video storytelling: a compelling tool for connecting people
TRANSCRIPT
Video StorytellingA Compelling Tool for Connecting People
Today We Will Cover
1. Content vs. Video Content vs. Video Storytelling
2. The Filmmaking Process
3. Important Elements of Effective Video Storytelling
4. Evaluating Success – Return on Engagement
Content Video Content
Video Storytelling
If a picture is worth 1,000 words, and a frame of video is 24 pictures per second…
then one minute of video equals 1,440,000 words.
Capture people's hearts - by first stimulating their brains.
90% of information transmitted to the brain is visual, and visuals are processed 60,000x faster in the brain than text
(Sources: Billion Dollar Graphics and Web Marketing Group)
The human voice conveys emotion.
70% of marketing professionals report that video converts better than any other medium (adelie studios)
Movement captures and keeps people's attention.
80% of your online visitors will watch a video, while only 20% will actually read content (Digital Sherpa)
The brain is hard-wired to trust the human face.
The average Internet user spends 88% more time on a website with video than without. (adelie studios)
Stories that evoke emotions are more effective at convincing your audience to take action.
52% of marketing professionals worldwide name video as the type of content with the best ROI (Syndacast)
street roots
The Video Storytelling Process 1. Pre-Production (planning)
2. Production (filming)
3. Post-Production (editing)
Pre-Production (planning)1. Goal / Target Audience
2. Keywords
3. Find the heart of your story
• Complex. Unique. Desire.
4. Build a loose story structure
• Plan interview questions
Production (filming)1. The Crew
2. The Interviews (The “Conversations”)
3. Filming b-roll / action shots
4. Keywords
5. Quality vs. Quantity
Post-Production (editing)1. Crafting a radio edit
2. Building mini-stories (created from b-roll)
• Beginning - Middle - End
3. Create a rough cut
4. Integrate sound/music/graphics
5. Approve a final cut
Important Elements of Effective Video Storytelling
1. Emotional Connection
2. Context
3. Conflict / Struggle
4. Passion / Desire
Don’t forget your KEYWORDS!
Stone Creek Coffee
Moraine Valley Community College
Make-A-Wish Wisconsin
Evaluating Success.
1. The investment
2. Maximizing your investment
3. Return on engagement
Using video on landing pages can increase conversion by 80% (Unbounce)
Video attracts two to three times as many monthly visitors and doubles their time spent on the site. On top of all of that, you see a 157% increase in organic traffic from search engines
by including more video on your site (MarketingSherpa)
Your website is 50 times more likely to appear on the first page of a search engine results page if it includes video
(Digital Sherpa)
When marketers included a video in an email, the click-through rate increased by 200% – 300%
(Forrester)
Stories shape information into meaning.
65% of executives have visited a vendor site after watching a video (Forbes)
75% of C-Suite Executives (CEO, CFO, CIO, CMO, etc.) said they watch industry videos online at least once per week
(weblyguys)
Humanize your business and create deeper relationships with your audience.
Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text
(Insivia)
We are not driven by facts, we are driven by emotions.
Video storytelling extends the reach of your business and generates a powerful human
connection between you and your audience.
Brian Artka Size43 Creative 414-708-9160 [email protected]
Jenny Rebholz PushPoint Marketing 414-405-3011 [email protected]