In video production and marketing, the word “story” has become a kind of sacred cow. Everyone wants to be a storyteller. Every brand wants to “tell its story.” And every video brief seems to begin with the same mantra: “We need a strong narrative.”
But here’s the problem: while story is a powerful tool, it’s not a strategy. And when we treat it as the end goal rather than a means to an end, we risk missing the real purpose of media production - driving outcomes.
The obsession with story often leads to beautifully crafted videos that fail to move the needle. They might win awards, but they don’t always win customers. Why? Because they’re not built on a strategic foundation. They’re built on the assumption that story alone is enough.
But in reality, story is just one tool in a much larger toolkit. It’s a vehicle, not the destination.
At Anvil Media video production, we love telling stories. But we don't worship at the altar or story. Because every piece of content must begin with a clear strategic intent. What are we trying to achieve? Who are we trying to reach? What action do we want them to take?
Only once those questions are answered does story come into play. And when it does, it’s shaped by the strategy—not the other way around.
This thinking is at the heart of our ebook Video That Converts, which outlines a framework for aligning video content with the customer journey. It’s not about telling one big story. It’s about delivering the right message, in the right format, at the right moment in the decision-making process.
One of the key ideas in the ebook is the “adoption pathway”, a model that maps how people move from awareness to action. Different types of content serve different stages of that journey. A short, punchy video might spark curiosity. A case study might build trust. A how-to clip might remove the final barrier to purchase.
Trying to cram all of that into a single “story” is not only unrealistic, it’s counterproductive. Instead, we need to think modularly. Strategically. Purposefully.
We’ve seen it happen: a client becomes so enamoured with a narrative arc that they lose sight of the goal. The result? A beautifully shot video that no one watches past the first 30 seconds. Or worse, a video that gets views but doesn’t convert.
That’s why we always come back to strategy. Story is important—but only when it serves the strategy. Not when it hijacks it.
So, when is story right for your strategy? And why is it so powerful?
Story works because it bypasses argument. It doesn’t ask the viewer to agree or disagree, it simply presents an experience. When someone shares their story, it’s not up for debate. It happened. It’s valid for them, regardless of whether it’s universally true. That’s the power of narrative: it affirms rather than persuades.
At the same time, story involves the viewer. They are drawn along inside the narrative and made to imagine how it might be if it were their story. In media production, this quality makes story an incredibly effective tool for connection. It invites empathy, not analysis. That makes it a powerful strategic tool.
When used strategically, story can humanise a message, build trust, and create emotional resonance—all without requiring the audience to judge its validity. But for that power to be harnessed effectively, story must be in service of a clear strategic goal.
In media production, story is a tool—not a religion. It’s time we stopped worshipping at the altar of narrative and started thinking more like strategists. Because at the end of the day, the best story is the one that gets results.