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Storytellingand ScienceWhy explainer videos work
The Brain Scienceof Video
Stimulate the Senses
Auditory Sense:Hearing or reading a word stimulates the same sense
Visual Sense:Images or scenes, not a talking head
58%People retain
more information when both visual and auditory senses are stimulated
(Allan Paivio)
Respect the MemoryOur working memory has limited capacity
Relate to the PastUse metaphors and draw on the
viewers’ previous experience
=
Two paths to followTwo types of information
Billy is climbing a tree.
If you tell me, it’s an essay. If you show me, it’s a story.
- Barbara Greene
Storytelling is the most powerful way to put ideas into the world today.
- Robert McKee
Storytelling
90% of people are motivated by suspense to finish a task
(Green and Brock)
Suspense
DetailedimageryImages or language that elicit emotion help the viewer relate to the story
Joseph Ledoux found that projecting ourselves into stories is uniquely human
Modelling changeor behaviour
47%of the average day is spent daydreaming
(Killingsworth & Gilbert)
65%of conversations are stories and gossip
(Robert Dunbar)
Why do we fall for stories?
Universal insight/connectedness
Surprise
Universal insight/connectedness
A listener or witness' brain activity actually replicates the storytellers
Brain Coupling
You get me
(Yuri Hassings)
How to tell your company’s story andthe brain science to make it stick
60 Secondsby Andrew Angus
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