Emotional Engagement: Crafting Corporate Stories That Resonate

Corporate training videos don’t have to be boring. In fact, they can be as engaging as your favorite Netflix series. 

That’s the approach Austin Welch, co-founder of Sage Media, takes in creating impactful narrative-driven videos. By blending video production, learning design, and cognitive science, Austin’s team crafts training content that doesn’t just inform—it inspires behavior change.

In a webinar with VEED, Austin shared his expertise on how storytelling can transform corporate learning, the science behind effective narratives, and a step-by-step process for creating emotionally compelling training videos. Whether you’re an L&D professional or a marketer, this guide will help you apply these strategies to make training videos that engage, educate, and drive real results.

Jump to a section:

• What is narrative-driven video?
• The science behind narrative engagement
• Austin's 4-step creative process
• Practical tips for crafting impactful stories

[#TOC1]What is narrative-driven video?[#TOC1]

At its core, narrative-driven video uses storytelling to engage audiences and evoke emotions, which helps create lasting memories. Unlike traditional training videos that simply deliver information, narrative videos weave a story that connects with the viewer on a personal level.

Austin emphasized how many training videos fall short by focusing on tests and compliance rather than genuine learning. He explained: “Most training videos feel like advanced PowerPoints. Narrative-driven videos create emotion and memory retention, helping learners connect with the message.”

If you’re still relying on straightforward, lecture-style videos, it’s time to rethink your approach. Start by exploring how a story can make your message more memorable and impactful.

The power of storytelling in L&D

Storytelling is a universal way humans understand the world. It’s not just about sharing information; it’s about creating connections. 

For L&D professionals, this means building narratives that motivate learners and make the material relevant to them. Stories engage emotions, which drive actions. As Austin noted, “We don’t make decisions logically. Stories help us care and connect emotionally.”

That said, stories without action are meaningless in the context of L&D. Whether it’s anti-harassment or personal safety, stories can make abstract concepts relatable. Instead of citing statistics, show how these lessons apply to real life.

Pro tip Think like a filmmaker. Frame your training objectives as a story. What challenges do your learners face? What’s the resolution? This approach helps ensure your video resonates.

[#TOC2]The science behind narrative engagement[#TOC2]

In the webinar, Austin highlighted a key concept known as the self-determination theory, a framework that explores what motivates human behavior. 

This theory distinguishes between two types of motivation:

• Intrinsic motivation: The desire to engage in activities for their own sake, driven by curiosity, personal satisfaction, or passion. For example, learning a new skill simply because it’s interesting or enjoyable.
• Extrinsic motivation: The drive to act based on external factors, such as rewards or avoiding punishment. For instance, completing a training program to earn a certificate or meet compliance requirements.

Austin emphasized that intrinsic motivation is far more effective for driving lasting behavioral change. “Curiosity is one of the strongest intrinsic motivators,” he explained. “When a learner is genuinely curious, they’re compelled to find out more—no one has to force them to engage.”

Storytelling naturally taps into intrinsic motivation by sparking curiosity and creating emotional connections. Unlike educational videos that rely on external pressures, such as passing a test, narrative-driven videos encourage learners to keep watching because they want to know what happens next.

Pro tip When designing your training videos, think about how you can build intrigue. Start with a question, conflict, or scenario that makes viewers want to stick around for the resolution. This approach not only engages learners but also makes the material more memorable.

[#TOC3]Austin’s 4-step creative process[#TOC3]

At Sage Media, creating narrative-driven videos involves a structured process that balances creativity with practicality. The best thing about this process is that it isn’t just for large-scale productions—it’s adaptable for teams of any size. 

Here’s how you can use it to streamline your video projects:

1. Clarify: Identify the specific problem you’re addressing. Before jumping into production, take the time to pinpoint the exact challenge your training video will address.  For example, instead of “improving company culture,” pinpoint whether the goal is fostering empathy or reducing conflicts. 
2. Ideate: Once you have clarity, brainstorm creative ways to convey your message. Involve your team in this step, as diverse perspectives often lead to stronger ideas. Sketch out scenarios, plotlines, or even specific visuals that resonate with your audience. Don’t be afraid to think outside the box—this is where storytelling can shine.
3. Develop: Refine ideas to fit your budget, resources, and audience needs. Ask yourself questions such as what your budget is. What tools or resources do you have available? Are there constraints, such as limited access to technology for your audience? Refine your ideas into a workable plan. For instance, if your audience includes remote workers, prioritize mobile-friendly content and subtitles.
4. Implement: Roll out the training program with a strategy. Sage Media builds excitement with trailers, movie posters, and teasers to make training feel like an event.

Pro tip If you’re new to video production, start with smaller projects, such as a short training video or a series of internal updates. Use the experience to refine your process and build confidence. Tools like VEED make it easy to experiment and scale as you learn. Once you’re comfortable, tackle more ambitious narratives and expand your creative boundaries.

[#TOC4]Practical tips for crafting impactful stories[#TOC4]

Creating training videos that resonate with your audience starts with a strong foundation. Austin shared several actionable strategies for making your storytelling effective and memorable.

Start with the dramatic premise

Every story needs a central theme or moral to anchor it. Austin recommends defining the dramatic premise before diving into production. This is the core lesson or takeaway your story conveys.

• Example premises:
  
  • "Awareness leads to safety."
  • "Empathy prevents workplace conflicts."
  • "Greed leads to isolation."
• Build your narrative around this premise to ensure a cohesive and meaningful story.

Write your dramatic premise in one sentence and keep it visible throughout the scripting process to stay focused.

Keep it simple and relatable

Overcomplicating stories can dilute their impact. Instead, focus on human experiences your audience can easily connect with.

• Use real-world scenarios or situations your learners encounter in their day-to-day lives.
• Avoid heavy jargon or overly technical explanations—simplicity helps drive the message home.

Pro tip Even a small anecdote or relatable situation can make a big difference in engagement. Think about what challenges your audience faces and create stories around them.

Create curiosity through storytelling

Curiosity is what makes you rush to play the next Netflix series episode after a major cliffhanger in the previous episode.

Build anticipation to keep viewers wondering what'll happen next.

Here's how you can apply this to your storytelling:

• Start with a hook: Pose a question, present a conflict, or set up an intriguing scenario.
• Use suspense and pacing to guide your audience through the narrative.

You need to leave viewers with a "cliffhanger moment" before transitioning to key learning points. This keeps them engaged and eager to see the resolution.

Leverage emotions to drive impact

Emotions are a critical part of effective storytelling. Use them to create a deeper connection with your audience.

• Focus on the "why": Show why the subject matters through relatable characters or scenarios.
• Use visuals, music, and tone to evoke feelings that align with your message.

For example: consider a video highlighting the essence of teamwork at the office. It could start with a monochrome sequence showing isolation at work, which gradually shifts to color with teamwork. 

A well-timed emotional moment can leave a lasting impression—don’t be afraid to make your audience laugh, cry, or reflect.

Focus on the learner’s perspective

Austin highlighted the importance of making the story personal to the audience. Ask yourself:

• "What’s in it for them?"
• "How does this apply to their lives or work?"

As an example, consider a scenario where an employee forgot to lock the office door last night. This is obviously a stressful situation to be in. A video going through steps to ensure this never happens could lean on visuals, audio, and the script to really emphasize on the severity of the scenario.

Use direct language and second-person framing (“you”) to make the content feel tailored to the learner.

Don’t be afraid to experiment

Storytelling isn’t a one-size-fits-all approach. Experiment with different formats, tones, and techniques to find what resonates with your audience.

• Try humor, role-playing, or even fictional scenarios to keep things fresh.
• Test your stories with small focus groups to refine them before the full rollout.

Use tools like VEED to simplify the editing and iteration process. Its intuitive features make it easier to experiment with and polish your content.

Conclusion

Austin’s approach to narrative-driven videos shows that training doesn’t have to feel like it’s unattainable. By tapping into the power of storytelling and using a clear creative process, you can create content that learners want to watch—not just content they have to endure.

P.S. Tools like VEED make it easy to bring your ideas to life, whether you’re crafting a compelling script or adding the finishing touches. Start experimenting with storytelling today, and see the difference it can make for your team.

Want to learn more about how you can create engaging training videos that your employees would actually want to watch?

Check out the science of great video for training report—our latest research on what makes training content stick.