Why do advertisements work so well in encouraging people to buy products? Well, it’s because they tell captivating stories. What makes them even more powerful is ability to tell a story within a short amount of time, but we’ll cover that another day.
The power of great storytelling evokes emotion and takes you on somewhat of an emotional journey. Although text can be a powerful way to tell a story, videos are the best way to visually tell a story. By telling a story, you’re more likely to reel the viewer in for the entirety of the video. It is the best way to connect with your audience on a more personable level.
What goes into planning a visual story are some things we’ve covered in our previous newsletters, such as creating a plan and working the plan. Here are a few tips to keep in mind when planning your visual story:
Set a Goal
Think about what you want your audience to take away from your video. Do you want to leave them with valuable information? Do you want them to buy a product, send an email or try something new out? Incorporate that into your planning as this is a big way for you to connect with your viewers.
Bring in Emotion
It doesn’t matter what emotion you evoke, as long as you present some type of emotion. Why? well emotion will have a huge impact on whether your audience will relate to the story/situation.
This is important! Don’t write a script and read from the script or choose big, fancy words out of your normal vocabulary. This will make it seem inauthentic, rehearsed and impersonal. You want it to feel like you're almost having a conversation with the audience.