Start with a Premise, Not an Introduction

In a world of fast media and endless scrolling, capturing your audience’s attention is just as important as crafting a compelling story. When telling a human interest story, your biggest challenge isn’t just creating an emotional narrative—it’s making sure people stay and watch.

One of the best ways to hook your audience is by leading with the story’s premise. Right from the start, establish what the film is about or what core struggle your main character is facing. This immediately gives the audience a reason to care and, more importantly, a reason to keep watching.

Statistically, most viewers drop off within the first 10–20 seconds of a video, especially on platforms like YouTube. But if you introduce the heart of the story upfront—rather than easing into it—they’re far more likely to stay engaged.

A clear example of this can be seen in the opening of a short Proof of Concept film I made for People in Need as part of their peace-building initiative in the Balkans. Instead of starting with background details or formal introductions, the film opens with a direct statement from the main character:

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“The problem is that everybody sees Mostar as a divided city. I understand why people say that because... It’s really hard to move on”

In just two simple sentences, the audience immediately understands the film’s central theme and the challenge the main character is facing. And all of this happens within the first 20 seconds—long before a traditional introduction would have been concluded.

By leading your human interest stories with the premise, you turn fleeting curiosity into lasting engagement, making your story far more impactful from the very first frame.

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Avoid the “Master Film” Trap

One of the most common mistakes beginner storytellers make is trying to create a human-interest film that encapsulates everything about a project or topic. The logic seems sound—if a topic is rich with layers of information and complexity, why not pack in as much as possible to create a truly fascinating and powerful educational experience?

Unfortunately, this approach rarely works. Attempting to cover an entire initiative, project, or cause in one "Master Film" often results in an overwhelming, unfocused, and far less engaging storyline than intended.

The key to an effective human interest story is clarity. Every element in the storyline should be carefully chosen and presented in a way that moves the story toward one clear message. Remember this; Even if your subject is complex and multifaceted, it’s always better to break it down into multiple focused films—each exploring and humanizing a different aspect of the larger topic.

In 2024, I had the honor of working on a communication project for The Nature Conservancy. I was tasked with creating a human interest film that would highlight the core challenges of their 15-year initiative, Eternal Mongolia, which focuses on national parks and wildlife conservation. 

This was an incredibly vast subject matter—one that could easily fill hours of screen time. However, rather than attempting to cover everything in a single film, we decided to identify the core issues that truly needed attention and developed a series of human-interest films. Each focused on one key challenge, bringing it to life through the personal and emotional experiences of the different characters.

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When tackling a complex issue - simplifying it into a series of communication products that are well-structured, short, and powerful will always be more effective than one sprawling, overloaded storyline that risks losing your audience.

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The Heart of Your Story is the Person Who Tells It

All human interest stories rise and fall on the strength of their main characters. They are the most crucial visual and emotional element—the bridge between information and impact. A great main character doesn’t just deliver insights; they hold an audience’s attention with their presence and authenticity.

This is why choosing the right person to lead your film is one of the most vital skills in storytelling. You could easily fill an entire book—or at least a series of essays—on what makes a compelling main character in human interest films. (Maybe that should be my next blog post!) But for now, let’s focus on three key traits that should be baseline requirements when selecting your protagonist.

• Opinionated: Powerful stories are built on genuine expression. The best main characters don’t just memorized scripts—they speak their truth. While working with opinionated, expressive individuals might sometimes feel unpredictable, their authenticity is what makes audiences listen and connect.

• Aren’t Camera-Shy: You’d be surprised how often someone is chosen for their relevance to a story, only for the film crew to arrive and find out they’re extremely uncomfortable on camera—rushing through responses, stiff with nerves, or eager to get it over with. No matter how compelling their story may be, if they can’t engage naturally, the film will struggle to connect with viewers.

• Speak in Concise Sentences: This might seem like a small detail, but it makes a huge difference. A strong main character expresses themselves in structured, to-the-point answers rather than long, winding explanations. 

While a good interviewer can help shape a conversation, most human interest films feature everyday people who aren’t used to being on camera. Choosing someone who naturally communicates in a clear and engaging way will make your film easier to follow and far more impactful.

These qualities are the foundation of a strong main character—things to consider even before you start developing your human interest story with them. If you’d like a simple way to test your ability to spot these traits, I recommend watching one of my earlier works, Changing Skies. While I’m proud of how most of the interviewees performed, some were more ‘main character material’ than others… Can you tell which ones?

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Wrapping Up

Mastering the art of storytelling is a long process—one that takes time, practice, and constant refinement. But as you continue honing your skills, these three simple yet powerful tips can serve as an immediate upgrade to your future communication products. Whether you're crafting a human interest film, a photo essay, or any other storytelling medium, focusing on a strong premise, avoiding the "Master Film" trap, and choosing the right protagonist can make all the difference.

If you found this useful, feel free to share it with colleagues or anyone who might benefit from it. And of course, I’d love to hear your thoughts, questions, or experiences—let’s keep the conversation going!