Yes, Even in a Social Video Era - Words Matter

I strongly believe that we are connected by stories, and it is the words in those stories drive that connection.

I'm an absolute documentary junkie, and I can scroll through social media reels like a champion, but when it comes to content I can sink my teeth into - it always comes back to the words. Used correctly, they pack a punch, they make you smile or laugh, and they make you feel.

I read a great debate between content marketers here on LinkedIn last week - despite the platform's algorithm to boost video, the consensus in the group was that it felt uncomfortable and faked to speak to a camera and tell stories this way. Speaking from experience, it's hard to be genuine with a ring light.

But words - oh how a good storyteller can embrace words! I'd like to argue that in a sea of social videos, podcasts, streaming content... words matter more than ever. They are the glue in the craft of storytelling. It's joyful to work with them, understanding nuance and meaning that will resonate with your audience.

And they are a part of our lives in so many ways.

Think about the words you choose for a cover letter, for example. (This is LinkedIn after all).

You're basically selling yourself to your audience. 'Pick me, pick me! I've done this and this, and I can help here and here.... we should talk...'

On this 11th day of 12 Days of Content, I want to celebrate words. Our understanding of them, the meanings of them... and how as storytellers we use them.

Please consider how these cover letter words and phrases have been used in these vignettes. It's a 70-second job application that will make you think.

I have watched this piece so many times, and it still gives me chills. The violent, messy environments juxtaposed against the traditional, professional (and bland) words of a basic cover letter.

Thousands Learn the Hard Way is a fantastic example of how we can play with words in stories. Yes, The Prince's Trust (now The King's Trust ) is telling the story of need, and how donors can make an impact to change a person's life.

But to use these key familiar phrases this way, turning them into quasi-idioms, adds to the shock. (They're not exactly an idiom - which is defined as a phrase or expression that has a figurative meaning that is different from the literal meaning of the words in the phrase. Think 'it's raining cats and dogs.').

Yes, this piece is beautifully shot. The music is as dramatic as the images. And the ambient sound adds to the story.

But it is the words that deliver the full impact of the message.

"I'm a hard worker," has never been delivered with such honesty and passion.

I believe great stories (of any age) should be celebrated. And while a partridge in a pear tree sounds lovely, I'd much rather gift 12 Days of Content into the this December. So here we are.

Here are the 12 Days of Content:

• Day 1: How The Guardian turned a fairy tale on its head to connect with audiences
• Day 2: How 84 Lumber packed a political punch about a wall - and earned brand awareness
• Day 3: How Save the Children told the Story of Need
• Day 4: When a Brand's Manifesto Taps into a National Identity
• Day 5: Telling a Story Without a Narrator
• Day 6: Brands and The Nostalgia Effect on Consumers
• Day 7: Using Music to Move Your Audience
• Day 8: A Genius and Innovative Storytelling
• Day 9: When the Audience Adds Meaning to the Story
• Day 10: Telling a Compelling Story from a Product POV
• Day 11: Words Matter, Even in a Social Video Era
• Day 12: Cheers! To an Epically Beautiful Brand Narrative