The Importance of Story in Video Production
I think it’s easy to lose site of the story element in video production, especially when it becomes very commercialized and structured. It’s easy to get into a routine of just trying to get content out there, that a lot of creators forget what makes a video good and memorable- the story. Looking at marketing first, think of your favorite commercials, the ones that stick in your brain. They aren’t the ones with someone holding up their product and describing it, they are the ones with funny or sweet little stories. Some of my favorites are the Progressive commercials with funny characters and premises. I can’t imagine that marketing and selling insurance is easy, but they found a way to make their company memorable with their quirky commercials with interesting characters and stories.
Going further than marketing and commercials though, story is needed in nearly every kind of production- documentary, fiction, episodic TV, live events etc. Some have more room for story and flexibility than others, but they all have at least some. Documentaries for example can cover such a wide range of topics, and are often informing or educating in some way. How do we make these effective and keep people engaged? You guessed it, make it a story! If you aren’t sure how, or where to start, let’s think about an example: say you are making a documentary about the benefits of solar power. Let’s make a timeline: how were things before solar energy? You could start with discussing the ways people get energy before or without solar energy, and then go into the invention of it, how the public responded, and then implementation, resistance, and everything you want to include up until how things are going now, and a call to action for the future.
The commercials about people buying insurance and then “becoming their parents” are so relatable and funny, because they used a connection we all make young (parents and older people have insurance), and then used a fear we all have (becoming our parents). These simple and effective story techniques are what make people bring up these commercials in casual conversation. Getting people talking about your commercials is huge in marketing, and helps you reach your goal of getting more eyes on your product. Use story well, and it can make all the difference.
Making things linear like this is often a helpful way to see how the events lead to one another and/or are related. You can then choose to tell the story in this order, or go a non-linear route if you feel that would benefit your documentary. Ultimately, as much as you should be trying to make your documentary as unbiased and impartial as possible to accurately represent facts, there is a stand or side you are taking and the way you structure your story should support whatever stance you are making.
Lastly, weddings and events can be beautifully edited into stories as well. Weddings and events similar, already lend themself to the linear timeline well. You start with watching everyone get ready, the whole set up process, then the marriage, the reception, the aftermath/clean-up and every detail in between. Depending on the scale of the video, you can even include pictures and video from other special times in the relationship to set it up. Whatever type of video you are looking to make- don’t forget about the story.
