Great stories are relatable, have an interesting and logical progression from problem to resolution, and connect with people on an emotional level. A few key practices can help you develop strong video stories.
Establishing a Logical Flow
First think about the overall flow of the piece. One best practice for effective storytelling is to break it into three parts.
- The beginning should focus on a relevant, relatable challenge or opportunity. Give some context for why the subject has taken the actions that your video will focus on.
- The middle gets into the heart of what the people in your video have done. Some challenges, setbacks or uncertainty can create tension that keeps viewers engaged.
- The end of a great story celebrates what the protagonists have achieved. If possible, feature people who have benefited from their efforts or have been touched by them.
Also remember to tie your story back to the idea of “Living Idealism” and the supporting brand themes mentioned earlier when possible.
Emotionally Engaging Your Viewers
The “mood” of the video should also be established in the pre-production phase. What should the audience feel when watching this video? You should be able move an audience emotionally through your choice of subject, music, the tone of the interview and your editing choices.
Our eight brand tone words represent the unique character and persona of the UVA brand and can assist in evoking sentiments in your video to emotionally engage viewers. Depending on the audience being addressed, certain tonalities can be emphasized or deemphasized.
A list and details about the UVA brand tone words are located within the Tone Words section in these guidelines.