Donovan Group Insights

Storytelling Through School Videos: Techniques for Engaging Content

It’s no secret that video content excels at captivating students, staff, families and community members. If you can tell a good story, video content becomes even more captivating. Follow these tips to maximize the impact of video content and transform viewers into invested, engaged members of your school community.

Define the story you want to tell

Before you tell a story, you have to define what story you want to tell. It might seem self-explanatory, but defining the story is critical for creating engaging video content. Who’s the story about? What message do you want to convey to your audience? Defining the story first will allow you to build a more cohesive narrative that makes people want to keep watching.

Keep the video short and sweet

The shorter your video is, the more engaged your audience will be. The ideal length varies for each platform, but generally speaking, viewers are the most engaged with videos that are 60 seconds or less. Your video has to be long enough to tell the full story, yet short enough to keep people watching all the way to the end.

Highlight the most exciting clips

Keep viewers on their toes by creating a collage of short, exciting clips that work together to tell a cohesive story. For instance, if you want to create a video marketing your school’s athletic program, highlight moments from games, conferences and awards banquets. Short video clips ensure the viewer is constantly seeing something new, which helps maintain their interest.

Be intentional with audio quotes

The most engaging videos are very short, which means you have to be selective with audio quotes. Let’s say you’re putting together a video collage of staff describing what they love about their school. Instead of showing the raw, uncut footage, choose brief snippets from each interview that will engage your audience the most.

Make sure your brand is present

You have an amazing story to tell, and at the center of it is your community. Help the audience feel that school pride by infusing the video with brand characteristics like aerial shots of the campus, people wearing school apparel or your logo on the end screen. This will also create a positive association between the story and your school.

Video content is an excellent way to engage your audience—and effective video content can engage them even more. Try out these techniques and start connecting with the people in your community!

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