The Role of Authenticity in Visual Storytellinghttp://www.visualstorytell.com/wp-content/uploads/2016/09/Authenticity-1024x575.jpg 1024 575 Shlomi Ron Shlomi Ron http://0.gravatar.com/avatar/906bcce31d9695cb030087534b5f0f6e?s=96&d=mm&r=g
- Real or genuine: not copied or false
- True and accurate
- Made to be or look just like an original
- Customer as the hero: Making the customer the hero of the story so you’re watching real stories by real people from their point of view, not the brand.
- Story duality: The story takes it one step further by revealing that the story people tell themselves about how they look is completely opposite to how other people see them. This is a great lesson for what I call the “double mirror effect.” The better the story you tell yourself, the better it makes you feel and then this effect spills outside to your external relationships and makes your message more impactful.
- Make it relatable: By exposing the customer vulnerability/weakness and the element of surprise when contrasting with other people’s views, this helps show customers’ humanity, and trigger empathy.
- Make it believable: Once your story is able to generate empathy, it pushes viewers’ guards down (hey this doesn't feel as a commercial anymore!), they start to identify with the message, see themselves in the story and this way help them trust the narrative core message.
- Bigger purpose: Throughout the video clip you don’t find even one mention or visual plug of the Dove product. Unilever identified a conceptual gap that is much larger than singing the attributes of their Dove soap. Their big WHY is really anchored on a simple message of “You’re more beautiful than you think.”
- Empowerment marketing: Unlike inadequacy marketing that uses fear to stage a need for a product, this video is all about human empowerment.
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Shlomi Ron is co-founder at the Visual Storytelling Institute (VSI). He is also the founder of overlooksTV, an ambient video studio, managing director at the Estate of Video Artist Buky Schwartz and co-founder at cafe Pellicola – window to fine Italian cinema. Follow Shlomi on @shlomiron.All stories by: Shlomi Ron