Why a great video will not disguise a poor story

Why a great video will not disguise a poor story

The 10 Seconds

blog

by Mr Brand

Why a great video will not disguise a poor story

‘Once upon a time’ … and so the story starts, all the way through to… ‘And they all lived happily ever after’ But when was the last occasion that you saw a story though from its beginning to end?

A great story is a magnet that makes you want to sit up and look, that pulls you in – past its initial opening chimes and makes you think – ‘OK – What do we have here – This looks good’

In today’s high tech multi-media fast paced world, that need to seduce the reader, the viewer – indeed shall we say the browser – until he or she really is engaged, is the biggest challenge facing anyone using the video medium to promote or sell.

To promote or sell, in other words to tell a story. To tell your story.

Simply think of when you are on-line conducting a search and the video-ad pops up. How many times have you seen that video-ad through to its conclusion, compared to the number of times you have killed it dead at that first opportunity to get to where you really want to be? Certainly more were killed than seen through… methinks.

Was this because the video was no good. Not interesting. Poor soundtrack. Lousy acting. Likely none of these. The reality is – it was a poor story.

The real truth of course is that presentation is everything.

First impressions do not just count – they determine what happens next.

Centuries ago, Aristotle noted in his book Poetics that while a story does have a beginning, a middle and an ending, the beginning is not simply the first event in a series of three, but rather the emotionally engaging originating event. The middle is the natural and causally related consequence, and the end is the inevitable conclusive event.

In other words, stories have an origination, an escalation of conflict, and a resolution.

A story is a transformation unveiled—either the transformation of a situation or, most commonly, the transformation of a character.

Without this beating heart a story is nothing other than a sequence of disjointed episodes. However good the video production, direction, soundtrack, actors – without a good story – you have only an empty shell to be momentarily skimmed over and skipped for what the audience really seeks.

About the author

About the author

Mr Brand is the ambassador for 10 Seconds. He’s on a mission to give marketing professionals a competitive advantage in the Age of Attention Economics. He believes that to gain such advantage you need crystal clear communication. It’s all about the initial moment. Win people’s attention in the first 10 Seconds and you’ve opened the gateway to the final 10 Seconds, that all important conversion. He also likes to challenge conventional wisdom and push the boundaries of what’s possible.

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What Pop Videos Taught Us

What Pop Videos Taught Us

The 10 Seconds

blog

by Mr Brand

What Pop Videos Taught Us

As Music is the food of the soul – then any video to that music is some special icing on the cake.

Music resonates our inner being – it strikes a chord in the heart – makes us happy – makes us blue – a powerful medium – It will always grab you by the hand and stay with you.

Back in early days of popular music and rock ‘n’ roll – the audience was largely one that listened by radio or record player – with perhaps an image of the performer on a record sleeve or just in the mind as a recollection from newspapers, magazines and the cinema.

As a student in Hull, North East England in the mid 1980’s I found myself living in a house where we had MTV on the TV. Yes indeed MTV – Music Television…and – at no cost – just there on the box being trialled and tested in the flat region that is Hull. “Take on me” by AHA, “Money for nothing” by Dire Straits with Sting and “Rio” from Duran Duran are landmarks from those days. Suddenly we had the Sound and Vision in our front rooms. Pop videos were not brand new at this time – the late 1960’s onward saw some level of promotional videos – 1967’s Strawberry Fields and Penny Lane by the Beatles stands out. But by 1975 the smash hit ‘Bohemian Rhapsody’ by Queen complete with the standout video showed that things were really moving and the older style promotional shoot was now really evolving into the Pop video. Thus it was that Buggles proclaimed in 1980 that ‘Video killed the radio star’. But did it really………?

In August 1981 ‘Video killed the radio star’ was the first pop video broadcast by MTV in the USA. The radio star was far from dead but rather now evolved into a total all in-one star of sound and screen. Now when a record was released it was as much about the video as it was the song. A new generation of audience was watching their Artists perform, acting out or simply the name to a deeper themed storyboard that took this medium to the end users. The now epic status of the Pop video underlined the continuous gift of mankind to utilise the very latest technology to advance and promote, push and sell. The video to ‘Thriller’ by Michael Jackson was as global a smash as the song itself….you couldn’t have one without the other. As technology continually develops further – so the pop video continues – not now as anything new – but a mainstream medium here to stay. When I think of my Mum playing her 45rpm 7” singles on her record player back in the late 1950’s to where we are now with ‘’Gangnam style” by Psy – with One billion views on YouTube by 21/12/12 and a number 1 Hit in thirty countries……with UN Secretary General – Ban Ki Moon referring to the songs global smash as a ‘’force for world peace’’ then the proof really is in the pudding.

About the author

About the author

Mr Brand is the ambassador for 10 Seconds. He’s on a mission to give marketing professionals a competitive advantage in the Age of Attention Economics. He believes that to gain such advantage you need crystal clear communication. It’s all about the initial moment. Win people’s attention in the first 10 Seconds and you’ve opened the gateway to the final 10 Seconds, that all important conversion. He also likes to challenge conventional wisdom and push the boundaries of what’s possible.

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Video Advertising – What is the Appeal to Consumers?

Video Advertising – What is the Appeal to Consumers?

The 10 Seconds

blog

by Mr Brand

Video Advertising – What is the Appeal to Consumers?

The popularity of video marketing has risen dramatically in recent years. It is estimated that people are 4 times more likely to respond to a video than written text.

While this helps companies in their expansion, many people are still neglecting to add videos to their advertising options. It is important for businesses to become aware of the appeal that videos have to their customers so that they can use this to increase their clientele.

3 Factors that Determine why Video Appeals to Consumers

They are able to relate more.

Human beings are very visual and our sight is what we use the most in making our evaluations. Whenever we see something it helps us to engage our other senses, and emotions better. This means that we are more likely to relate to a video than other means of communication. This emotional connection means that it is possible to start building up the person’s trust in the brand/product. People are also more likely to remember things that they have seen and connected with, over what they have heard or read.

They are more convenient and less time consuming.

Living in today’s society dictates that everybody is always in a rush. We are looking for the quickest and easiest method of getting things done, and are always pressed for time. Multi-tasking is at the forefront of our lives and videos means that we can be doing something else while watching.

Watching a video is also significantly less time consuming than reading an article. The same message can be relayed in less than ½ the time. Consumers do want all the information available, but it needs to be relayed as quickly as possible. With the steady decrease in our attention spans, we just really aren’t able to focus on the information for an extended period of time. The message has to be shared quickly or we will be unable to process it.

Technological advances

With the average consumer now being able to access the internet at any time or place, they want to use this to their advantage. Videos can be viewed easily on the go on small screens, as opposed to pages of reading that will require an incredible amount of scrolling and squinting to see on a smaller platform.

Let’s face it as well; the majority of the population are social media junkies. We want to share the information that we are acquiring with our entire Facebook, Instagram and twitter followers. A video is more likely to be watched by others and will inevitably get more likes, which is the aim of every post we make. Posting a good video might even actually prove to be useful to some of our followers.

Videos on a whole satisfy our visual needs, making them an ideal way for businesses to advertise. They do this by providing the opportunity for the customer to feel more connected to the brand, which is the aim of any form of marketing.

About the author

About the author

Mr Brand is the ambassador for 10 Seconds. He’s on a mission to give marketing professionals a competitive advantage in the Age of Attention Economics. He believes that to gain such advantage you need crystal clear communication. It’s all about the initial moment. Win people’s attention in the first 10 Seconds and you’ve opened the gateway to the final 10 Seconds, that all important conversion. He also likes to challenge conventional wisdom and push the boundaries of what’s possible.

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