6 tips for nailing the story in your video

Your CEO droning on with vapid talking points won’t bring in new audiences. Here’s how to ensure your video creations resonate.

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When it comes to creating a great video, the story is everything.

Stunning visuals are important, and a dynamic spokesperson will help. But if your video isn’t about something—it won’t resonate. It has to tell an electric story, even if it only lasts a few seconds.

Video success starts with pre-production, where you storyboard and meticulously plan each shot. You don’t have to get too far into the weeds, but even a short video with your CEO should have some pre-planning to identify what story you want to tell—and how your piece aligns with key business objectives.

To find out if your video is on the right track, Bob Hitchcock, senior director of content marketing for Legal Zoom and former editorial content director for Walt Disney parks, has a few tips.

1. What is your strategy? Hitchcock recommends coming back to the tried-and-true objectives: inform, educate and entertain. If your video fails to offer any value, go back to the drawing board.

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