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This 'Stories and the Loop' presentation demonstrates that to get better at producing video content in a social media age we should look at historical fact to understand the origins of brand content and social media and how that is applicable in our work today.
Some key points:
- The start of the the British documentary movement and its close link to marketing
-How brands and filmmakers have worked successfully together since the 1920s and even before in Soviet propaganda
-Success of the film Night Mail in saving the Royal Mail from privitisation.
-The work of Norbert Weiner during WWII on feedback loops which lay behind the way facebook and social media works.
- 1960s - a film called Snow funded by a brand wins an oscar and gets a global audience.
- 1960s - A revolutionary ad man - Howard Gossage applies feedback loop and stories to advertising and creates interactive advertising
We give our recommendations from those learnings and conclude that:
To create online videos you need to engage an audience with relevant and inspiring stories.