More and more users are consuming videos for leisure or work-related activities. Marketers have caught on and increased their resources on using this content type to reach their target audiences. Storytelling has also become a potent advertising tool.

Stories have a way of connecting with people that facts can’t match. Weaving together a compelling story with numbers and truth is far more interesting to a person. Video production experts from Kansas City cite the following techniques that make you a better storyteller.

1. Use memory recall to find a story.

Some people try to remember stories chronologically for a video or talk. However, there is a different way to tap into your mind and find a compelling story. Think of the people, places and even things that have changed or shaped your life.

Use a pen and paper (yes, do it the old-fashioned way) to write down names and specific details. Determine connections to places, people and things; these can be emotions, sounds, specific events, and others. Detail will make recalling easier and effective and will enable you to write a compelling narrative that connects with others.

2. Create a catalog.

Once you recalled possible stories to use for your videos, it’s time to make a catalog for them. This approach allows you to pull a story that may work for a particular type of audience without going back to scratch.

The catalog may contain subfolders based on the emotions you felt, the experiences you had or anything that allows you to organize your stories in a manner that is accessible to you.

3. Choose a narrative your audience might like.

Some marketers make the mistake of producing a video with themselves in mind. Before you even start the production process, always think about a target audience. Identify their likes, needs and the story that connects with them.

This makes your branding strategy more effective because you are able to reach out to the right market. They are open to listening to your pitch because of its seamless integration into the narrative.

4. Think of starting with a cold open.

Planning and conceptualization with the marketing team

Today’s attention spans are shorter than ever. You’ll need to hook an audience at the moment your video starts. To achieve this, try beginning with a cold open.

This means you get right to the action the moment the video plays; put the logo and other branding elements later. This approach captures the attention of viewers and holds it until you make your pitch.

5. Find the right pace.

With shorter attention spans, you’ll also need to find a balance between fast and slow because you might bore a viewer or send a confusing message. Experts cite the ideal time to make your point is somewhere between 15 and 20 seconds; beyond this, you might lose viewers.

There is also a minor beat weaved in between the 20 seconds of making a point. Viewers want to see action within 3–5 seconds before leading to what you are trying to say.

Storytelling can be a powerful and effective tool for branding. Use it to your advantage to hook and reel your audience in. Once you do so, they are more open to your pitch and increase the likelihood of conversion.