Everyone loves drama, right? Whether it’s in the movies or the latest episode of Eastenders, drama fuels entertainment. No one would watch soap operas if in every episode people were happy and there was no conflict. It’s…boring. In our routine-fuelled lives, we crave escapism in the stories we hear and watch. We want to be part of something completely different to our calm and consistent daily lives. Drama in what we watch provides that excitement and risk that we often avoid day to day. Yet, this is what keeps us hooked and wanting more and ultimately creates a more memorable and intriguing viewing experience.
So, how is this relevant for L&D?
Coming from a film and TV background, I’ve always been taught that when writing a scene, ask yourself does something dramatic happen at the end of this scene? Is there a hook and a reason for the viewer to continue? Is there a change to one of the characters? Has something happened that changes the trajectory of the story? If nothing dramatic happens then what’s the point?
So, when I first started working at Kineo and was tasked with writing a corporate video script for a client – I thought ‘Shouldn’t I be applying the same rules?’. Well, yes and no.
Corporate videos have a specific task to do
Video used in corporate learning is there for a specific reason, whilst it can sometimes be entertaining and playful, there is always a key lesson to be learnt.
One of the most common uses of video in corporate learning is to inform the audience about a situation linked to the learning subject – something that could happen in real life. The content will show the actions and consequences and then a resolution. It will often have a very linear function, for example, put yourself in this person’s shoes as they experience a scenario that could very much be you in the future. What do you do? How do you deal with it? What are the right things to do? What are the wrong things to do?
Embracing a bit of ‘drama’ in our storytelling could be a positive thing
Corporate videos are moments in time. They are little stories that show a day in the life of a character and they can be a powerful and relatable tool. But, sometimes there just isn’t enough drama and this means the content isn’t engaging or compelling. Drama is essential to create excitement but also to ensure the learner feels part of the story. And, most of all, that they remember the key learning messages.
How can you add drama and conflict to your corporate video in an effective way?
Here are my top 4 tips to get you started…
Tip 1: Focus on a clear and realistic inciting incident
Almost every piece of drama has an inciting incident that sets the main character off on their journey. Be it Marlin going to find his son in Finding Nemo or Dorothy being whisked away to the Land of Oz by a tornado. The inciting incident is what sets everything rolling.
In a corporate video, we generally have our client tell us what the scenario is about. But there’s an opportunity here to probe – find out the worst-case scenario. What’s the most devastating thing that could happen to the character and how do we see them cope and deal with it? Get to the root of the scenario and make that inciting incident as effective as it can be. Create a solution and a positive ending to the ‘journey’. This is what will engage and compel the audience to watch on!
Tip 2: Prioritise character motivation to create more believable content
In corporate videos, we are only with our characters for a day or two and the plot line is very short, in service of the lesson we need to teach. Once I’ve found out who the characters are, I like to create at least a one-paragraph bio of that character. Even if none of it comes out in the video itself, it can help you make choices such as what they would wear and it can also help your actor get inside the mind of the character.
Bonus tip: Trust your actors. It’s easy to overwrite dialogue or over explain a feeling or emotion but sometimes, an actor can distil an entire sentence into a look. Remember, that’s what they are there to do.
Tip 3: Find the drama, be open and embrace different points of view
Corporate videos have limited screen time, so you have to think of the most effective way to get the information across but make it feel believable.
Imagine the scenario – there are two characters. One character has a secret that’s eating them up inside. The other character lives for gossip. How do you see the scene playing out? I made the mistake of writing this scenario where the character with the secret just blurts it out. Where’s the tension and suspense in that? So it was flipped, the character with the secret is acting shifty, and the gossip-loving character senses this and tries to tease it out of them.
It’s useful to imagine the same scenario from multiple points of view and see what works best to create some drama. And maybe create a story that’s more impactful or original.
Tip 4: Satisfying conclusion
Every narrative structure follows a simple rule; there must be a beginning, middle and end. The three-act structure. It is ingrained into us (even if we don’t know it). Soap operas may seem never-ending but even they have story resolutions. Stories need to end and it must be satisfying. The killer gets caught at the end, the couple fall in love, the little boy who wished his family disappeared over Christmas, gets his family back. If none of those things happened, as an audience, we would be pretty disappointed.
So, let’s finish corporate videos strong! Have the resolution as satisfying and realistic as the scenario permits it to be. And make sure the message is loud and clear. If the scenario concerns safety dangers, show someone getting injured but don’t end it there. Show that procedures were put in place so it doesn’t happen again. This may seem simple enough but sometimes the happy ending audiences crave can get forgotten and these can be the most powerful and memorable.
Inspired?
We understand that it’s not always possible to inject ‘drama’ into your video content and sometimes you just need to be prescriptive with your content. However, when the opportunity arises we encourage you to consider how you could create more excitement in your content by embracing the power of drama. By using these tips and techniques you can engage your learners in a more meaningful way and create content that informs, inspires, engages and even entertains your learners.
Get in touch to discuss how we can support you with your next corporate learning video.