Step 1 to Videos with Engagement and Impact:
Create a Clear Story Structure


Companies realize that video is an integral part of their marketing and communications platforms as studies show that videos have greater impact and influence than text. In fact, the Wharton School of Business did a study that showed that prospects are 72% likelier to buy a product or service when video is used, and that video speeds up buying decisions by 70%.

While this may entice companies to buy a camera and start filming, there is skill and strategy involved in creating videos that have engagement and impact. This blog series will explore the actionable steps you can take to create videos for your business that will influence and engage your audience.

Step #1: Create a Video with an Effective Story Structure

As they say in marketing, “Content is King.” If you can’t hold your audience’s attention, they’ll click away from your video within the first 30 seconds. They key to engaging your audience is to create a story structure that takes your audience on a journey—this journey needs to have a beginning, middle and end. Often business videos lack this structure. The subject speaks off the top of his or her head and the story line meanders. The audience doesn’t know where the video is going or what the central message is. As a result, the video doesn’t engage them.

An influential video has a strong beginning or “setup” that draws the audience in within the first 10-30 seconds. This setup introduces the main question to be answered or the central problem to be solved.

After opening with a compelling setup, the video should have a middle that moves the story forward, evolving the issue raised at the beginning of the video. The goal is to keep the audience interested in how the opening question is answered or the problem is solved. Last, the video should end with a resolution to the question or problem. Audiences crave an ending—whether it’s happy, sad, disappointing, or inspirational. This gives them a sense of closure.

Here is a video our company produced for Angelique Rewers, ABC, APR, Founder and CEO of The Corporate Agent. This video illustrates a strong setup, a middle section that explores the problem raised in the setup, and a satisfying conclusion.

Example of a Video with an Effective Story Structure

In the setup, Angelique presents the problem that most micro-business owners under-earn and that she feels called to help them. As the story develops, we learn that Angelique’s clients have had the same struggle and that with Angelique’s help, they have had businesses growth. In the conclusion, Angelique provides hope that with her coaching and guidance, we can also have this transformation. The audience has taken a journey from witnessing a problem, to seeing others overcome this problem, to gaining hope that we can have the same transformation.

A story with a beginning, middle and end gives the audience an “experience” while watching your video—they take a journey that reaches their hearts and minds. This is far more effective then hearing a sales pitch that might turn them off or shut them down. If you want to create a video that has impact, tell a story with a beginning, middle and end.

Are there any burning questions you have about structuring the content in your video scripts? Please leave them in the comments section below and I’ll be sure to respond.

Stay tuned for more great tips on how to create business videos that create engagement and impact!

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Comments & Responses

One Response so far.

  1. Donna says:

    This is really great advice, Michelle. Thanks for sharing it! I totally agree that a story, with visuals (vs a talking head) is so much more compelling than a sales pitch.

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