keep your cuts tight and transitions clean.Stock Footage and Music: Platforms like Pexels, Artlist, and Epidemic Soundcan save you in a pinch if you’re short on original visuals or music.9. Common Pitfalls to AvoidEven the best intentions can go sideways. Watch out for these rookie mistakes:Overloading on Information: Keep it concise. A two-minute video that leavesthem wanting more is better than a five-minute video that drags.Ignoring the Call-to-Action: Every video needs a next step. Don’t leave youraudience guessing—tell them exactly what to do.Forgetting Subtitles: Not everyone will watch with sound. Subtitles can make orbreak your video’s accessibility and engagement.10. Testing and FeedbackBefore you unleash your masterpiece, test it. Share it with trusted colleagues,mentors, or even potential customers. Ask:Did the story resonate?Was anything confusing or unclear?Would they invest or back the campaign after watching?Iterate based on feedback. A few tweaks can make the difference between alukewarm response and a standing ovation.

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40NARRATIVE MOTION JANUARY/FEBRUARY 202511. Promoting Your VideoCreating the video is only half the battle. Now you need to get it in front of the righteyes.For Investors: Send it with a personalized email. Share it during pitch meetings.Embed it on your website.For Crowdfunding: Promote it on social media. Use snippets as teaser content.Partner with influencers in your niche to spread the word.12. Case Studies: Inspiration from the BestLet’s talk inspiration. Some of the most successful campaigns have leaned heavily onvideo storytelling.Pebble Watch: Their crowdfunding video raised over $20 million. It focused onthe problem (limited smartwatch options) and their innovative solution in a waythat felt fresh and relatable.Dollar Shave Club: While not a crowdfunding campaign, their iconic launchvideo turned a tiny startup into a billion-dollar brand. It’s proof that humor,personality, and a clear value proposition can work wonders.13. The Mindset ShiftHere’s the thing: a pitch video isn’t just a tool—it’s an experience. It’s how youshare the heart of your startup with the world. It’s not about being perfect; it’sabout being real, relatable, and inspiring.You’re not just asking for money. You’re inviting people to join your journey. Makethem feel like they’d be crazy to say no.Your Next StepsLights, camera, action—it’s time to get started. Outline your story, gather your tools,and shoot your shot. Remember, your first video doesn’t need to be perfect. Whatmatters is that you start, learn, and improve.In the end, a pitch video isn’t just about closing deals or hitting funding goals. It’sabout telling your story in a way that moves people to action. And when you dothat? There’s no limit to what your startup can achieve.

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41NARRATIVE MOTION JANUARY/FEBRUARY 2025Your Next StepsLights, camera, action—it’s time to get started. Outline your story, gather your tools,and shoot your shot. Remember, your first video doesn’t need to be perfect. Whatmatters is that you start, learn, and improve.In the end, a pitch video isn’t just about closing deals or hitting funding goals. It’sabout telling your story in a way that moves people to action. And when you dothat? There’s no limit to what your startup can achieve.

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42NARRATIVE MOTION JANUARY/FEBRUARY 2025FROM ZERO TO VIRAL: HOWSTARTUPS CAN LEVERAGE SOCIALMEDIA VIDEO TRENDSWhy Social Media Video?Let’s start with some stats. By 2024, video is expected to account for 82% of allconsumer internet traffic. People aren’t just watching; they’re devouring videocontent across platforms like TikTok, Instagram Reels, YouTube Shorts, andLinkedIn. Why? Because video combines storytelling, entertainment, andinformation in a way that grabs attention fast and doesn’t let go.For startups, this is gold. You don’t need a massive budget. You don’t need aHollywood production team. All you need is a camera (or even just a smartphone), agood idea, and a willingness to experiment. The barrier to entry is low, but therewards? Potentially game-changing.Trendspotting: The Foundation of Going ViralBefore you press "record," you’ve got to know what’s trending. Viral videos oftenride the wave of cultural moments, challenges, or themes that are already gainingtraction. Here’s how to spot those trends:

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43NARRATIVE MOTION JANUARY/FEBRUARY 2025Follow the Platforms: Spend time on TikTok, Instagram, and YouTube. Lookfor recurring themes in content—sounds, hashtags, and visual styles that areblowing up.1.Study Your Industry: See what’s working for others in your niche. Arecompetitors leaning into behind-the-scenes videos, educational content, ormemes? Analyze and adapt.2.Leverage Trend Tools: Use tools like Google Trends, TikTok’s Discover page,or social listening platforms like Brandwatch to pinpoint what’s capturingattention.3.The key is not just jumping on a trend but adding your spin. Trends give you theframework, but originality makes you stand out.The Anatomy of a Viral VideoCreating a viral video isn’t a science—it’s an art. That said, most viral hits share afew common elements:The Hook (0-3 Seconds): You’ve got three seconds—maybe less—to grabsomeone’s attention. Start with a question, a surprising fact, or an emotionalmoment. Make them want to keep watching.1.Example: “What if I told you this $5 hack could save your business?”The Story (10-30 Seconds): Humans are hardwired for stories. Even in short-form content, structure matters. Introduce a problem, tease a solution, anddeliver something unexpected.2.The Payoff (Final 5 Seconds): End strong. This could be the punchline to ajoke, a dramatic reveal, or a clear call to action (CTA). People remember how avideo makes them feel—leave them wanting more.3.Authenticity Over Perfection: The days of overly polished videos are gone.People crave realness. Show the messy, raw side of your startup journey.Imperfection is relatable.4.Choosing the Right PlatformEach social media platform has its quirks, audiences, and expectations. Here’s howto play to each:TikTok: This is where trends are born. Content thrives on authenticity, humor,and creativity. Lean into trending audio, challenges, and duets.Instagram Reels: Great for startups with a visual appeal (think food, fashion,fitness). Short, punchy, and visually stunning content wins here.YouTube Shorts: The sweet spot for tutorials, product demos, and behind-the-scenes clips. YouTube’s searchability can also give your videos a long shelf life.

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44NARRATIVE MOTION JANUARY/FEBRUARY 2025LinkedIn: If your startup targets professionals or B2B clients, this is yourplayground. Think thought leadership, behind-the-scenes looks at your team, orcustomer success stories.Pick one or two platforms to focus on, especially if you’re just starting. Master thembefore spreading yourself too thin.Content Ideas That Work for StartupsFeeling stuck? Here are some video ideas designed to make waves:Founder's Journey: Share the "why" behind your startup. People connect withstories, not just products. Let them see your passion and the challenges you’reovercoming.1.Product Hacks: Show creative or unexpected ways to use your product. Bonuspoints if you can tie it to a current trend or cultural moment.2.Customer Spotlights: Feature your customers and how your product or serviceis transforming their lives. It’s social proof wrapped in a story.3.Challenge Videos: Create a challenge around your product or brand andencourage users to participate. Offer prizes to incentivize participation.4.Behind-the-Scenes: Pull back the curtain on your daily grind. Whether it’sfulfilling orders, brainstorming ideas, or overcoming a big setback, transparencybuilds trust.5.Lean Into CollaborationOne of the fastest ways to amplify your reach is by collaborating with influencers.You don’t need to shell out for big-name creators. Micro-influencers (those with10,000-100,000 followers) often have highly engaged audiences and are moreaffordable.Find the Right Fit: Choose influencers who align with your brand’s values andtarget audience.Give Creative Freedom: Influencers know what resonates with their followers.Provide guidelines, not a script.Track Results: Monitor metrics like engagement, reach, and conversions tomeasure success.The Power of ConsistencyViral success rarely happens overnight. The more consistently you post, the moredata you’ll gather about what works and what doesn’t. Create a schedule and stick toit. Even if a video flops, you’re building a library of content that reinforces yourbrand.

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45NARRATIVE MOTION JANUARY/FEBRUARY 2025Pro tip: Repurpose your videos. A TikTok clip can become an Instagram Reel, aYouTube Short, or even a GIF for Twitter. Maximize every second of footage.Engagement is EverythingOnce your video is live, the real work begins. Engagement fuels social mediaalgorithms. Reply to comments, ask questions, and encourage viewers to share yourcontent. Create a sense of community around your brand.Call to Action: End your videos with a direct invitation: “Tag a friend whoneeds to see this” or “Share this if you agree.”Go Live: Host live Q&A sessions, product demos, or casual chats. This real-time interaction builds deeper connections with your audience.Learning from AnalyticsAnalytics are your secret weapon. Most platforms offer detailed metrics on views,watch time, and engagement. Pay attention to:Watch Time: Are people sticking around or dropping off? Adjust your pacingaccordingly.Engagement Rate: Which videos spark the most likes, shares, or comments?Double down on those themes.Audience Demographics: Are you reaching the right people? If not, tweak yourtargeting or messaging.Fail Fast, Learn FasterNot every video will go viral. In fact, most won’t. That’s okay. The goal isn’tperfection; it’s progress. Experiment, learn, and adapt. Treat every failure as a stepcloser to success.Case Study: The Scrappy Startup That Nailed ItLet’s take a quick detour into a real-world example. Remember the Dollar ShaveClub? Their now-iconic launch video (“Our Blades Are F***ing Great”) cost lessthan $5,000 to make but racked up millions of views and transformed the brandovernight. What made it work?Authenticity: It felt real, unscripted, and human.Humor: The video didn’t take itself too seriously, which made it instantlyshareable.

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46NARRATIVE MOTION JANUARY/FEBRUARY 2025Clarity: The message was crystal clear—affordable, high-quality razors,delivered to your door.You don’t need a Hollywood budget to make a splash. You need a strong message,a little creativity, and the guts to put yourself out there.Going Viral is Just the StartHere’s the truth no one tells you: going viral is great, but what comes next matterseven more. Viral videos create awareness, but it’s up to you to turn that buzz intoloyal customers. Build an email list, engage with your followers, and keep creatingcontent that adds value.Social media video trends are a tool—one of the most powerful tools startups have.Use them wisely, experiment boldly, and don’t be afraid to fail. Viral momentsmight be fleeting, but the connections you build with your audience can last alifetime.The plane is still falling. The parachute isn’t fully built. But if you lean into thepower of social media video, you might just find yourself soaring before you hit theground.

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47NARRATIVE MOTION JANUARY/FEBRUARY 2025DIY VS. PRO: WHEN STARTUPSSHOULD INVEST IN PROFESSIONALVIDEO PRODUCTIONThe Case for DIY: Hustle Over GlossFor startups, DIY video production often feels like the natural first step. After all,you’re already wearing every hat imaginable—why not add “videographer” to themix? Platforms like TikTok, Instagram, and YouTube Shorts have democratizedvideo content. The barrier to entry is so low it’s practically a speed bump. A decentsmartphone, some clever editing apps, and a dash of creativity can yield surprisinglygood results.The Upside of DIY:Cost-Effectiveness: The biggest draw of DIY is obvious: it’s cheap. You likelyalready have the tools—a smartphone, a laptop, and some free or inexpensivevideo-editing software. For cash-strapped startups, every dollar saved onproduction is a dollar that can be reinvested elsewhere.1.Authenticity: People love raw, unfiltered content. It’s why vlogs and behind-the-scenes clips thrive. DIY videos often come across as more personal andrelatable, making your audience feel like they’re getting an unpolished glimpseinto your world.2.Agility: Need to respond to a trending topic or a viral meme? DIY allows forrapid turnaround. You can ideate, shoot, and post in hours—not weeks.3.Skill Development: Learning to shoot and edit video content isn’t just a cost-saver; it’s an investment in your own skillset. Over time, you’ll get better atstorytelling, framing, and understanding what clicks with your audience.4.

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48NARRATIVE MOTION JANUARY/FEBRUARY 2025The Case for Pro: When Quality MattersThere’s a point, though, where DIY hits its limits. Sure, you can record a heartfeltmonologue in your garage, but is that the vibe you want when launching a game-changing SaaS product or pitching to investors? Professional video production isn’tjust about pretty visuals; it’s about crafting a cohesive story and presenting yourbrand as a force to be reckoned with.The Upside of Professional Production:First Impressions: Are Everything A professionally produced video screams“we mean business.” High-quality visuals, crisp audio, and polished editingconvey a sense of legitimacy that DIY can’t always match.1.Storytelling Expertise: Professionals understand narrative structure, pacing,and how to evoke emotion. They don’t just shoot pretty footage—they craft astory that resonates with your audience and aligns with your brand goals.2.Technical Proficiency: Ever tried to film in low light or get clean audio in anoisy environment? Pros have the equipment and expertise to handle thesechallenges effortlessly. They know how to manipulate lighting, use professional-grade cameras, and edit with finesse.3.Scalability: Need a 30-second ad for Instagram, a full-length brand video foryour website, and a teaser for YouTube? A professional team can delivercontent that’s tailored to multiple platforms without sacrificing quality orconsistency.4.Saving Time: While you’re trying to learn the difference between a jump cutand a cross dissolve, a pro team could already be delivering a polished finalproduct. Time is money, and outsourcing video production can free you up tofocus on growing your business.5.DIY vs. Pro: When to Choose WhichNow that we’ve covered the pros and cons, let’s talk about when to go DIY andwhen to call in the professionals. Here’s a roadmap to help you decide.Start with DIY When:You’re Testing the Waters: Not sure how video fits into your marketing strategy?Start small. Experiment with short, informal videos on social media to gauge whatresonates with your audience. DIY is perfect for trial and error.Your Budget is Practically Nonexistent: If your choice is between a DIY videoor no video at all, the answer is simple: DIY. Done is better than perfect, and even abasic video can perform well if the content is strong.

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49NARRATIVE MOTION JANUARY/FEBRUARY 2025You’re Building a Personal Brand: For startups built around a charismaticfounder, DIY can feel more authentic. Think about Gary Vee pacing around with asmartphone—it works because it’s raw, real, and unfiltered. You’re Focused on Behind-the-Scenes Content: Audiences love a peek behindthe curtain. Whether it’s documenting your team brainstorming or showcasing yourproduct in development, DIY can capture moments that feel intimate andunscripted.Call in the Pros When:You’re Launching a Major Campaign: Got a product launch or a bigcrowdfunding campaign? This is no time for shaky footage and amateur editing. Apolished, professional video can make all the difference in how your brand isperceived.You Need a Hero Video: Every startup should have a “hero video”—acenterpiece that defines who you are, what you do, and why you matter. This videolives on your website, pitches investors, and introduces your brand to the world. It’sworth investing in.Your Audience Expects High Production: Value If you’re targeting a high-endmarket, luxury buyers, or corporate clients, they’ll expect your videos to reflect thesame level of quality as your product or service.You’re Ready to Scale: As your startup grows, so do your video needs. Trainingvideos, product demos, and ads require a level of consistency and polish thatprofessionals can deliver.You’re Competing in a Crowded Space: In competitive markets, standing out isessential. A professionally produced video can help you cut through the noise andleave a lasting impression.The Hybrid Approach: Best of Both WorldsHere’s the thing: it doesn’t have to be all or nothing. Many startups successfully combineDIY and professional production to maximize their video marketing impact.When to Mix It Up:Use DIY for day-to-day content like social media posts, quick updates, orpersonal messages from the founder.Invest in professional production for cornerstone content like your hero video,product launch campaigns, or investor pitches.

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50NARRATIVE MOTION JANUARY/FEBRUARY 2025The Key to Success:The secret to a hybrid approach is consistency. Even your DIY videos should alignwith your brand’s voice and aesthetic. Use simple tools to add logos, captions, andfilters to ensure everything feels cohesive.Mistakes to AvoidBefore you grab your camera or hire a production team, keep these pitfalls in mind:Overlooking Audio: People will forgive less-than-perfect visuals, but bad audio? That’sa dealbreaker. Whether you’re DIYing or working with pros, invest in quality sound.1.Neglecting Story: A video without a clear message is just noise. Always start with ascript or outline that defines your goals and tells a compelling story.2.Focusing Too Much on Perfection: Especially for DIY, remember: authenticitytrumps perfection. Audiences value connection over slick production.3.Not Measuring Results: Whether it’s DIY or professional, your videos should haveclear objectives. Track views, engagement, and conversions to understand what’sworking.4.Final Thoughts: It’s About Strategy, Not Just ExecutionAt the end of the day, video production—whether DIY or professional—isn’t justabout making something look good. It’s about communicating your brand’s story,connecting with your audience, and driving action. The choice between DIY andpro should always come down to your specific goals, budget, and audienceexpectations.Startups are about hustle, grit, and making the most of limited resources. But they’realso about dreaming big and knowing when to invest in the tools that can take youto the next level. When it comes to video production, the smartest startups don’t seeit as an expense—they see it as an opportunity to amplify their message and staketheir claim in the market.So, grab your camera—or better yet, pick up the phone and call a professional. Yourstory is waiting to be told.

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51NARRATIVE MOTION JANUARY/FEBRUARY 2025VIDEO IN YOUR INBOX: HOW TOSUPERCHARGE EMAIL MARKETINGWITH ENGAGING VIDEO CONTENTWhy Video in Email Is a Big DealHere’s the thing: emails with video content aren’t just emails—they’re experiences.When you add video to your email marketing, you’re no longer sending words on ascreen; you’re telling a story, building a connection, and driving action.Open Rates Go Up: Studies show that just including the word “video” in yoursubject line can boost open rates by up to 19%.Click-Through Rates Soar: Emails with video see click-through rates increase by300%, according to marketing pros. That’s not a small nudge—it’s a rocketlaunch.Conversions Skyrocket: Video helps your audience understand your messagefaster and more effectively. The result? Higher conversions and happiercustomers.So, yeah—video is kind of a big deal.The Anatomy of a Killer Video EmailBefore you start slapping videos into your emails, let’s talk about what makes a greatvideo email. It’s not just about the video itself; it’s about the strategy behind it.

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52NARRATIVE MOTION JANUARY/FEBRUARY 20251. The HookYour subject line is your first impression. Mention the video upfront. Think:“Watch This to See How [Your Product] Solves [Their Problem].” Be clear, beintriguing, and promise value.2. The ThumbnailMost email platforms won’t support autoplaying embedded videos. That’s fine—you don’t need it. Use an eye-catching thumbnail with a big play button. It’s simplepsychology: people see a play button, and they want to click it.3. The Call-to-Action (CTA)What’s the goal of your email? More sales? Webinar sign-ups? Product demos?Make your CTA clear, bold, and impossible to miss.4. Keep It ShortYour video doesn’t need to be a full-length feature. In fact, it shouldn’t be. Aim for30–90 seconds. Short, snappy, and to the point.What Kind of Videos Work Best?Not all videos are created equal, especially for email marketing. Here are some videoideas that can drive serious engagement:1. Personalized MessagesImagine opening an email and seeing a video that starts with, “Hey [Your Name], Imade this just for you!” Personalization is gold. It makes your audience feel seenand valued.Use Case: A SaaS company sending personalized onboarding videos to newusers.Tools: Platforms like Vidyard or Loom make it easy to create personalizedvideos at scale.2. Product DemosYou’ve got an amazing product—show it in action. Video demos are perfect forbreaking down complex features or highlighting benefits in a way text simply can’t.

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53NARRATIVE MOTION JANUARY/FEBRUARY 2025Use Case: An e-commerce brand showcasing how a new gadget solves acommon problem.Pro Tip: Focus on the solution, not just the features.3. Behind-the-ScenesPeople love to see how the sausage is made. Behind-the-scenes videos humanizeyour brand and build trust.Use Case: A bakery showing how they make their signature sourdough or anonprofit giving a sneak peek of their latest project.Bonus: Authenticity is key here. Don’t overproduce these videos—they shouldfeel raw and real.4. Customer TestimonialsNothing builds credibility like happy customers. A short video of someone ravingabout your product can do wonders for your email campaigns.Use Case: A fitness app featuring a customer who hit their weight-loss goalusing your platform.Pro Tip: Keep it real. Avoid scripts, and let your customers speak in their ownwords.5. Event Invites and RecapsHosting an event? Use a video invite to build excitement. Post-event, send out ahighlight reel to keep the momentum going.Use Case: A tech startup promoting their webinar or sharing key takeawaysfrom a recent conference.Call to Action: Link to the full event recording or registration page.The Technical Side of ThingsNow, let’s get practical. Embedding videos in emails isn’t always straightforward,but there are ways to make it work seamlessly.1. Use Video Thumbnails with LinksMost email platforms don’t support embedded video playback. Instead, use athumbnail image with a play button. Link it to a landing page, YouTube video (likewe did in this magazine), or your website.

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54NARRATIVE MOTION JANUARY/FEBRUARY 20252. Optimize for MobileMore than half of emails are opened on mobile devices. Make sure your videos areoptimized for mobile playback—fast loading times, clear visuals, and subtitles forsound-off viewing.3. Keep File Sizes SmallLarge attachments can get your email flagged as spam. Instead of attaching videos,host them externally and link to them.4. Test Before SendingTest your email on multiple devices and platforms to ensure your video works asintended. What looks great on Gmail might not translate to Outlook.Measuring SuccessVideo email marketing isn’t just about creating content—it’s about understandingwhat works. Here’s how to measure your success:Open Rates: Did your subject line catch attention?Click-Through Rates: Are people engaging with your video?Play Rates: How many recipients clicked play on your video?Conversion Rates: Did your email drive the intended action?Use these metrics to refine your approach and make your next campaign evenstronger.Real-World Success Stories1. Charity: WaterThis nonprofit sends personalized thank-you videos to donors. Each video includesthe donor’s name and details about how their contribution is making a difference.The result? Increased donor retention and deeper connections.2. DropboxDropbox used a simple explainer video to introduce their service to new users. Itwas so effective that it helped them grow their user base by millions.

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55NARRATIVE MOTION JANUARY/FEBRUARY 20253. AirbnbAirbnb uses behind-the-scenes videos to highlight unique stays and host stories,creating a sense of community and inspiring trust in their platform.Take the LeapHere’s the bottom line: video in email marketing isn’t just a trend—it’s a game-changer. It’s the key to standing out in crowded inboxes, building authenticconnections, and driving real results.So grab your camera, create something simple, and start experimenting. The toolsare in your hands, and the potential is limitless.Your audience is waiting. Let’s make something they’ll never forget.

NARRATIVE MOTION (January 2025)

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