FEATURE
CREATIVE INDUSTRIES
How authenticity and human emotion help us tell better stories
By Lee Tomes (pictured), founder and managing director of Orange Fox Studios
expectation of slowing down anytime soon. Simply put, if your company isn’t using video as part of
V
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 and 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 laughter, 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’ve 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.
58 business network March 2021 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 is where Orange Fox excels. 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. Combine 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 to?”
‘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’
ideo has become a fundamental way in which people consume content online. It is expected that by 2022, 82% of all internet traffic will be video – a percentage that’s been on the rise year on year for quite some time, with no
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92
