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        • Earn interest on Ethereum
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        • What is APY in Crypto?
        • Yield Farming Platforms
        • Yield Farming vs Staking
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        • Best DeFi Apps
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        • Best DEX Coins
        • DAO Crypto Projects
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    • Bitcoin Price Prediction
      • ALICE Price Prediction
      • ApeCoin Price Prediction
      • Axie Infinity Prediction
      • Battle Infinity Prediction
      • Cardano Price Prediction
      • Chia Coin Price Prediction
      • DeFi Coin Price Prediction
      • Dogecoin Price Prediction
      • Dogelon Mars Prediction
      • Ethereum Price Prediction
      • Floki Inu Price Prediction
      • Hoge Coin Price Prediction
      • LBLOCK Price Prediction
      • LUNA Price Prediction
      • Pi Coin Price Prediction
      • Polygon Price Prediction
      • SafeMoon Price Prediction
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    • Best Altcoins
      • Buy Battle Infinity
      • Buy Bitcoin Cash
      • Buy Binance Coin
      • Buy Celo
      • Buy Cardano
      • Buy Cartesi
      • Buy Chiliz
      • Buy Cronos
      • Buy Dash
      • Buy EOS
      • Buy ENS
      • Buy Ethereum
      • Buy Ethereum Classic
      • Buy FTX Token
      • Buy HBAR
      • Buy IOST
      • Buy IOTA
      • Buy Litecoin
      • Buy Livepeer
      • Buy Loopring
      • Buy Lucky Block
      • Buy LUNA 2.0
      • Buy LUNC
      • Buy Neo
      • Buy Pitbull Coin
      • Buy Polkadot
      • Buy RadioCaca
      • Buy Solana
      • Buy Spark
      • Buy VeChain
      • Buy XRP
      • Buy ZCash
    • Best Crypto Exchanges
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      • Binance Review
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      • Margin Trading Exchanges
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    • Best Meme Coins
      • Best Dog Cryptos
      • Buy Baby Doge
      • Buy Dogecoin
      • Buy Floki Inu
      • Buy Kiba Inu
      • Buy Shiba Inu
      • Buy Tamadoge
    • Best DeFi Coins
      • Buy 1inch
      • Buy Aave
      • Buy Algorand
      • Buy Ankr
      • Buy Avalanche
      • Buy Balancer
      • Buy Bancor
      • Buy Chainlink
      • Buy Compound
      • Buy Cosmos
      • Buy Curve
      • Buy DeFi Coin
      • Buy DYDX
      • Buy Fantom
      • Buy Kyber Network
      • Buy Maker
      • Buy Polygon
      • Buy Ren
      • Buy Serum
      • Buy Storj
      • Buy Sushiswap
      • Buy Tezos
      • Buy Uniswap
    • Best Web 3.0 Coins
      • Buy Basic Attention Token
      • Buy Biconomy
      • Buy Filecoin
      • Buy Theta
  • NFTs
    • How To Buy NFTs
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      • Best Utility NFT Projects
      • Buy NFTs on Binance
      • How to Flip NFTs
      • Make Money With NFTs
    • Best Metaverse Coins
      • Buy ApeCoin
      • Buy Axie Infinity
      • Buy Decentraland
      • Buy DeFi Kingdoms
      • Buy Enjin
      • Buy Gala
      • Buy GMT
      • Buy Immutable X
      • Buy The Sandbox
    • NFT News
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      • Cheapest NFT Projects
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      • New NFT Projects
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      • Sport NFT Drops
    • Invest in the Metaverse
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      • How to Invest in NFTs
      • Metaverse Projects
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      • How to Day Trade Stocks
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      • Islamic Brokers
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      • Best Forex Signals
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Business 2 Community
  • Investing
      • Best Cryptos
      • Best Beginner Cryptos
      • Best Crypto Under $1
      • Best Crypto Winter Tokens
      • Best Emerging Cryptos
      • Best ERC20 Tokens
      • Best Future Cryptocurrency
      • Best Utility Tokens
      • Coins to Buy on the Dip
      • Fastest Growing Crypto
      • Hottest Cryptos Right Now
      • Most Promising Cryptos
      • Next Crypto to Explode
      • Invest in Crypto
      • How to Invest in Bitcoin
      • How to Invest in DeFi
      • Long Term Investments
      • Low Market Cap Cryptos
      • Most Undervalued Cryptos
      • Penny Cryptocurrencies
      • New Cryptos
      • Best Crypto ICOs
      • Best Crypto IDOs
      • Best Crypto IEOs
      • Best Crypto STOs
      • Best Crypto Crowdsales
      • Best Crypto Presales
      • Best Crypto Private Sales
      • Buying Coins Pre Launch
      • Crypto Games
      • Best Blockchain Games
      • Best GameFi Cryptos
      • Best Gaming Crypto Coins
      • Best Play to Earn Games
      • Crypto News
      • Best Crypto Reddit
      • Best Crypto Signals
      • Crypto Tiktok Trends
      • Crypto Youtube Channels
      • Twitter Crypto Trends
      • Crypto Wallets
      • Best Cardano Wallets
      • Best DeFi Wallets
      • Best Ethereum Wallets
      • Best XRP Wallets
      • Crypto Bank Accounts
      • How to Spend Bitcoin
      • How to Spend Ethereum
      • Bitcoin Casinos
      • Best Bitcoin Gambling Sites
      • Best Crypto Lotteries
      • Bitcoin Blackjack Sites
      • Bitcoin Roulette Sites
      • Bitcoin Slots Sites
      • Ethereum Casinos
      • Earn Free Crypto
      • Best Crypto Airdrops
      • Best Crypto Faucets
      • Best Crypto Giveaways
      • Earn Free Bitcoin
      • Make Money With Crypto
      • Earn Interest on Crypto
      • Aqru Review
      • Best Staking Coins
      • Crypto Interest Accounts
      • Crypto Lending Platforms
      • Crypto Loan Sites
      • Crypto Savings Accounts
      • Crypto Staking
      • Earn Interest on Bitcoin
      • Earn interest on Ethereum
      • Earn Interest on Stables
      • What is APY in Crypto?
      • Yield Farming Platforms
      • Yield Farming vs Staking
      • DeFi Crypto Guides
      • Best DeFi Apps
      • Best DeFi Interest Rates
      • Best DEX Coins
      • DAO Crypto Projects
      • DeFi Lending Platforms
      • DeFi Staking Platforms
      • DeFi Swap Exchange
      • DeFi Yield Farming
      • Worldwide Crypto Guides
      • Best Africa Crypto Projects
      • Best Asia Crypto Projects
      • Best China Crypto Projects
      • Best Dubai Crypto Projects
      • Buy Bitcoin AU
      • Buy Bitcoin CA
      • Buy Bitcoin DE
      • Buy Bitcoin SG
      • Buy Bitcoin UAE
      • Buy Bitcoin UK
      • Buy Bitcoin ZA
      • Crypto Exchanges AU
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      • Bitcoin Mining Sites
      • Best Coins to Mine
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      • Monero Mining
      • Crypto Marketing
      • Financial PR Agencies
      • ICO Marketing
      • Web3 Marketing
  • Cryptocurrency
      • Buy Crypto
      • Buy Bitcoin
      • Buy BTC with Apple Pay
      • Buy BTC with Credit Card
      • Buy BTC with Bank Wire
      • Buy BTC with eToro
      • Buy BTC with Paypal
      • Buy BTC with Prepaid Card
      • Bitcoin Price Prediction
      • ALICE Price Prediction
      • ApeCoin Price Prediction
      • Axie Infinity Prediction
      • Battle Infinity Prediction
      • Cardano Price Prediction
      • Chia Coin Price Prediction
      • DeFi Coin Price Prediction
      • Dogecoin Price Prediction
      • Dogelon Mars Prediction
      • Ethereum Price Prediction
      • Floki Inu Price Prediction
      • Hoge Coin Price Prediction
      • LBLOCK Price Prediction
      • LUNA Price Prediction
      • Pi Coin Price Prediction
      • Polygon Price Prediction
      • SafeMoon Price Prediction
      • Samoyed Coin Prediction
      • Shiba Inu Price Prediction
      • Stepn GMT Price Prediction
      • SXP Coin Price Prediction
      • VeChain Price Prediction
      • XRP Price Prediction
      • Best Altcoins
      • Buy Battle Infinity
      • Buy Bitcoin Cash
      • Buy Binance Coin
      • Buy Celo
      • Buy Cardano
      • Buy Cartesi
      • Buy Chiliz
      • Buy Cronos
      • Buy Dash
      • Buy EOS
      • Buy ENS
      • Buy Ethereum
      • Buy Ethereum Classic
      • Buy FTX Token
      • Buy HBAR
      • Buy IOST
      • Buy IOTA
      • Buy Litecoin
      • Buy Livepeer
      • Buy Loopring
      • Buy Lucky Block
      • Buy LUNA 2.0
      • Buy LUNC
      • Buy Neo
      • Buy Pitbull Coin
      • Buy Polkadot
      • Buy RadioCaca
      • Buy Solana
      • Buy Spark
      • Buy VeChain
      • Buy XRP
      • Buy ZCash
      • Best Crypto Exchanges
      • Best Altcoin Exchange
      • Best Metaverse Platforms
      • Best Crypto Apps
      • Best DeFi Exchange
      • Best P2P Exchange
      • Binance Referral Bonus
      • Binance vs Coinbase
      • Binance Review
      • Best Binance Alternatives
      • Best Coinbase Alternatives
      • Bitstamp Review
      • Bitstamp Sign Up Bonus
      • Coinbase Review
      • Coinbase Sign Up Bonus
      • Crypto.com Review
      • Crypto.com Sign Up Bonus
      • Crypto.com Visa Card
      • Crypto Credit Cards
      • Crypto Tax Software
      • Margin Trading Exchanges
      • Social Trading Platforms
      • Best Meme Coins
      • Best Dog Cryptos
      • Buy Baby Doge
      • Buy Dogecoin
      • Buy Floki Inu
      • Buy Kiba Inu
      • Buy Shiba Inu
      • Buy Tamadoge
      • Best DeFi Coins
      • Buy 1inch
      • Buy Aave
      • Buy Algorand
      • Buy Ankr
      • Buy Avalanche
      • Buy Balancer
      • Buy Bancor
      • Buy Chainlink
      • Buy Compound
      • Buy Cosmos
      • Buy Curve
      • Buy DeFi Coin
      • Buy DYDX
      • Buy Fantom
      • Buy Kyber Network
      • Buy Maker
      • Buy Polygon
      • Buy Ren
      • Buy Serum
      • Buy Storj
      • Buy Sushiswap
      • Buy Tezos
      • Buy Uniswap
      • Best Web 3.0 Coins
      • Buy Basic Attention Token
      • Buy Biconomy
      • Buy Filecoin
      • Buy Theta
  • NFTs
      • How To Buy NFTs
      • Best NFT Apps
      • Best NFT Games
      • Best NFT Giveaways
      • Best NFT Lawyers
      • Best NFT Lottery Sites
      • Best NFT Presales
      • Best NFT Wallets
      • Best Utility NFT Projects
      • Buy NFTs on Binance
      • How to Flip NFTs
      • Make Money With NFTs
      • Best Metaverse Coins
      • Buy ApeCoin
      • Buy Axie Infinity
      • Buy Decentraland
      • Buy DeFi Kingdoms
      • Buy Enjin
      • Buy Gala
      • Buy GMT
      • Buy Immutable X
      • Buy The Sandbox
      • NFT News
      • Celebrity Backed NFTs
      • Celebrity NFT Owners
      • Cheapest NFT Projects
      • Coolest NFT Projects
      • Most Expensive NFTs
      • New NFT Projects
      • NFT Calendar
      • NFT Horse Racing Projects
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      • Invest in the Metaverse
      • Best Metaverse Apps
      • Best Metaverse Games
      • How to Invest in NFTs
      • Metaverse Projects
      • Metaverse Real Estate
      • NFT Land Projects
      • Best NFTs To Buy
      • Azuki NFTs
      • CryptoPunks NFTs
      • Lucky Block NFTs
      • PolygonPunks NFTs
      • Prime Ape Planet NFTs
      • VeeFriends NFTs
      • World of Women NFTs
      • NFT Marketplaces
      • Binance
      • Crypto.com
      • DraftKings
      • Looksrare
      • Magic Eden
      • NFT Launchpad
      • NFT Music Platforms
      • OpenSea
      • Rarible
  • Stocks
      • Types of Stocks
      • Best Biotech Stocks
      • Best Bitcoin ETFs
      • Best Blockchain Stocks
      • Best Cannabis Stocks
      • Best Cheap Stocks
      • Best DeFi Stocks
      • Best Dividend Stocks
      • Best Meme Stocks
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      • Best NFT Stocks
      • Best Oil Stocks
      • Best Penny Stocks
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      • Best 5G Stocks
      • Best Upcoming IPOs
      • Most Undervalued Stocks
      • Company Stocks
      • Buy Adobe Stock
      • Buy Alibaba Stock
      • Buy Alphabet Stock
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      • Buy AT&T Stock
      • Buy Disney Stock
      • Buy DocuSign Stock
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      • Buy Oil Stocks
      • Buy Stocks on eToro
      • Buy Stocks via Credit Card
      • Buy Stocks with PayPal
      • Invest in Stocks
      • Invest in NFT Stocks
    • Trading
        • Best Trading Platforms
        • Best Investment Apps
        • Capital.com Review
        • Copy Trading Platforms
        • Demo Accounts for Stocks
        • Day Trading Platforms UK
        • eToro Review
        • eToro Review UK
        • eToro Review ZA
        • How to Day Trade Stocks
        • How to Trade Commodities
        • How to Trade Crypto
        • How to Trade ETFs
        • How to Trade Gold
        • How to Trade NFTs
        • How to Trade Oil
        • Islamic Brokers
        • Low Margin Rate Brokers
        • Paper Trading Platforms
        • XTB Review
        • Best Forex Brokers
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        • Best Forex Brokers CA
        • Best Forex Brokers IN
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        • Best Forex Signals
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        • High Leverage Brokers
        • Low Spread Forex Brokers
        • Trading Robots
        • Algorithmic Trading
        • Bitcode AI Review
        • BitiCodes Review
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    Digital & Social⟩Video Marketing

    Zen and the Art of Video Storytelling

    author imageConnor Brooke Last updated: 13 October 2014
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    Zen and the art of video storytelling

    Anyone who makes videos, whether they’re churning them out 9–5 at a huge corporation or producing experimental video art in their basement, wants to produce something of quality. But we all know that when it comes to art, ‘quality’ is an amorphous concept. Inspired by Robert M. Pirsig’s seminal 1974 text, we decided to examine the Metaphysics of Quality when it comes to video storytelling. We chatted to Wipster CEO and Filmmaker Rollo Wenlock and Joey Dello Russo, in-house video producer at Asana, about how they achieve creative zen and make amazing videos.

    The upshot? Many of Pirsig’s concepts – authenticity, personal identity, freedom, duality – ring true for video makers today. And no matter what your subject matter is, or what techniques you use, it all comes back to telling a good story. Joey and Rollo agree that to reach creative zen when making videos, video producers need the freedom to tell a story using original and unique, yet believable ideas, all while keeping within their brief.

    “It’s about constantly pushing as hard as you can for a video to be as interesting as possible and for your ideas to be as far-fetched as possible, while still creating something that works for the brief that’s been set,” Rollo says.

    And any video you make has to have a story in it. You have to find your arc, you have to find your conflict and your resolution, and take people on a journey.

    When it comes to achieving video storytelling nirvana, Rollo and Joey suggest the following four principles:

    1. Authenticity

    Rollo explains that as a video producer, it’s critical to actually believe in what you’re doing, and in the product or service you are featuring.

    “By believing it, you are convincing,” he says. “Everything about that video has authenticity because you believe it. The sign of a bad video producer is not believing in it but doing the job anyway.”

    Joey concurs. He totally believes in Asana’s product, but says it’s not always easy to make videos believable to Asana’s wide range of his clients, and he has found certain techniques to help him.

    “What we try to do is make stories and videos that are relatable to every work place,” he says. “So rather than showcasing very specific office situations and very specific use cases, we try to keep things as event-centric-type stories that everyone can relate to.”

    He approaches each video with the idea of “how can I convince my mom and a CEO to both start using Asana” and what situations they could both relate to.

    “Once you kind of hone in on those hopefully universal emotions then we start to craft the messaging around them,” he says.

    Joey finds production techniques can also help make a story more authentic.

    I often approach things with a kind of hand-held documentary aesthetic. So if the user believes that a character or a situation is real-enough looking, and real-enough shot, in a very documentary-style way, then that’s the first step to making it more ‘believable’ or even relatable.

    2. Identity

    Possibly the most important aspect of a fantastic video is one that captures the video producer’s own creativity and identity.

    Rollo has found that when a video producer is working to their own creative potential, they will bring unique and recognizable features to their work.

    “Each video producer, when creatively uninhibited, has their own style that they can’t help but express,” he says. “Through all of their different client videos you can find a thread running through, and you see this person is giving themselves every time they make a film.”

    Before Asana, Joey worked in documentary filmmaking and live-action storytelling. That is what he loves doing and what he does best, and – of course – he uses those techniques in his videos. He casts real Asana employees in his videos, and shoots real-life or staged real-life situations which aren’t overly directed.

    “Those are the personal inputs that I inject to each video. I try to look at each project as some sort of short film or short commercial rather than just a product education video.”

    Ignoring one’s creative potential is like an artist denying himself his art, and Joey says it’s absolutely critical to be true to yourself – for the success of the video you’re working on now, and your longevity as a video producer.

    “I think it’s very easy to burn out if you’re constantly making someone else’s videos or constantly making someone else’s desires.

    There’s a reason that you’re the one holding the camera and there’s a reason you’re the one that’s got the editing program open. So stand by whatever you think is right, as far as a creative decisions go.

    But, he concedes, convincing a boss or client to embrace your ideas is not always easy.

    “If I’m really adamant and feel strongly about something, I’ll do a quick, down-and-dirty test, or what’s called a mood reel,” Joey says.

    “There’s a certain point where you can’t keep trying to explain your idea; you just have to show people. If it comes to that I often just stop talking and start showing.”

    3. Balance

    It’s important for company videos to strike the right balance between emotive storytelling and the facts. Successful video producers know they need to evoke emotion in their videos, to help viewers to engage with the content.

    “If there are no emotions in that story then there isn’t anything for anyone to care about, so they won’t really know why they’re watching it,” Rollo says. “It’s just giving them information, it’s very, very dull.”

    Joey says at Asana, like most other tech businesses, they want people to understand how their software will improve their lives and solve frustrating problems.

    The only way to convince them is to tap into their emotions

    Asana software allows users to organise their workflow and check off tasks as they go. So Joey regularly uses the idea that checking off tasks can make people feel good and give them a dopamine rush.

    “These tech products do affect us in real chemical-emotional ways,” he says. “It’s not unlike checking your phone, when you have 90 notifications and you finally go through them, there’s a physical feeling of relief. And it’s proven that your blood pressure raises in the morning when you’re going through your emails.”

    But while those techniques make a video entertaining to watch, video producers must ensure each video conveys all necessary information their client requires.

    Rollo says the ideal video is one that both entertains and informs, and can be compared to a pearl made around a piece of grit.

    “The piece of grit is the information you have to portray and the pearl around the grit is the video that you’ve made. The only reason for that video to exist is to get that piece of information across. But the fantasticness of a great video maker is they make it effortless. It’s so enjoyable to watch, so interesting and entertaining, the person gets the information without feeling they’re being told that information. The video has failed if people don’t get the information.”

    At Asana, Joey has a structure in place to ensure all the facts are covered, working closely with the marketing department, content writers and support team.

    “We need to make sure the proper educational information is being conveyed in whatever situation that we’ve creatively decided upon. So cross checking and constantly giving feedback is what really keeps that working.”

    4. Experimentation

    A great video will be both interesting to the viewer, and interesting for the video producer to make.

    Joey has some techniques for making seemingly dull topics more interesting, both for himself and for his viewers.

    “Try to understand what the root problem is when you’re asked to do a video, before just reacting and doing what you’re asked,” he says. “If it is something perhaps a little more mundane than other videos I will try to experiment with a style that I’ve never done before, like hyper lapse, time lapsing or some sort of animation technique that I hadn’t tried before, just to keep the process interesting and at least a learning experience nonetheless.”

    Rollo says creativity itself will help make dull subjects exciting.

    “You can choose a very weird environment to tell a story in, or think what sort of characters can I use to make it intriguing?”

    He also suggests using a range of devices to help keep things interesting, like varied transitions, scale, sounds and music.

    Rollo says videos are sometimes unsuccessful because the video producer hasn’t thought outside the box.

    I think the majority of videos that don’t work are simply because the video maker has not gone beyond the limits, and thought how else can we portray this concept without having to do a very standard thing.

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      This article originally appeared on Wipster and has been republished with permission.
    Find out how to syndicate your content with B2C


    author image

    Author: Connor Brooke

    Connor is a Scottish financial expert, specialising in wealth management and equity investing. Based in Glasgow, Connor writes full-time for a wide selection of financial websites, whilst also providing startup consulting to small businesses. Holding a Bachelor’s degree in Finance, and a Master’s degree in Investment Fund Management, Connor has

    … View full profile ›


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