A good video always has a strong narrative structure, often paired with memorable quotes that leave a lasting impression on viewers. According to Patrick, there are two key elements to telling a great story: experience and emotion.
A story must share relatable experiences that draw the audience in and include emotional ups and downs that help viewers truly immerse themselves in the narrative.
For example, when Patrick wanted to teach his son to be cautious around strangers, he chose to tell the story of Little Red Riding Hood. This allowed his son to understand the lesson through the plot and learn from the character’s experiences.
He also shared another example: among many scientists, why is Isaac Newton so memorable to the public? Because of the story where an apple fell on his head, leading to the discovery of gravity. That simple tale helps us remember Newton’s groundbreaking discovery.
Most information that sticks in people’s minds tends to be emotional and positive. This is because our brains release large amounts of endorphins when we encounter such content—hormones that trigger feelings of joy and satisfaction.
Why Tell Stories?
Before telling a story, ask yourself: Why do I want to tell this story? —in other words, define the problem you’re trying to solve.
Take the case of someone struggling with obesity. That’s the beginning of a story. The next step is finding solutions: going to the gym, changing diet habits. Once they succeed, they might want to share that experience—maybe by creating an app. At the final stage, they may want to document their transformation and tell their story through a video.
Case Study: Synology
As a leading provider of network-attached storage (NAS) solutions, Synology is committed to helping customers protect their data. In their corporate video, the goal was to convey a sense of professionalism and trust, using storytelling to highlight the company’s core values.
Video Trends
On Google search, video previews are now shown in search results—proof that video is a powerful promotional tool. It’s not just about visibility anymore; video can also drive traffic.
Videos today can generally be categorized by length: short-form and long-form.
Short-form videos, like the ads seen on YouTube before the next video plays, must capture viewers’ attention within the first five seconds. This makes those initial moments the most resource-intensive part of production.
On the other hand, long-form videos follow a more complete narrative structure, with a beginning, middle, and end. These aim to express the company’s values and resonate emotionally with the audience.
Content creators should also adapt to mobile-first behavior. Most people watch videos on their phones, so vertical videos are more convenient and accessible for viewers.
Final Thought
Now that we understand the power of storytelling and the role of video, the most important thing for businesses is to clearly define their positioning and use video to tell their own stories. When done right, your audience won’t just watch—they’ll remember you.
