Um, what was it I watched yesterday?
Key to impactful content and storytelling is creating resonating power so audiences remember.
By Jeremy Major
We’ve all experienced it. We wake up in the morning and remember that we went to the movies the night before, but can’t remember what it was we saw. Eventually it comes back, but why didn’t it stick?
Conversely, other movies are top of mind for days after seeing them. We chuckle over a funny moment that returns, or we still have that feeling deep in our cells that resonates with us. (It took me four days to get over Interstellar!)
The resonating power of stories is vital. The purpose of all content is impact. To create Impact, I focus on three main areas: Audience Relevance, Quality of Execution, and Meaningful Story.
Today, let’s break down the later, Meaningful Story. For me, as a director and storyteller, it’s probably the most fun to unpack. I like to nerd out on story. Ah, life’s little pleasures.
Back to the point… To drive the resonating power of content (long-form, short-form, all sizes), there are a few essential considerations that are frequently overlooked. When these three fundamentals aren’t in place, creators often remark:
“My audiences isn’t taking action.”
“There’s no word of mouth.”
In the Brand world: “Why isn’t my content driving sales.”
Let’s dig in, shall we.
The first consideration to create resonating power is a Transformation Journey. In the context of long-form storytelling, this is an arc from point A to B. It generally centres around to opposing states, for example from narrow-mindedness to a broader worldview. If your story follows the hero’s journey (or heroine’s journey), this is a transformative arc from one state of being to another opposite one, typically filled with moments of resistance and then bravery. When we talk about the hero’s journey, the go-to example is usually Star Wars. Luke starts as a whiny brat and becomes a powerful Jedi.
But this happens on all levels. The idea of transformation is scalable both up and down. Remember that at its most basic it’s two beats. Watch a commercial and you’ll see Problem to Solution. Simple. I have Brand clients in the construction space and their most powerful marketing asset is that they can easily create content that shows transformation. Watch this old house get torn apart and then watch the reveal of the new, beautiful house. Think about how you can show this transformation in content of all lengths.
The second consideration is your Character (or Subject) Dynamics. If everyone in a movie got along and was always in agreement, it would be boring and, guess what, forgettable. As viewers, we love conflict. (Best in life to keep it on the screen and not in your real life, but heck I suppose it’s what makes our world interesting.)
Tension. It’s all about the push and pull of two forces. The most interesting films have this. The obvious example is the Hero vs Villain, but the most dynamic is that between the Hero and the Bonding Character (a character type first introduced to me by writer Barry Pearson). The typical example here is the buddy cop film, where you have the renegade cop mixed with the about-to-retire cop who just wants one last quiet day on the job and then off to his meagre retirement existence. And what happens? They argue, bicker, it’s hilarious, and then they are thrown into life-changing circumstances… reluctantly. But by the end, the bonding character will help save the hero’s life as they defeat the villain and then they are friends forever. Yes, this example is a bit cliché but one that everyone can relate to.
So how do you bring this into short-form, documentary or other formats. At its essence, it’s about the tension created by characters or their world. It’s about introducing a point of view that needs resolution. Dynamic characters have hopes, dreams, and a philosophy. Your content on whatever scale should reflect this, even on a subtle level.
The third consideration for resonating power is creating a Sense of Wonder.
A life changing moment in my life that pointed me towards filmmaking was watching Jurassic Park (I was an impressionable teenager in 1993!). It’s not for the story or even the characters really, it’s about the sense of wonder - something that was lost in subsequent instalments. In JP, Spielberg kept us hanging, wanting more, revealing dinos with such awe. In the sequel Lost World, it was in-your-face with dinos from the get-go. Sense of wonder lost.
As I digress on Jurassic Park, I’ll broaden this third consideration to include a Stand Out Element, something we haven’t seen before. Or it could be described as an Element of Originality. It’s something unique that brings a memorable experience to the viewer. Think about how you can add this splash of originality to your content.
Okay, now you stir these ingredient in a pot and crank up the heat. But don’t let them boil over - remember Authenticity is key. It must speak Truth on some level, even if what you’re creating is completely imaginary.
Have fun with these concepts and challenge yourself to go beyond the first ideas you come up with.
Keep creating and have fun!
-Jeremy
