Video storytelling isn’t just for entertainment—it’s a powerful tool for brands with a mission. Purpose-driven organisations, including charities and social enterprises, can use video to share their story, build trust, and inspire action. One of the best ways to tell that story is by following the classic story arc. In this post, we’ll break down the story arc and show how purpose-led brands and charities can use it in video content. We’ll also walk through an example using a story arc from an organic farm’s perspective.
What is the Story Arc?
The story arc is basically a way to guide your audience through an emotional journey in a video. It’s a simple structure that works for any type of storytelling, whether it’s a book, movie, or video.
Here's how it works:
Exposition (Context)
Rising Action (The Problem)
Climax (Response to the Problem)
Falling Action (Result)
Resolution (The Lesson)
Now, let’s break it down with a practical example using an organic farm.
Exposition
The first step in telling your brand’s story is to set the scene. For video, this means introducing who you are, what you do, where you do it, and why it matters.
For an organic farm, this might look like showing shots of the farm—lush fields, farmers working the land, and fresh produce. You might add a voiceover, like: "Welcome to Green Acres Organic Farm, where we grow fresh, healthy produce with love for the earth. Our mission? To bring you organic food while caring for the environment."
This helps your audience immediately understand what you’re about and why it matters.
Rising Action
Once you've set the stage, it's time to introduce the problem. The rising action is where you show the challenges your brand is facing—this is what makes your audience want to keep watching.
For an organic farm, the problem might be things like extreme weather or difficulties in switching to more sustainable farming methods. You might show shots of damaged crops or farmers working hard despite the obstacles. A farmer could explain: "It’s tough sometimes. Climate change is affecting our crops, and it's a struggle to maintain quality. But we’re committed because we know it’s worth it."
This shows the stakes and makes the audience care.
Climax
This is the turning point where action is taken to tackle the problem. For the organic farm, this could be a visual shift showing them take decisive steps to solve their issues, whether through new farming methods or community support. In the video, you’d show footage of these changes, like testing drought-resistant crops or working with local farmers on eco-friendly solutions. A voiceover might say:
“We’re experimenting with drought-resistant crops and collaborating on sustainable irrigation systems to ensure every harvest is a success—both for us and for our community.”
This moment should feel hopeful and motivating for your audience.
Falling Action
Once you’ve shown how your brand responded, it’s time to show the results. In this part of your video, the tension begins to resolve, and the audience sees the positive outcomes of the efforts. For the organic farm, you might showcase thriving crops, farm team members, and fresh produce being delivered to markets. A local customer could share a testimonial:
“The veggies from Green Acres have changed the way I eat. They’re fresh and grown with care for the earth, and it feels good supporting a business that’s making a difference.”
This reinforces how the farm’s actions benefit both the environment and the community, making it clear why supporting purpose-driven businesses matters.
Resolution
To wrap up your video, the resolution is where you leave your audience with something to reflect on. It’s the key takeaway that ties back to the values of your brand or cause. For the organic farm, the resolution might focus on sustainability, community, or resilience.
Example: End with a simple but powerful message, like, "Our journey isn’t over. We’ve made progress, but there’s more work to do. Every time you choose organic, you’re helping protect the land and nourish the future." This reminds viewers that their actions can make a difference and invites them to be part of the farm’s mission.
Why the Story Arc Works for Purpose-Driven Brands
The beauty of the story arc is that it's simple yet powerful. It helps purpose-led brands and charities craft videos that resonate with audiences. By showing real challenges, human responses, and a clear call to action, you not only build connection but inspire change. The story arc makes your message clear, memorable, and emotionally engaging—helping your cause make a real impact.