Did you know a well-made video is much more than just visuals and sound? There are many elements which work together but what captivates the audience is the storytelling part. Human beings love stories which is why movies and TV will never lose their audience. The more emotionally charged, entertained and invested the audience feels with what they’re watching, the more successful and shareable it’ll be.
There are several ways one can tell a story in a video using the tools below:
Animation and graphics
Animation is using a series of still images which differ from each other slightly to create movement in a sequence. Animation is still new in business videos but we’ve found it’s an effective method to make a dry topic fun or break down complex products and technical services and provide a smooth flow of information.
Thanks to modern technology, animation is no longer the domain of big brands like Walt Disney, and businesses can use animation in videos without needing huge budgets or access to TV channels to distribute their videos. An animated video can be 2D or 3D.
Here’s an example of an animated video we created for i GODirect to explain the benefits of their reward program.
Always remember that videos are watched by real people who like drama and emotion in stories. A strong narrative to accompany visuals is necessary if you need your story to be told and understood by your audience. The narrative in a video uses four points to create a compelling story; introduction, problem, climax and resolution per Idea Rocket blog.
A relevant character or actor allows the viewer to imagine himself in a situation, the character should give enough hints but not too much information away, let the viewer draw their own conclusions.
The problem is the ‘pain point’ of the customer i.e. a real problem the customer is seeking to solve. Explain the problem clearly and bring it to a climax point. The final point is to show how your service solves the problem of your customer.
Here’s an example of a video animation with characters we did for Sharper Cleaning, which follows the four points above.
In another blog post, I talked about 5 ways you can use music to tell a story in a video and how different types of music can be used to create emotion, drama or introduce characters in a video. Music can also be used to reinforce one or two key messages in the video and take the viewer on a rollercoaster ride of highs and lows.
An example of a video we created used to raise funds for Jewish Care below:
They say a picture is worth a 1000 words and this holds true for videos more than any other marketing tool. The right image can hold its own and many times doesn’t require any supporting text or narrative to tell the viewer how the person in the video is feeling. Choose the right stills to accompany your message – the more emotions they evoke the better and they should be entertaining if the video demands it.
According to Statistic Brain, a person’s average attention span has dropped from 12 seconds in 2000 to 8 seconds in 2015. Using powerful images will help capture your audience’s attention and drive interest and revenue as seen by various brands on Instagram and Facebook.
I hope you found these storytelling tools helpful – your video needs the right combination of these elements to strike the right chord with your audience and storytelling is one of the most crucial elements of this process. Let me know which are your most memorable videos and why you like them by tweeting @CreativaVideos