Speed is essential if you want to communicate in the contemporary digital landscape. You have to attract attention and tell your story quickly. And preferably also within the format requirements of the various social media.

Video is the ideal medium for this, as it scores well in attracting attention faster and retains attention better when attention spans are shorter.

But of course, attention is not inexhaustible even with video. Even if you have a striking format to focus the spotlight on your brand and tell a great and sensitive story, time is still precious.

That is why it is important to keep the attention span of the different communication platforms in mind. For example, according to research, the optimal length for a Facebook video is between 2 and 5 minutes.

As the name itself implies, strong visual storytelling starts with your story. So how do you build a unique storyline (narrative) that attracts and retains the attention of your target group?

Unfortunately, a universal success formula does not exist, and would go against the unique and authentic character that you want to convey. But there are some fixed pillars that help your story to make a lasting impression.

These pillars can be found in our unique S.T.O.R.Y. principle.

• Simple. Make sure your message remains easy to understand. Aim wider than your specific target audience. There are always other people watching. Therefore, keep technical terms and specialised lingo to a minimum. If you have to think too hard, you don't feel.

• To the point. Keep your story compact and dynamic. Attention spans are deteriorating  quickly. Let the core speak and leave details to another place or time. Telling your own story authentically does not mean telling everything.

• Out. Tell your story outwardly, not inwardly. If you want everyone from your target audience to feel addressed, then you have to address them clearly in the first place. Let your audience become part of your story.

• Real. Telling a story has nothing to do with selling small talk. Make sure you always remain authentic and credible. Both in terms of content and emotion. If you don't believe you, you're not going to trust you. So you will never build a successful relationship.

• You. Make it YOUR story. Give it (your) personality. Because that will make the difference with your competitors. Don't fall into the trap of a 'typical sector talk'. No one likes to look at a different version of the same thing and have a "déjà-vu" feeling, but with a different narrator.

Visual storytelling is an organic process that takes shape as it progresses. The pauses, accents, bells and whistles are often added at the last minute. When the emotion requires it, you could say.

Nevertheless, there are five important steps that should always be clear in advance. Steps that give a clear direction to your videos – before, during and after production. 

Step 1: Clearly determine your goal and target group

This way you can immediately check whether video is certainly the ideal medium to convey your content and message.

• Why do you want to tell your story?

• Who should see your videos (customers, prospects, employees...)?

• What do you want to achieve and what do you want viewers to do afterwards?

Step 2: Provide a good storyline and guidelines

• What is the set-up ('plot')? What story do you want to tell and what is the structure?

• Who are the 'characters': What is their role? Are they used to speaking on camera?...

• Where are you going to film and how do these locations contribute to your video storytelling?

Step 3: Determine the right formats and channels

• Do we work with testimonials? Do we use actors? Do we opt for animation? Combination with stock film or do we go live?

• What is the target budget and is it feasible depending on the desired format?

• Is the video format realistic within the timing and deadlines?

Step 4: Production of the video by a production team

Determine in advance how big this team should be. It goes without saying that the approach you use/want to use has an influence on the number of people needed for a successful production.