Storytelling with Video

Julie Zellman, Marketing Communications Coordinator

As a marketing professional in the video communications field, I am tasked with telling the story of how video can improve the way companies do business, how schools can create enriching educational experiences through virtual field trips, and how healthcare professionals can treat even more patients without the need to travel. However, I realized that video also improves the storytelling process itself as evidenced by the PRESSfeed 2012 Online Newsroom and Digital Media Relations Survey.

In the survey, members of the press rated the value of visuals to news content and 75 percent of journalists stated that video was important. Think about the last time a major news story broke. One that immediately came to my mind was the landing of the NASA rover Curiosity on Mars. While text and images are amazing, video added a whole new dramatic layer to the story: from the scientists’ and engineers’ exuberant celebration at Mission Control, to the digital renderings of the rover, and the exactly how the spacecraft will travel on the surface of Mars and collect data. It’s all so remarkable and video lets us all experience it together.

Think of the Olympics! What would that athletic extravaganza be to citizens of all nations without video? How incredible was it to see swimmers break world records, watch Usain Bolt cross the finish line, witness gymnasts practically fly through the air and view the parade of athletes grinning with their medals during the closing ceremony? There’s no doubt that photos of these spectacular moments evoke emotional responses, but video elevates that experience to a new height. It makes it more intimate and personal – as if you are in the same room with these world-class Olympians.

In tragedies and triumphs, it is always video that sticks in our minds: the collapse of a building, the smile of a victor, the freedom of captors, the guilty/not-guilty courtroom verdicts, an assassination, a reunion, and every news story in between. There’s a reason that some of the most powerful news stories in the last few decades have one iconic video that we can remember.

LifeSize published a blog post not too long ago about the power of body language and facial expressions. Did you know that 93 percent of communication is non-verbal in nature? Video is able to portray underlying emotional cues of a conversation better than any other technology available. In business, would you want to leave 93 percent of your message to chance? Of course not! In the same way that journalists should leverage video to tell a richer story, companies should use video to build stronger relationships with colleagues, constituents and clients, maximize productivity and cut down on wasteful business travel.

What videos do you remember from major news stories? Do you think the story would have impacted you as much if you had not seen the video? Share your thoughts with us in the comment box below.

One Response to “Storytelling with Video”

  1. David Temple

    Curiosity was great but man landing on the moon more than 40 years ago, now that was incredible via video. Talk about adding a whole new dramatic layer to the story!


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