7 Do’s and Don’ts of Brand Storytelling From South Africa’s Daily News

Daily News

The Daily News is an English language newspaper in South Africa published by Independent Media. It is a bold, provocative and often controversial publication geared towards the time challenged rush hour reader who wants to have accessible news that is presented in an easy to digest format. The paper covers business, sports and local news and is one of the most popular newspapers in South Africa.

Like other tabloids, the Daily News found abundant subject matter in the corruption of political leaders (such as the Teapot Dome Scandal) and social intrigue such as the romance between Wallis Simpson and King Edward VIII that led to his abdication. The newspaper also emphasized photography and became an early user of the AP wirephoto service. In addition to the main paper, the Daily News published a Sunday edition.

For brand storytellers, there are many lessons to be learned from the way journalists tell their stories. Here are 7 Do’s and Don’ts inspired by my time in the newsroom:

DON’T be afraid to use video to drive engagement. The most successful videos on social media are those that catch the viewer’s attention, drive emotion and elicit an action. For example, when a fire breaks out, the first frame needs to capture the flames and smoke. A simple but compelling image can be much more impactful than a long interview with the fire chief.

DO keep your visual assets organized and easily accessible. A powerful digital asset management system allows you to save and store footage for later use, reducing the need to reshoot when your next campaign calls for new imagery. For example, the Global Alliance for Clean Cookstoves was able to reuse video content from a previous campaign with Shell when creating its latest campaign with GoPro.

Using existing footage can reduce production costs and speed up the delivery of your final video to market. The same can be said for leveraging audio from interviews or b-roll footage of your product being used in the real world.

DO respect the copyright of user generated content and always ask permission before including it in your visual storytelling. For example, if you’re using footage of people enjoying your product in the wild, make sure you get their permission to use the video before publishing it.

Stringr’s remote video sourcing solution allows you to access high-quality, original HD b-roll and live feeds faster than ever. Its network of videographers is located near where you need to shoot, so it’s possible to have footage in your hands within hours — no satellite truck necessary. This makes it easier and more cost-effective to create a quality news package for broadcast, digital or social media. Get started now.