What if I told you a simple marshmallow could teach you how to create videos that captivate and connect? Sounds strange, right? But stay with me.

On its own, a marshmallow is plain and forgettable. But toast it over a fire, dip it in chocolate, or stack it into a gooey s’more, and suddenly it’s irresistible. That’s the magic of small, intentional changes—what I call The Marshmallow Effect.

This concept isn’t just about marshmallows—it’s a storytelling framework that can elevate your videos and make them unforgettable. Whether you’re a seasoned creator or just starting, The Marshmallow Effect is your recipe for success.

What Is The Marshmallow Effect?

The Marshmallow Effect is all about enhancing the perceived value of your content by layering in elements that surprise, engage, and move your audience. It doesn’t require a big budget or advanced tools—it’s about being intentional with the choices you make.

Think of your favorite videos—the ones you still think about weeks or years later. What made them stick? It wasn’t just high production value; it was the way they made you feel. They tapped into something universal: anticipation, surprise, emotion, and resolution.

The Marshmallow Effect helps you create those moments.

4 Steps to Elevate Your Stories

1. Build Anticipation

Think about toasting a marshmallow over a fire. You don’t just eat it raw—you wait for that golden-brown perfection. The same principle applies to storytelling. Build tension, layer your narrative, and make your audience want to stay until the end.

How to Do It:

• Start with a question, mystery, or compelling visual to hook your audience immediately.
• Use pacing and music to create tension before your big reveals.

Example: In a brand video, instead of starting with the product, open with the story of a customer whose life was transformed. Let the audience lean in before the payoff.

💡 Pro Tip: Ask yourself, “Am I giving my audience a reason to stick around?” Space out key moments to create curiosity and engagement.

2. Add Unexpected Details

What’s better than a toasted marshmallow? One stuffed with chocolate or dipped in caramel. The element of surprise makes it unforgettable. In your videos, these small surprises are what I call “emotional stickiness.”

How to Do It:

• Add unique soundbites, quirky visuals, or unexpected shifts in your narrative.
• Introduce a surprising fact, twist, or candid moment that changes how the audience sees the story.

Example: A travel vlog could go beyond beautiful landscapes and highlight a surprising local custom or an emotional interaction with a local resident.

💡 Pro Tip: Look for moments in your footage that stand out. Highlight them to surprise and delight your audience.

3. Evoke Emotion

Stories that connect on an emotional level are the ones people remember. Whether it’s joy, nostalgia, or inspiration, your video should make your audience feel something.

How to Do It:

• Amplify emotional beats using music, pacing, and powerful visuals.
• Share personal anecdotes or raw, unscripted moments to create authenticity.

Example: In a fitness transformation story, don’t just show the “before and after.” Focus on the struggle, the triumphs, and the human moments in between.

💡 Pro Tip: Identify the emotional arc of your story. Ask yourself, “What do I want my audience to feel in this moment?”

4. End On A High Note

Your last impression is your lasting impression. Make sure your ending leaves your audience with something to remember, whether it’s a powerful message, a surprising twist, or a call to action.

How to Do It:

• Wrap up your story with an emotional crescendo or a thought-provoking takeaway.
• Use visuals, music, and dialogue to create a satisfying conclusion.

Example: A product video could end with a real customer sharing how their life improved or a powerful visual of the product in action.

💡 Pro Tip: Ask yourself, “What emotion do I want my audience to leave with?” Shape your ending around that feeling.

Why The Marshmallow Effect Works

The Marshmallow Effect is built on universal storytelling principles: anticipation, surprise, emotion, and resolution. These elements are hardwired into how we experience stories. When you layer them into your content, you’re creating an emotional connection that your audience won’t forget.

It’s not just about what your audience sees—it’s about how they feel. And that feeling is what makes your stories shareable, impactful, and memorable.

Your Challenge: What’s Your Marshmallow Effect?

The next time you’re editing, ask yourself:

• Am I building anticipation?
• Can I add an unexpected detail?
• What emotion do I want my audience to feel?
• Does my ending leave a lasting impression?

Your story has the potential to be extraordinary. With a few intentional tweaks, you can create content that not only engages but also inspires. Go out there, apply The Marshmallow Effect, and watch your stories transform.

Turn Your Stories Into S’mores

Are you ready to create stories that captivate and connect? Here’s how I can help you take your videos to the next level:

1. Master Course: Start with Story. End with Wow! Dive deep into proven storytelling techniques and learn how to create videos that stand out.
2. One-on-One Coaching: Work directly with me to transform your ideas into impactful stories.
3. Free Webinar: Discover the Secrets to Making Unscripted Videos in just 30 minutes.

Visit paulstevenforrest.com to explore these resources and start adding The Marshmallow Effect to your stories today.