Use visuals and sound rather than stating anything outright. ![]() Now, a big one that a lot of brands seem to forget: show, don’t tell. Meanwhile, you also want your video to have a beginning, middle and end (it’s what any good story is built on!) Humour can be shocking, surprising and of course, make you laugh. Humour is an incredibly useful video storytelling tool – especially if you’re in an industry where people might expect things to be more formal. When creating videos, you need to have a clear vision of the feeling you want the audience to league with, and how your story will create the emotional undertone that will drive viewers to want to take your intended action. What does this mean? It means video storytelling to sell a product is an excellent strategy to trigger the consumers’ brain towards a good experience, leading them to like both the product and the ad.Īlright so now you’re probably wondering how you can start incorporating video storytelling into your brand strategy. Ads where content was structured as narrative significantly stimulated alpha brainwaves, which basically means viewers experienced physical and mental relaxation when watching the ad. The study found that the presence of a narrative in video ads was strongly linked to the audiences’ preference scores of the portrayed products and the ad itself. It helps us experience the world, before we’ve even actually experienced it.īut wait, there’s more – especially when it comes to video storytelling.Ī neuromarketing study which analysed participants’ brain responses to video ads might also help us understand the science behind the importance of video storytelling. It allows us to empathise, understand and connect on a deeper level. Stories help us understand an experience, without having to live through it. When someone tells a great story, full of visual details, metaphors and expression, you’re much more likely and easily able to imagine yourself in the same situation. ![]() Basically, when we convey information via a story, the better a listener’s experience and understanding of the message will be.Īlthough neuroscientists are still debating these findings, just imagine your own past experiences. You get it, right? Odds are Jim will now not eat the fish in the fridge. An hour later, he was shooting liquid from both ends”. But if you said to Jim: “Tim was hungry, so he ate the leftover fish in the office fridge. Or, if you said to your co-worker Jim: “Don’t eat the fish in the office fridge, it’s gone bad”, he might still give it a crack anyway. In his essay The Science of Storytelling: What Listening to a Story Does to Our Brains, entrepreneur and storyteller Leo Widrich touched on research which suggested that when humans hear a story, “not only are the language processing parts in our brain activated, but any other area in our brain that we would use when experiencing the events of the story are, too.” When we use sensory details to relay a story (like the client was as excited about the project as if he’d just won a million dollars), it helps engage a listener’s sensory cortex.
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