Have you watched any videos lately? They are a cultural phenomenon since the birth of YouTube. According to this infographic by LookBookHQ and Beutler Ink, “Every 60 seconds – 60 hours of video are uploaded to YouTube.”
Using videos as a marketing strategy is a smart move, as long as the message you want to convey is presented in a clear, compelling way. With so many videos floating around cyberspace, though, how can you make yours stand out? How can you grab the attention of your current and future customers? More importantly, what will make them remember your message?
Facts don’t do it.
Based on extensive research, throwing statistics at your audience won’t persuade them. As stated in The Buffer Blog, listening to someone recite pure statistics only engages a couple areas in the brain known as the “Broca’s area and Wernicke’s area.”
Stories, however, have a greater effect on listeners. Storytelling engages a deeper area in the listeners brains called the Limbic system, which ties emotions to memories.
If you want to truly connect with your viewers, you need to become a storyteller. No – you need to become an excellent storyteller. Stories disarm their listeners of their skepticism, making them more accepting of your message.
Read on to find out the 3 most important secrets to presenting your story in a way that will make your video shine.
1. Know your target audience.
Your video has to hit a nerve for it to make an impact on your viewers. An emotional connection cannot be established, however, unless you know your target audience like the back of your hand.
Know their general tendencies and understand what interests them. Make sure that elements in your story touch upon these interests. Talk using vocabulary that’s familiar to them, because language is a major way in which people relate to one another.
2. Grab their attention in the first 10 seconds.
According to Forbes, you only have seven seconds to make a first impression. Droning on for the first minute of your video will only help you lose your viewers.
Keep the following in mind when scripting the beginning of your video.
• Attract attention with a blatant statement such as: ” “The following is very important.”
• Ask your audience a thought-provoking question.
• Start your story with action (I.E.: present a challenge or something exciting)
• Start with a statement that evokes strong emotions.
3. Create clear points throughout your story.
You know that person who always manages to put everyone to sleep with his ramblings? Don’t become that person in your video. You only have a few minutes to compel your audience; use them wisely. M
ake sure that your story is punctuated by the following in addition to your ten-second attention grabber:
• A conflict or challenge.
• One or two would-be solutions to the conflict.
• A humorous statement or two to maintain a personal connection. (Don’t overuse this.)
• A clear resolution to the conflict. (Make sure your resolution is in-line with your message.)
• A clear call to action. (Without it, your video serves no real purpose.)
• Cause your audience to act upon your message. Make them want to do what you specifically ask of them by using an emotional statement to lock them in.
Its true – capturing your viewers’ attention with a well-told story is no easy feat, but it can be done. This infographic from Wisdomography sums up the above points perfectly. Take those three golden secrets to heart when creating your next video. Tell your story, compel your audience, and note the increase in responses to your call to action afterward.
Photo Source: courtesy of © Depositphotos.com/leszekglasner and Wisdomography.com