1. Harness the Power of Storytelling
How do you capture your audience’s attention over the course of a video? This is the golden question but it has, on the face of it, an easy answer: tell them a story. Storytelling is a powerful method of communication, it’s something we’ve been doing for thousands of years and you could say that it’s deeply ingrained within our DNA.
HOW DO I TELL A STORY?
A story has a couple of basic ingredients; a plot, a narrative and characters. Your plot can walk viewers through a series of problems to which your product solves. E.g. a character trying to clean a car with a conventional sponge. You’d then reveal your product, a super sponge, and indicate the transformation in your character’s disposition and happiness levels. There’s nothing wrong with being formulaic and predictable, we’re familiar with these kinds of videos and readily watch them. However, don’t be put off if you have a weird or wonderful story in mind for your product!
THE BENEFITS OF STORYTELLING:
Research has uncovered how profound storytelling is and how effectively it activates our brains. That is exactly what social video is about: activating viewer’s brains and capturing their attention in a short space of time.
Effects on Dopamine: Studies indicate how storytelling incites dopamine production, which leads to higher engagement rates through the action of viewer contentment satisfaction. Dopamine is a key precursor to memorability and engagement, it makes us feel good for having watched or listened to a story, reinforcing our memories of it and increasing our likelihood to click on for more information.
Neurocoupling: Characters displayed in your video are relatable, even if they are animated. Research indicates the profound methods to which we can relate to characters and their emotions. Relatability helps your audience picture themselves in your plot, helping them imagine what it’d be like to experience your service or product.
Sensory Stimulation: A story’s narrative stimulates our senses, making us feel the content rather than just viewing it as we normally would. Stories bring products to life, which captures engagement and interaction.
Characters and their faces are very important for storytelling videos. Unsurprisingly, we are hardwired to respond to human expressions, even when they’re animated or otherwise recorded and played back in video form.
Faces build trust, rapport, and relatability, allowing us to refer to a video humanistically.