Storytelling magic is no mystery; it’s science. Pure Productions’ Jamie Mckenzie clues us in to the chemistry behind a good story, and how to translate that to the video content you create.
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There’s no doubt that online video is on the rise. We’re consuming more of it than ever before, and according to e-marketer, mobile video ad revenue is set to double to US$12.71 billion in 2016. Consumers love video, and marketers love video’s possibilities.
But to understand how to really harness the power of video, it’s worth understanding why we love it so much; what, exactly, makes it so compelling. Jamie Mckenzie, executive producer at Pure Productions – a joint video production and marketing company – talks us through it.
“Brains aren’t wired to connect with any old story; they’re wired to connect with compelling stories,” Mckenzie says. There are three ways he points to in which storytelling affects the brain: first, as Princeton neuroscientists found in 2010, neural coupling activates parts of the brain that cause listeners to relate a story to their own ideas and experiences.
Second, the brain releases dopamine, a neurotransmitter that makes us feel good, and makes it easier to remember the story with clarity and accuracy. Third and finally, the brain processes storytelling by engaging multiple areas of the brain – including the motor, frontal and sensory cortexes – as opposed to processing facts, which engages just two areas of the brain.
“These processes help explain why storytelling is so powerful,” says Mckenzie. “And we already know video is a great storytelling medium. The difference is that now, with online video, your audience can share your stories much faster and further.”
MAKE COMPELLING CONTENT
Mckenzie cites two important parts of the process to creating compelling, engaging content. First; the message – the core of what you want the video to say. “The more succinct the message, the more engaging the video will be. It shouldn’t be complicated. The message is the core of what you want the viewer to be left with long after they have finished watching.”
The second element is the story. “In a nutshell, it’s what’s wrapped around the message to make it believable and to entice the viewer to stick around for the video’s entirety. The story should powerfully drive the emotions you wish the audience to feel.”
EVOKING EMOTIONS IS AN ART
While a viewer’s reaction to emotionally compelling content is straight science, evoking those emotions is an art that relies on an ability to craft both message and story through practiced filmmaking techniques.
“We’ve been crafting messages and telling compelling stories for over a decade,” says Mckenzie. “We’ve based our work on one simple philosophy from day one: do great work.”
For more information about creating emotionally compelling video for your brand, please contact firstname.lastname@example.org.