Level Up Your Video Ads With Storytelling Techniques (Matthew Hauer) (2)
Level Up Your Video Ads With Storytelling Techniques (Matthew Hauer)
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1)Use Cognitive Empathy to Your Advantage
Cognitive Empathy: Allows us to experience something fully, by watching another human go through it.
When we see a face - human face, puppy-dog face, even a face you made in your cereal - our cognitive empathy is triggered. Same goes for when we see figures and movement.
Takeaway: Faces, figures, and movement are powerful tools that we can use to engage audiences and tell stories in a brain-friendly way.
Showing a face/character that the audience can relate to and identify with, can be very effective.
2)The Most Important Part of the Video = The First 5 Seconds
If you can't grab the visitor's attention in the first 5 seconds, you would continue to scroll.
Again: Use faces, figures, and movement during the first 5 seconds, to give the brain something it can quickly recognize, and it will start to experience Cognitive Empathy.
3)Other Ways to Make Videos More Effective
-Make sure the video is taking up most of the screen, whether on desktop or mobile.
-Captions will help to grab the user's attention. Not all videos will automatically play the audio.
-Keep video length close to a minute. People's attention spans have grown shorter with information overload all around us
-A fast-paced video, designed to draw people's attention to specific details, will definitely help keep them engaged, likely to increase retention and to increase their interest in the product or service you're selling.
4)Tell a Story Through Visual Thinking
Explanation of what "Visual Thinking" is: Visual thinking is often described as seeing words as a series of pictures. Nearly 60 percent of people learn best through visualizations. For these types of learners, a visual image can yield a much more powerful and memorable learning experience than spoken words or written text.
(Reference: https://tophat.com/glossary/v/visual-thinking/)
In short: Using images to tell stories can be very effective in selling.
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Speech video added! Many thanks to the iStack Conferences team for granting us permission to post the video!
Amy
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