Storytelling in short videos

If you are in your mid-30s or older, the above image, most probably, caught your immediate attention.

La Linea, also known as “The Line”, is a well-known character in an Italian cartoon series created by Osvaldo Cavandoli over 50 years ago.

He is a simple and single-dimensional character, consisting of just a white line that moves around on a monochromatic colored background. Despite this seemingly limited form, La Linea manages to convey meaningful and profound messages through his actions and expressions.

The original La Linea cartoon series consisted of a total of 90 episodes, which were produced between 1969 and 1986. The series was popular in over 40 countries around the world.

In addition to the original series, La Linea has also been featured in various spin-offs, including a feature film and a television series that aired in the 1990s. The character has also appeared in various commercials and advertisements, further cementing its place in popular culture.

La Linea speaks gibberish, which means it does not speak any language. However, its body language and expressions communicate its emotions and thoughts.

One of the most remarkable features of La Linea is its ability to tell stories through its movements. The character often creates a scenario with the environment around it, using props and shapes to create a storyline.

The simplicity of the character and the limited background create a sense of focus on the essential message of each episode that lasts only a few minutes. La Linea’s physical limitations have forced the creators to be original and imaginative in their storytelling, using minimalism to maximize the impact of each episode. This nonverbal communication is powerful and can create emotional responses in viewers.

The principles of simplicity and storytelling that are present in La Linea’s character can also be applied to modern testimonial videos and storytelling. Building the right narrative in the shortest time possible is essential for keeping the viewer engaged throughout the video, and using minimalism in visual and audio elements can help achieve this goal.

Testimonial videos are an effective way of showcasing the impact of a product or service. However, it is important to keep in mind that viewers nowadays have a limited attention span, and a video that is too long or too complicated can lead to disengagement.

There are “cinematic” aspects of producing a testimonial video — things like composition, framing, lighting, camera angles, frame rates, the quality of the audio, b-rolls, and editing technics. They are all nice, but the real essence of a good testimonial video is the storytelling part — how to hook the audience in the first few seconds and build a narrative that will capture the viewer’s attention and convey the right message to the targeted audience.

The classic three-act structure of the storytelling template is:

1. The setup

2. The rising action or conflict

3. The resolution.

Testimonial video should have a three-act structure, but, as film director Jean-Luc Godard once said in relation to a story having a beginning, a middle, and an end, it doesn’t necessarily have to be in that order.

An engaging testimonial video has a hook in the beginning, the problem, the solution with its benefits after using the product or service, and an implied call to action at the end. And always — but always — delay the Reveal to keep your audience in suspense until the end, and maximize their engagement.

Using simple, relatable language and visuals can help the viewer connect with the story and understand the message being conveyed. The use of visual and audio elements that complement the story can help maintain the viewer’s attention. For example, using music that sets the mood or visuals that reinforce the message being conveyed can add depth and interest to the video.

The principles of simplicity and storytelling that are present in La Linea’s character can be applied to modern testimonial videos and storytelling. Building a narrative that quickly captures the viewer’s attention and conveys the essential message in the shortest time possible, using simple, relatable language and visuals, and keeping the viewer engaged throughout the video by delaying the reveal, are essential elements of creating effective testimonial videos.

By keeping these principles in mind, businesses can create testimonial videos that are impactful, engaging, and memorable.

Want to create inspiring testimonial videos? We at ViDiMONi can help!