Technology in all phases of video production is advancing at an increasingly rapid pace. While there are many new tools available and, in turn, new approaches to production, the value of a good story and what that entails has largely remained the same.However, today’s audiences prefer to receive messages differently. It’s now about delivering the story in a nice modern package that audiences will actually enjoy unwrapping.
The destination’s the same, but the roads may need paving.
Aristotle’s Poetics is still as valuable and important as it was thousands of years ago. Why? Because the stated objectives of a storyteller: to grab ahold of people’s attention; keep it tightly grasped for as long as needed; and ultimately release the tension, flowing into a suspenseful and satisfying conclusion, are essentially the same as they’ve always been. Aristotle knew that content should have an ethical, emotional, or logical appeal to the audience, a theory that still holds up.
However, one of the most widely used phrases in the world of video production today, and in all of internet marketing for that matter, is target audience. If aiming at a certain group is a universally accepted approach in modern storytelling, and the audience has changed so drastically throughout the internet age, then the content itself has to be adjusted to have any success at impacting them. You can hit your target, you just need to embrace the changes and get a few new darts to get there.
Audiences are losing their patience…constantly.
One of the sweeping changes affecting storytelling in the digital age is the increasing impatience of the audience. Back in the day, whether it was a village elder or a newspaper reporter, storytellers always had time to gather information and analyze it before sharing their story. Now, people expect all desired information immediately. This can be seen as a limitation, or can be embraced and used as an advantage.
One way to do this is to change the way you unravel the story arc in your video production. The arc is a part of storytelling that hasn’t changed much; peaks and valleys in intensity are what gives any story pace and rhythm. Yes, audiences want intense, meaningful information in a flash nowadays, but that doesn’t mean you can’t savor the valleys, or the low points in intensity. It’s here that the storyteller still has the power to give perspective and insight.
There’s a difference between what people like and what they share.
Studies have also shown that there’s a clear distinction between what makes content interesting and what makes it shareable to today’s audiences. Indispensable information and intense emotions are what compel people to share content. If someone rants, mildly, about something, it’s a lot less likely to be shared than if that person lost their temper and reached a higher emotional peak on the subject. However, amusing and arousing still works better than angry and arousing.
Human nature is relatively unchanging, with people’s desires and motivations remaining largely the same as always. However, as things change, new opportunities to apply those motivations and satisfy those desires present themselves. Aristotle knew that self purpose and social connectivity are basic natural desires. Who knows what he would’ve thought about how people use, or abuse, all the new communication channels available. However, he’d be hard-pressed to argue that these new forms of storytelling don’t cater to those specific human desires more naturally than anything ever before. So, take advantage!
KVibe Productions is a full-service video production company. Whether it’s a product video production, a corporate video, or a commercial production, KVibe offers the total package of multimedia services from development through distribution.