Begin with the problem in video storytelling. Great stories begins with a problem—something the hero must confront and overcome. While it might feel counterintuitive to lead with the negative, conflict is the engine that drives every compelling narrative. The human brain is wired for resolution. When we encounter disruption, our minds instinctively seek to restore order. That’s why starting a story with a problem instantly captivates us—we want to see how it gets solved.
Take detective stories, for example. They typically open with a crime. The narrative unfolds as the detective unravels the mystery, pushing past obstacles in pursuit of the truth. The story builds momentum through each clue and twist until justice is served. Once the problem is resolved, the story naturally concludes. It’s the initial conflict that hooks the audience and keeps them engaged.
Now, let’s apply this to video brand storytelling. Unlike feature-length stories, brand videos operate under time constraints and clear messaging goals: introduce the company, explain what it does, and showcase how it stands out. But this doesn’t mean you can’t harness the power of storytelling.
In fact, opening your video with a clear, relatable problem that your audience faces can immediately grab attention. From there, the rest of the video becomes a journey—one that demonstrates how your company provides the solution. This problem-solution structure not only creates emotional investment but also highlights your brand’s value in a tangible, memorable way.
Ultimately, this storytelling approach sets the stage for a strong call to action: “We understand your challenges—and we have the team, expertise, and tools to solve them. Let’s get started today.”
