Expert Advice from Content Puppy Productions, a Charlotte Video Production Agency.
Whether you’re a brand marketer or business owner, chances are you’re doing some type of video marketing. It could be YouTube videos, testimonials, videos for social media—there are literally dozens of video formats and types.
But regardless of HOW you’re using video or where you’re posting it, there’s one question you really need to ask yourself.
What’s the most effective way to tell a story?
At Content Puppy Productions, we pride ourselves on our storytelling, and being able to customize stories for different types of social media and other uses (just what you’d expect from a Corporate Video Production Agency.
Here are a few things to consider before your next video production:
The Authenticity Trap
First, let’s talk about “authenticity.”
Authenticity is one of the biggest marketing buzz words of the past ten years. It basically means being real and genuine. True to who you are. In other words, don’t try to be one thing to one audience, and something else to a different audience.
But some marketers have pushed the concept of authenticity even further. In their thinking, authenticity means not looking like an ad, period. People speaking on camera should have uhs and ums and awkward pauses. Anything scripted is overproduced.
Of course, we disagree. Testimonials and real-person interviews are effective types of messaging, but they aren’t the only types.
Scripted vs Unscripted
If this view of authenticity were true, the entertainment world would consist only of reality TV shows and documentary films.
The truth is, people still want to be entertained, and there’s still plenty of room for scripted dialogue, humor, and other engaging storytelling techniques.
So which works better, scripted or unscripted content? The approaches are quite different from each other.
Unscripted Content
For example, a customer testimonial should be unscripted. Your customers (or patients or clients) should talk about their experiences in their own words. Don’t tell them what to say.
Remember, these people are not professional actors, so reading a script usually comes across as fake.
Of course, that doesn’t mean you have no input. The secret is directing the conversation, asking the right questions to get the honest responses you need.
Scripted Content
One of the advantages of working with a Charlotte Video Production Company like Content Puppy is having an experienced resource for developing ideas. Content Puppy owner Harry Hayes spent years as an advertising writer and creative director.
In the right hands, scripted content can entertain and inspire audiences. The story, the right characters, the right punch line—they can all help make content more memorable.
Here’s an example—we recently created a funny campaign for Landlord Loans, an online lender that specializes in commercial property loans.
We developed the concepts, storyboarded scripts, cast the actors, and produced the finished TV commercials. All part of our Charlotte Creative Video Services.
Stories Well Told
As you can see, both scripted and unscripted approaches can be authentic and effective. The key is relatability.
Are you presenting a situation that people can relate to? A problem your target audience has experienced themselves?
Whether it’s nagging back pain, waiting for a tax refund check to arrive, or the hassles of getting a business loan, the best ideas are the ones that are relatable to a broader audience.
