Video storytelling is a way to create certain emotions that make people form a connection with your brand. The message in the video is brought to life by its narrative, visuals and sound. These elements come together to evoke stronger emotions than what text or only audio can manage.
The average person responds better to visual information compared to text. Visual stimulation allows the human brain to absorb information more easily than text. So, video storytelling also serves the practical purpose of helping people grasp more of what you say.
And while all of this sounds great, the results you achieve from video storytelling will ultimately depend on how great your video is. Putting a video together without much thought can confuse or bore them, or worse, put them off. So, when you decide to use video storytelling, it’s helpful to know what good storytelling looks like and how to create it. This post will help you get started.
Tips for great video storytelling
Build around your target audience
The relevance of your storyline and content to your target audience is one of the most important aspects of video storytelling. Centering your video around your audience will make it easier for them to relate to what you’re saying. Define your audience persona and create your video keeping in mind the needs, pain points, and interests of your target audience. Use this knowledge to develop your narrative.
Develop your creative concept
Brainstorm the ‘big idea’ of your video that captures people’s attention and creates an emotional response. The idea contains the point you want to get across and presents it through images and language that your audience can relate to. An effective creative concept is engaging and unique, encouraging people to be a part of what you’re saying.
Create the framework for your story
Develop your story. The 3 acts of a book or script - the set-up, confrontation, and resolution can be applied. For example, the first act can introduce the protagonist and establish important information about them. The second can describe their pain point, and this is where you can introduce your product or service. The third act can show the resolution of the protagonist’s problem as a result of using your product/service.
Determine the visuals
The look and feel of your video matters significantly in creating a connection with your audience. Pin down details such as the setting, colors, graphics, props, lighting, and angles. Your budget will factor into your decisions. Even on a small budget, you can achieve the desirable effects by considering the alternatives. For example, if it’s difficult to hire characters or shoot at your ideal location, you can consider animation to create a somewhat similar scene and characters. This will also give you more control over the scenery, design, colors, and sounds.
Execute
Bring the people and tools together to create your video. If you will be shooting at a location, ensure you have people to take care of the significant amounts of logistical planning required to ensure the shoot goes on smoothly. If you’re going in a different direction, you may only need video editing software and tools. In either case, it’s easier to engage a full-service video marketing agency than managing video production/creation in-house with a small, less experienced team of marketers.
Common mistakes to avoid
Making brand videos is a naturally creative process with multiple possibilities. The subjective nature of creative judgments can sometimes lead to unintended results. Even as you strive for something original or innovative, it’s still a good idea to remember video creation tenets, as explained below.
Show, don’t tell
People want to see and feel, not be told or explained to. Unless you’re making an explainer video, you want to keep the telling to a minimum and focus on the showing. This is where images and sounds play a major role in magically creating the mood and understanding that draws people to continue watching your video. Pay attention to the visual narrative of colors, design, angles, and lightning. Review if they fit well with the message you’re trying to convey and make it easy to understand.
Focus on telling one story at a time
One of the elements of effective video storytelling is to follow a clear storyline. Trying to communicate many things at once is very likely to confuse viewers. It may also dilute the impact of the messages you’re looking to drive home. A good length for a YouTube video is 3-3 ½ minutes, shorter for promotional videos. In this time, it’s difficult to squeeze more than one story, and there’s no point in trying to do that.
Keep it short
Continuing from the point above, plan your video with a clear idea of how long it must be. There is no ideal length for a YouTube video. It should be long enough to fit your narrative and follow a logical storyline. Anything that doesn’t contribute to the message should be chopped. A length of 1-2 minutes may be sufficient. The only exceptions are educational videos, which need to be longer to explain details clearly and serve their value.
Pay attention to pacing
Pacing evokes a certain mood. Fast paced videos are exciting while slow paced ones are relaxed. The middle ground is standard pacing. Determine the pacing that goes naturally with the story’s sequence to ensure a pleasant viewing experience for your target audience.
Use a storyboard
Storyboarding is helpful in organizing your ideas and putting them into context. If you will be shooting your video, it will help you prepare your shot and know what to do when the crew is ready to begin filming. A storyboard has characters, plots, and settings that come together to show your audience the message without using words to describe the details.
Get the help you can
Professional video storytelling experience is a huge asset in creating compelling narratives and visuals that grip the audience and have high recall value. A video marketing agency can free you from the intense work of creative brainstorming and technicalities of developing professional-grade brand videos. It’s a wise move to engage professionals and reap rewards from your brand marketing.
