Once upon a time, there was a chocolate factory in Alexandria, Egypt, whose owner had named it after a stray deer that used to roam near the factory’s playground. The deer died in an unfortunate accident but it’s now an evergreen memory. I hope this answers the timeless ‘What’s better than chocolate?’ question, the answer is chocolate with an emotional story. You can view the example of Hershey’s Kisses on VerveVideos.com with an explainer video.
Storytelling has been around for decades, with the evolution of products and consumer preferences, one thing remains constant, our fondness of hearing stories.
Forbes, Fast Company, Research and Storytelling
According to Fast Company’s research via Forbes, human brains are built to connect with compelling stories. Around 92 percent of consumers want brands to make ads that feel like a story. As a result, they produce successful content that engages with the targeted audience. An example that illustrates the effectiveness of this strategy, an average US citizen consumes around 100,500 digital words daily.
However, with the abundance of information streams on the internet, our attention span has shrunk to a bare minimum. Therefore in 2019, people’s word of mouth or feedback on social media may not suffice. There needs to be a more engaging and memorable way that enhances the ads’ messages; which is why explainer videos are the natural go-to platform.
The aforementioned study shows that our brains process images 60X faster than words, which demonstrates the importance of showing, rather than telling. Combine storytelling with visual effects and Pouf! Here’s your magic formula for excellent long-term brand love!
But more accurately, how does storytelling affect our brains?
In an infographic titled ‘’the Science of Storytelling’’, Fast Company illustrated that thanks to the brain’s neural coupling process, listening to stories activates some parts of the brain that allow the listeners to turn what they hear into personal ideas and experiences.
The release of dopamine can store emotionally-charged events more accurately. When processing facts, two areas of the brains are activated; Broca and Wernicke. A well-told story engages additional areas of the brain as well as the motor cortex, sensory cortex, and frontal cortex.
See more of our creativity by clicking on instructional video examples.
How can marketers bring this undeniable chemistry to understand and engage their consumers more efficiently?
Well, there are a couple of aspects that companies should cover to enrich their brand personality. Most significantly are empathy and keeping up the thrill. Empathy is a genuine emotion and will resonate with your target audience smoothly. Before you take this approach, make sure you do your audience research to guarantee that you are on the right track. Thrill, on the other hand, is what keeps your fans excited and motivated to take the purchasing action.
Storytelling Elements in an Explainer Video
ABC’s media specialist, James Lush, listed five key elements for good storytelling:
- Timeliness – don’t underestimate timing as it can be a crucial key in advertising and marketing.
- Relevance – appealing to your target audience is a must.
- Unusualness – stand out from the crowd!
- Troubling – in a good fashion, your story has to be stimulating, comparative, and interesting.
- Human – it is easier to love another human being than to love a brand.
To conclude, whether you’re providing a daily product or a one-of-a-kind service, you will find this strategy of using an explainer video for storytelling great. It will certainly alleviate your brand loyalty, as well as the number of digital media interactions. There are lots of successful examples to learn from, such as, Vans’ documentary series ‘’Off the Wall’’ to inspire athletes and artists or Gillette’s video ‘’Are we Killing the Kiss?’’ which was genius, the grooming care company relating a viral problem with their #1 enemy, facial hair.
Give your product a chance to stand out with professionally created product explainer videos. We help companies target their customers by producing product explainer videos which help showcase the main features and USP. Are you ready to discuss your next animated explainer video project? We’d love to hear from you! Call us at +1-647-948-9393 or drop an email at [email protected].