A Step-by-Step Guide to Crafting Compelling Storytelling in Commercial/ Branding Video
A compelling story within a video production requires powerful story writing skills. Not only does storytelling require the proper skill, but one should also deliver the story in a way that is easy to discern. There is a way to achieve this through a clear, step-by-step guide to writing a story.
We will discuss the important steps for you to deliver your storytelling potential to its fullest for your video production.
Define your storytelling target audience
A good video production company invests their time to research and understand their audience, their interests, and the problems they may encounter. You can then use this knowledge to build your narrative around the ‘pain points’ of your viewers. Understanding your target audience will encourage them to engage with your videos and watch them closely.
Create a strong narrative arc
After you understand your audience, create a narrative arc that resonates with them. A narrative arc is the progression of a story from beginning to end, with momentum and tension build-ups properly used. This is a classic narrative structure in video production that is effective in engaging viewers storytelling wise and keeping them watching till the end.
A scene from the Siloam Hospital commercial. Produced by Opium Creative Bureau
Observe Siloam hospital’s commerical video, With a strong narrative, this video shows how important it is for medical services to focus on healing and getting back to what’s important in life.
Consider the plot, purpose, people, and place of video production
Before you start working on your commercial video production, make sure you have a firm understanding of the four P’s of storytelling: Plot, Purpose, People, and Place. The plot is the story that you try to tell in your video. Purpose is what you want to achieve with it and what you want the viewers to do. People are the characters of your story, and Place is the location and background that influence the story.
These aspects are elementary in writing a script, in which you shall imbue yourself with a strong awareness of who the audience is, what the narrative is, and later who the characters are.
Create lovable and relatable characters
To create an engaging story, it's crucial for viewers to relate to the video's main characters. These characters, with their distinctive personalities, are the linchpin of audience retention. Characters play a vital role in your narrative, forging a deep connection with your viewers and infusing vitality into your stories.
By skillfully crafting characters that truly captivate and resonate with your audience, you'll ensure that your video's message remains impactful and continues to captivate your viewers. So, focus on writing compelling characters to keep your storytelling captivating and relatable.
Power rangers characters on Lion Parcel ad
Show, don’t tell
Use visuals to tell your story instead of relying on dialogue or voice-over. Do that by capturing frames of scenes that amplify the tone and narrative that you want to deliver. Therefore, investing for a strong visual production is very important, along with writing skills.
When you master these steps, your storytelling in your commercial video or brand video will naturally captivate. Don’t forget to look for feedback before releasing the final product!
Now that you have a better idea of how to craft compelling storytelling. Opium Creative Bureau, a leading Production House in Indonesia, stands out by blending Production House expertise with Ad Agency experience. You can check our portfolio for our client history!
