Unlock the power of storytelling in brand content
Video has the power to make someone laugh or cry. When someone feels something, they’re much more likely to remember the message behind the story. Emotional connections are the building blocks for trust in a brand, and right now, trust is hard to come by. With top-down pressure to dial up video production, it’s more important than ever to think strategically before hitting Record.
The most impactful way to harness the power of video is through storytelling. It is a sophisticated approach for reaching audiences who have limited time and are being bombarded with content all day, every day. If your video makes them feel something, they’re going to stop and pay attention.
So, how do you create a good video story?
- Do the research on your audience. Find out what makes them laugh and cry. What are their biggest fears? What brings them joy? What makes them HUMAN? (Hint: they don’t care about you.)
- Find a character with a story to tell that will resonate with your audience. Someone they can relate to on a human level.
- Look for characters with rich imagery opportunities – in their backyard, with their kids, at the bowling alley, in the grocery store, etc.
- Find supporting characters to help tell the story from different points of view and to offer context when needed.
- Make a concerted effort to make all of these characters feel comfortable with you and your video production crew. Read the room. Don’t get right down to business and jump into the interview. Ask what their favorite music is, and have it playing in the background while you get set up. Bring them a coffee. Make sure they’re comfortable with the questions you plan to ask, before turning on the lights and camera. Creating a safe space is key to generating emotion in their interviews. If you’re an a**hole, they’re not going to spill their guts and give you a good interview, which is the key to a good story.
Lynn Melling – an Emmy award-winning storyteller and co-founder of 515 production – is set to spill all in her strategic video production workshop Thurs., Aug. 10. Join MIMA at Haberman to unpack each step of video creation: from purpose to planning to production to promotion. Participants will gain hands-on experience with crafting a compelling story and how to plan the communications around that story to make it successful. Register Today!
