The Villain is the Hero of their Story: Multimedia Storytelling

glossy-multimedia-buttons_fullIn the business of creating visual media, the hardest part is convincing a client that video is the way to go. Why? It’s expensive and putting together a strategy that’s going to get you the most bang for your buck is complex at best. So, you’ve got your video and you’re wondering, “What now?”

“The internet is inherently a visual medium,” says Lee Sherman, Co-Founder and Chief Content Officer of at an event titled “How to Employ Multimedia Content for Compelling Storytelling.”

“When you combine data with visuals, you’ve really got something,” added Sherman.

Some key points made by one speaker, Lou Hoffman, of The Hoffman Agency, on why visual content is so important:

  • Video with content gains FOUR TIMES the views as content without video.
  • Cost is the biggest obstacle – GO IN HOUSE.
  • 15-20% of article content is ANECDOTAL.

Brian Solis makes the point that “YouTube is the second largest search engine in the world.” When creating video content, think of the zero-moment of truth – this is most often when something is shown to someone else for his or her first time. One must picture the impact this will have: the message one wants the viewer to walk away remembering.

Patricia Sellers, Executive Director of Live Content at Time Inc., says that the best stories are about people who have a vision, who achieve, fail, learn, and are able to achieve again. “If that’s not a part of the story, I’m not interested,” according to Sellers. CAT, a company known for giant tractors, produced the below video, which employs great storytelling to sell their product, without overselling their product.

Jim Lin, of as well as VP and Digital Strategist at Ketchum, says “make it unboring.” The key to good visual content is to create something that is worth looking at. This is key, due to the ease of sharing. “Everything is organic once it’s shared,” Lin explains. What he is saying is that content is not spoon-fed to audiences straight from the source; it’s shared from places like Twitter, Pinterest, and Facebook. If content is worth seeing, your friend is most likely the person that will show it to you.

“The computer can’t tell you the emotional story. It can give you the exact mathematical design, but what’s missing are the eyebrows.” -Frank Zappa

At one point Frank Zappa was right, but as of today, that has all changed. People now look to their computer for an emotional story. With the average amount of time being spent online steadily growing, how does one expect their message or product to stand out among so many others? The answer is simple: tell a good story.

“If history were taught in the form of stories, it would never be forgotten.” -Rudyard Kipling

Please send all autograph requests for Wes Warfield to Follow his stream of consciousness @WesWarfield.