HOW AUTHENTICITY AND HUMAN EMOTION HELP US TELL BETTER STORIES

Daniel Nikolla

Daniel Nikolla

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Lee Tomes is an award-winning film maker, business storyteller and managing director of Orange Fox Studios. He is East Midlands Chamber Leicestershire Young Professional of the Year 2020.

 

Lee helps SMEs, large companies, creative agencies, charities and not-for-profit organisations share their stories through film and video production.

Video has become a fundamental way people consume content online.

It is expected that by 2022, 82% of all Internet traffic will be video – a number that’s been on the rise year on year for quite some time, with no expectation of slowing down anytime soon. Simply put, if your company isn’t using video as part of your marketing then you are missing out on lots of potential customers.

 

Those precious first few seconds of your visual communications are absolutely vital to grab the attention of your audience. Thanks to streaming services like Netflix, viewers are well-accustomed to content that looks like TV and Film. With high production values, great scripting, great acting, beautiful cinematography and perfect sound – nothing less than brilliant will do the job.

 

Couple this with our ever-decreasing attention spans and the need for a perfectly executed marketing video becomes even greater. So how does one stand out in an oversaturated market, where there are literally millions of videos out there. This is where video storytelling comes in.

Tapping into human emotion through storytelling

Storytelling isn’t a new phenomenon, it’s the very backbone of society. Humans have been telling stories for thousands of years – From cave wall doodles, religious texts, paintings, poems, literature, film, right through to the aforementioned Netflix.

 

It works as a form of communication because it’s embedded in our nature to connect through story. This makes storytelling a fantastic way to foster a strong connection between your business and your audience and do so on a personal level.

 

If you look at the very best marketing adverts they don’t sell you a product or a service but instead they make you feel something. Whether that’s laugher, a bucket load of tears or getting you on the edge of your seat.

The very best marketing makes you feel.

Being authentic and avoiding ‘boring’ content

What’s the most boring video you have ever seen? Have a think….

I wager a guess it’s probably a mandatory training film or a corporate sales video intent on ‘selling’ a product or a service. At Orange Fox, the word ‘boring’ has been removed from our vocabulary and banished to the fiery depths of hell. We encourage everyone else to do the same. We challenge our clients, business partners and collaborators to think differently as we believe the secret to good storytelling is authenticity.     

 

Authenticity makes for more memorable messages and more impactful communications that touch your audience on an emotional level. That’s the difference between a thoughtful piece of video storytelling whereby the message and audience have been considered first. The second approach is a corporate video that has been produced because the client “wanted a video”. This is a reactive approach and a gamble on success.

 

There is no such thing as a boring niche or industry. If a company’s content is dull or uninspired, they perhaps haven’t given enough consideration to what their story is and who their audience are. This is easier said than done of course – when you’re working in the business it’s sometimes hard to think beyond that. But this where Orange Fox excel. We help with that process upfront by getting to know you and your business, by poking, by prodding, by asking questions and exploring. 

How to find your story

As video storytellers, our job is to help your customers understand your values through useful, original or unique content. Video should always have a purpose and bring value to your customer, whether through laughter, practical advice or creative insights. Customers look to you for education, entertainment and excitement, and your ultimate goal is engagement.

Every business has a story, and that’s where your online video journey begins: Finding your story. Once you start to do that, the word boring slowly fades away. Once you start asking the right questions, all kinds of interesting stories will reveal themselves. Couple that with ideas, imagination and creativity and this is where the fun really begins.

So, the next time you have a business problem and think video could be the answer, don’t take a reactive approach. Evaluate your online identity and what your customers are feeling. What are their pain points? What would they like to see? Ask yourself; “what’s our message? Who’s our audience?”, and “what story can we tell that our audience can relate too?”.

 

By Lee Tomes, founder and Managing Director of Orange Fox Studios

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