With an increasing number of companies looking into incorporating videos into their marketing strategies, storytelling has become more important than ever. Savvy companies worldwide are using visual stories to convey messages that are inspiring and engaging. However, this is a concept that many businesses struggle with, often resulting in stories which are too complicated, or devoid of emotion. Here are the four P’s of storytelling—people, places, plot, and purpose.
People
Having good characters is an essential step to getting your audience emotionally involved. You need the audience to invest in the characters, to root for the good guys and rage against the bad. Making a connection with viewers and the people in your video is the first major step to getting them to invest in your product.
Be creative in the uniqueness of your character; sometimes even an object can make an interesting character, they do not have to be human.
Places
Videos are capable of communicating large amounts of information in very short frames of time. Therefore, a good setting of your video can add substantial depth to your story, and intrigue the audience, while a bad one can detract. Here are some guidelines to choosing the right location:
- Relevance—is the location you’re considering relevant to the characters you created? Is it relevant to the overall story/message?
- Comfort—is this a place that your characters feel comfortable?
- Production friendly—does this location provide enough space for the production crew to work effectively? Is the sound and lighting suitable?
Plot
Every good story needs an element of conflict and journey throughout the narrative. Conflict can arise in a variety of guises, whether it include a flawed character, a mental barrier, or even a physical limitation. What is your character trying to overcome, and how will your audience connect with their struggle? Make sure that the resolution also adds to the message you want to send about your brand.
Purpose
Purpose is centered on the questions, “why should people care about your story?” and “what does your story actually mean?”You need to be able to state the purpose of your message to the target audience in a memorable and engaging way.
As humans, we are built to react and connect to stories, but they must be interesting and authentic. They need to move your audience emotionally if your goal is to get them passionate about your brand. Think carefully about the four P’s of storytelling. These essential qualities will help build a strong foundation for your next marketing video, and increase its’ chance of success.
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