“Visual storytelling involves the use of graphics, images, pictures, and videos to engage with viewers in an effort to drive emotions, engage intercommunication, and motivate an audience to action.”

• Tension: Motivate people to keep consuming the story.
• Entertainment: Hook them in the first eight seconds.
• Education: Give information so the viewer is better educated on the topic.
• Micro-interactions: Ensure that even the seemingly small and discrete aspects – the movement of objects, the page’s dynamic adaptation – provide a good experience. As Eric explains, viewers need small interactions that make them feel in control to be more vested in the entire experience.
• Call to action: Make sure your team is clear on what you want the audience to do after consuming the story. Then work backward to design the visual storytelling to achieve it.

•     Plot: What story do you want to tell? What is its structure? (Powerful stories typically consist of an introduction, conflict or complication, and resolution.)
•     Purpose: Why do you want to convey this story to viewers, and what do you want them to do afterward?
•     People: Who are the main characters in your video story? How do they relate to your audience?
•     Place: What’s the main location for the video, and how does that place shape the video narrative?
•     Audience: Who will primarily see this video? Will they be new customers, potential customers, employees or another group?
•     Distribution method: How will you share the video story with others, and where will it be hosted (i.e. YouTube, your website, somewhere else)?

• Create a strong arc. This makes it easy for audiences to follow along with the story, become immersed with the twists and turns, and keep them watching through to the end.
• Make your characters lovable and relatable. People should ideally see parts of themselves in the video’s stars. Avoid using polarizing characters because that may turn off certain audiences and prevent them from appreciating the message.
• Edit the video for maximum storytelling effect. If there are aspects of the video that don’t do anything to push the story forward, cut them out. It may be useful to have an outside party, ideally someone who matches your target audience, provide feedback about whether there are any parts that take away from the story rather than adding to it.
• Make it visually beautiful or appealing. Think about how camera angles, scenery, and eye-catching fonts could help your video stick in the mind of a viewer and make them want to watch it again.

• Be relatable. Tell a story that shares a common human experience so more people can relate to it.
• Be economic. Ensure that each part of the video drives the story forward.
• Consider POV. Create a story from the point of view of a typical target audience member. See the story unfold from their perspective, rather than the company’s.
• Use a natural, informal tone. This helps audiences better understand and connect to your message.
• Take design and visual factors into account. These include lighting, wardrobe and color palette. When done right, these will better support your video storytelling goals and message.