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Video Storytelling
A Compelling Tool for Connecting People
Today We Will Cover
1. Content vs. Video Content vs. Video Storytelling
2. The Filmmaking Process
3. Important Elements of...
Content

Video Content

Video Storytelling
If a picture is worth 1,000 words, and a frame of
video is 24 pictures per second…
then one minute of video equals 1,440,0...
Capture people's hearts - 

by first stimulating their brains.
90% of information transmitted to the brain is visual, and ...
The human voice conveys emotion.
70% of marketing professionals report that video converts better than any other medium
(a...
Movement captures and keeps people's attention.
80% of your online visitors will watch a video, while only 20% will actual...
The brain is hard-wired to trust the human face.
The average Internet user spends 88% more time on a website with video th...
Stories that evoke emotions are more effective at
convincing your audience to take action.
52% of marketing professionals ...
street roots
https://vimeo.com/144802237
The Video Storytelling Process

1. Pre-Production (planning)
2. Production (filming)
3. Post-Production (editing)
Pre-Production (planning)
1. Goal / Target Audience
2. Keywords
3. Find the heart of your story
• Complex. Unique. Desire....
Production (filming)
1. The Crew
2. The Interviews (The “Conversations”)
3. Filming b-roll / action shots
4. Keywords
5. Q...
Post-Production (editing)
1. Crafting a radio edit
2. Building mini-stories (created from b-roll)
• Beginning - Middle - E...
Important Elements of 

Effective Video Storytelling
1. Emotional Connection
2. Context
3. Conflict / Struggle
4. Passion ...
Stone Creek Coffee
https://vimeo.com/69285362
https://vimeo.com/102682078
Moraine Valley Community College
https://vimeo.com/145930983
Make-A-Wish Wisconsin
https://vimeo.com/117960732
Evaluating Success.
1. The investment
2. Maximizing your investment
3. Return on engagement
Using video on landing pages can increase conversion by 80%
(Unbounce)
Video attracts two to three times as many monthly v...
Your website is 50 times more likely to appear on the first page of a search engine results
page if it includes video
(Dig...
Stories shape information into meaning.
65% of executives have visited a vendor site after watching a video
(Forbes)
75% o...
Humanize your business and create deeper
relationships with your audience.
Viewers retain 95% of a message when they watch...
We are not driven by facts,
we are driven by emotions.




Video storytelling extends the reach of your
business and generates a powerful human
connection between you and your a...
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This is a presentation Brian Artka and Jenny Rebholz gave for SMPS Wisconsin on January 14, 2016.

Credit goes to the folks at Stillmotion and learnstory.org for sharing a storytelling process that invigorates you to make great films that touch people.

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Video Storytelling: A Compelling Tool for Connecting People

  1. 1. Video Storytelling A Compelling Tool for Connecting People
  2. 2. Today We Will Cover 1. Content vs. Video Content vs. Video Storytelling 2. The Filmmaking Process 3. Important Elements of Effective Video Storytelling 4. Evaluating Success – Return on Engagement
  3. 3. Content
 Video Content
 Video Storytelling
  4. 4. If a picture is worth 1,000 words, and a frame of video is 24 pictures per second… then one minute of video equals 1,440,000 words.
  5. 5. Capture people's hearts - 
 by first stimulating their brains. 90% of information transmitted to the brain is visual, and visuals are processed 60,000x faster in the brain than text (Sources: Billion Dollar Graphics and Web Marketing Group)
  6. 6. The human voice conveys emotion. 70% of marketing professionals report that video converts better than any other medium (adelie studios)
  7. 7. Movement captures and keeps people's attention. 80% of your online visitors will watch a video, while only 20% will actually read content (Digital Sherpa)
  8. 8. The brain is hard-wired to trust the human face. The average Internet user spends 88% more time on a website with video than without. (adelie studios)
  9. 9. Stories that evoke emotions are more effective at convincing your audience to take action. 52% of marketing professionals worldwide name video as the type of content with the best ROI (Syndacast)
  10. 10. street roots
  11. 11. https://vimeo.com/144802237
  12. 12. The Video Storytelling Process
 1. Pre-Production (planning) 2. Production (filming) 3. Post-Production (editing)
  13. 13. Pre-Production (planning) 1. Goal / Target Audience 2. Keywords 3. Find the heart of your story • Complex. Unique. Desire. 4. Build a loose story structure • Plan interview questions
  14. 14. Production (filming) 1. The Crew 2. The Interviews (The “Conversations”) 3. Filming b-roll / action shots 4. Keywords 5. Quality vs. Quantity
  15. 15. Post-Production (editing) 1. Crafting a radio edit 2. Building mini-stories (created from b-roll) • Beginning - Middle - End 3. Create a rough cut 4. Integrate sound/music/graphics 5. Approve a final cut
  16. 16. Important Elements of 
 Effective Video Storytelling 1. Emotional Connection 2. Context 3. Conflict / Struggle 4. Passion / Desire Don’t forget your KEYWORDS!
  17. 17. Stone Creek Coffee
  18. 18. https://vimeo.com/69285362
  19. 19. https://vimeo.com/102682078
  20. 20. Moraine Valley Community College
  21. 21. https://vimeo.com/145930983
  22. 22. Make-A-Wish Wisconsin
  23. 23. https://vimeo.com/117960732
  24. 24. Evaluating Success. 1. The investment 2. Maximizing your investment 3. Return on engagement
  25. 25. Using video on landing pages can increase conversion by 80% (Unbounce) Video attracts two to three times as many monthly visitors and doubles their time spent on the site. On top of all of that, you see a 157% increase in organic traffic from search engines by including more video on your site (MarketingSherpa)
  26. 26. Your website is 50 times more likely to appear on the first page of a search engine results page if it includes video (Digital Sherpa) When marketers included a video in an email, the click-through rate increased by 200% – 300% (Forrester)
  27. 27. Stories shape information into meaning. 65% of executives have visited a vendor site after watching a video (Forbes) 75% of C-Suite Executives (CEO, CFO, CIO, CMO, etc.) said they watch industry videos online at least once per week (weblyguys)
  28. 28. Humanize your business and create deeper relationships with your audience. Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text (Insivia)
  29. 29. We are not driven by facts, we are driven by emotions.
  30. 30. 
 
 Video storytelling extends the reach of your business and generates a powerful human connection between you and your audience. Brian Artka Size43 Creative 414-708-9160 brian@size43.com Jenny Rebholz PushPoint Marketing 414-405-3011 jrebholz@pushpointmarketing.com

This is a presentation Brian Artka and Jenny Rebholz gave for SMPS Wisconsin on January 14, 2016. Credit goes to the folks at Stillmotion and learnstory.org for sharing a storytelling process that invigorates you to make great films that touch people.

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