When Mastercard’s global chief marketing and communications officer, Raja Rajamannar, recently spoke about the brand’s shift in focus from storytelling to story-making, it was eye-opening to some, but it sounded like more of the same to many video production vets and others at first glance. After all, most understand the value of creating genuinely relatable content by now rather than simply talking about ourselves all the time.
However, at a closer look, it’s clear that he’s saying much more than that. Think about it, a giant brand like Mastercard wouldn’t be refocusing their efforts without good reason, and the primary one is the fact that people crave experiences more than they do things these days.
That’s why it’s become essential to create content that doesn’t just tell relevant stories which speak to who you are and what you’re all about, but content that also connects viewers with you and/or your brand through authentic personal experiences. It’s not easy, but it’s where things are headed nonetheless. Read on to learn more.
What has changed?
To put it simply, so much. Years ago, the goal of relating to consumers was most often accomplished by simply appealing to their logic and keeping the focus on the products or services themselves. Companies and brands would create content that let their audiences know just how the products or services they were promoting could help them.
It was all bout the distinct features and benefits of their offerings and it worked, for the most part at least, but it didn’t take too long for those audiences to start craving something more. That’s when emotional appeal really entered the mix, as many brands decided to refocus their efforts on tapping into their audiences’ heartstrings.
Telling stories rather than selling products or self-serving messages became key. Then, data and analytics came into play, which, again, redirected a lot of brand’s efforts and now, we’ve entered the era of promoting and enabling personal experiences via content rather than simply storytelling.
While it’s always been far better to show rather than tell in film or video production, it’s now imperative to give rather than just show. Now, it’s all about giving your audience the tools they need to make their own experiences with your content and, again, that’s not always so easy.
How can you enable authentic experiences?
First of all, it starts with taking the time to learn about the things your particular audience is passionate about. It could be a charitable cause, a lifestyle choice, etc. The good news is that there are more tools than ever with which to do this kind of research, but the bottom line is that once you find your audience’s passions, then the next step is creating shared experiences around it.
For example, one of Mastercards new campaigns to come out of their refocused strategy is called “Priceless Surprises.” In a video they recently created based on the concept, a die-hard soccer club fan was under the impression he was taking part in a documentary about fans when, in reality, he was surprised by his favorite star player, in person.
It’s a perfect example of how brands are shifting toward sharing experiences rather than telling stories, because in the past, a story about a highly devout soccer fan would have seemed like the perfect way to relate to the part of your audience who love the sport. Now, however, people want an experience more than information.
They want to share in a real moment and feel the real possibilities in it. They don’t want you to simply tell them a somewhat relatable story that makes you and your brand look good and helpful to them. They want to share an experience they feel genuinely passionate about. Check out the video below to see what we mean.
Shared experiences are very sharable.
Creating authentic, shared experiences has become the best way to truly connect with audiences these days. There’s no doubt about that. Like mentioned above, it’s what people want now. However, that’s not all it accomplishes. There’s also the matter of people sharing those shared experiences.
People love to be the ones who discover content that they just know their friends, family members, co-workers, etc., would also get something out of, which is another reason that creating these kinds of shared experiences via video production is so important.
Not only will that kind of content stand a much better chance of reaching your audience on a deeper level than content that’s built solely around you and what you do or offer, but you will also have a much better chance of getting your audience to share those types of videos with their own social circles.
As we all know, that’s a big deal in today’s day and age. No matter what you do nor your specific reasons for creating video, we all want it to have sharable qualities. That’s just part of the game now and take it from us, people love sharing priceless experiences with their friends and family more than they like sharing product details or stories about how great you are.
We’ve been doing video production in NJ & NY long enough to know how effective experience-based content can be.
The bottom line is that we’ve enter into a new era, whether we like it or not, and it’s one in which people have less tolerance than ever for videos that are all about the maker and what he or she does.
They want to feel something, they want to experience something, which is why it’s essential that you start to give them content that accomplishes those things. We hope these tips help you do it. Good luck!
About Us: KVibe Productions, one of the top NJ & NYC video production companies creating video content of all kinds, can handle every aspect of the process. And whether it’s a commercial, a corporate video production, or a feature film, at KVibe, we always create to inspire.