By definition it still has the same rules storytelling has traditionally always had, the who, what, where, when and why of a topic. Conveying an overall message to an audience with a beginning, middle and end. But the act of creating a narrative for today’s consumer has additional requirements now.
With social media, smart phones, and instant access to any information, a storyteller must instantly prioritize what the focus of a story will be with pinpoint precision and speed. Today’s audience will check out in seconds if they loose interest. Video can quickly communicate emotion and it is that emotional response that will hold the interest of the viewer.
Recently we had the good fortune to host Marc Cahill, President / CEO of C4 Media: Marc@C4Mediatv.com, to find out how key video editing techniques are in determining what type of communication you can have with your target audience and how those same techniques can help produce the desired response from your audience.
In the world of modern media, Marc Cahill is truly a 21st century storyteller. In the current fast-moving arena of reality television he is one of the most successful “Preditors” in the industry. This term is used to describe a professional who can produce, shoot, direct and edit with equal skill and ease.
“Why someone wants to watch what you have prepared for them is the golden ticket in today’s marketplace. If you figure out how to surprise them into a feeling or point of view about a product you are well on the way to making the imprint you want. People take away impressions from every relationship they have, whether with animate or inanimate objects and I think it is that subtle emotional realm where intelligent companies should focus their efforts. “
There is great insight in the everyday, and video is a powerful tool to tell these stories. We look beyond our industry to investigate the LA approach to video reality, expression, and the best ways to utilize human stories gathered in field research. Inquiring minds want to know….
1 Comment
Great post, Jennifer. It is that line between the exceptional editing and the exceptional insight about motivation that yields powerful work, and you’ve stated it so well here. Thanks for the inspiration!