The Power of Language in Video Storytelling
Vocaboly: Adrian, thanks for taking the time to speak with us today. Before we dive into how you use the power of language in video shapes your work, can you tell us a bit about your background and how you got started in filmmaking?
Adrian Dean: Absolutely! I have always been passionate about storytelling. My journey into filmmaking started with writing and over time I realised that directing gave me even more control over how a story is told.
I have worked on both promotional videos and short films and in both cases the way we use language, whether in the script, the dialogue or the way we engage with the audience, plays a crucial role in the final impact of the project. That passion for storytelling naturally led me to Kindfame Productions where I help businesses and individuals bring their messages to life through video.
Vocaboly: Kindfame Productions is known for its dynamic and creative approach. How do you use language to make a promotional video stand out?
How Do You Help Businesses Refine Their Messaging
Adrian Dean: Language is everything when it comes to making a video resonate with an audience. It is not just about what is said but how it is said. One of the key things we do at Kindfame is help businesses refine their messaging so that it is not just informative but engaging and emotionally compelling.
For example, in a promotional video, rather than just stating facts about a company, we use storytelling techniques to create a narrative that customers can connect with. We look at how to structure sentences for impact, how to use repetition for emphasis and how to align the tone with the brand’s personality. Words can build trust, evoke emotions and inspire action so we carefully craft scripts that do just that.
Vocaboly: That is really insightful. Can you share a specific example of a time when the wording in a script made a major difference in the effectiveness of a video?
We recently worked on a promotional video for a food stall and initially the script was very straightforward, it just listed the food options and the stall’s location. While that is useful information, it was not particularly engaging.
Adrian Dean: Definitely! We recently worked on a promotional video for a food stall and initially the script was very straightforward, it just listed the food options and the stall’s location. While that is useful information, it was not particularly engaging.
So, we changed the approach and focused on sensory language. Instead of saying, We serve delicious street food, we rewrote it to, Experience the sizzle of our freshly grilled skewers, the crunch of golden brown tempura and the irresistible aroma of our signature spices. That small shift made a huge difference because it transported the audience into the experience of eating the food, making them want to visit the stall.
Vocaboly: That is a great example of how vivid language can make a video more compelling. How do you approach writing scripts differently for short films versus business videos?
Language in Story Telling
Adrian Dean: The principles of strong storytelling remain the same but the execution differs. With business videos, the focus is usually on clarity and persuasion. The language needs to be direct but also engaging, ensuring that key messages are communicated effectively while keeping the audience interested.
For short films, on the other hand, we have more room to explore subtext, metaphor and character driven dialogue. Every line has to serve a purpose, whether it is revealing something about a character, foreshadowing an event or adding to the mood of the story. It is all about making the audience feel something without necessarily spelling it out.
Vocaboly: That makes a lot of sense. Many businesses struggle with making their marketing videos feel authentic rather than overly scripted. How do you help them strike that balance?
Adrian Dean: Authenticity is key and the best way to achieve it is to write in a way that feels natural and conversational. One mistake businesses make is trying to sound too formal or polished which can create a disconnect with the audience. We often recommend using everyday language and avoiding corporate jargon.
For testimonial videos, for example, we guide clients to speak in their own words rather than reading a pre written script. If a business owner says, Our product is the leading solution in the market for efficiency and scalability, we might suggest reworking it to something more relatable, like, Our product helps you get things done faster and easier without the hassle. Small tweaks like that make a huge difference in engagement.
Language in Video Testimonials
Vocaboly: That is a really practical tip. Speaking of testimonials, what role does language play in how customer feedback is presented in video format?
The team at Kindfame took the time to understand our business and created a video that perfectly captured our brand’s personality”
Adrian Dean: Language is critical in making testimonials feel genuine and relatable. People trust real customer experiences, so we encourage businesses to highlight specific details rather than just general praise. Instead of a customer saying, Great service, we help them express something more concrete, like, ‘The team at Kindfame took the time to understand our business and created a video that perfectly captured our brand’s personality.’ That level of specificity builds credibility and showcases the power of language in video to create authentic connections.
We also pay attention to tone and pacing in testimonial videos. Sometimes, people feel nervous on camera, so we work with them to make their delivery feel natural. Using encouraging language behind the scenes, like, Just tell me about your experience like you would to a friend, helps customers relax and be themselves. Thoughtfully crafted language in video helps ensure testimonials feel natural, compelling, and trustworthy.
Adrian’s Advice to You
Vocaboly: You have given some great insights into the power of language in video. Before we wrap up, what advice would you give to businesses looking to improve their video scripts?
Adrian Dean: My biggest advice is to write with your audience in mind. Every word should serve a purpose, whether it is capturing attention, building trust or driving action. Here are a few tips,
- Keep it concise, Say more with fewer words.
- Use engaging, sensory language, Help your audience visualise and feel what you are describing.
- Make it conversational, Avoid corporate speak and aim for natural, relatable phrasing.
- Tell a story, Even a short marketing video benefits from a beginning, middle and end.
Ultimately, great videos are not just about visuals, they are about using language effectively to make a lasting impression.
Vocaboly: Fantastic advice, Adrian. Thanks so much for sharing your expertise with us!
Adrian Dean: My pleasure! I always love talking about storytelling and the power of language in video.