storytelling and science - why explainer videos work
DESCRIPTION
It all started when Andrew asked a cognitive psychologist, who also happened to be his mother, about why the videos he was creating were so effective. She said it had to do with three things: Keeping the story simple Connecting with people’s prior knowledge Stimulating both auditory and visual senses In short, people can only remember so much information at one time. That’s why it’s so important to keep the story simple. Too much information results in people’s brains getting overwhelmed and remembering less of what you tell them. One way to help people remember more is to connect your message with their prior knowledge. Telling someone that your service is like Match.com is more effective than a lengthy explanation because it connects a new concept with something they already know. That’s why we spend so much time coming up with metaphors that connect with your customers’ prior knowledge. Last but not least comes increasing retention by stimulating auditory and visual senses. This is known as the dual-coding theory. Dual coding has been scientifically shown to increase retention by 58%. Stimulating auditory senses alone leads to a 10% retention rate, but stimulating both auditory and visual sense increases retention to 68%. By combining these three principles from brain science into all of our projects, we’re able to present our clients’ messages in a simple and memorable way. The results are powerful 60 to 90 second videos that tell your company’s story while also employing the brain science of video that will make the message stick.TRANSCRIPT
www.switchvideo.com
888-501-3105
Storytellingand ScienceWhy explainer videos work
The Brain Scienceof Video
Stimulate the Senses
Auditory Sense:Hearing or reading a word stimulates the same sense
Visual Sense:Images or scenes, not a talking head
58%People retain
more information when both visual and auditory senses are stimulated
(Allan Paivio)
Respect the MemoryOur working memory has limited capacity
Relate to the PastUse metaphors and draw on the
viewers’ previous experience
=
Two paths to followTwo types of information
Billy is climbing a tree.
If you tell me, it’s an essay. If you show me, it’s a story.
- Barbara Greene
Storytelling is the most powerful way to put ideas into the world today.
- Robert McKee
Storytelling
90% of people are motivated by suspense to finish a task
(Green and Brock)
Suspense
DetailedimageryImages or language that elicit emotion help the viewer relate to the story
Joseph Ledoux found that projecting ourselves into stories is uniquely human
Modelling changeor behaviour
47%of the average day is spent daydreaming
(Killingsworth & Gilbert)
65%of conversations are stories and gossip
(Robert Dunbar)
Why do we fall for stories?
Universal insight/connectedness
Surprise
Universal insight/connectedness
A listener or witness' brain activity actually replicates the storytellers
Brain Coupling
You get me
(Yuri Hassings)
How to tell your company’s story andthe brain science to make it stick
60 Secondsby Andrew Angus
www.switchvideo.com888-501-3105
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