Ten Stories


Video Stories — Make is simple

It is simplicity that emerges as the crowning reward of art.

Have you ever watched a video for a product or service that was filled with too much information? We’re talking essentially just a product sheet, on a screen. A glorified powerpoint. Information overload.

In creating a video story; a simple, easy to understand yet captivating storyline, is always the most memorable. A clear message gives the viewer the ability to retain the information. Even the most complicated topics can be broken down to a few easy-to-understand messages.

Define your message

Too many times we think we need to get every detail in a video story. This results in too much information for a viewer to retain. Worse yet, it could extend your story into minutes of length, which is just too long for internet consumption. Having too much information takes away from the focus on the points that really matter. Remember, if a viewer wants to learn more, they can read a website or a product sheet. A story in motion is meant to grab a viewer’s attention, get them to understand what you want them to understand, and motivate them to look at the product or service in closer detail.

Define what three main messages you want viewers to walk away with. Limiting to three will leave the viewer with a clear understanding of what differentiates you from the competition. Other messages are fine, as long as they compliment the larger message.

Here’s a simple structure that can be applied to most video stories.



  1. Introduction. Short high-level intro where you explain the product or service.

  2. Message #1

  3. Message #2

  4. Message #3

  5. Conclusion. A wrap up. If you have any testimonial quotes, stats or reviews, put them here. End with a call to action with what you want the viewer to do next.


In the introduction, you can also set up your product or service as the “solution.” Start the story out with a common issue that needs resolving – maybe even two or three. Then explain how your product or service is the solution, supported by your three main messages.

Use a solution-based introduction (Ten Stories)

So now we know what to say, but how do we say it?

Create a theme

Any story relies on a theme to be the vessel for the message. A theme can be anything. A character or group of characters, a motion graphic style, a character trait in a voiceover, even a music motif. Having a consistent theme can simplify the story and bring familiarity while presenting your information.

Motion graphics theme (Ten Stories)

Make it entertaining

Create an angle or a point of view in which the message is delivered. Make it exciting. Make it fun! Remember your viewers don’t “have to” watch it. Make them “want to” watch it. Have the point of view relative to who your intended audience is. Whatever you do, don’t think it has to be funny. Although comedy usually is best, if correctly done, it’s can be extremely hard to pull off. If you have doubts about a comedy angle, it probably isn’t funny.

Action sequence (Ten Stories)

Have fun

Make sure to have fun in the process. If you aren’t having fun with it, those working with you probably aren’t either. When positivity leaves one of these projects, usually the creative part does too.

robert craghead