Summary

1️⃣ What is storytelling

2️⃣ The 5 questions to ask yourself

3️⃣ Building your storyline

4️⃣ Our practical tips

✍🏼 What is storytelling

Storytelling = Meaning + Emotions

The art of telling a story. Instead of talking directly about the product or service, talk about the brand's spirit and the values it embodies.

🤔 The 5 questions to ask yourself

#1 What is my topic? : What is the message I want to convey? If there are several messages, consider making multiple videos.

#2 What is my goal? : Think about the action you want your audience to take after watching the video.

#3 Who is my audience? : Young people, professionals, clients...

#4 What is my tone? : A formal tone for a professional setting, a more direct and fun tone for recruitment. Videos allow for a more relaxed tone to create a connection with the audience.

#5 Where will I publish my video? : The storytelling and tone will differ based on the video's distribution channel. This also helps determine the video's format.

🛠 Building your storyline

Before creating the video:

Intro: 3 to 4 seconds to grab the audience's attention.

Don'ts ⛔️:

• Start with a jingle
• Wait 5 seconds to introduce the topic
• Overload with information right away

Dos ✅:

• Start with what interests your audience
• Choose engaging media
• Begin with a question or directly address the audience
• Use colorful text

➡️ Body: The average attention span for a video is 8 seconds. Structure the video clearly: segment it (e.g., with chapters), add transitions, maintain a rhythm with catchline screens, and use videos and GIFs to engage the audience.

Don'ts ⛔️:

• Multiple messages on one screen
• Long, written sentences
• Too few screens for fear of length

Dos ✅:

• One message per screen
• Short sentences & simple vocabulary
• Segment and use transitions

➡️ Conclusion: End with a Call To Action. Direct the audience to your website or social media. For event videos, the conclusion can include thanks. You can also pose an open question to engage the audience or conduct a social media poll.

💪🏼 Practical tips

➡️ Create the video without sound: 85% of the audience watches videos without sound. Ensure proper subtitles and highlight keywords.

➡️ Choose media carefully: Images support the message. Ensure high-quality images and media that convey emotions.

➡️ Leverage common references: GIFs work well, as do current trends, seasons, and holidays.