On-demand webinar · 50 minutes
Your videos look great. So why aren't people watching?
The problem isn't your production quality or your budget. It's how you're using stories, or not using them at all. Watch the full session and learn the storytelling mistakes that kill engagement before the 10-second mark, plus the frameworks to fix them.
Luke Walker
Manager, Shootsta Academy
What you walk away with
Three things that change the next video you make
The myths holding you back
Why the storytelling rules you have heard from Hollywood, TED Talks and YouTube are quietly hurting the way you make videos for business.
What is working in 2025
Real breakdowns of how the best business communicators structure stories that drive engagement and message retention.
The selection framework
A simple method for choosing stories that cut through information overload and stay with your audience long after they hit play.
Inside the session
The 5 storytelling mistakes covered in this webinar
Each one is a rule you have probably been told to follow. Each one is quietly costing you views, retention and impact.
"Storytelling is the best way to communicate"
What actually works
Story works for some things, not all. Ask the question first: will a story add value to this video, or just take up time? Save story for case studies, testimonials, podcasts, day-in-the-life and brand and culture videos. Use direct messaging for explainers, how-tos, company updates and most thought leadership.
"Any story is a good story"
What actually works
Only the best stories get remembered. Pick the right person, not the convenient one. Make sure they want something. Make sure they have a journey trying to get it. Choose story over job title every time.
"Authentic means say whatever you want"
What actually works
Authentic just means genuine. It doesn't mean unscripted. You are the storyteller, not your talent. Set a clear objective, run a preliminary chat, pull the gold from the transcript, and build your interview questions or script from there.
"Start your story at the beginning"
What actually works
You have three seconds to hook your audience. Skip the introductions. Open with the most interesting moment, a contrarian statement or the want at the heart of the story. Plan the hook, write the hook, then ask your talent to deliver it.
"Storytelling is hard, so best avoid it"
What actually works
Storytelling humanizes your brand and the people behind it. Skip it and you leave the most useful tool you have on the table. Plan well, choose the right talent, take control, and storytelling becomes very achievable.
Who this is for
Made for people who make business video
Internal comms managers
Trying to land messages that travel across a global, distracted workforce.
Marketers
Producing video content at pace and looking for sharper engagement, not bigger budgets.
L&D and training teams
Building learning content people actually remember, not just complete.
Anyone making business video
Founders, leaders and creators who want their videos watched, shared and acted on.
Your speaker
Luke Walker
Manager, Shootsta Academy
Luke heads up education at Shootsta, where he runs everything from in-person training to webinars like this one. He works directly with internal comms, marketing and L&D teams at hundreds of brands, helping them turn ordinary footage into video content people actually remember.
Luke's gift to attendees
Book your free video consultation
Bring a video you are trying to make. Luke will help you shape the story, pick the right talent and plan the hook. No sales pitch, no obligation.
- 30 minutes, on a video call
- Walk away with a story plan you can shoot this month
- Works whether you are new to video or making it weekly
- Free for everyone who watches the webinar
Book a slot with Luke
Drop your details and we will send you a few times that work.
No credit card required · No obligation · Free for webinar attendees
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