The Power of Video Storytelling By: Jesse C 

Everyone knows the saying, “A picture is worth a thousand words.” While this is undoubtedly true, the video medium is much more than a single picture. With video, you can take the best of oral storytelling traditions from yesteryear and combine them with carefully laid out scenes that seamlessly flow from one location into another. Then, by adding music to the scene, the video can evoke the audience’s emotions more fully. 

Why should you choose video storytelling?

Videos are a crucial method of conveying a message to an audience. But videos alone aren’t often adequate to capture their attention. They will skip the video or find something else to do while the commercial plays if they’re not engaged. Storytelling is an age-old way of engaging and entertaining people all while promoting a product, service, or idea. That’s the power of video storytelling! 

So, that begs the question, what’s the process? 

The Query  

Unless the video is done in-house, companies will need to find a studio company to film it. A quick google search will typically come up with several results. An example of such a search is video production companies [in] Philadelphia. By clicking on one of the links, they’ll be brought to a webpage, on which there is usually a query form. The business fills out the query describing the company, the type of ad they want, how quickly they want it, and their budget, among other questions. The query is then submitted to the ad company.   

Storyboarding

Before taping even begins, storyboards are created with rough sketches laying out the ideas for the commercial. These storyboards may go through several drafts before getting a combination that works, as the creative staff discusses what works and what doesn’t. The idea or multiple ideas are submitted to the client who requested the video. The company will go through it and determine if it encapsulates the vision of what they’re going for and approves it or sends it back for revisions. Once the storyboard is approved, then it’s time for scripting. 

Scripting

Scripting takes the rough storyboard ideas and turns them into a script. Like a stage play, scripting examines the scenes or sets where the action will take place. It describes the actor’s actions, as well as transitions between scenes, voiceover lines, and music. Once these are approved, casting calls can begin. 

Casting Calls 

Casting calls are what they sound like: a call for actors to play the role for the video. Some ad agencies may have in-house staff to perform some of the parts, but if all they’re using are the same people who they have there, eventually, people will end up playing disparate roles for different commercials. Casting calls are a vital component to the success of video storytelling, as having someone in the wrong part can have the audience throw the suspension of disbelief out the window. 

Filming

Filming and editing are the next steps in the video storytelling process and where it begins to stake shape. Camera angles and lighting, set design and decorations, costuming, and props all play a role in this step. These are carefully designed to feel like you’re a part of the scene and that what you’re seeing is natural. Several takes of the scene may be taken to see what looks best. If the actors have lines, they need to sound natural and organic, not forced.  

Sometimes, instead of filming per se, the company’s contract specifies animation. For some video storytelling, this may be a better alternative to using live actors and scenery. If that’s the case, a team of animators set up a framework and use scripting tools and AIs to generate the animation. The benefit of using animation over live actors and sets is that often changes are easily made, and there may be a built-in library of resources that can be used as the basis of the animation. This is not to say that animation will be cheaper or faster. It takes talent to draw and create 3D wireframes, and that talent costs money.      

Editing, Music Selection & Voiceover

The next step is to check the scenes. Are the “cuts” where they need to be? Does the order of the scenes make sense? Do the transitions seem smooth? Does the music evoke the response the client is looking for? Can the voiceover be heard over the other sounds in the scene? Is the scene too bright or too dark? Are there unexplained, distracting shadows? All of these factors affect the end product and whether or not the story in the video is believable. 

Audience Testing & Final Approval

Throughout this entire process, companies will often test the video story with their target audience to check if it resonates with a good percentage of them. Once the video’s been finalized, it’s sent back to the client for publication and distribution. 

Hire 7 Wonders Cinema

If you’re interested in having a video story told to promote a product, service, or idea, contact the professionals at 7 Wonders Cinema. Their excellent staff will assist you in creating the best commercial possible. They’re among the best video production companies in Philadelphia.

Conclusion | The Power of Video Storytelling

Video storytelling is one of the most powerful tools available to companies and marketers. It has the ability to evoke emotions in viewers and to create a connection between the viewer and the story. If done correctly, it can be an incredibly effective marketing tool. Video production companies like 7 Wonders Cinema understand this power and use it to create commercials that sell.

Now that you understand the process of video storytelling, you can see how your company can benefit from it. It’s an investment, to be sure, but one that can pay off handsomely.

FAQs | The Power of Video Storytelling