According to Wikipedia …
A documentary film is a nonfictional motion picture intended to document some aspect of reality, primarily for the purposes of instruction, education, or maintaining a historical record.
Today, brands are using documentary-style or docu-style content to get their message out. So should you be jumping on this real content hyperloop train?
What Is Docu-Style Content?
Simply put, docu-style content is a documentary video that is either directly or tangentially related to a product or service one is promoting. For instance, the shaving brand, Gillette did a series of videos exploring the lost art of kissing. It featured an attractive woman asking men and women about the upside and downside of kissing someone with facial hair. Gillette, uses this ‘man-on-the-street’ video to find out if kissing is on the decline. A perfect piece of content for Gillette to engage their audience and drive millions of impressions of awareness.
The age of the singular promotional ad is dead. Okay, not dead merely transformed. The one-way monologue of yesterday direct to the consumer is now a two-way street. It is in every brand’s best interest to listen to the consumer, and listen well. Consumers have very good bullshit radar, so when brands are inauthentic, desperate or pushy - people know.
Break on Through
Whether it’s a heart felt story like Dove's "Amazing Moments" or the new campaign"North Face Questions Madness", brands are embracing content that tell a story. And there’s a good reason. In the age of ‘reality’ TV, where content platforms are popping up everywhere, docu-style content is a powerful way to connect emotionally with your audience and tell your brand's story. Human beings are hard-wired for good story telling. Particularly today, where potential customers can be easily distracted and ADHD is the order of the day, brands need a way to cut through the noise.
Story. Story. Story.
So let’s assume you’ve already done your data-driven homework and your team has a deep understanding of your customer’s pain points, desires and maybe channel specific preferences.
Did we mention story? Get to the heart of your brand’s story – one that will resonate deeply. One that will get your customer to get connected with your brand.
We believe that …
Good docu-style content is when your customer or potential customer can’t wait to share it the same way as if it was a film.
And the way to do that is to tell a great story. Case in point, The Humane Society of Silicon Valley created this short film that is emotional as it is inspiring. Just try not to get choked up watching this excellent short.
Do we believe in docu-style content? Definitely. Is it right for your brand? Quite possibly. Give us a call, shoot us an email or visit www.kestumbilt.com and let’s talk.
Pete Guzzo, Executive Creative