Visual storytelling that moves people
Stories are how we make sense of the world. We’re likely to forget a long list of facts, but a gripping story captures our imaginations and will often stay in our minds for weeks, months or even years afterwards.
As leadership guru, Harrison Monarth, said in Harvard Business Review, “We humans have been communicating through stories for upwards for 20,000 years.” From early childhood, we’re brought up on stories, from cosy bedtime books and Disney films to the annual retelling of cultural traditions like Christmas or spooky tales round the campfire. No wonder our brains respond so well to the power of good yarn.
“We humans have been communicating through stories for upwards for 20,000 years.”
Harrison Monarth
For businesses to cut through the noise and connect meaningfully with their audiences, good storytelling is what elevates a brand above its competition. Quoted in Forbes, brand coach, Celinne Da Costa, says that “storytelling conveys purpose, and businesses with purpose are the ones that ultimately stand out and capture consumer’s hearts and wallets.”
Using video is one of the most effective ways of telling your story. Films put your audience at the heart of the action and, done well, they are one of the most powerful ways to drive engagement around your project or campaign.
Here are our top 5 tips for video storytelling that inspires action:
Be authentic
Video storytelling allows your organisation’s unique personality to shine through. It’s a chance to show who you really are, often by encouraging people within your business to talk about their passion and drive for what they do.
People respond to people and the more you show the humans behind the logo, the more you’ll build trust and loyalty for your brand. Make sure your film reflects you who really are (and never try to imitate a competitor!)
Our video for Devon Partnership Trust shows the positive working atmosphere at the Trust by introducing the existing staff and letting them share their own experiences
Let your brand values shine through
Before you start planning your video, think about your brand values and use your film as an opportunity to show your audience what you stand for as a business. Customers respond to brands that reflect their own values so this is a vital opportunity to engage with people who care about the same things that you do.
In our film for Westmill Community Wind Farm, the passion and dedication of the founders of the wind farm shines through. The audience immediately understands their values of community and sustainability…
Evoke an emotional response
One of the reasons stories resonate so much with us, is that they often evoke an emotional reaction. They invite us in to share an important experience, whether that’s a challenge to overcome, a moment of joy or a message of hope.
Stories bring people together. If your brand has an important message to share, video storytelling will create a connection with the audience that stays with them long after the film has finished.
Our virtual tour of DPT’s Mother & Baby Unit showed new mothers who are experiencing mental health difficulties how the uplifting, purpose-built facilities can provide them with support… Watch the tour
Remember a narrative arc:
At Fresh Ground Films, we work with our clients to create a detailed storyboard for their film. Good films, like all good stories, need a beginning, a middle and an end. They need to take the viewer on a journey, often with a build-up of tension at the peak of the story.
This helps the audience to feel invested in the action and eager to keep watching until the end.
Our promo film for the ‘Hidden Florence’ app weaves together the fascinating story of the app’s development with some tantalising glimpses of some of the city’s beautiful architecture…
Use cinematic filmmaking
The tone, colours and style of a film should reflect the story being told. This is something we are passionate about at Fresh Ground Films. Our natural, handheld approach is designed to create a fresh, contemporary and authentic feel that is completely removed from ‘salesy’ business videos.
One of our films that does just this is ‘London’s Lost Rivers’, our visually cinematic and evocative film for Possible, the climate change charity….
We’d love to talk to you about your project, so get in touch with us to find out more and discuss your goals and your budget.
We work across all sectors but our particular specialisms are environment; healthcare; education; charity; heritage, arts & culture and business. We love working with purpose-led businesses to tell their stories with soul.
