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Storytelling: An Age-Old Love Affair

Ever wonder if video is part of our genetic code? It resonates so well as a communication tool. OK, so it may not be genetic, but it is 100% part of the human evolutionary story.

Since the beginning of time we have used visuals as a storytelling tool. The Egyptians’ entire language of hieroglyphics was based solely on visuals and then there were cave drawings (where do you think the Mad Bear Cave reference came from). We even use emoticons to express ourselves today. The truth is we respond strongly to visuals because the human brain has evolved that way. As lyrical as the written word can be, nothing helps tell a story better than impactful visuals.

We all simply love a good story. Does this come from thousands of years of tales being told by the village elders? Aristotle knew the deal. He outlined 7 Golden Rules of Storytelling. Stick to the basics and you can’t really go wrong. Samsung got the memo and executed it beautifully in one of their latest VR ads.


So the equation is arguably simple. Couple visuals with a great story, and it’s like candy for our brains. You’re grabbing a viewer on multiple levels: visually, intellectually and emotionally. That’s what video does and our brains crave that kind sweet engagement.

Whether it’s sharing a mission or inspiring a commitment to performance, storytelling is a powerful tool that can mean the difference between extraordinary status and being just another brand. Business communication doesn’t just have to be bullet points, simple statements, or rhetorical rants. A dose of the human element, emotions, and branded thinking can result in a memorable message. Check out what we mean and click on the video our Team just completed for a financial consulting firm. The video is not just an advertisement, it is a story of who they are and why you should care.


Just like the example above, when you use video to tell a story, you are not “talking at” the viewer, you are taking the viewer on a journey. You are generating an emotional response. When you tell a story, you shift the viewer from being “marketed to” to being entertained while simultaneously being subtly educated about a brand. So if you can saddle the power of video on the horse of a great story, you’re on the trail to developing a great bond between the viewer and your brand.

Happy storytelling!

 

What’s your story? We want to help you tell it.  Reply below and ask us how.
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About the Author: Roshni Hannon
Contact: roshni@madbearproductions.com

Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.

A Feeling I Get

Not too long ago I pulled off the impossible. A surprise party. Months and months of covert planning, secret phone calls and shady behavior all came together for one purpose: A Reaction. It was priceless. Watching raw emotion and excitement unravel as a result of something you had a hand in, is in a word: AWESOME. I’ll remember that moment always.

 

I get the same feeling when I sit in an audience and watch a room full of people react to a video our Team produced. My heart skips a beat. I love nothing more than hearing people laugh at all the right places, take pause when it counts and rise to their feet, and clap at the end. It’s like watching someone unwrap a present that you know they will love, and then watching them freak out when they see it for the first time. We recently produced a series of videos for the Girl Scouts of West Central Florida’s annual “Women of Distinction” event. To sit amongst hundreds of people – including the women and their families- and watch them react, was a feeling I won’t forget.

We are all hardwired to remember events that are more emotionally charged. Good marketers know how to leverage this fact. You need to help people feel an emotional connection towards your brand, and there’s no medium more emotional than video. It lets you convey so much more than words. Facial expressions show people your excitement, tone of voice tells a compelling story, and sometimes music alone can get people fired up about your product. Like this one we produced for BMW of Freehold.

Look for different ways to leverage this emotional opportunity. If your support team is interacting with customers via email, phone, and support ticketing, use a video to introduce those team members in a new way. You can even create an emotional connection to your product. If you use case studies as part of your marketing mix, try a video case study. Here’s an example from Wilson HCG.

Emotional connections are important because they help people remember you. The goal is to make people feel inspired, delighted, or joyful when they see your content. In remembering you positively, they’re more likely to buy from you, come back as a repeat customer, and even recommend you to someone else. An emotional connection will help you stay memorable and drive more sales your way.


About the Author: Roshni Hannon
Contact: roshni@madbearproductions.com

Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.

The Power of Music in Video

The importance of music in video is indisputable. It is the subtle guide that commands an audience to sit up and pay attention. The right music can make your video memorable and moving. On the flipside, a mistaken choice of soundtrack can give the wrong impression about a brand, confuse a message and/or simply leave the story flat.

Mad Bear’s Co-founder and creative genius Julian Williams, Knock it Out Music’s Executive Producer/ Composer Ryan Nach and Mark Malekpour with Beat Suite share some tips to help choose the perfect tunes for your next video marketing project.

1. Think about how you want your audience to feel

You know what I am talking about. You get a text from a family member and it says “Stop what you’re doing and watch this video.” A distraction from work sounds nice right about now, so you take the bait. A minute later, you’re holding back tears because the video you just watched was that good. And when a colleague stops by your desk to ask what’s wrong, you lie and say “My allergies are just awful today.” Try watching that video on mute; you probably won’t need those tissues this time. Nach says “the power of music to elicit emotional reactions is one of the reasons why it’s often referred to as the language of emotion – and it’s vital you get it right.” Malekpour adds “if you’re producing content that has a high tempo and is a visual feast, you need music that compliments that and carries the energy and tempo of the content… the music is used to keep the attention of the audience, maintain the flow of the video and help it along so that a 2 or 3 minute video doesn’t seem like a long, drawn out watch.” Remember, the music is a main ingredient that pulls them in, pricks their ears and grabs their interest.

2. Pick the right mood

The mood of a piece of music is one of the most important elements to consider when choosing a track for your video. “If I had to pick one of (Mad Bear’s) videos where the music set a mood and a pace it would be a video we did for Attorney Paul Edelstein. Right away the music sets a mood and a pace. And when it changes, it still drives the timing and edits under the voice over. It’s a great example of how music sets mood and determines the pace of a video.” How about music and sports? ESPN’s Monday Night promo for the Giants and Dolphins is a terrific example of how music and image complement each other…especially the first few bars of the Lil Wayne track.

3. Use budget wisely

Budget will obviously factor in when it comes to the quality of what you can afford, but a small budget doesn’t mean your video has to appear cheap. “Production music catalogues offer a cost-effective alternative to expensive specially-composed or commercial tracks” says Nach. The internet has also made music more available. “There’s a common thought that if you can license music for next to nothing, then you shouldn’t be paying much more for it. However, you get what you pay for with music, just as you would with any other professional industry…the quality of the writer and composition of the music track, where it builds, where it breaks… the quality of the instruments… the quality of a drum can ruin a music track.” Williams adds that “music and images complement each other. Powerful images can stand alone but they are enhanced with music. And good music with some editing can enhance average images.” Check out how the music takes a fairly simple subject like “How to Choose a Lawyer” and turns it into something sexy.

So I think we would all agree. When chosen well, music sets the stage and allows your video to shine.

Our thanks to Ryan from Knock it Out Music and Mark at Beat Suite for their contributions to this blog. You can check them out at www.knockitoutmusic.com and www.beatsuite.com.


About the Author: Roshni Hannon
Contact: roshni@madbearproductions.com

Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.