storytelling and science - why explainer videos work

Download Storytelling and science - Why explainer videos work

Post on 30-Nov-2014

5.444 views

Category:

Business

2 download

Embed Size (px)

DESCRIPTION

It all started when Andrew asked a cognitive psychologist, who also happened to be his mother, about why the videos he was creating were so effective. She said it had to do with three things: Keeping the story simple Connecting with peoples prior knowledge Stimulating both auditory and visual senses In short, people can only remember so much information at one time. Thats why its so important to keep the story simple. Too much information results in peoples brains getting overwhelmed and remembering less of what you tell them. One way to help people remember more is to connect your message with their prior knowledge. Telling someone that your service is like Match.com is more effective than a lengthy explanation because it connects a new concept with something they already know. Thats why we spend so much time coming up with metaphors that connect with your customers prior knowledge. Last but not least comes increasing retention by stimulating auditory and visual senses. This is known as the dual-coding theory. Dual coding has been scientifically shown to increase retention by 58%. Stimulating auditory senses alone leads to a 10% retention rate, but stimulating both auditory and visual sense increases retention to 68%. By combining these three principles from brain science into all of our projects, were able to present our clients messages in a simple and memorable way. The results are powerful 60 to 90 second videos that tell your companys story while also employing the brain science of video that will make the message stick.

TRANSCRIPT

  • 1. www.switchvideo.com 888-501-3105 Storytelling and Science Why explainer videos work
  • 2. The Brain Science of Video
  • 3. Stimulate the Senses Auditory Sense: Hearing or reading a word stimulates the same sense Visual Sense: Images or scenes,not a talking head
  • 4. 58% People retain more information when both visual and auditory senses are stimulated (Allan Paivio)
  • 5. Respect the Memory Our working memory has limited capacity
  • 6. Relate to the Past Use metaphors and draw on the viewers previous experience =
  • 7. Two paths to follow Two types of information Billy is climbing a tree.
  • 8. If you tell me,its an essay. If you show me,its a story. - Barbara Greene Storytelling is the most powerful way to put ideas into the world today. - Robert McKee Storytelling
  • 9. 90% of people are motivated by suspense to finish a task (Green and Brock) Suspense
  • 10. Detailed imagery Images or language that elicit emotion help the viewer relate to the story
  • 11. Joseph Ledoux found that projecting ourselves into stories is uniquely human Modelling change or behaviour
  • 12. 47%of the average day is spent daydreaming (Killingsworth & Gilbert)
  • 13. 65%of conversations are stories and gossip (Robert Dunbar)
  • 14. Why do we fall for stories? Universal insight/connectedness Surprise
  • 15. Universal insight/connectedness A listener or witness' brain activity actually replicates the storytellers Brain Coupling You get me (Yuri Hassings)
  • 16. How to tell your companys story and the brain science to make it stick 60 Secondsby Andrew Angus
  • 17. www.switchvideo.com 888-501-3105 Get a Free Quote