People scroll past adverts but stop for stories. A story gives them someone to care about, a problem they recognise and a moment of change. Week 8 of the social media specialisation is about content creation through video and storytelling, and this lesson gives you the story shape that every good short video uses.
A simple story shape
You can tell a story in thirty seconds if you keep to four beats.
- Hook. The first second or two must make people stop. Show the most interesting moment, ask a question, or show a surprising result.
- Problem. What is difficult, frustrating or wanted? Keep it real and specific.
- Change. What the product, service or person does about it.
- Result and next step. Show the outcome and tell people exactly what to do, such as "Send us a message to order".
Who is the hero?
Make the customer or a real person the hero, not the business. A tailor's story is stronger when it is about a nervous bride who now looks magnificent at her wedding, than about the tailor's new sewing machine. The business is the helper that makes the change possible.
Story sources close to home
- Customers: before and after, a first time buyer, a regular who has come for years. Always ask permission before featuring anyone.