Opinion

Think less like a marketer and more like a film producer

Traditional marketing is dead. Short-form video has flipped the script, putting power in the hands of creators who know how to hook, entertain, and build trust in seconds. The smartest brands are already thinking like film producers: crafting narratives, evoking emotion, and creating content that feels real, not rehearsed.

Melissa Laurie, founder of Oysterly Media, says if your strategy is still about selling instead of storytelling, you’re already losing.

MELISSA LAURIE

September 9, 2025 8:47

Think less like a marketer and more like a film producer

Melissa Laurie

As short form videos continue to dominate feeds, many marketers are struggling with the lack of time, expertise, and resources needed to create truly inspiring content.

A good film producer has what a marketer lacks – primarily an instinct for narrative and the ability to emotionally connect with audiences. Far too many marketers are guilty of treating their audience like targets rather than as people who fundamentally want to be entertained.

From the very start, marketers should be trying to make their audience laugh, help them learn something new, and build that all-important emotional connection with them.

They should stop trying to tell as many people as possible about a product or service and start emulating film producers who collaborate with others to develop stories and characters that resonate.

Audiences inherently trust real stories, real emotions, and real people. They want to see more content from others like them – whether it’s UGC or employee generated content. They’re looking to get the inside scoop on what products, services, and company culture is really like, instead of being presented with the curated image marketers want them to see.

What marketers can learn from film producers

The popularity of behind-the-scenes type content should alert marketers to the power of content that is less slick and more unscripted. Studies show this type of content increases engagement more than production pieces with voice-overs.

So how do brands start thinking more like film producers and less like marketers? The key takeaway is that everyone loves a good story. Much in the way every great film or TV show has a story arc with compelling and lovable characters, marketers should replicate this approach in short form videos.

Even the most mundane day-in-the-life-of has the potential to draw viewers in. An element of relatability is a must as well as presence and a sense of humour where appropriate. Brands should focus on educating and entertaining their audience with content ranging from insider tips to candid videos, team interactions, and more.

In film, casting is everything so encourage the right people to embrace the spotlight. As one of the most popular types of content on social media, employee generated content has been embraced by a number of leading brands like Coles and Woolworths.

@qantas
From Australia to Paris 🤩 #qantas #australia #paris #paristiktok #france #francetiktok

♬ original sound – Qantas

Sephora’s much-loved short video series featuring employees talking about their favourite products for the season are another example of brands turning their employees into their most powerful storytellers.

A good film producer sets the vision but lets actors bring their own unique touch to the project. Marketers should allow leeway for creativity and personality to shine through and work collaboratively with content creators rather than dictate to them.

Finally, film producers have the ability to blend multiple elements to create a complete picture. The thoughtful selection of music, visual elements, people, and settings to create atmosphere and mood are what makes them especially good at capturing audience attention. Marketers should cultivate attention to detail and foster ambiance in video content.

Brands must understand that audiences are becoming more impatient and less trusting of perfection. By taking on the film producer mindset to entertain and engage, marketers will be better positioned to craft the kind of content that entertains and keeps brands top of mind.