Storytelling is as old as humanity. For millenia it was the primary way of passing along information from one generation to the next, long before the written word even existed. Often stories carried the secrets to survival of a community or culture. Wrapped within stories, these critical insights to survival and success were more likely to be understood and remembered.
For the same reasons, facts and marketing messages wrapped within storytelling videos have greater impact on target audiences.
Storytelling videos come in many forms, but there are a few common ingredients:
What will your audience feel at the end of your story? It doesn’t matter if the emotions are positive or negative, but if you want your video to have impact there needs to be some feeling that is evoked. Showing emotion in your video increases trust and forms a bond between the speaker and the audience. If your video is simply facts-stated, one after another, most of us wouldn’t pay much attention or remember any of it.
By the way, if you’re looking for a great example of a emotional video, check out Supermarket giant EDEKA’s Xmas video. It covers pretty well all of the above, except ‘disgust’. Personally I think its a bit of an extreme move by the Grandfather, but it does score 55 million views on YouTube.
Focus on the Human Element
People relate best to other people. Not ‘things’.
So convert your message into a human story. The human element can be the person telling the story. Alternatively, the human element can be the protagonist in the story, or the person the story is following.
And, although great stories often require heros, keep in mind that we often admire a character for trying more than for their successes.
Successful storytelling videos include “Context”. In other words, make sure your target audience can answer the question: “Why should I care”!
What’s important to your audience are their lives, their work, their goals, the challenges they face, and the solutions they’re looking for. It’s about the shared interests of your audiences and community.
Stories of struggles, failures and overcoming are excellent sources that help the story connect with the audience, since everyone has experienced these in life. This will compel the teller to appear more human, more like one of them.
Keep it Simple
Finally, don’t overcomplicate the storyline. Simplicity also aides in memorability, because the overall lesson is easy to grasp and retain. Simple stories are strong stories. Take out everything that doesn’t serve the narrative.
By the way, good editing also helps to keep it simple. Thai Life Insurance has a great video story (8.3 million views), but good editing below the 3 minute length would have made this awesome video even better.
Looking for great examples of successful storytelling videos?
There are many ways to tell a compelling story in a video about your products or organization. I’m going to detail some of the more popular approaches in upcoming posts, with great examples from some of the world’s leading brands. So stay tuned.
By the way, storytelling is a big part of what we do here at MK video productions. For example, take a look at the Amintro video we recently completed for one of our startup clients.
Until next time – Matt