Kari Jo Faulhaber on How to Produce Videos That Move People
Whether in a commercial, a company video, or a fundraising campaign, one of the most effective ways to use video is to tell personal stories and evoke emotion. Video can help us share experiences better than just about any other medium.
StoryTeller video producer Kari Jo Faulhaber specializes in those kinds of stories. In fact, she won an Upper Midwest Regional Emmy Award in 2014 for a video she produced, called "A Place to Lay Your Head." We sat down with Kari Jo to find out how to effectively use video to tell emotional stories.
So much of the video people consume today is advertising. In your eyes, what are the advantages for companies taking more of a "brand journalism" approach, as opposed to the commercial video we are so used to seeing?
Audiences have become hyper-aware of when they’re being advertised to. “Buy this, try this, our product is the best.” What advertisers are missing is that personal connection that audiences are seeking. They want to be inspired, motivated and entertained. They want to hear the story behind the product, not just its special features.