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The Strategy of Story Telling

Storytelling is at the centre of everything we do at RYG Films. Here’s a quick history of how we arrived at this point. Plus, I explain how you can formulate a strategy around making a video for your chosen audience.

RYG Films was born out of frustration. A long time ago we atarted out by making theatre productions and writing scripts that were simply not getting seen. We needed a change of creative direction. We were already using video in our shows and people were talking about YouTube a lot. Video production was the next obvious stop on our journey. The lure of YouTube was, in addition to being free, the fact that audiences didn’t care where you came from, who you were and what kind of experience you had. If your videos were interesting to them, they would be watching. As theatre makers we told stories. We continue to make stories; we just learnt how to tell them through film.

My goal has always been to make videos that speak to people in an intimate way. I want to create connections for people, make them laugh, get riled up and be stirred into doing something. This is the reason why I often choose live action, real objects and real people over digital wizardry. Digital animation and motion graphics are great at getting you noticed but stories with feeling are the ones that will be remembered. Within every company is the opportunity to tell a story. It doesn’t have to be the Director’s personal journey. Your product or service will be making a difference to someone, somewhere, I especially enjoy the challenge of finding the tale in the transaction.

The message in 2020 is loud and clear, people are consuming videos over and above any other type of online content. Video is such a powerful way of reaching out to so many people. However, the internet is a vast place that even awesome videos can go unnoticed if you don’t know where to share them. A video on a website homepage is going to serve a different purpose than a sponsored ad in a gaming app. It is simply not enough to create something and throw it out there. Your video will be competing against a lot of noise, so knowing what type of video works well on which platform will help get the engagement you want.

In an ideal world, if there was no limit to your budget, you would be sharing professional content on a regular basis. However, with a well-planned marketing strategy, you can use your video as a catalyst for generating additional content which will serve you well. Podcasts, blogs, articles, social media posts and photos can all stem from the making of a video. The potential to create is practically limitless with a bit of foresight and imagination.

Finally, stick to your story. Decide what you want to tell people and who are the people you want to tell it to. Keep to your plan and don’t try to reach everyone with the same message. It will dilute it and you will struggle to connect with anyone. Knowing your target audience will determine the tone, the style and pace, the length and where you will share it. If you are uncertain about any of this, do a bit of research or try speaking to existing clients. Crafting your own video content can be overwhelming and time consuming, but if you can make the process fun, keep the content relevant and provide value to your audience, it will be well worth the effort.

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