The Power of Story Arcs and Visual Storytelling Techniques
Video storytelling is an essential part of video marketing, as it helps to bring your brand story to life and create a strong emotional connection with your target audience.
The Power of Story Arcs
A story arc is the structure of a story that describes the journey of the main character. It is important because it provides a framework for organizing the events of a story and gives the story a sense of direction and purpose. A well-structured story arc helps keep the audience engaged, creates a sense of suspense, and leads to a satisfying conclusion. Additionally, a story arc can help you build a strong emotional connection with your target audience by taking them on a journey with the main character and eliciting emotions such as excitement, fear, happiness, or sadness.
There are several different types of story arcs, each with its own unique structure and emotional impact. Here are some of the most common types of story arcs, as well as how to choose the right one for your brand:
Rags to Riches Story Arc: This story follows the journey of a character who starts in a difficult situation and through their own effort and determination rises to a better place. This type of story arc is often used in brand stories to showcase the struggles and triumphs of a company. Some popular examples of this are Rocky and The Pursuit of Happiness.
Tragedy Story Arc: This story follows the journey of a character who starts in a good place but through a series of events ends in a tragic outcome. This type of story arc is often used in brand stories to convey a message about the importance of taking action to prevent a negative outcome. Think about Romeo and Juliet or maybe more recently The Fault in Our Stars.
Overcoming the Monster Story Arc: This story arc follows the journey of a character who faces a powerful and dangerous obstacle and through their own effort and determination overcomes it. This type of story arc is often used in brand stories to showcase the strength and resilience of a company. Couple popular examples of this would be The Lord of the Rings or The Hunger Games and maybe most famously Star Wars The Originals.
Journey Story Arc: This story arc follows the journey of a character who sets out on a quest to achieve a goal and through their experiences learns and grows. This type of story arc is often used in brand stories to showcase the evolution and growth of a company. Some popular examples of this would be, no pun intended, being here in Kansas, The Wizard of Oz, and one of the greatest and saddest movies of all time, at least the saddest opening scenes, Up.
Rebirth Story Arc: This story follows the journey of a character who undergoes a transformation and rises from the ashes to a better place. This type of story arc is often used in brand stories to showcase the resilience and determination of a company that has overcome adversity and come out stronger. The story can also be used to convey a message about the importance of change and growth. Couple popular examples here maybe two of my favorite movies ever, The Shawshank Redemption and The Green Mile.
When choosing the correct story arc for your brand, consider your brand message, your target audience, and the emotional impact that you want to have. A well-crafted story arc will help you create a memorable and impactful video that effectively communicates your brand message and connects with your target audience.
Bringing Your Story to Life with Visual Storytelling
Visual storytelling is an important aspect of video marketing that can help bring your brand story to life and create a strong emotional connection with your target audience. Here are some of the most common visual storytelling techniques and how to use them in your video marketing:
Shot Selection: Shot selection refers to the different types of shots used to capture the action in your video. Different shots such as close-ups, medium shots, and wide shots can help you convey different moods and emotions. For example, a close-up shot will help create a more intimate and emotional connection with the audience, while a wide shot can help you convey the sense of scale and give your shot some context.
Camera Angles: Camera angles can help convey different perspectives and emotions in your video. For example, a low angle shot where you're below the object shooting up can make a subject appear powerful and dominant, while a high angle shot can make a subject appear vulnerable and powerless.
Camera Movements: Camera movements refer to things such as pans, tilts, zooms, etc. They can help add movement and energy to your video and help convey different emotions. For example, a pan can help convey a sense of discovery or surprise, while a zoom can help create a sense of intimacy and focus.
Color and Lighting: Color and lighting can help set the mood and the tone of your video. For example, warm colors can create a sense of comfort and happiness, while cool colors can create a sense of calm and serenity.
Special Effects: Special effects such as animation and graphics can help bring your story to life and add visual interest to your video.
When using visual storytelling techniques in your video marketing, it is important to consider your brand message and the emotional impact that you want to have on your target audience. A well-crafted visual story can help create a memorable and impactful video that effectively communicates your brand message and connects you with your target audience.
Conclusion
Visual storytelling is a powerful tool that can help you create a strong emotional connection with your target audience. By using these visual storytelling techniques to tell a compelling and memorable story, you can create a video that will make a lasting impression on your target audience.
For more information on visual storytelling and how to create a compelling and memorable story, I highly recommend the book The Art of Story: Easy Steps to Presenting an Unforgettable Story by Jim Lair and Bob Thompson.
