Once upon a time, in a world full of brands fighting for attention, a few clever companies discovered the secret weapon: storytelling. And guess what? It worked.
In fact, studies back it up! Brands using storytelling in their marketing see conversion rates increase by up to 30% (DSIM). Pretty impressive, right? That’s because people don’t just buy products, they buy emotions, experiences, and the stories behind them.
Whether it’s a B2B brand using workplace humour to sell their software, or a subscription service turning shaving into an adventure, the best brands know how to make their audience feel something.
So, is your brand telling a story that people actually want to hear? Let’s find out.
1. Your competitors cannot compete with YOUR story
“If you’re going to have a story, have a big story, or none at all.”
–Joseph Campbell
In a world where every business wants to be seen as unique, the one thing that no one else can compete with, replicate, or piggyback on is your brand’s unique story. If you can develop a campaign which not only tells your brand’s story, but encompasses your values, your people, and yes, your products /services, you will have created something proudly and unashamedly you.
Take this analogy. All people have their preferences on who to build relationships with. But mostly, we are attracted to people who are confident in their skin and who share similar values/ interests to ourselves. It’s the same with brands.
If you put your story out there authentically, you will attract customers and supporters who buy into it.
Here is an example of how a Waste Recycling company – in an industry where traditional, ‘safer’ marketing was seen as the only way to promote themselves – took a risk and found a unique way to tell their story, educate viewers, and ultimately increase leads and enquiries.
Another great example in the B2B space is Slack’s “So Yeah, We Tried Slack” Campaign. Slack, the workplace communication tool, created a video that told a humorous yet insightful story of a team switching to Slack. Instead of listing product features, it showcased real-life pain points (email overload, scattered conversations, and wasted time) through storytelling. By making it relatable, they positioned their software as the obvious solution and racked up 1.4 million views on YouTube!
2. Personality is key for video storytelling
“The best stories always end up being about the people rather than the event”
― Stephen King
If I had to pick one thing that differentiates a ‘boring corporate video’ from a ‘holy cow have you seen this video?!’ it would be personality.
Anyone can create a video that shows a product/ service and company USP’s. But in a world where the public is saturated with adverts, and there aren’t many “unique” offerings, personality is your ticket to standing out.
Let’s look at how this plays out in the beauty industry, which showcases a perfect example of how personality can drive success.
Selena Gomez’s brand Rare Beauty demonstrated the largest growth in 2024, seeing it’s revenue hitting £400 million. On the reverse, household name Estee Lauder declined by 2% (Vouge Business, 2025)
The difference? While Selena Gomez is a celebrity in her own right, she has focused on core marketing strategies such as: authentic celebrity engagement, user-generated content, and social media dominance. But in addition to this, their brand has made their personality (and story) clear.
Not only have they ensured that their shade range is diverse, but they have made their packaging inclusive – ensuring each item is easy to open, close, hold and apply. Their whole position is being authentically yourself as a consumer. This has been something that has been demonstrated consistently across the brands’ video marketing – and that customers of the brand have raved about on their personal TikTok platforms. We see rare beauty, we know their story.
Estee Lauder, on the other hand, haven’t changed or adapted their brand for the new generation. Their traditional marketing strategies, focusing on luxury and product quality with nothing deeper, has made them lag behind. Unfortunately, in a world of high competition and a need for emotional connection, it’s left them needing a refresh.
Rare Beauty
Estee Lauder
But, it’s not just something we see in the beauty industry. The number of videos out there which hit the core messaging of a company, but don’t capture the personality are endless.
This could be down to fear – the fear of it being a risk to shift away from product focus, or being unsure on how to deliver a campaign that delivers messaging AND personality. But either way, brands must begin to place more emphasis on personality. Now more than ever, it’s NOT risky to do this. There are plenty of creative ways to bring your personality to the forefront while retaining your core messages.
Another great example is this now (in)famous video that shows how to demonstrate personality in video:
3. Be remembered
“Stories are the best memory aids”
— Aleks Krotoski
A short, engaging, dynamic video that is promoted well may get you seen, but will it make you memorable? Will your customers remember your core messaging, unique selling points or even your brands name one month later? How about one week later? How about one minute later when they will have scrolled past five other videos? It is very easy for your video/content to get lost in the noise.
By creating and telling a story, you will increase your chances of being remembered significantly. Research shows that people remember stories up to 22 times more than they remember facts or messaging alone.
If you had to name an advertising campaign right now, off the top of your head, I would wager it would be one that had a compelling and interesting story attached.
Case in point is this ridiculously old Yellow Pages ad. I can remember seeing it as a very young child, which for my memory retention, is quite an achievement. This incredible piece of advertising beats any work of cinema (in my humble opinion).
4. Connect with your audience
“Storytelling offers the opportunity to talk with your audience, not at them.”
― Laura Holloway
Telling your brand’s story is a powerful way to deliver your messaging and position your products/services. But for your customers, wouldn’t it be more powerful to tell THEIR story?
For many of the largest brands in the world, building the narrative around the lives of the people they are trying to reach has been a successful approach to video marketing – and it could be for your brand too.
It’s time to create a story around the experiences, situations and aspirations of your customers. Show them how your products and services can help them. You need to build a bond between an individuals dreams/ challenges and the solutions and improvements you can make to their lives.
For example, Amazons ‘Concrete Jungle’ campaign where we see the experiences of a young woman transforming her house into a home
Or even more specifically, Shopifys ‘Every 28 seconds a new business get’s its first sale’ campaign where we share customers’ joy at setting up their own shop.
5. More conversations, more conversions
“Purposeful storytelling isn’t show business, it’s good business.”
–Peter Guber
One of the most significant advantages of storytelling in video marketing is its ability to drive action. All of us are hardwired to respond to narratives (presumably from the round-the-campfire cave days), and a well-told story can inspire people to act — whether that’s clicking on a link, signing up for a newsletter, or making a purchase.
A study conducted by Unbounce found that storytelling in marketing increased conversion rates by as much as 30%. This is because stories tap into emotions. Emotions are the key drivers of decision-making. A compelling story creates a sense of urgency or desire, making your audience more likely to act on what they’ve seen and heard.
A great example of this is Googles Small Business YouTube Channel. Google have done a great job at placing their customer at the heart of their conversations. Inviting small business owners to be involved, and share their own experiences. This element not only taps into emotion, (the passion and ambition of new business owners), but allows for relatability. This allows the audience to feel heard and want to get involved.
6. Increase Engagement and Shareability
For any marketers out there looking to create a video campaign that;
a) gets customers watching,
b) keeps them watching and on your site longer,
c) gets them sharing,
storytelling can be a fantastic way to ensure success.
Put simply, if your story resonates with your audience, they’re more likely to watch it, keep watching it, and share it afterwards – helping to expand your brand’s reach and visibility.
A study by Wyzowl found that 87% of marketers experienced increased dwell time on their website for narrative-led video marketing.
On top of longer view times, video storytelling often gets more attention on social media platforms with posts 20x times more likely to be shared On LinkedIn.
A great example of this is Volvo Trucks’ “Epic Split” with Jean-Claude Van Damme. Volvo Trucks needed to showcase their precision steering technology (a dry topic for most audiences). Instead, they created a visually stunning video featuring Jean-Claude Van Damme doing the splits between two moving trucks. The mix of shock value and product demonstration made it one of the most shared B2B videos ever.
7. Build Loyalty
Brand loyalty is a crucial component of long-term success. One of the most effective ways to build that loyalty is through storytelling in video marketing. When brands tell stories that align with their audience’s values and beliefs, they create a sense of trust and connection. This humanises the brand and makes it more relatable, which is key to fostering loyalty.
For example, Outdoor Clothing Brand Patagonia is known for its environmental advocacy and commitment to sustainability. Through their marketing videos, they share stories about their efforts to reduce their carbon footprint and help protect the environment. These stories resonate with their audience, who often share similar values, leading to strong brand loyalty and increased customer retention.
When consumers feel connected to your brand’s story, they’re more likely to choose your products or services again and again, and even advocate for your brand. Storytelling is the bridge that connects your business to your customers on a personal level.
Things to Consider When Crafting Your Brand Story
Creating a compelling brand story in video marketing isn’t just about following a formula. It’s about crafting an authentic narrative that truly resonates with your audience. Here’s what to consider when shaping your story:
- Know Your Audience: Who are you speaking to, and what matters to them?
- Define Your Core Message: What’s the key takeaway you want your audience to remember?
- Structure the Story: Ensure there’s a clear beginning, middle, and end to keep viewers engaged.
- Humanise Your Brand: How can you make your product or service more relatable?
- Create an Emotional Connection: What feelings do you want to evoke?
- Stay Authentic: Does your story reflect your brand’s true personality and values?
But here’s the thing – delivering a great, impactful story isn’t a science; it’s an art. It takes expertise, creative direction, and a deep understanding of storytelling to produce something high-quality and meaningful.
That’s where we come in. If you’re ready to dive deep into your brand story, get in touch with the Reels in Motion team.
The Final Chapter: Why Video Storytelling Matters
Video storytelling isn’t just a fun add-on to your marketing; it’s the thing that makes you stand out. A compelling story sets you apart from competitors, injects personality into your brand, and, most importantly, creates emotional connections that drive loyalty, engagement, and conversions.
From timeless ads that stick with us for decades to modern campaigns that spark conversations online, storytelling remains one of the most powerful tools. Effective brand storytelling comes from those who embrace it. Those brands will be the ones that stand out and ultimately thrive.
So, what’s your brand’s story? And more importantly, are you telling it in a way that makes people listen?
If you’re ready to find out, get in touch with us on 01782 454054 or contact us here.
