5 Reasons You Need Video To Tell Your Business’s Story & Secrets To Video Success

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Your business’s story matters most. It is a crucial part of who you are. But how do you tell it in a way that makes people listen and respond? And, how do you attract more customers by telling your business’s story? The answers may lie in creating videos to get audiences excited about your brand.

Some content marketing experts have predicted that 2017 is the year of video marketing. Why?


Numbers don’t lie. According to HubSpot, 78% of people watch videos online every week and 55% watch videos online every day. Therefore, your business has a built-in audience for visual content with millions online, 24/7, around the world.

Just look at YouTube. That is where countless numbers of businesses create video brand stories. YouTube attracts more than one billion unique visitors — and that’s in just one *month*.

Consequently, that’s evidence that you no longer have to rely on traditional marketing channels, only, to share your brand’s video story. Your audience is right at your fingertips online. And, they are primed to learn more about who you are, what matters most to your business, how you are solving their problems and why they should choose you.

I know the power of video in telling a business’s story personally. For 30 years, I wrote thousands of videos. Some of them won Emmys and other awards, in part, because of their audience and community impact. I wrote those videos as a television news anchor/reporter.

My journalism background included stints as a “Top-Ten” market news anchor and health reporter in Dallas and as the Community Affairs Director at an Indianapolis television station. I helped grow that station’s “community brand” by writing targeted news series, Prime Time Television news specials, and conducting interviews to which audiences responded positively.


Those experiences taught me how important videos are to businesses. They are crucial to making emotional connections with your customers. In the television news world, if you have a great story that grabs viewers’ attention, it is the cornerstone to increasing audiences, ratings and revenue.

In Dallas, I was once assigned a major video storytelling project to help launch a new hour-long newscast and attract new viewers. I wrote and produced a 30-part news series on cancer. It’s a topic that impacts tens of millions of people.

The stories were emotional, poignant profiles of courageous cancer survivors; heartbreaking journeys of those who lost their lives; and research breakthroughs providing hope for the future of cancer treatment.

My news director gave me that massive assignment because she understood the power of good storytelling, especially through video. It visually speaks to the heart and mind of audiences and attracts them to your business. It also spoke to some of the needs of audiences, empowering and educating them.

In addition, most of us have been touched by cancer, directly or indirectly. Some viewers may have had family members with cancer. Others were battling it themselves. Or, some had an interest in my stories so that they could learn ways to prevent cancer. As a result, that news series helped attract audiences to our new newscast.

Today, in my own communications agency, I wrote a video for a hospital foundation dinner with a crowd of about 300 people. The foundation hoped to raise $60,000 to increase mental health services at the hospital. The video made such an emotional connection that it helped raise double that amount – $120,000.

And, good video storytelling can do the same for your business.

They literally see your impact. As a result, they are also more likely to share your video through social media or “word of mouth.”


Videos also help customers build a more personal and authentic connection with your business. Video storytelling increases trust and confidence in your company and, according to this article featuring a video infographic from Cloudswave, “embedded videos on websites can increase traffic up to 55 percent.”

Cloudswave statistics also show that just mentioning the word “video” in your email subject line can increase click-through rates by 13%.

Most noteworthy? Here is a real statement of the value of video marketing.

That is a testament to how much businesses are investing in videos. And they are doing it because they see a real return on their investment.


Good video storytelling is not about simply proclaiming the wonders of your business. Don’t get me wrong. People need to connect with you. And your business’s unique story, special services, and why you were created absolutely matter. It helps customers relate to you and engage. But you also want to focus on why your business should matter to them.

Peter Guber, is the Chairman and CEO of Mandalay Entertainment, which has created award-winning films. In an interview with businessman and author Tony Robbins, he said, “Rather than focusing on what you want to get out of telling the story, you must shift your focus to how you are going to serve your audience. It’s a pure intention, where you are truly focused on improving or enhancing their lives.”

Remember, your audience is at the heart of your storytelling. You need to know who your audience is. And your audience needs to know what is in it for them. They want their problems solved. They want solutions. Or, they may want to feel inspired and see how you will impact their lives or the lives of others. That is key to getting your customers to take action and engage with your brand.


Most of all, your best chance at engaging your customers is to tell your story well. Sometimes you can do that on your own. But, if possible, find skilled writers who know how to craft your story. Storytelling matters most. To get the best return on your video investment, seek out experienced writers who know what it takes to build a compelling story.

Good video storytelling begins with preparation and that process often includes prepping for interviews. You might need to interview clients for testimonials about your business. Or, you might want to interview staff, including your leaders, to help tell your story. The interview is a well-honed skill.

So, do your homework when selecting video script writers. Look for people with experience in asking good questions. Find writers who know how to elicit the types of responses, from interviewees, that will have an impact on your audience.

As a journalist, in the 30-part cancer series that I produced, I crafted interview questions for each story as if I was a member of our viewing audience. During my interviews, I was seeking answers to questions that would help guide them.

My whole motivation was to educate, encourage and inspire our viewers. I wanted them to feel connected to each person’s cancer journey. And, I hoped they would feel invested, and return the next day, to learn more.



In conclusion, remember that your story is for your customers, your audiences. Build a strategy around that. Craft each video with that purpose in mind and always let that be your guide. When you speak to your audience’s needs, they listen. They respond. And they are more likely to invest in your brand. What better way to do that than through video?

If you have already shared your story through video, how has it impacted your business? I would love to hear more.

Angela Cain

Angela Cain

Angela Cain is a certified professional coach and an Emmy award-winning former television news anchor/reporter and former executive in community affairs and public affairs. Through Angela Cain Communications, Angela serves as a PR, media relations, and brand storytelling consultant helping build brand, customers, and revenue for purpose-driven businesses and entrepreneurs. Services include marketing videos, blogs, podcast stories, storytelling workshops, media training and performance coaching, and life and career coaching for women. And, Angela’s blog and podcast share compelling content and inspirational interviews about “what matters most” in our lives and careers.

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