The Role of Social Video in Brand Storytelling, Michael Hess, TBJApodcast 371
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Learn the role of social video in brand storytelling. Michael Hess from Storyful shares his five top tips. Plus what you should be doing right now to reach your audience.

Michael Hess is the Global Head of Marketing for Storyful. He leads business development opportunities with large scale clients and oversees marketing efforts for digital, creative, and messaging, focused on branding, lead generation, and building the Storyful infrastructure for long-term success.

Prior to Storyful, Mr. Hess served as Director at IPG/Weber Shandwick, where he was the editorial and product lead for major tech, health, and consumer brands. In this position, he focused on traffic sources and optimizing consumer journey from content to e-commerce channels. He also led the strategy development for consumer and media targeting. Also at IPG/Weber Shandwick, Mr. Hess held the position of Senior Digital Manager, where he was Managing Editor of the VZW newsroom, leading the initial launch of the newsroom with content development, CMS design, and front end design. He also led the iterative development of the newsroom, digital strategy, and editorial structure.

Before joining IPG/Weber Shandwick, Mr. Hess was a Senior Content Manager at IGN Entertainment and Hearst Digital Media, where he specialized as an editorial SEO strategist. He was also previously a Content Production Manager at UGO Networks.  


I’m an avid but not very good fisherman.

Think Like A Journalist Quote

Video informs and entertains people, and good or bad, today most people prefer to watch a video rather than read a page of text. –Lisa Lubin

Success Tip

Start with the story. Figure out who your audience is and build from there.

Career Highlight

Hear how Michael has built up his marketing skills and enhanced his career through mastering skills that help him tell better stories for brands. He started creating custom content for advertisers long before it was called brand storytelling or content marketing. Find out what he did for Verizon Wireless.

When It Didn’t Work

Michael failed to understand the full story and who the audience was. Find out what happened when it didn’t work and why his data wasn’t telling the whole story.

Top Tips The Role of Social Video in Brand Storytelling

You Can’t Fake Authenticity – Brands need to build bridges to authentic content that’s already working rather than recreate it in a studio.

Get it Right – Verify the user generated content you’re using from the content to the uploader to understanding the rights of the content creator.

 Content First – Based on Storyful data, brands that leverage the story or moments in a video and downplay their logo treatment benefit the most.

 Plan to Be Nimble – You can jump on trends if you plan your content operations the right way and have the right technology in place to make smart decisions in the moment.

Consider the Platform–Not all UGC is created equally. Literally. Consider major elements like length, orientation, and payoff moment when considering where and how to distribute the content.

What is one piece of technology, video or multimedia equipment, or app that you just can’t live without?

Spotify and Spotify Discover.

One book, documentary, blog, podcast, or Internet Channel to watch?

HBR’s 10 Must-Reads On Emotional Intelligence

Get a free audio book when you try Audible free for 30 days:

OR to get a physical copy of the book…click the book title.

It’s an Amazon affiliate link. It won’t cost you more but it will send me a few coins to keep on building our crazy good content here. 🙂


Twitter @MikeHess

Storyful website

Storyful Blog

Mentioned In This Episode

Truth, Lies, and Likes: The Readers Role in the Battel Against Fake News

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Phoebe Chongchua
Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to "Be the Media". Phoebe is the host of "The Brand Journalism Advantage" podcast and a "Top 50 Podcaster To Follow". Listen in iTunes or at

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