Shooting a video with a coherent story delivers a great response from the audience. Inherent in every story is the human condition: the longing, the emotion, that which captivates us and captures our yearning for meaning and purpose. Aesthetic value matters, in terms of how the video is shot. However, if we neglect the story, we'll end up with just a bunch of beautiful shots, but leave the audience feeling empty, confused or worse bored.
Connecting With Story Takes Foresight and a Deeper Consideration
When shooting video, I will admit that I'm often more focused on getting the shot, the right lighting, or implementing any other popular shooting technique. This is likely the case, for as a videographer, my primary role is to get the shot. Yet thinking like a producer, is what every promotional video needs. Shooting for the story takes foresight and more in-depth consideration. It takes planning. So I've been pushing myself not to miss the essential aspect, that is, shooting for the story.
Shooting for the story is often neglected because it is the most difficult and, in some respects, the most personal aspects of any video. The story strikes at the heart, not like any other aspect of videography. When done right, the story is the thread that follows a logical and coherent structure; great stories capture the human mind and heart.
Connect With Universal Archetypical Story
A great story is rooted in our DNA. It's the formula of how we understand and program our knowledge. Here I am thinking of the work of Joesph Campbell, as well as the psychologist Carl Yong and Jordan Peterson. There's a reason why stories have been passed down through centuries and are the primary way we as humans pass on essential information to the next generations.
From a psychological perspective, archetypical stories exist in our subconscious. They are most pronounced in dreams and perennial cultural stories. Therefore when telling better stories, think about those classic, universal, often mythic stories - ones which have captured us for centuries. As long as it communicates to the heart and mind, I think one is safe.
What Attracts Viewers
There's a reason why when the next Marvel movie comes out, people attend the theatre in droves. They want to see the latest superhero conquer the forces of wrongdoing or evil. More straightforward, but equally profound stories exist in every day. We just have to look for them. Sometimes the most honest stories are the ones that leave the most profound impact.
Lead With Emotion
It is no secret that we as human beings are driven largely by emotion. Sure we’re rational as well, but what I once read: customers need to hear the facts and figures up front and then once they’ve decide to buy your product, they form an emotional bond with a given product or service. So sure, you need to present your the statistics of your company or the given problem you are solving, but emotional led content is where you will hook your audience.
Think Like a Marketer When Designing An Engaging Story
In the book, Expert Secrets, the author Russell Brunson describes how through story, we should communicate not just an improvement, in terms of better, but rather an opportunity. The opportunity we offer should be about a status increase. What status increases does Brunson recommend we communicate? He talks about status increases we as humans almost all universally desire, increase in:
- intelligence
- power
- looks
- wealth
- health
- and style
So when creating your next promotional video, think stories that offer an opportunity for customers in terms of a status increase.
Conclusion
We are all attracted to stories. It's how we learn and code knowledge. So when selling to your audience online, communicating your brand's story, considering universal and classical themes. In terms of marketing, offer a story that provides an opportunity for a status increase.
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