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How to Tell an Impactful Story Using Video

Updated: Aug 15, 2022

Did you know that emotions compel action? It’s true!

And that is why videos are so important for your brand. When you create a video that evokes an emotional response in your target audience, you’re likely to grab their attention and get them to act.

In this article, we’ll discuss how to tell a captivating story through video and convey your business’ message


Why Storytelling Matters

Humans are hardwired for stories. We have been telling them to make sense of our world and communicate our experiences since the beginning of time.

In fact, stories are found to be more persuasive than other messages for weeks or even months after they are heard.

Consider the last time you watched a commercial or an online video. Which ones made you laugh? Which ones made you cry? The ones that had the most impact on you were likely the ones you could easily follow and identify with.

The best stories are ones that make us feel something. They are relatable, relevant, and memorable.

Creating an Emotional Connection

The big brands know how powerful storytelling is.

In fact, some of the top brands have built their entire identity around storytelling. Consider Red Bull, for example. Their “Red Bull Gives You Wings” slogan is one of the most recognizable in the world. And their advertising focuses on stories of pushing boundaries to achieve success.

Red Bull doesn’t just sell energy drinks. They sell the idea that anyone can be a champion, regardless of where they started from. And that is an incredibly powerful story to tell.

Your Target Audience Needs to See Themselves

Your target audience needs to see themselves represented in your brand or identify with your cause or product. Otherwise, they will not connect with your story.

For example, a commercial for a new SUV might feature a family of four going on an epic road trip through the mountains. But if I’m single and childless, that commercial is not speaking to me and might even turn me off from the product entirely.

On the other hand, if the commercial showed a single person using the SUV to pick up friends for a weekend getaway, I would be much more likely to identify with it and consider buying the car.

The bottom line is that your message should be relatable to your target audience. Otherwise, they will not connect with it on an emotional level.


With approximately 85% of all internet users watching online video content monthly, it’s essential to adapt to the times and use video as a valuable marketing tool.

Remember, potential customers respond to good storytelling. So focus on creating a relatable and emotional story that your target audience can identify with. If you do, you will be sure to make a lasting impression.

Coming up with an impactful story isn’t always easy, and that’s where we come in. If you need help, our team of experts can work with you to create a video that tells your unique story in a compelling way. Contact us today for more information.

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