Making video is easy, anyone can do it, and they do.
But you want video to create a moment, a pause that opens your audience for inspiration. It’s the experience that matters and that’s why story is important. Here are some tried and true principles I use to structure it.
To get the moment right, a video must tap other motivations. Trust is built from many touch points and you want to activate more than one. A good video experience will do that, and that’s why story matters most. It all starts by understanding what motivates customers.
A great video will inspire them to engage in the outcome you desire. It’ll make it seem obvious so they’ll wonder why they haven’t done it yet.
Now the ideal story might be beyond the budget, but analyzing why it’s ideal can inform how you create a story that does fit budget.
When done right, you can see story, visuals, animation, and music come together and create the right rhythm and mood to inspire your audience. Only when everyone involved is engaged and invested, does the project take on a momentum of continuous improvement, continually raising the bar so it’s completely worth your customers’ time to watch.
When done right, the video will be both familiar yet different.
Yes, you can stick to the rules and break them all at the same time. And that’s what today’s audiences demand.
What’s a riddle? It’s a paradox or an unanswered question regarding something the audience cares about. It can be about a character, the future, or just something they always wanted to address but didn’t know how to.
spare the darlings.
There’s an old saying, “kill your darlings”. It should be dissect your darlings. Tear them apart and hidden inside you’ll discover signposts to where better ideas lie.
you know me.
If the characters, their motivations, and aspirations aren’t integral to the story, then beware. The audience might find your video talks at them, but doesn’t speak to them.
What makes your video worth watching is how story is placed in context of a larger transformation. It could be as simple as a character breaking free of their mould. Or it could be a larger social question or aspiration. But whatever it is, you must trust the audience to draw the connection between your product and why it connects to the core of who they are.
Your video is the runway for the audience to connect your new perspective with the reality they already know and trust. And your story must show how the veneer of everyday life that we take for granted, is the only barrier between us and new opportunities.
not in post-production.
Why is this character located where they are? Why does she make the choices she does? Why does one event happen and not another? Asking “why” ensures that structure, story, and timing are all in unison to create an authentic and believable story.
Tell a good story. Tell a good story. Tell a good story. Above all, tell a good story. People remember stories more easily than facts.
Show, don’t tell. Iterate until you get it right. Know why the audience should care. Throw out your darlings. Use real life use cases. Make sure the audience feels the story is about them. Involve the client in the creative process. Keep the creative process transparent. Embolden the creative team to make this different from anything else out there. Be new, yet familiar.
Always be authentic and true to your brand.