What makes a great video? Some might say it’s cool graphics, a compelling script or an interesting idea… and whilst these are all important, for me the real winning component to a video that stops me from scrolling is,
- A story
- A great structure that supports that story.
I’m not talking about fairy tale stories (although if that’s your craft, go for it!). No, great storytelling exists in all content, from ‘come to the gym with me’ vlogs to complex tutorials. Your ‘story’ is the idea you want to communicate to your audience. Structure is how you then communicate it.
Looping videos, day-in-the-lifes, continuous shots, flashbacks – the way you choose to cut and sequence your footage changes how it lands with your audience. Whilst in the edit it’s up to you to decide what works. Find the right structure, and your story will fall into place.
But how do I know what works?
Glad you asked. If you hadn’t guessed, in this Monthly Cut we’re looking at 5 creators who’ve nailed their structure and storytelling. Their content spans informative tutorials to cinematic films and casual vlogs. I’ve chosen them so you can get a really good idea of what lands across niches, get inspired and experiment with tips and tricks for your next upload.
So let’s dive in.
Marta.stl: Finishing what you started
In her words, Marta “just likes to build things.” Her channel spans craft projects (think, Taylor Swift’s tombstone and flip calendars) to inspiring takes on creativity. Each video is a reminder that your passions don’t have to exist in isolation. Instead, filmmaking can be an exciting way to fall more in love with your other hobbies by documenting them.
The video → A short story about making a shoe rack.
Why I love it → Marta has a problem (shoes on the floor) and she fixes it (shoe rack). There’s something so satisfying about this kind of complete, closed structure storytelling. She presents her audience with a clear deliverable… and then actually delivers.
Get inspired → Great music, color grading and graphics can turn the simplest of ideas into a piece of cinema.
Tommy Oswald: Documenting your journey
I am an OG fan of Tommy’s. His early video, ‘WE’RE OPEN | Starting a cafe at 19’, caught my eye on the feed and ever since I’ve been following his journey of opening and running Homeboy cafe. His videos are a candid glimpse into the life of a coffee-shop owner - the highs, lows and matcha flows - and it's impossible to not root for his success.
The video → 6am through to 9pm: a day in the life of a 20-year-old cafe owner.
Why I love it → Tommy’s use of ambient sound and soft piano tracks make for a really peaceful watching experience. You feel like you’re right there with him.
Get inspired → Overlays, like dates and time stamps, can subtly add to your storytelling by grounding your footage in a specific time and space. Great for vlogs, or more LoFi and ambient footage.
Jono and Jason: Everything you need to go pro
So you want to turn passion into profit, but don’t know how? Filmmaking duo Jono and Jason quit their jobs to pursue freelance video production. Their channel is a document of their journey, full of real creative briefs and how-to guides for a) creating cinematic videos b) shooting your shot with clients.
The video → BTS on filming a pizza advertisement for a name-brand chain.
Why I love it → Beyond the tasty shots of pizza sauce, Jono and Jason break down all the ingredients for a good video; from finding reference videos and developing shoot schedules, down to detailed advice like set building and shutter speed.
Get inspired → If you’re filming a complex video, it’s important that it’s clearly structured. Timestamps are a great way to intentionally cut your video into visible chapters, and make it easier for your audience to follow the flow of your ideas.
Benny Dong: Creating for different platforms
You might know Benny for his cinematic vlogs, or maybe for his short tutorials… or potentially his ramen-runs? Benny has mastered the art of creating for multiple platforms at once. He knows exactly what his audience wants on Instagram versus YouTube and delivers that promise with his signature film-style. Watch and you’ll want to follow his content everywhere.
The video → This short tutorial on how to batch make content.
Why I love it → Genuinely useful advice for creators who’re wanting to scale up their content, delivered simply and with Benny’s winning personality.
Get inspired → What your followers want in long-form, won’t be what they stick around for on Instagram. Experiment with different styles of content across platforms till you hit on what works.
Framesbyestelle: Capturing the moment
Most of us pick up a camera for the obvious reason: to capture the moment. Estelle’s channel is built around this fundamental urge. Each video takes the form of a “diary entry” in her life - school, deadlines, road trips – and is made real with audio from friends and family. Even though these moments are personal to her, she makes them universal.
The video → A short film on why you should document your life.
Why I love it → Estelle mixes up her shots, pairing wide angles with close ups, to really make you feel like you’re in the moment with her.
Get inspired → Remember why you started creating in the first place, and go out and capture what (or who) first inspired you.
Experiment with your content to find what works
I’ve shared 5 creators who’ve nailed their storytelling through intentional editing. Hopefully you’re now excited to get creative with your own footage, but if you need more inspo, I interview real creators like you over on my Instagram @beyond.the.cut.podcast. Get the BTS on other creators’ processes, how they craft great stories and achieve crazy shots (like this one).
Missing footage?
Explore stock videos crafted by real filmmakers on Uppbeat.
