Why Story-Driven Video Outperforms ‘Pretty Shots’ in Business Marketing

Most businesses think a video packed with cool shots will grab attention. It will - for three seconds. After that, if there’s no story, you’ve lost them. Story-driven video isn’t just nicer to watch. It’s the difference between views and enquiries.

The problem with ‘pretty shots’

It’s common to see brands spend thousands on videos that look incredible - gimbals, drones, slow-mo - then wonder why nothing changes. No lift in enquiries. No bookings. No one remembers it a week later. That’s because aesthetics without a narrative feel disposable. Beautiful, but forgettable.

Why story works

• Attention is short. A clear narrative gives people a reason to keep watching.
• We remember emotions, not lenses. The feeling your brand creates is what sticks and gets shared.
• Story builds trust. It makes your brand human and lowers the barrier to contact.

What it looks like in practice

Real estate: A property film that follows a simple walk-through story (arrive → explore → “this is how it lives”) sells faster than a string of wide shots. Add a human voice or guided captions and it becomes memorable.

Weddings: A timeless film is built around vows, speeches and small in-between moments. The highlight reel looks great, but the story is what families rewatch in ten years.

Product or brand: Specs matter, but customers connect with use. Anchor the video to a customer moment - the problem, the switch, the result - and the message lands.

How I build story-driven videos

• Discovery: We define the goal, audience and what success looks like. No guesswork.
• Plan: Shot list, schedule and approvals so the day runs smooth.
• Shoot: Calm, efficient, and focused on moments that actually matter.
• Edit: Clean pacing, clear structure, sound that carries the emotion.
• Delivery: Versions for web, socials and ads so the asset works everywhere.

If you’re a business owner

When you brief your next video, don’t start with a shot list. Start with a sentence: “The story we’re telling is…” If you can’t finish that sentence, the video isn’t ready yet.