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I’m hosting an in-person video production workshop on the 17th of August in London. Learn the tips, tricks, strategies and secrets behind creating your own videos that stand out online, and get your viewers hooked!⚡️

Use the code “TCN10” to secure a 10% discount on checkout, and secure our only space left, here: https://www.eventbrite.co.uk/e/641187217227 

Back in 2022, Apple created a short video called “The Greatest”.

It not only showed the company’s innovative accessibility features, but also highlighted the stories of an all-disabled cast, and the authentic experiences of disabled individuals.

Amongst receiving awards for best commercial at the DGA awards back in 2022, this video was a powerful reminder that authentic representation doesn't just foster change, but also gains mainstream success, yet a lot of businesses struggle with one simple rule. The rule of “Show, Don’t Tell”.

Today, I’m breaking down the four lessons I’ve learned from this incredible video, in hopes that you’re able to use these learnings within your own marketing to create impact and engage your audience like never before.

Most businesses aspire to create content at the level of the biggest brands in the world, with only a portion of their budgets. Yet they focus on elements that in the grand scheme of things don’t really matter.

Video quality, features and benefits of their products and services, posting times, and hashtags…

I say this lightly, as they do matter. But in the larger picture, they’re insignificant compared to what big brands like Apple are focusing their time and attention on to ensure their videos reach as many people as possible, with the most effective message.

So, here’s what I’ve taken from their 2022 video, “The Greatest”.

#1: Embrace Emotional Storytelling

Apple often dives into an archive of footage that supports an overarching narrative and story. Whilst this footage isn’t captured on the latest and greatest technology, it grabs viewers by the heart and reels them in.

Crafting a powerful story will always get more engagement than a beautifully-shot video that has a high production quality. Remember, the best camera is the one that you have with you!

Focus on building characters and following their journey, just like Apple have done in their video, “The Greatest”. Be that your next meet-the-team video, a testimonial video with a client, or an ‘About Us’ video for your website.

#2: Maintain Simplicity

Businesses see video as an opportunity to say everything and show everything, all at once. Whilst this may seem like a great way to encapsulate everything about you, it’s the wrong approach.

Often this compromises the simplicity of your messaging, and your video gets lost in translation with an overwhelming amount of information to digest.

Take advice from Apple, and keep it simple. Whether it’s down to their product packaging, or their incredibly powerful marketing, simplicity is always at the forefront of their work as this helps to add clarity and focus to their marketing.

#3: Create A Strong Brand Connection

The majority of businesses that I consume marketing from online are focused on one thing, and that’s sales. They’re absorbed by generating revenue, yet forget to build and establish ‘brand’.

Branding goes beyond a video, or your latest article. It’s ingrained into the beliefs, values, morals, and ethics of your business, and it’s what brings like-minded consumers to your doorstep when they ‘click’ with similar values.

In Apple’s video, “The Greatest”, they highlight their core values of inclusivity, diversity, and accessibility, again without telling viewers, but showing them through powerful visuals and using authentic individuals that have had real-world experiences, instead of unrealistic models and actors.

#4: Show, Don’t Tell

The most important learning of them all.

Whilst most businesses focus on talking about how great they are, alongside the features, benefits, facts, and statistics, Apple does the opposite.

In fact, they don’t talk at all. They show. Be that the launch of their iPod by showing how many songs it could hold, as opposed to talking about how much memory it has, all the way through to showing the accessibility of their products in their video “The Greatest”, rather than telling their customers the features and benefits.

Apple has mastered the art of showing the lifestyle around their product, and how it empowers their customers, and you should too.

Again, these are my learnings from their 2022 video, and I feel it’s important that we all learn from one of the best storytelling brands that exist today to be able to make our content, and our marketing, better.

TLDR 💁🏼‍♀️

• Focus on demonstrating the lifestyle rather than simply telling your customers how good your product or service is.

• Craft powerful narratives that engage viewers on a deeper level, and lean into characters and their journey, as opposed to features and benefits.

• Avoid overwhelming the audience with too much information and keep the message clear and focused.

• Highlight your core values and beliefs through visuals and authentic experiences, that’s how you build ‘brand’.

Whenever you’re ready, here’s how I can help you:

1. Consultancy Sessions: If you want to put everything in this week’s newsletter into practice but don’t know where to start, consider booking a personalised call with me where we’ll breakdown your videos, figure out what needs work, and put a plan in place to get you to where you want to be.

2. Content Strategy Workshop: A full day of strategy development, creative ideas, and video production training to get you and your team ready to create regular videos in-house. There’s one space left for my August workshop, and once it’s gone, it’s gone.

Until then, I’ll see you in next week’s newsletter!