I write about storytelling and how it can help businesses sell in the marketplace. It is only logical to back up the information I have shared with you. Like many who strive to learn more about their craft I immerse myself in learning more and more which helps me become that much more knowledgeable in my video production field. One of the tools I use are podcasts. I listen to video storytelling professionals and specialist on podcast that have significant value. I came across Clare Edwards, a neuron scientist who explains what happens to our brains when we hear or watch stories.
We have been using stories to communicate ever since the beginning of time. Stories were used to communicate way before language was used. Story is a part of us, it is built into our making. One of the most important things I took away from the podcast is that when we are presented with facts and figures during a presentation such as on a power point, our brain goes into overload mode. But once we tell the same information by engaging into story, our brains tend to relax and become more receptive to what it is learning. We tend to remember more when we hear a story because we rely on our own past stories to help connect with the one being told.
Stories become even more powerful when you add emotion. Applying emotion to a story makes our brain go into its rolodex and it pulls out memories so that it can connect emotionally. Adding plot points to a story really makes the story powerful. We as humans are curious by nature, and when you add curiosity to a story (plot points) a beginning, middle and end, that entices the brain to release dopamine. Dopamine is a neurotransmitter and plays a major role in the motivational component of reward-motivated behavior. This is what causes us to want to know more. Aspiring to know more about the story keeps us on our feet.
Lastly, we use our sight and hearing when we use video to tell a story. Our brain is in full mode when it uses both hearing and sight. We all learn by using our five senses, all are very important; sight though, is number one. Edwards says that when the brain combines sight and sound it releases neurons called mirror neurons which allow us to feel what we are viewing. Whenever I watch America’s Funniest Videos, I cringe when I see someone flip and fall. I feel their pain and almost move about like I just hurt myself. This is what the mirror neurons are doing. They give us an experience that we can identify with and almost feel.
If you take all the info I shared with you and use it to create a story for your brand you will get more clients willing to engage. Data seems to confuse the customer and really doesn’t resonate with them. Video storytelling is a great strategy for online video.
I have been working in television and media for over 18 years. My experience includes news photojournalist, editor, producer and storyteller. I am a five time Telly Award winner.