‘Use Storytelling in your videos’ – what the hell does that mean, exactly?

Unless you’ve been in self-imposed marketing hibernation for the past few years, you’ll be blue in the face from hearing marketers enthuse about the power of storytelling in video marketing. Full disclosure – I’m guilty on this score too.

‘Storytelling’ is one of those fuzzy, nebulous catch-all phrases that means different things to different people.

For businesses, storytelling means we focus not on ‘what’ the company does, but ‘who’ does it or ‘who’ it’s for. And going one step further, we focus not on ‘how’ they do it, but ‘why’ they do it.