Name: David Hoffman On How & Why To Tell Stories
Uploaded: 2020-03-27T18:27:33.000Z
Duration: 26 min 21 s
Description: Thousands of YouTube videos with English-Chinese subtitles! Now you can learn to understand native speakers, expand your vocabulary, and improve your pronunciation...

To-infinitive

Hello, I'm David Hoffman, filmmaker, and you're about to see an interview that was conducted with me by Michael Craig Zeman.

The imperative

See, XO Talk is for senior managers, CEO's head of marketing, and he's just superb.

Why is Michael asking me to do an interview?

Well, I make my living in part by helping start ups and some large companies communicate goal of communication, reached the intended audience, the target audience and influence them to take a step to go further.

Michael Craig's been a picture of the interview with me, in part because at a conference I stated, Look, people don't read anymore.

We all skim, I skim, particularly when I'm looking at some website.

How many of you actually look at what Amazon is offering in all these different things?

People skim, they don't read, they don't pay attention.

That means they do pay attention to one thing.

And these days on Google, there are, let's say, four billion searches a day on YouTube.

So business people, corporate leaders, communicators are searching YouTube when they really want to get a sense of get a feel for somebody to touch it, to be emotional, they're not just skim.

I hope it's helpful to you, even if you're not in the business of marketing and communication or being the CEO of a startup or a big company in business.

And today, on C XO talk, we're gonna learn how to tell stories with video.

David Hoffman is a very prolific and very successful documentary filmmaker.

I'm a documentary filmmaker using reality riel to tell corporate stories start up stories on occasion, My stories on occasion, individuals who wanna share their stories.

Because it's the form that I use to attract the audience and then engage the audience.

Makes it so viscerally makes a touch us in that visceral way.

It's very difficult to be emotional on a Web page or on a page over the written word these days, particularly since everybody skims so video is emotional.

The face is enormously powerful, especially on a cellphone.

73% of Americans are watching most of their videos on cell phones, including B to B.

People are not sitting at computers the way they used to.

It's this size scream with this size screen, you know, giant landscapes.

All the stuff that corporations put into their videos with four K just silly looking at on this big an image, the face is really powerful.

I think your face is powerful, Michael, but face brings authenticity and credibility.

90% of the videos are totally inauthentic.

They look like public relations, which is a bad word, or even worse, advertising.

And if you're a millennial and that's just about half the workforce now, you don't like advertising.

You didn't like it when you had to watch it on television.

You didn't like it when you could cut it off with the DVR, which everybody did, and now you don't like it on the Web, either.

You guys talk into the camera and then all the sudden he's looking like this.

They looked like that that is looking like that, all set up with music and panning shots with the camera moving all wrong.

Means they're kind of Harvard business case when his term carvell.

Now, if you're from the North East, you know Carville and Michael, you're from Boston.

So you know Tom Carvel gets on the radio and television and does something like this.

I can't exactly imitate it, but it's Hi, I'm Tom Carvel were here in 110 River Road River, Mont.

Riverwood, New Jersey Um, do you make fresh ice cream?

Sir, we make the freshest ice cream every day.

Tom cover looks to the camera, says Tom Carvel.

The advertising agencies who don't like that kind of advertising it's cheap, and it's easy to d'oh blasted.

The guy at age blasted the guy and his business, and those ads took off.

When I go to a company like Bechtel, I was just looking at Bechtel, for example, and they have 600 videos.

No insult to the public relations concept, but the agency's they're selling your soap.

In my view, authenticity is not about fancy.

Even if you are selling soap, you don't need a big budget to be authentic.

In fact, sometimes the big budget gets in the way.

I get big budget primarily to think out the idea to think out the story long before production is ever made.

You know what the biggest budget should be in understanding the audience?

There's no single audience on YouTube or on television, their audiences millennials.

People who have technology savvy people in the United States.

Women, uh, people who care about their looks, people who don't care about their looks.

There's 100 different ways of looking at this when you understand the audience, who's We better put the money knowing who you're talking to, how they feel, what they think, what they'll stick around for and what they'll connect away from or cut away from.

We click the button and go away from you or your video.

Then production production is about making certain that you are the audience in production.

Filmmakers, for example, who wanna win nice awards at advertising festivals, as I used to do when I made ads.

Um, these guys are making things for themselves.

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David Hoffman On How & Why To Tell Stories

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content

matter