How to Use Video Stories to Move People

Video is everywhere.

According to Digiday, 89 million people watch 1.2 billion online videos today. That number will grow to 1.5 billion online video users in 2016.

However, it’s important to remember that 19 percent of viewers abandon an online video after 10 seconds. And 44 percent of viewers abandon an online video after 60 seconds.

If you want to keep viewers watching your videos then you are going to have to engage the audience. “Let the character’s story communicate the organization’s impact and guide the audience to the message,” said Catherine Orr, co-founder of StoryMineMedia.

To create a strong video story, follow this roadmap that StoryMineMedia shared:

  1. Establish context: What are the broad goals of your organization
  2. Define pupose: What is the specific purpose of this video? Is it to raise awareness? To create a call to action?
  3. Look for universal themes: How will you build a bridge between your story and your audience? Universal themes include family, home, health, for example.
  4. Brainstorm storylines: What are the hypothetical stories that could illustrate your message? Could you show struggle and change? You could also share a best-case scenario.
  5. Choose characters: Use your networks to create a list of actual people who have been impacted by the work of your organization. Don’t always use a “talking head.”
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