Video Turns Facts into Feelings

How video turns facts into feelings

The Power of Video in Shaping Perceptions

I’d known about the Post Office scandal for months if not years before it was suddenly the No1 topic of conversation up and down the Uk. I’d heard the brief story on new bulletins on the radio and read it on news websites. I believed it to be an awful miscarriage of justice, but it was (sadly) just another tragic story amongst others going on. I guess it just got eaten up and lost. So why was a TV drama able to reach the parts of the social conscience that other mediums had tried and ultimately failed to get the coverage the story deserved?

What makes video so special?

Unlike the factual written word, TV, film and theatre have the unique ability to transform cold statistics into compelling emotions. Don’t get me wrong, I still find myself saying, “The book was better than the film,” on many occasions, but when it’s done well, there’s no better format than video for grabbing attention and getting an audience talking.

For those unfamiliar and to be fair there can’t be many in the UK, the Bates vs the Post Office Ltd  was a legal dispute that really captured the attention of the public in early 2024, but the scandal had been written about all the way back in 2009 so why did it take so long to suddenly blow up and get the attention it rightly deserved?

In essence, the written accounts, court documents and news articles presented a straightforward narrative to the audience, but it was the ITV dramatisation (Mr Bates Vs The Post Office) that truly brought the story to life. The raw emotions, facial expressions, and nuances conveyed through a story narrative and played out on video that created a more immersive experience for the audience. It turned a dry legal case into a human drama, with viewers forming emotional connections to the people involved.

Video creates Visual and Emotional Impact

Combining visual and auditory elements that provide a multisensory experience. This engagement triggers emotional responses that written words alone struggle to evoke. Seeing the expressions on Mr. Bates’ face or the frustration of the Post Office representatives humanises the story, making it relatable and emotionally charged. Add a great soundtrack and that can really pack a punch.

At the heart of everything is great story telling. Video allows businesses to tell their stories authentically. By showcasing real people and real situations, companies can create a genuine connection with their audience. Authenticity builds trust, which makes all the difference when it comes to gaining new customers.

The power of video lies in its ability to make you empathise with the characters or situations presented. In the case of Mr. Bates, we felt sympathy, anger, and frustration, which lead audiences to taking action to see that justice would be served.

Your business can leverage this emotional connection to shape perceptions and build a loyal customer base. Not through manipulation, but through honest story telling. 

3 Easy to film video ideas for your business that will turn facts into feelings

  1. Customer Testimonials: Encourage satisfied customers to share their experiences through video testimonials. Seeing real people express their satisfaction is far more convincing than reading a written review.

  2. Behind-the-Scenes Footage: Provide a glimpse into the inner workings of your business through behind-the-scenes videos. This not only adds a personal touch but also showcases the hard work and dedication of your team, creating a sense of connection with your audience. Just look what Jeremy Spake did for Easy Jet! (one for the 90’s kids there)

  3. Showcasing Impact: If your business is involved in social or environmental initiatives, create videos that showcase the impact of your efforts. Seeing the positive change you contribute to can evoke powerful emotions and make consumers feel proud to be associated with your brand.

Most businesses present the facts, the key to success is to find ways to stand out and connect with your audience on a deeper level. Video content has proven to be a potent tool in transforming facts into feelings. By embracing the emotional power of video, these 3 easy to film business video ideas will help your company create compelling narratives, build authentic connections, and leave a lasting impact on your audience. Is it time for your business to tell your stories in a way that resonates beyond the confines of written words?

As the African American author, poet and civil activist, Maya Angelou said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Getting started

If you need help getting started with your videos that will turn facts into feelings, then why not get in touch? I love to help businesses get creative and start their video journey. Getting you to where you want to be on your video journey is what makes my job most rewarding. find out more about me over here or feel free to drop me a note over there.