“We don’t want guys like you in this town, drifters.”

A Stranger Comes To Town: Building Relatable Video Marketing Content

Creating video marketing content that appeals to the right people whilst also creating enough volume is hard. So why not make it easier on yourself and take some advice from Hollywood. I have a challenging yet fun game for you. It’s also very debatable and can lead to some interesting discussions. I’ll start this challenge with a statement. In 99% of all professional narrative films, there is a stranger who comes to town.

Now before you start racking your brains about where the town is in 2001: A Space Odyssey, this of course is a metaphor.

Video Marketing is about the narrative

Every narrative has a beginning, a middle and an end. In the beginning you setup your main character or protagonist and the world they live in. Then you throw something at them that is a great source of conflict (the antagonist). That takes them out of their comfort zone.

Now think of the “Town” in my metaphor as the world in which the story takes place. The town represents normality, or what is considered normality by the world’s inhabitants. Then you have “The Stranger”. The stranger is not necessarily a character, it is an external force that affects the normality of the town. It is the catalyst that drives the story forward and creates conflict. Now the stranger could be the protagonist, the antagonist, or a kind of rare unnatural non sentient force. A good way to spot the stranger is to look at the story line and follow it back from the end to beginning. If you were to remove a character or an item from the beginning of the story, would the narrative still carry on? If it’s a no, then you have your stranger.

A stranger to Video Marketing

Our blog title comes from, First Blood which is literally about a stranger coming to a town. It quite clear from the start that the town does not want him there. In 2001 A Space Odyssey, the strangers are The Monoliths, which affect the human species and accelerate their evolution. The film Titanic depicts the iceberg as the stranger. In The Lord of The Rings, the stranger is the ring. An example of where the stranger is the antagonist would be The Joker in The Dark Knight in which he enters Gotham City and creates conflict. Alternatively, an example where the stranger is the protagonist would be Macleod from Highlander, where he is immortal and creates change in the world of mortals throughout time. An example where the stranger is neither would be in Star Wars, the droids C-3PO and R2-D2 enter Luke Skywalkers life and change everything.

Improve your video content

So how can we apply this to video marketing content? Imagine the town as your target customers daily lives, whether they are consumers or other businesses. Now the stranger is where you can get creative. The stranger can either be your product, service or brand which improves and enhances a customers life, or the stranger can be a problem for your customer. Your company is the key to fixing this problem. But remember that your audience needs to first care about these characters, feel for them and want to see them happy.

Now I challenge you to challenge us. Give us a the name of a narrative film, and if we’ve seen it, we’ll tell you exactly who or what the stranger is.

So, who is the stranger in your video marketing content?

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