How Storytelling can Elevate Your B2B Videos

We’ve all been there.

Scrolling past our Linkedin and we’re hit by yet another thought-leadership video that shows (usually men) slick suits in impressive looking offices overlooking cityscapes, telling us how they are changing the world with cutting edge technology and innovation. Cut to  stock footage of a rice paddy field and a smiling farmer.

There’s little to zero reason to watch this video.

And that’s because, like so many before it, this B2B video ignores the fact that broadcasting impressive-sounding information and clients singing praises is simply not enough reason to stop the scroll.

It doesn’t have to be this way.

Here are three simple things you can do if you want your next B2B video to actually make an impact on your audience:

EMBRACE THE POWER OF STORYTELLING:
Research shows that we are better at remembering stories with context and narrative compared to facts.

So if you want to land some key info about how your company is smashing it, do it with a story.

FIND THE TENSION:
A series of good events does not make a good story that’s worth telling. Make sure you’re interrogating where the tension and conflict is coming from.

Inject jeopardy and set up the stakes at play. Take your audience on a journey through the ups and downs, instead of just glossing over the ‘greatest hits’. It also makes you believable and human.

CHOOSE YOUR CHARACTERS CAREFULLY:
Someone’s job title doesn’t necessarily translate to camera presence and watchability. Make sure you’re casting with screen connection, chemistry and charisma in mind. And remember that acting and performing is tough, especially when it’s not your day job! (if you plan to use a script).

Armed with this, we have no doubt that your next B2B video will get the cut-through it deserves.