The Importance of Stories in Video

Stories. They are as old as time. And they remain one of the most effective elements for your video. Why? Because they grab audience attention and, if told well, retain it both during and long after they end. Which is why today we’re focusing on the importance of stories in your video, and the step-by-step process of how a good one is made.

The Example

To take you through the process of curating a great story, we’ll deconstruct this classic created for McDonalds.

At a glance, short and sweet, right? But let’s take a closer look, and dive into the details to get a better understanding of all the decisions made that brought this story to life.

Video Objective

Speaking generally, this commercial is obviously meant to promote McDonalds. It does a fantastic job of generating brand awareness and overall likability. But let’s hone in on the tagline at the end:

“Sometimes, a little means a lot.”

It’s simple yet effective. But what does it mean to the viewer? To be honest, it could mean a lot of things, depending on the person watching. But at its heart it’s telling you that life is really all about the “little things”, and that that’s what McDonalds delivers. A thoughtful gesture between a mother and son, all for the reasonable price of chicken nuggets and fries. The feeling of freedom with your first pair of wheels, displayed through the convenience of the drive-thru option. Nothing fancy but it works. Why? Because they put time and thought into their video objective beforehand. As should you.

Relatability

Another factor that makes this video so compelling is its relatability. McDonalds chose to keep with unknown actors to portray the two leads (a smart choice, considering their above objective). By doing so, it assures the audience will be able to see themselves in it, identify with the protagonist since they also might have had a similar experience growing up. For one, the mom giving her son her old car–how many of us have this exact memory when it comes to our first vehicle? And the son’s peers, making fun of his old wheels–it’s safe to say, most people viewing would feel an immediate sympathy and understanding of this exact situation.

Why does all this matter? Because relatability builds connection. And with 84% of consumers saying they buy from brands they feel a strong emotional connection to, it’s clear this is an essential point to all your video.

Knowing Your Audience

Another pivotal part of any strong story is to know who you’re telling it to: aka know your target audience. Think of the audience for McDonalds. While broad, McDonalds prides itself on affordable food delivered quickly. This lends itself to an audience comprised of the “everyday” person, looking for a quick meal that won’t break the bank. Now look at the above commercial. Does it speak to that audience? You betcha! By highlighting a story centered on its demographic, McDonalds is assured its customers will be watching.

Another element to factor when deciding your audience is where you’ll be posting your video. Think about where your viewers like to spend their time, consider their age range, as well as what platform really serves your video objective.

Storytelling Through Music

In the above commercial, McDonalds uses another important facet of any good story: music. But this doesn’t mean they bombard it entirely with music. In fact, they do quite the opposite, using music specifically to enhance their story, not detract from it. Take a look at the beginning: a sentimental soundtrack to set the scene. But then, for the middle, they no longer employ music but rather embrace the “silence”, comprised of sounds familiar to us all (i.e. looking for spare change, driving the car, chomping on french fries). Then the funny moment of the son passing his friends, blasting his “Mum’s” CD. And finally ending with a return to sentiment, fully encapsulating the boy and his mom’s relationship.

Intentional? Oh yes, very much so. In fact, the more intentional you can be about the tools you use to create your story, the better.

Video Length

One of the most impressive elements of this story? It’s only 60 seconds. Yes, in just one minute McDonalds is able to not only set a scene for their narrative but deliver on it with minimal dialogue. Not only that, but the audience can make a pretty good guess as to the backstory between these two. Modest, everyday home, maybe with financial struggles but still, a tight bond between parent and child. You may even make a guess as to what the mom does for a living, the script is that strong.

So remember this when approaching yours. Whether your story be dialogue-heavy or completely action-based, be sure the story is always being served. And as to its length, we recommend keeping it shorter whenever you can (as this generally ranks more successful). But again, choose the length that serves your story best.

Product Placement

This last one may seem like an obvious point, but let’s discuss for a moment. Yes, it’s clear you should show your product in your video, as well as your brand’s logo. But it’s all about how you do it that really matters. In McDonald’s example above, it’s not until about halfway that its logo even makes an appearance (and for only a 60s commercial, that’s pretty far in). Yet the impact is still there. But it’s not shoved down your throat or distracting from the story. It shows its face, but only in a way that compliments the narrative.

Be mindful with where and when you place your product or brand. By incorporating it seamlessly within the story, its presence is felt and remembered much more easily long after watching.

With these deconstructed tools in your hand, you can begin to build your story and share it through the power of effective video.