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Master Storytelling and the Algorithms

This blog is based on a recent talk I delivered at the Belfast Business Show, tailored for anyone looking to harness the power of video in their marketing strategy.

If you’re someone who prefers a quick pace, consider skimming this as though you're playing it at 1.5x speed— a synopsis of the talk is below for those who prefer to read!

The Evolution of Video Marketing

Video is everywhere—on social media, websites, and even in places you wouldn’t expect. It’s no longer confined to VHS tapes or DVDs. Video has become a vital tool for storytelling, a medium that can evoke emotions, build brands, and drive sales.

Yet, many B2B marketers fail to utilise its full potential. Instead of leveraging video for storytelling, they often focus on technical details or features, creating content that doesn’t resonate with audiences.

Common Pitfalls in B2B Video Marketing

Here are some key reasons why businesses struggle with video marketing:

Reliance on Corporate Jargon
Overusing industry buzzwords alienates potential viewers. To engage a wider audience, keep your language simple and relatable before narrowing down to niche specifics.
Avoiding Creativity
Many companies stick to safe, unoriginal ideas. Humour and emotion are often ignored in favour of bland, formulaic content.
Ignoring the Audience
Focusing solely on what the business wants to communicate often leads to a disconnect. Instead, consider your audience's pain points and deliver solutions that add value.
Inconsistency
Some brands only produce content during campaigns, neglecting the importance of regular engagement. Consistency builds trust, just like saving regularly builds wealth over time.
Neglecting Personalisation
People connect with people—not faceless brands. Putting a human face to your business fosters trust and relatability.
Failure to Optimise for Platforms
Posting identical content across platforms without tailoring it for each audience's mindset diminishes effectiveness. For example, LinkedIn audiences expect professional insights, not vacation photos.

Why Storytelling Matters

At its core, storytelling is the key to memorable content. People don’t buy products; they buy the emotions and stories attached to them. For instance:

A pen might seem insignificant until you learn it was gifted by someone special.
Stories create value and attachment, transforming ordinary objects into cherished possessions.

How to Succeed with Video Marketing

To stand out, businesses need to:

Ditch the Jargon: Use clear, simple language.
Take Creative Risks: Be bold and original.
Listen to Your Audience: Focus on their needs, not just what you want to sell.
Be Consistent: Regular content builds trust and visibility.
Optimise for Each Platform: Tailor content to suit different platforms' expectations.
Use Emotion: Connect with viewers on a deeper level.

Attention is Currency: Hooks and Retention

In a world where thousands of videos are uploaded every minute, grabbing attention is crucial. You have mere seconds to stop someone from scrolling. Effective hooks can be:

Visual: A striking image or movement.
Textual: A captivating headline.
Verbal: A compelling opening statement.

Combine these with the curiosity gap—leaving your audience wanting more by hinting at the answer to a burning question.

Content That Works: Broad to Niche Strategy

To succeed, start with broad appeal to capture attention, then narrow your focus:

Broad: Topics that intrigue a wide audience.
Narrow: More specific details for interested viewers.
Niche: Deep dives tailored to your core audience.

This approach ensures your content engages a larger audience while still delivering value to your target demographic.

Examples of Engaging Content

Transformation Stories: Before-and-after videos resonate emotionally.
Personalised Narratives: Share behind-the-scenes or human-interest stories.
Industry Insights: Offer unique takes on trends or innovations.

Final Tips for Success

Focus on Value: Educate, entertain, and inspire your audience.
Learn from Others: Draw inspiration from outside your industry.
Keep It Real: While high production value helps, substance always trumps style.