If you can achieve that, then you’ve increased your ROI exponentially. Because even though people may watch it once or twice, they’ll “see” it again countless times in their mind later on, leading to more sales, more referrals, and more raving fans.
But how do you create a video that people remember? To find out, let’s look to one of the masters of memorability, Hollywood film director Ivan Reitman.
Reitman has given us some of the most beloved and memorable movies of all time, including Kindergarten Cop, Stripes, and Ghostbusters.
What do all of these movies have in common? They all give you something unexpected, by juxtaposing two things that don’t really seem to belong together:
Kindergarten Cop: A tough, take-no-prisoners cop is forced to go undercover…posing as a kindergarten teacher!
Stripes: A rebellious social misfit…goes to the army!
Ghostbusters: Ghosts take over…New York City!
The science behind unexpectedness and memorability
It turns out our brains are really good at getting used to stuff. So, especially online, we tune out anything that seems even remotely familiar.
Think of listening to the shower running…after a few minutes you don’t really hear it anymore…but you totally notice when it stops.
By defying someone’s expectations, you can short-circuit their ability to tune stuff out. In fact, the opposite happens — they remember it for a long time. Just like we still remember all those movies I mentioned earlier.
How to use juxtaposition to create a memorable whiteboard video
There are tons of ways you can use the art and science of juxtaposition to make your
videos more memorable. Here are a few:
1. Break stereotypes. Give your characters names that will surprise your viewers. Rather than play it safe with common names like Joe or Jane, go ahead and give them less common ones that will make people think twice.
2. Create a “villain.” Your prospects are watching your video because they want to solve some sort of problem. Make that problem really clear, and turn it into a villain that the hero of the story (your customer) must overcome, adding to the drama and intrigue of the story.
3. Make the setting unusual. It’s your video, so the setting can be anywhere you want. It’s just as doable to place everyone into a magic kingdom, as it is to keep them in an office.