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Engaging Video Content With Storytelling

In this article, see how storytelling will be the missing piece to get your customers to identify even more with your brand and learn how to create engaging videos!

From the most famous fairy tales to blockbusters, have you noticed how a good story really catches the eye of anyone? The secret in common among all of them is in the use of storytelling .

This technique is the basis for the most famous stories we know. And the companies use it to dialogue with the public, using its history, the product and exploring the needs and expectations of the customer.

And the best way to do this in an exquisite way is by uniting storytelling with your video productions!

In this article, see how storytelling will be the missing piece to get your customers to identify even more with your brand.

Also, let’s give some infallible tips to implement this technique in your next productions. Inspire yourself with our balconies and use all the power of stories to convert more. Come on!

The power of storytelling for your business

Storytelling involves a unique interaction between the contact and the listener (or viewer, in this case). Building a narrative may seem simple, like an exact formula.

But applying this strategy in practice can be more complex. Your story needs to stir up emotions, like empathy.

Why is this so important? Your brand will be remembered more easily. This is the great benefit of storytelling for businesses.

Getting people’s attention is no longer so simple, after all, we are bombarded with content at all times. Using storytelling is to show the visitor that you have something in common with him, and video is the perfect content to convey this feeling.

The idea is to engage, impact and use the message so that people feel connected to the story and, consequently, to the brand.

The storytelling in marketing

The use of storytelling is more common in large audiovisual productions. However, several different areas have already figured out how to tell stories to sell more. Today, storytelling is widely used in marketing. Companies and entrepreneurs use this technique to tell about their problems, fears and challenges overcome.

And this strategy can be used in various marketing strategies. As in content marketing, with the creation of epic content, and in email marketing , helping to create a connection with the user, it will reflect on important rates and metrics.

In video marketing is no different. The main purpose of storytelling is to create an identification loop with the audience. And this positive reception makes leads into loyal customers. Videos with stories are more likely to be shared by the audience, generating recognition for the business or company .

Tips for using storytelling in videos

Now that you already know the benefits of creating stories for your marketing strategies, and how that technique is able to increase your brand value and drive more sales, let’s show you how to use storytelling in your videos and build killer content!

Create your “hero journey”

If the storytelling universe is already a little familiar to you, you’ve probably heard of the hero’s journey . It is one of the most common ways in creating stories in marketing, remembering the structure of epic romances. The book “The Hero of a Thousand Faces” by the anthropologist Joseph Campbell, launched in the middle of the last century, was responsible for highlighting this technique.

The work consists of the analysis of the points in common in the structures of myths present in different times, places and with different themes or symbology. In this model, widely used in storytelling, we can build the following narrative:

Introduction and presentation of the problem

The first step is to enlighten your audience. Who is the character and what is the context in which he is inserted? This information also serves to start the process of empathy, because what is expected is that the elements make the public can identify with this protagonist .

After defining this stage, it is time to present the central problem of history. After all, what led you to create your product or service?

Also known as the common enemy, it is that point at which the viewer admits (even if only unconsciously) that the situation presented would be an obstacle for him.

Some examples of how the problem is presented are:

  • Villain: character that adds all the characteristics that prevent the hero to continue his story in the comfort zone, creating problems (usually trying to destroy it);
  • Situation: an external event, as a phenomenon of nature, in which no one could control, but that compel the hero to take action.

Refusal to call and help

So far the hero is still inside the comfort zone and that means that it takes a lot of effort to get him out of this situation. Anyway, the initial tendency is to try to create a counterargument that justifies not going forward, not going to the fight. This is a time when subjective issues are exposed.

It may be the fear of failure, a previous trauma that reinforces the denial to move forward or a great insecurity. The important thing is to understand that at this time the protagonist questions if it is really worth following the course that is being pointed out.

The overcoming and the final challenge

However, this hero (who can be yourself, in case you are sharing a story of yours), has a chance encounter that shows the need for decision making. New challenges will come along, and with each new step, the hero will find new ways to overcome conflicts and obstacles.

Then, even with the difficulties presented on the way, comes the moment of victory, which proves to the potential customer that it is worthwhile to try this way. It is a moment of inspiration, faith and trust.

Conclusion of the journey

The conclusion of the journey shows the public the transformation of the hero, due to the situation involved.

The overcoming of the conflict, along with the change of the protagonist, is the message transmitted to the visitor. In other words, it is showing how your product will transform the life of the viewer .

Get to know your audience well

An essential point for history to deliver the expected effect is to tell the right story to the right audience. Therefore, it is essential to know your persona well, as well as your problems, fears, challenges and what you can do to help you.

What are the buying pains, desires, and objections? Are there other characteristics in common, such as age, profession and geographical location? Is it important that the tone and language used is also familiar to the viewer? Find out what elements are able to tinker with your audience and adapt your story.

Determine the Role of Your Product in the Market

In addition to understanding the audience, you need to understand how your product or service will get into the story. Just as it will help structure the positioning of your brand for your business model .

What is the purpose of your business in the lives of consumers? How does your brand help make your customers better at what they do? These details will help in choosing the story and how to fit your product without seeming forced .

Put essential storytelling elements in your video

Some features used in videos can make your productions even more engaging and true. An appropriate soundtrack, for example, can help awaken certain emotions in the viewer.

When possible, you can also use special effects, generating more truth to the fact that is reported.

Also, you need to stay tuned for the script if it really shows the features that stand out for your company and how it differentiates itself from the competition.

The narrative must be connected with the strategy of your company, so that the viewer identifies authenticity.

Show Conflict

An essential element in storytelling is the conflict that will motivate the hero to win. A story without conflict is not a good story. Conflict is what will move your video, giving life to the characters and their struggle to sell the problems.

Besides of course, show what motivated you to create your product or service. In video marketing, this combination of visual and emotional features is the recipe for inspiring action in the user.

Choose the setting of your story

As important as the whole development of history, is the environment where it will take place or where it will be disseminated. If it is a de facto narrative, the scenario must be related to your worldview.

In addition, it is necessary to research the environments in which you would meet your target audience. It may seem small, but the environment is essential to show the viewer that you are the same.

Deliver the message clearly and engagingly

Videos generate visibility and attention, and storytelling enhances these qualities. However, care must be taken to make the narrative truly understandable.

Remember that to use storytelling in the videos it is very important that you know what the message behind the whole story is. What positioning do you want your brand to adopt in telling the facts. This is a very important step for your brand to consolidate, presenting more and more coherence to the public .


If you want a video that connects and engages your audience, you need to use storytelling. Stories are the primary method of communication, and you will be able to be heard and create a connection with the user almost immediately. Write down your tips and create your story!

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