By Mikayla Vine

It’s no secret that storytelling is the foundation of marketing, and a video format of this has emerged as one of the most effective methods for telling those stories. Video has revolutionized the way brands — and organizations like the American Marketing Association — engage with their communities. However, video hasn’t always been the go-to tool for storytelling. So, how did it become the driving force it is today? 

The Shift to Visual Story Telling

Text-based content was once the primary means by which marketers communicated with their target audience. However, as social media platforms like YouTube, Instagram, and TikTok increased in popularity, consumer preferences evolved substantially — visual and dynamic content suddenly became top-tier. Videos can tell stories faster, generate emotions more effectively, and connect with audiences in ways that static images or textual information cannot. 

At the AMA, this shift has been transformative. Video is now an essential component of how we tell our chapter’s story, recruit new members, and raise awareness for important topics. It’s not just about showing what we do—it’s about creating moments that resonate with our audience. 

Our Case Competition Projects: Video In Action

This year’s AMA case competition focuses on the power of video storytelling. We made two videos, one to attract new members and the other to raise awareness about a vital social issue. Both initiatives show how video can encourage action and establish lasting connections. 

The Recruitment Video: This video is intended to bring our chapter’s excitement and opportunities to life. Our goal was to highlight the unique personal relationships, growth, and collaboration that AMA offers by presenting authentic member experiences. It’s not just about attracting attention — it’s about making potential members see themselves as part of our story. 

Social Impact Video: This year’s Social Impact Video highlights Major League Soccer’s “Hometown Heroes” initiative, which recognizes individuals who are promoting real change in their community. Through impactful visuals and authentic storytelling, we highlight the dedication and resilience of these heroes, showcasing the difference they’ve made. The goal is to inspire viewers to recognize the power of community action and motivate others to follow in their footsteps, demonstrating that little, meaningful acts can achieve long-term effect. 

Lessons in Storytelling

Working on these projects has been an invaluable experience in understanding what makes storytelling effective. Here are a few key takeaways from our projects.

Authenticity is key: People connect most with stories that feel real and genuine. Whether it’s a member sharing their experiences being a part of AMA or a glimpse into the challenges faced by individuals in the community, authentic storytelling builds trust and leaves a lasting impression. 

Knowomg your audience: Tailoring your story’s tone and content to your intended audience ensures that it connects. Our recruitment video feels upbeat and inviting, while the social impact video is reflective and evokes emotion. 

Keep it simple: A great story doesn’t need to be complicated. Sometimes, a small moment — a glance, a gesture, or a quiet reflection — can carry more meaning than an complex narrative. 

The Broader Trend: Why Video Matters

What we’re doing in our AMA Chapter reflects a larger trend in the marketing world. Across all industries, video content has emerged as a key tool for establishing meaningful connections, creating loyalty, and motivating action. Brands that leverage the power of video storytelling routinely outperform their competitors. Whether it’s a nonprofit organization generating awareness, a business launching a new product, or an organization like the AMA engaging its community, video storytelling has proven to be a long-lasting and effective strategy. 

Looking Ahead: The Future of Video Storytelling

As we complete these projects, it becomes evident that video is more than simply a tool; it is a chance to make a difference. At our AMA Chapter, we’ve seen how video storytelling can motivate people to take action, form connections, and cultivate a sense of community. Looking ahead, the potential for video storytelling is only increasing, as new technologies such as augmented reality and interactive content broaden the possibilities. 

At the end of the day, great storytelling isn’t about providing a sense of perfection — it’s about connection. And with video, the possibilities are endless.