3steps-storytellingStorytelling, more than ever before, is what sets great companies apart from their competition. Why? Let’s face it, everyone enjoys a good story and people don’t relate to brands; they relate to people.

So how do you create a story around your brand that is engaging and interesting to your audience? We use a narrative theme, similar to what you probably learned in High School English, for a very simple three step process:

  1. Introduce the Protagonist –

    This is the main character in your video and is the person your audience should most identify with. Is your audience predominantly male or female? Are they around a certain age? Who is the viewer who makes purchasing decisions regarding your product or service? There are a number of other questions but identifying this marketing persona helps you make decisions around who this main character is, whether the voice over is male or female and what the soundtrack is playing in the background. All of these things come into play to help your audience see themselves in the main characters shoes, or barefoot as the case may be.

  1. Insert Conflict –

    This is where tension is inserted to add interest to your story by putting our poor protagonist into stress or trouble. What can that be? Usually you are using this conflict to again help your audience identify with the main character of your story. You’re also usually looking for it to be resolved by the product or service your explainer video is about. Sometimes this conflict can even be made into an antagonist character who is wreaking havoc with our protagonist. For instance, if “data integrity” is a problem that your service helps resolve, the antagonist could be the physical embodiment of data like the character comprised of numbers above that we created for Broadridge Financial’s FundPOINT explainer video.

  1. Problem solved! –

    Here’s where you resolve the conflict by showing how your product or service deals with the conflict. And you let the viewer know, it will be OK. That’s all they really want to know. Now your protagonist can ride off into the sunset, go play golf or just breathe a sigh of relief knowing that a solution is within reach.

That’s it, you don’t need to worry about plot twists or monologues as the whole idea is to keep your explainer video short and engaging. Leave the viewer wanting more or looking for more information. Hopefully this simple formula will help you dilute your message down to a simple but effective story outline to help create a video that will pique the curiosity of viewers. Then you can contact us to help make it all come to life.



Eric Guerin is the founder of Adelie Studios. He chooses to use his creative powers for good and not evil by helping businesses to better market themselves using animated marketing videos. He can easily be bribed with coffee. Read more of Eric’s posts