What is Effective Video Storytelling?

Effective video storytelling means the viewer is compelled to take action after watching your video. Essentially the more effective your video storytelling is, the more engagement and activity comes from it.  

That’s why storytelling in business has become such a trademark tool. It’s not just a buzzword; it’s a powerful main ingredient in your marketing strategy. 

But how do you create effective video storytelling?

The truth is there are so many ways to achieve it, and many factors at play for each business. In this blog I’ll walk you through the top ten tips so that you can get the competitive edge with your marketing video.

Video Script Writing Tips

1. Use Proven Story Structure

Effective video storytelling requires the use story structure that’s proven to work. Start by breaking down your story into a beginning, a middle and an end, each with their own unique function. Here are the functions for each section:

Beginning – Set up one main problem (or pain point) that is relevant to your ideal client. This hooks their attention, and literally invokes the part of their brain wired for survival, which compels them to watch more. 

Middle – At this section of the story, you’ll want to introduce the main solution to the problem. In your case, you can introduce your brand as the solution, or your new product or service. To be effective, people should see it as more than just an offer, but as a cure to a sickness!

Ending – The most important part of the ending is to highlight a transformation. Great storytelling shows transformation of one’s character. This applies to your marketing video as much as any Hollywood movie. Show how your main character has a much better life because of your brand.

2. Use Hero VS Villain Concepts

In every great story, there is a hero and a villain. Ever wonder why this works so well?

It creates an emotional polarity.

In your marketing video, it’s important to leverage this polarity because it creates an effective narrative that your viewer will find more interesting. 

But here’s the real tip! 

Don’t cast yourself (or your brand) as the hero. Instead, position your client demographic as the hero of your story, and have your brand play the mentor to the hero. 

This actually makes you look better in two ways. If the client is the hero in your story, they will relate to it much better. They are essentially seeing themselves as the hero in your narrative, and that story will register more impact. 

Second, this strategy shows that you can empathize with your client. It shows that you understand their life story. This recognition goes a long way with creating trust, which is critical to your sale.

3. End With A Call To Action (C.T.A)

In addition to the storytelling strategy mentioned above, you have to use your video to lead them somewhere specific. It’s not good enough if your client watches your video and thinks it’s cool. They need to take action. 

It doesn’t have to be so direct as “buy my stuff now!” People are turned off by that. But it should lead them one easy step closer to a sale. 

To succeed at a call to action, decide what that one step is (based on your business model), and make sure that step is crystal clear at the end of your video. 

Super tip: Do not have more than one call to action. Believe it or not, that will decrease your ROI. Keep it to one step, and make sure it’s a simple one!

Here are some examples of simple and effective C.T.A.’s:

• Visit your website home page (great for social media ads)
• Visit a specific website landing page
• Sign up here
• Like/Share/Comment on this video
• Learn more here

Now that we’ve covered the scripting stage of your video, let’s look at effective visual storytelling tips.