How to tell an engaging and compelling story in a medium anyone can skip. Takeaways: 1. The Viewer 2. The Product 3. The KPI

1. Or “how to leave the office early after nailing that video task”
By: Elad Ben David
STORYTELLING FOR VIDEOS

2. CONTENT:
- About Me
- Storytelling 101
- Using Data Findings
- Product Videos
- User Acquisition Videos

3. ABOUT ME:
Or “Why should I listen to this guy”?
Copywriter
News Editor Magazine Writer
Creative Strategy Director
Creative Director
I’ve been doing
this for 12 years
I learned a few things

4. STORYTELLING 101:
The 5 golden rules I learned about storytelling:
- Action, detail, emotion. “He opened the wooden door expecting to see what he feared most.”
- The protagonist is the character that changes over the course of the story.
- Show. Don’t tell.
- Write a synopsis/ Scene breakdown.
- Writing is rewriting. Don’t fall in love with the first draft.
Use your right brain
Be creative

5. USING DATA FINDINGS:
Use your left brain
Think logically
- To understand the target audience better.
- To think about the funnel and journey.
- To create relevance.
- To understand “intent”.
- To optimize results.

6. - Seth Godin
“People do not buy goods and services.
They buy relations, stories and magic.”

7. PRODUCT VIDEOS:
Product
UserMarket
- The product is the protagonist.
- Understand the funnel, and how it leads users from A to B.
- Action, emotion, detail translates to Action, benefit, orientation.
- Where is this video going to be?
- What do we want the user to do after watching the video?

8. USER ACQUISITION VIDEOS:
Product
UserMarket
Media
- You’re in the way between the viewer and the original intent.
- Why would anyone want to use this product?
- Is the product clear? And the value proposition?
- Where does this video lead?
- Does it catch the viewer’s attention?

9. SUMMARY:
- Be creative
- Think logically
- Ask questions
- Understand funnels
- Have fun

10. THANK YOU!