What People Are Really Looking For In Stories

closeup photo of brown and black dog face

What does it mean to be a human? Who are we?

I wish I had the answer, but I know stories with emotion give us a little perspective to better understand ourselves.

Every project I undertake — big or small — is a chance to delve into the human experience, to explore emotions that unite us, and, sure, to understand what people are truly looking for in a marketing video. It is quickly apparent that the the core of any successful marketing video lies in the powerful union of emotion and storytelling.

Emotion has the ability to transcend reason and leave a lasting impression on people’s hearts and minds.

In fact, emotionally engaged customers are willing to spend an astonishing 2.5 times more on products and services.

Get Caught In The ‘Bonding Hormone’

Incorporating storytelling elements in marketing videos is like to adding seasoning to a dish. Salt and pepper are sometimes the sole difference between french fries and bad ones. When have you just enough salt and pepper, your fries are tasty (and hopefully warm). Too much or too little S&P scares people away.

Psychologists Melanie Green and Timothy Brock found that stories have a unique way of affecting the brain. When we listen to a story, our brains release oxytocin, the “bonding hormone.”

This chemical response builds trust and connection between the storyteller (you) and the listener (your audience).

We were essentially exploring oxytocin in our video on trust. We showed how far trust can take a single person.

When a marketing video shares a story that resonates, it lays the foundation for an enduring relationship.

Is Your Video Boring?

A video infused with emotion is akin to a blossoming garden: every frame is a vibrant bloom that captivates the senses and beckons the viewer to explore further.

Personally, I have found a sense of belonging in stories. Once I experienced and learned about the authentic stories of elite athletes with disabilities, I was hooked.

People are not merely looking for a marketing video that bombards them with information or showcases flashy visuals. Flashy visuals can be neat, but they are meaningless without emotion.

You audience wants an emotional experience. They want a story that mirrors their struggles, fears, doubts, goals, dreams, desires. If you can show them that your organization can give them a better life, you’re golden.

Be Memorable

Studies have shown that people are 22 times more likely to remember facts if their in a story.

When we see or hear a story, multiple areas of the brain get activated, including those associated with emotions, sensations and motor actions. This makes the story stick in our memories, and it reinforces the message and brand identity.

See, stories compels the audience to stop and immerse themselves in the experience. You want them immersed in your experience / events / programs / services.

Your brand needs to be memorable. Too many are forgotten, because they fail to tell stories with emotion.

Published by Ryan Wilson

CEO of Team Trust

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