Check out this segment from Finding Your Roots, when Rebecca Hall discovers something surprising and moving about her family.
If you look up "aha moment" online, you'll find lots of different interpretations of the phrase. But one thing all of those definitions have in common is that in a story, the "aha moment" comes when the reader, viewer, or listener becomes additionally connected to a person, event, or situation that's being depicted.
In other words, that aha moment is the time for recognition, understanding, and often, emotions.
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When it comes to "aha!" moments, no series does it better than PBS's Finding Your Roots. It's described as a series in which the journalist "Henry Louis Gates divulges the family tree of various celebrities, often with stunning relevations."
One important reason those stunning relevations are so effective, both for the celebrity and for the audience, is that they're timed correctly--not at the very beginning of the story, and not at the end. Knowing where to put "aha!" moments is part of a skill set known as digital storytelling.