At Video Summit 2024, Carl-Anton Widén, Senior Storyteller and co-founder of Anmo, shared his expertise on how storytelling can transform video content into unforgettable experiences. Here’s a recap of his session and key takeaways:
Why storytelling matters
In today’s world, we are exposed to an overwhelming 10,000 messages daily — emails, social media ads, notifications, and more. With this level of competition for attention, it’s crucial to cut through the noise. According to Carl-Anton, storytelling is the key to not only capturing attention but also ensuring your message sticks.
Humans have shared stories for centuries, and our brains are wired to connect with narratives. By weaving facts and emotions into a cohesive story, you create an experience that resonates deeply with your audience.
Hooks: grabbing attention in seconds
The first step to an engaging video? A strong hook. Carl-Anton emphasized that the opening moments of your video are critical. Whether it’s a surprising statistic, a relatable problem, or a thought-provoking question, the goal is to make the viewer feel, “This is for me.”
The 3 building blocks of storytelling
Every great story, according to Carl-Anton, is built on three core elements:
1. Beginning (Hook): Set the stage with a relatable problem or intriguing premise to grab attention.
2. The conflict: Build tension and interest by presenting a challenge or obstacle. Humans are naturally drawn to conflict—it keeps us invested in what happens next.
3. The resolution: Tie everything together with a satisfying conclusion that resolves the conflict and leaves the audience with something actionable or memorable.
Practical tips for creating great video content
Carl-Anton shared actionable insights for crafting videos that stand out:
✔️ Avoid overloading with information: Too much detail overwhelms viewers. Stick to what’s relevant and put it in context.
✔️ Make it relatable: Speak the audience’s language and address their specific needs or problems. If the content doesn’t feel personal, it won’t engage.
✔️ Inject emotion: Memorable content connects with viewers on an emotional level. Pair facts with feelings to leave a lasting impression.
✔️ Keep it visual: Use metaphors, animations, and other visual aids to enhance understanding and engagement.
Why stories work
Storytelling naturally provides structure and flow. It transforms dry information into something that feels cinematic and engaging. Whether you’re creating a one-minute product video or a long-form presentation, a strong narrative ensures your audience stays hooked from start to finish.
Crafting a winning script
For those creating live or pre-recorded content, Carl-Anton’s step-by-step approach to scriptwriting includes:
- Define your purpose: What should viewers take away?
- Develop a hook: Grab attention early with something compelling.
- Create a clear red thread: Stay focused and cohesive throughout.
- Finish strong: End with a takeaway, tip, or clear call-to-action.
Final thoughts
As Carl-Anton summed up: “It’s not just what you say—it’s how you tell it.”
By incorporating storytelling into your video content, you can elevate your message, engage your audience, and create a truly impactful experience. Ready to start your next project? Make sure you have a strong story to tell.
Watch the full speaker slot (In Swedish)👇
Carl-Anton Widen on stage at Video Summit 2024