How To Craft a Powerful Story

A story can work wonders.

If you’re videos don’t tell a story, it’s a missed opportunity. Sadly, they will be boring and forgotten.

We are flooded with so much content — on TV, social media, in our emails — that the good stuff gets lost in the bad stuff. It’s the same old content that doesn’t strike our hearts or ring true to our experiences.

The ability to craft a powerful story for video requires a deep understanding of your audience, what you want them to do know, and what you want them to feel.

Plus, a story builds trust.

Storytelling Is An Art

Storytelling is part creativity, part resourcefulness and part psychology. It’s knowing how to use the tools you have to make a lasting impression on those you serve.

For videos, the combination of visuals, sound and people can generate emotions, conveying messages and transporting viewers to new world — even their future selves as it pertains to your organization. You ideally want to show your audience the life they can have as a direct result of working with you.

Who Makes The Cut?

Your videos should include interviews with people who have benefitted from your organization. Maybe, because of you, they live more independent lives, or maybe they feel better about who they are.

Whatever the case may be, seek out people who can authentically speak about your benefits. They should have some personality, and they should be open to speaking on camera. Through their journeys, audiences become emotionally invested, creating a connection that strengthens the impact of the story.

For our film for AccesSurf, we actively sought out people who went through a transformational journey of overcoming adversity. My friend, Meira, was perfect, and she is very well spoken.

What’s Going On?

In each story, a person is trying to overcome something to live an ideal life. For our video on Scherrone, she is trying to overcome significant debt. Otherwise, she will lose her independence.

The main interviewees usually embark on an adventure, encounter challenges and ultimately, achieve growth and (hopefully for Scherrone!) triumph. The narrative arc, as it’s called, resonates with viewers on a deep emotional level, making it a powerful tool for video storytelling.

Sometimes, organizations want to interview as many people as possible for their videos. That could, I know, expand their reach, but it can also make the storyline unclear. The viewer is brought from one interviewee to the next, and they aren’t spending enough time with one person.

Bring People Into Worlds

Videography has its own language. It focusses on communicating messages visually that evoke emotions.

That’s why you want to consider the composition of each shot (what inside the image), the use of color and lighting, and the pacing of the editing. These elements shape the visual narrative, and enhance the story’s impact on a sensory level.

For Scherrone, we knew her independence relies solely on her having a wheelchair van. The van helps her see the world, and experience things outside of her home. We agreed to get visuals of her van, of course, and the things the van brings.

Those visuals helped emphasize the main points of the story. We filmed everything as authentically as possible, because we were capturing Scherrone’s reality. We wanted to place the viewers into Scherrone’s world.

If you can do the same for your audience, you will hit a home run.

If you’d like to discuss your next video project, reach out. We’re here for you.

Published by Ryan Wilson

CEO of Team Trust

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