By Jim Manley | Manley Creative
Remember that scene in the movie, “Big,” when Tom Hanks, playing a kid in an adult’s body, sits in a corporate boardroom? Executives are pitching a new toy — charts, numbers, all the usual business jargon — when Hanks interrupts with a simple question: “I don’t get it.”
The silence is deafening. The product might make sense on paper, but it lacks excitement. It doesn’t spark curiosity or emotion. It’s just there.
That moment happens every day in digital marketing. Brands push out content because they think they should, but much of it fails to connect. People scroll past, shrug and move on. If your message isn’t clear, engaging and memorable, it’s lost.
Today, video makes up more than 80% of online traffic. The internet is flooded with content, but audiences aren’t looking for more. They’re looking for something that sticks.
That’s the key to digital storytelling in 2025.
Being memorable is the difference between winning or disappearing
Think about the last ad or video that actually made an impact on you. Chances are, it wasn’t packed with statistics or product specs. It made you feel something.
The brands that grow aren’t the ones talking the most; they’re the ones telling stories that people remember.
We saw this firsthand at Manley Creative while working with U-Haul on their U-Box and Moving Help commercials. Moving is stressful, time-consuming, physically exhausting and emotionally overwhelming. U-Haul created these services to ease those burdens, but simply explaining how they work wouldn’t be enough. The campaign needed to make people feel calmer before they even started packing.
Every detail of these ads was crafted to create a sense of ease. The pacing was intentionally slower, the music was light and playful, and the visuals reinforced simplicity. Even the locations were designed with subtle square patterns in the background, representing the structure and stability that moving should have.
By the end of the ad, the audience wasn’t just informed, they felt like moving might not be so overwhelming after all. The campaign ran across multiple digital platforms and TV, successfully shifting consumer perceptions and increasing engagement.
If content doesn’t make people pause, react, remember or feel, it’s just noise.
Why video is essential
While the impact of memorable video is indisputable at this point, many companies hesitate to move forward with it, fearing high costs or questioning whether the investment justifies the effort.
I’ve had these conversations countless times. Clients often come to us thinking they should do video but aren’t sure where to start. Some worry that their product or service isn’t exciting enough for video storytelling. Once they see the impact — higher engagement, better brand perception and stronger audience connection — they realize video isn’t just another marketing tool. It’s the most powerful way to connect with people in the digital age.
A great video strategy does three things:
• Humanizes your brand — A company without personality is forgettable. Video allows businesses to showcase real people, real stories and real moments that make them relatable.
• Engages before selling — Consumers are savvy, and they know when they’re getting a sales pitch. An authentic, well-crafted story builds interest first, creating trust that leads to action.
• Leaves a lasting impression — Strong visuals, compelling narratives and a clear point of view will stay with people long after they’ve watched it.
One of our clients in the industrial sector was skeptical about whether video would work for their audience. Historically their industry doesn’t invest in video, digital storytelling wouldn’t resonate with people. We worked with them to develop a video series that highlighted real employees, real work environments and real problem-solving. Engagement skyrocketed and their sales team began using these videos to close deals. Prospects saw the content and immediately felt more confident in the company’s expertise.
How to build a digital storytelling strategy that works
A great story won’t succeed if no one sees it. Smart brands create content that is both powerful and strategically placed. Here’s how to get started:
• Develop a plan — Content needs to evolve with your audience. A single campaign isn’t enough. A consistent flow of stories builds long-term engagement.
• Make the customer the hero — Focus on the audience, not the brand. Position your company as the guide helping them reach their goals.
• Quality over quantity — Posting often isn’t the same as making an impact. Fewer, better stories will outperform a high volume of forgettable content.
• Tailor content to the platform — A long-form video might work on YouTube, while quick, punchy clips perform better on TikTok or LinkedIn. Adapt to how audiences engage on each channel.
• Measure real impact — Metrics like views and likes don’t tell the full story. Track engagement, customer actions and brand perception to see if your content is working.
The bottom line
Digital storytelling is a requirement for brands that want to grow in 2025. The difference between content that disappears and content that creates momentum comes down to being memorable.
Brands that invest in compelling storytelling build stronger connections, drive real engagement and stand out in an oversaturated digital world. Those that don’t? They’ll be sitting in a metaphorical boardroom, pitching forgettable ideas, while their audience shrugs and says, “I don’t get it.”
Editor’s note: Jim Manley is founder and CEO of Phoenix-based Manley Creative. Please send your comments to AzOpinions@iniusa.org. We are committed to publishing a wide variety of reader opinions, as long as they meet our Civility Guidelines.
