3 Keys to Great Video Storytelling

Think of your favorite movie. Is it a drama, comedy, action flick? Maybe a little romance thrown in for good measure?

Whatever it is, chances are it made the top of your list because of some emotional connection it made with you.

Was the story relatable to something in your own life? Do you identify with the characters? Does it remind you of something that happened to you back in high school? Perhaps a childhood memory?

Or maybe it’s just a really good story told amazingly well.

Whatever the appeal, something about it grabbed hold of you not only in the moment but for years following.

Good content marketers understand this is exactly how to appeal to their customers base. As I’ve said in a previous post, yanking the heartstrings is like pure gold to marketers, drawing customers in like a gigantic magnet.

But how do you do that?

That is the Golden Question, isn’t it?

Friskies figured it out in their Dear Kitten series. Have you seen these? They’re fantastic!


Why does it work?

First, it’s funny. Even non-cat people (commonly referred to by cat people as “dog people” or “the enemy”) will understand the funny.

Second, true cat people will appreciate the funny on an even deeper level, which is the point, after all. It was obviously written by a cat person. Good choice.

Dutch powerhouse airline KLM also figured out how to make that emotional connection with their passengers through a light-hearted bit of humor and the tender touch of a puppy. Who doesn’t like puppies? (Even cat people do.)


Besides using adorable animals in both videos, what else do these spots have in common?

  1. They focus almost entirely on customers and their wants and needs
  2. They address those desires in a touching and clever way
  3. They make the companies look less like companies and more like your best friend

Now, lest you think this only applies to the B2C marketplace, consider this award-winning spot from Cisco.

Yes, that Cisco. The tech company. Sounds dull, right? Check it out for yourself:


The brain child of Hollywood comic writer Tim Washer, this spot helped boost Cisco’s server business at a time when they were up against strong competition from IBM’s blade servers, and IBM was winning.

So what is the common lesson among all of these videos? It’s simple really.

The less a company focuses on themselves and the more they focus on their customers, the more attractive they become.

As you create content – whether video or written – start not in your own backyard but in your customer’s living room.

What drives them? What makes them happy? What would they like to see? What deep emotion can you tap into in an authentic way that doesn’t feel like marketing?

Then – and only then – insert your company into the equation at the most appropriate place, usually at the end, as inconspicuously as possible.

Let your customers’ needs drive the car while your company sits in the back seat and you’ll both enjoy the journey.


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