Since “talkies,” or short videos with sound, came into existence people have been fascinated with videos and video marketing. Do you remember how wonderful it was to go to the movies when you were a kid? How it was such an experience and you could look forward to it for days. Do you remember having to actually go to a physical store to rent a movie and then rush to get it back on time to avoid those late damn late fees? How we interact with video just isn’t the same anymore.
Since technology has improved and made it easier for the average person to point and shoot a video it has changed the video experience. People have become savvier and almost jaded, storytelling has had to be become more complex to capture imaginations the way it used to. The evolution of video technology and storytelling has also changed how marketers react to video. You no longer have to have the budget of business giants like Budweiser to make a video/commercial. Although, you do have to have a Budweiser type budget to run an ad during the Super Bowl — $5 million for 30 seconds. Holy shit that’s a big budget!
It is widely accepted that videos are the future of content marketing; with video being so popular and people the world over are trying their hand at “going viral” through video how do you stand out in all of that white noise? Through story, of course!
The most effective stories can be the most simple. Don’t complicate your message by getting into too much detail. Once a video goes past a minute you lose 40% of your audience. The simpler your story, the shorter it is and the more people will stick with it to the end. Simplicity = memorability.
Your audience is super skeptical of messages they are receiving through media, whether that media is print, pictures or video. Audiences are savvier than they were 5 or 10 years ago. To be effective your story has to align with your customers personal values. This is where demographic research helps. Know your audience and tailor your story for them, including language, scratch that. Be especially aware of your language, it can make or break your story. If you are talking to baby boomers don’t use contemporary slang etc.
Call it what you want to call it. Truth, reality, authenticity. If you are not being authentic your audience will know it and will almost immediately tune right out or worse turn you off. A contemporary audience has a high level of sophistication, they can spot old tried and true marketing gimmicks a mile away. For this new age of consumer you have to be as honest as possible, it is refreshing.
What is a story without conflict? No, seriously, I’m asking you. What is a story without conflict? I can’t think of a single one. It doesn’t have to be traditional comic book “good guys vs. bad guys” conflict.
This storytelling point is as old as time. To strike a chord with a viewer, to resonate, to be shared your story has to hit them right in the feels. It should make them sad, laugh, get angry or a mix of all of the above.
There is a story that often circulates about an elderly couple who were high school sweethearts. They both got sick at the same time, were admitted to the hospital at the same time and they passed away within minutes of each other – holding hands. The conflict (or bad guy) in this case is death. It also ticks all the other boxes, it speaks to an audience (everyone experiences deep love and almost everyone will grow old), it is simple and it is real and above all it definitely delivers an emotional punch.
Now. go forth! Create compelling video content. If you are still not sure you have what it takes we can do the heavy video lifting for you with our video production services.