Resonate with your audience on the highest level

Videos don't always need to have a profound story to resonate with the audience. Only portraying the doubt, either overcoming the fear of jumping down or the humiliation of climbing back via the stairs, keeps the audience hooked for 16 minutes - or at least it did on me.

A lot of people can identify and empathize with the characters in this video (underneath) because we all have been there. Of course, the tension and suspense, if the characters will jump or not, keeps you on the edge as well, begging for relief.
​

Everyone that has been on a high diving board or tower can empathize with the people in this video. This established one-sided rapport clearly works to make you care about them and keeps you engaged.

So if you don't think your brand has a story to tell, try to identify the emotion of your target audience connected to your brand and build the story from there. And if not with the brand, what's the emotion people have with your product? Your service? What's the underlying feeling or experience they have when they come in contact with your brand?

Building your story on this emotion is a great way to reach your customer and get them interested in your offering.

So.. Would you have jumped or not?