Ayush Khanvilkar and Megha Chakraborty give us insight into being part of a niche like storytelling, understanding their audience, and ways brands can tap into this to promote products.
Not everyone is equipped with the skill of storytelling. The ability to grab people’s attention with what they have to share is an art that very few possess. Storytelling has always been a part of our culture and art, but people today are no longer an audience that takes what it gets. They have evolved with an expanded vision of what could be. Today, a storyteller has just a couple of seconds to catch the audience’s eye in the age of ever-evolving social media. Has this broadened vision added pressure on filmmakers and storytellers? Maybe! But isn’t that the whole point of art?
We have already seen content consumers being overwhelmed by the same type of content, which makes it difficult to scroll through the gram without bumping into it again. While this ‘jumping onto a trend’ trend continues, there is a group of creators who are focused on sharing something separate from the crowd. They are weaving content that stands as a breather, tying it up with a beautiful satin ribbon of stories. Content creators and storytellers Ayush Khanvilkar and Megha Chakraborty indulge in a chat with us as they talk about choosing to be part of this community and doing everything in their power to be better at storytelling within 90 seconds.
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Storytelling content vs other content:
Ayush Khanvilkar has always believed that storytelling is what keeps content from becoming a commodity. For a couple of years now, every platform has been rewarding creators to create short-form content and follow an existing template. “After creators start following templates, there is no scope for creativity. Platforms encouraging creators to follow trends and then creators choosing quantity over quality has led to content becoming just a vehicle for information.” When the urge to follow a trend is not there, then a piece of content can be so much more than just a review of a restaurant or 5 easy ways to save your tax. “Videos can encapsulate feelings, ideas, people, places, food, music, or cinema. Right now, I am trying to capture all the things I love through videos that happen to reach people through Reels. Although the medium of short videos can feel a bit limiting, I have always considered it a challenge.” Telling stories through Reels or Shorts is a great way to start and work your way up to long-form content.
Like any other form of content, storytelling content has its unique qualities, such as evoking emotions, inspiring, and leaving a lasting impact on the viewers, according to Megha Chakraborty. And it definitely fosters a deeper connection, making the audience feel like they are a part of the story. “There couldn’t be a better platform than short videos to share stories. Do you, as a creator, make use of the creative freedom that comes with these platforms? I always try to make full use of my creative freedom. The constraints of short videos, in my view, is a good way to explore creative possibilities as they encourage me to think creatively and find innovative ways of conveying messages effectively within a limited time frame.”
Holding the viewers’ attention, especially when they are already bombarded with content every day:
The whole idea of social media is to hold viewers' attention and keep them engaged for hours on a stretch. Considering the number of people who are ready to produce content, it becomes difficult for audiences not to be overwhelmed at some point. Even Ayush recognises the repetitive nature of the content on these platforms. That is why he is all about surprising the audience. “If the creator puts in some effort while editing or filming the video, then the audience will take notice. They will want to watch the video till the end. Instagram is flooded with low-effort content, so high-effort content stands out.” Setting a premise that sets a tone for the rest of the video is also crucial. Nowadays, people have a short attention span. “If you grab their attention initially, they will listen to your story.” Megha Chakraborty believes that staying genuine about your special voice, encounters, and perspectives is important. “It allows the audience to relate to you, building trust and engagement.”
Ways brands can make use of this category of creators:
Ayush is of the idea that it will always be a collaborative effort when it comes to brands. By finding and using creators that resonate with their own stories, brands can collaborate with creators and reach people through organic collaborations. “A coffee shop like SUBKO, which has invested heavily in the design of its packaging and interiors, could team up with creators who are graphic designers to show us how they created such a unique visual experience.” People like storytellers on Instagram or YouTube because of their authenticity. If brands can put in effort to find the right creator, they will be able to communicate what their brand actually stands for. Megha Chakraborty understands the different sets of unique perspectives that a brand can experience from each of these creators. Brands can craft their stories per the brand’s audience while working closely with creators like them. “This collaborative effort promotes authenticity and relatability, as storytellers can effectively communicate the brand’s message in a way that aligns with their storytelling style.”
What are your thoughts on this category of creators? Let us know in the comments below.
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