We are storytellers. You see this line a lot on studio and creatives websites and pitch decks. But in marketing, what the hell does it actually mean? Is video marketing really a “story”? 

Storytelling has become a bit of a buzzword. Vague and overused, wrapped in poetic bluster. But there is truth to it. A brand’s story just isn’t a linear tale. It doesn't flow from “once upon a time…” to "…happily ever after." It’s a picture of your brand you paint over time, piece by piece.

Ok, granted, I’ve immediately strayed into vague poetic bluster a little too easily there. Perhaps the word “storytelling” is just too grandiose; conjuring up the image of a wise old man by the campfire, regaling travellers with legendary myths and epic sagas… Seems a bit lofty for a brand awareness campaign doesn’t it? But that doesn’t mean the instinct behind the wording should be dismissed.

You do need to shape a narrative and give your brand context. Build it's character and make it relatable to people. To their lives and their experiences.

Somewhere along the way we’ve lost sight of the bigger picture. In the race for “more content, faster,” the why is often forgotten. Why make content engaging? why tell a story? at all with your marketing if you just need to get content in front of people.

Brands that grasp the power of "storytelling", stick around. They find more than an ‘audience,’ creating something people connect with. Those that do it best become part of the cultural zeitgeist. It might seem like a more ambitious endeavour, but it’s the difference between just showing people your brand, and making them feel it.