In our current world of ever-shrinking attention spans, when even goldfish have been
found to concentrate for longer than the average person glances at something on
their phone, videos which really make you stop, look and listen stand out more than
ever.
So what’s the secret of those vanishingly rare thumb-stoppers which genuinely draw
you in and, for a few seconds, manage to make you forget whatever else is going on
in your life?
OK, we’ll spill the beans.
It’s the storytelling.
Of course, this has to be backed up by stunning visuals, skilful editing and
outstanding creativity. But without a compelling story, there’s no thread to weave it all
together. You need that continuity to keep people watching from start to finish.
Over thousands of years stories have defined cultures and communities across the
globe. Videos are simply the latest – and fastest! – way of communicating an identity.
Here’s how the team at Flagship Films makes sure the stories behind our videos
stand out.
Establish an emotional connection
This is the most important thing of all. There has to be a connection, something
which draws the viewer in and makes them feel they’ve formed a bond with any
aspect of the story, whether it’s a character, a place or a predicament. Think John
Lewis Christmas advert. People need to feel invested in your video and be able to
empathise with the journey or the outcome. In fact, it could be their story. This leads
nicely in to . . .
Make your content relatable
We’ve probably all forgotten someone’s birthday, pranged the car, messed up at
work, inadvertently traipsed mud all over the floor, had personal exposure to an
impressive charity or had a memorable holiday.
We share those experiences. We can remember how they felt and what we were
prompted to do as a result – buy a guilt-induced expensive present, up the car
insurance, fix a training course, try out a foolproof floor cleaner, donate, maybe book
another holiday immediately. Viewers should want to take action when they’ve
watched your content because they can relate to the story on a personal level.
Establish a clear goal from the start
You can make the most amazing video but if it doesn’t have a carefully defined
objective you won’t get results. Work out exactly what you want to achieve –
increased sales or donations, more followers on your social channels, wider brand
awareness, more traffic to your website? Once you have that target, you can angle
your story precisely towards hitting it.
Big up the conflict/resolution slant
Conflict is the essence of drama, as anyone who’s studied literature at school will
have had drummed into them. In order to create engagement, your story should
have the conflict, the suspense while it’s solved, and the resolution.
The dog’s spread mud all over the carpet just before prospective buyers come to
view my house – I really need this sale – haven’t had a viewer for ages – dog in
disgrace with tail well down – friend suggests this amazing brand of cleaner – it can’t
be that good surely – but it is! Cut to ‘house sold’ sign, happy vendor, cheerful dog . .
.
You all know the scenario. This is a very basic one, but the underlying premise is the
same every time. Your product or service has to fix a problem and make life better.
Make sure viewers want to be a part of the story.
Congratulations, you’ve hooked your viewers and got those priceless few seconds of
undivided attention. What next? Now they should want to participate, by buying your
product, using your service, filling in a contact form, visiting your website or following
you on social media. By taking these actions, they are becoming part of an ongoing
narrative. Why not keep the momentum going by releasing another video – the next
chapter?
How do I get in on the act?
Anyone can shoot a video on their phone, but this doesn’t make them an expert,
either in filming or storytelling. Have you thought about the media you’ll be releasing
it on and is it the right length for it? Has it undergone expert editing? Your story has
to be tightly controlled as even a fraction of inessential content can mean people
scroll past. If you want to get your message across in those vital few seconds, you’re
going to need a professional, and one who knows how to tell a compelling story.
Why not contact us?