We encourage our clients to focus on telling a great story to their audience and highlight how the product or service can improve the lives of their customers. A great story usually emerges when we meet over a coffee and simply have a chat. Cameras are in the background and their presence easily forgotten. The questions are flowing and so are the answers. The connection and passion of the storyteller are the main ingredients that I am looking for in my interviews (chats).
We end up with valuable footage that goes through some strategic planning. Clever questions that we ask dig out a story concerning the problems to be solved while making it entertaining and interesting for the audience.
Here is some advice for those who would like to go ahead with making their own videos.
1. It is better if the interviewer IS the video director to keep the connection alive. Research is important and the more they know your audience, your campaign goals, and your distribution points, the more successful your video will be.
2. He or she will know how to work with the footage and put it in a structure that fits what the audience need to know, to understand and most importantly, how to inspire them to take action. Strategy is a core element that is necessary for a great story.
3. Don't let your core story idea get watered down through the use of too many extra elements in the video. The simpler, the better. Unnecessary animation or after effects can only distract. Use them only if they help with understanding a concept. Make sure your brand (logo) is discreetly visible during the video. Use the full size logo only at the beginning and at the end.
4. Try to isolate one idea and communicate it clearly. In order to be effective the video has to address only one of your target audiences at a time.
This will help brands figure out the most compelling way to tell an engaging, clearly defined, shareable story across digital platforms.
We are approaching the last third of 2013, and have added some exciting developments to our online video advertising business that promise to deliver a better marketing experience for businesses and consumers alike.
Any questions about storytelling or about Tuatara’s video structure? Let us know in the comments!
Note: In my bio video, I introduce you to a short history of advertising. Because it was created for live presentations, is is longer than the videos made for online viewing.
