15 Clues and Examples to Do Some Storytelling with Video Marketing

Isra Garcia
Isra Garcia Digital transformation marketer and new media analyst, IG - Empowering People, Business and Communities

Posted on December 19th 2012

15 Clues and Examples to Do Some Storytelling with Video Marketing

New marketing involves stories. That is why it is so important to tell a story with a human side that resonates with people. If we add the potential of video marketing to this, the combination can lead to powerful storytelling through video.

How to Create Storytelling Through Video Marketing

Below are 15 clues to do some storytelling through video marketing. My approach you already know: always remain human.

1. The video must be short, no more than 1:59 min. Short but intense. However, although some longer videos can also work, I don’t recommend they exceed 3:30 min.

2. I would advise that it includes short sequences explaining the “before” and at the end, the “after”. Short, direct sequences.

3. Use effects you can create like underwater scenes or lots of people running…

4. It is important that at some point in the video the music is turned off so that you can appreciate the voice of the people taking part in the video, an unexpected phrase, a scream, a song, etc.

5. One of the video’s main objectives is to pull at the audience’s heart strings. There are certain scenes like reunions, someone falling, hugs or hard work that help us reach our audience more directly. Similarly with tragic events or stories.

6. Try not to mix the different stages of the video, place them in chronological order in order to differentiate them.

7. Don’t include any fillers! There’s only room for something amazing, remember you only have 1:30 min to tell a fascinating story.

8. Don’t focus the story on yourself. Speaking of others makes the story better.

9. Music is one of the key elements. It is as important as the story you create or the quality of the video. The music should reach the audience as much as the image, or even more. If the music doesn’t make your hairs stand on end, why should it have that effect on the audience? Epic, solemn, fun music… there are so many styles. The aim is to convey an inspiring and amazing story.

10. The start of the video can explain that everything is impossible but, as the story unfolds, it should explain that if you can, then it’s possible.

11. Be careful with effects, flash lights or other lights that can create lines on the video images.

12. I always speak of the moments of truth: special moments that set the video apart. It can be a gesture, a phrase, a hug, a kiss, a silence. Whatever it is, it must be human.

13. Sometimes, you might need titles or captions to tell your story; or perhaps not. I recommend you leave this till the end. First see a rough cut and then analyse whether they’re necessary or not.

14. The challenge of a good story should be to connect with people and to convey emotions. The context you use may vary; for instance: anything is possible, you can really make something happen.

15. A story can be told in many different ways. However, you’ll only make a connection by making it human.

Examples of Storytelling in Video Marketing

Hereherehereherehere and here [Spanish video] are some videos that may serve as example. Some are our own creation; others, we’ve found.


Isra Garcia

Isra Garcia

Digital transformation marketer and new media analyst, IG - Empowering People, Business and Communities

Marketer, digital transformation and new media advisor, speaker, blogger, educator and an agent of change.

Social Media Today's Best thinker member. Isra is the creator and author of the paradigm that has revolutionised the social media: Human Media and also founder of Stand OUT Program, Engage Worldwide and Principal at IG.

His blog on Social Media, Marketing, disruption, lifestyle, new perspectives, productivity and change is visited by more than 110,000 people every month. Only 31, Isra has taken part as a TEDx speaker on two occasions and has participated in more than 270 industry events as speaker. At 27, he started his own agency, and has worked as consultant and analyst on new forms of online communication and marketing for other agencies and brands such as EMI Music (Spain – Portugal), BlackBerry (UK – Ireland), MTV (UK), Pioneer (UK) and blur Group (UK – USA), Amnesia Ibiza (Spain) and Music On (Spain – Italy). He has been the promoter of MONK (UK – Italy – Sao Paulo), the first Human Media Marketing agency, where he worked as Human Media Evangelist and Advisor, and is now involved as head of digital media at Bridges for Music (South Africa – India – Brazil), an international NGO that fosters and encourages change and talent. Isra has also been in charge of Marco Carola’s personal brand as one of the most influential artists in the electronic music scene worldwide. His fast-moving career has always been related to Web 2.0.  Isra´s early work as a consultant, in charge of teams and Social Media strategies for Social Media & Community. These are just a few of the highlights of his career. Undoubtedly, Isra adds a visionary and human-technological way to understand this new environment that the Internet has provoked.

Leaving aside companies, roles and projects, Isra has always been characterized by a thrilling passion for the human side of communication.

Isra writes for international publications such as Social Media Today, SmartBrief and contributed with FastCompany and is a guest lecturer at EOI, Fundesem Business School, Nottingham Business School, University of Leeds and University of Manchester. He is co-founder and organiser of Adictos Social Media and "Internet Changes Everything."

Isra is a 31-year-old visionary and pioneer who has revolutionized the New Media environment with his concept of Human Media based on human business interactions through the Social Web . Isra pioneered how the the new use of online media leverages the Social Web through human relationships, Human Business Interactions, connectivity, feelings, resonance and of course people. Specialized studies in Spain, UK and USA represent the base for his international career. Isra was recently on TEDx where he introduced his vision about Human Media and its impact on brands, businesses, people and the Web.

In only two and-a-half years, Isra has completed two Ironman races and, since last september, he is one of the only 89 athletes in the world that has completed the three-day ultra endurance event, "Ultraman" (10k swim + 420k bike + 84,3k run). He always pushes the intellectual and physical work far beyond his limits.

You can find Isra at TEDx events, presenting his perspective on Human Media, the future of social media, change, revolution and disruption. Also, in his Spanish blog http://isragarcia.es and international site http://isragarcia.com.

“Writing about oneself is infinitely more difficult than writing about anyone else. You’ll find that the story you thought you were telling people isn’t the story that people perceived.” Isra García.

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