It’s a cool cloudy Wednesday afternoon here in Nairobi-Kenya.
A time when many of us are deep in strategic thought, planning the next steps for business growth. You’ve likely had a conversation recently that went something like this:
“We really should be using video marketing.”
Everyone nods in agreement. But then comes the paralyzing question:
“Okay, so… what kind of video do we make?“
Should it be a slick explainer video?
An emotional brand story?
A series of client testimonials?
A quick, punchy social media ad?
The sheer number of options is overwhelming, and this paralysis is the single biggest reason why most businesses in Kenya and across the world never even start.
Here’s the secret: you’re asking the wrong question.
The first step to a powerful video marketing strategy isn’t choosing a video type. It’s uncovering your business’s core story.
Why We Are All Wired for Stories
Before data points, before feature lists, and before sales pitches, there were stories. It’s how we’ve passed down knowledge and connected with each other for generations—a tradition deeply woven into our Kenyan culture.
Stories provide a framework we instantly understand. They have a character with a problem (the beginning), who goes on a journey to solve it (the middle), and emerges transformed (the end).
Your business is no different.
At its heart, it exists to solve a problem and create a transformation for your customers. When you stop thinking about selling a product and start thinking about telling that story, the path forward becomes clear.
How to Find Your Business’s Core Story
Every business has a powerful narrative, often several. The key is to identify the most compelling one to start with. Ask yourself, which of these archetypes best describes you?
- The Origin Story: Why did you start this business? What problem in the market frustrated you so much that you had to create a solution? This story connects your brand to passion, purpose, and the human element of your founder. It answers the “why” behind what you do.
- The Customer Hero Story: This isn’t your story; it’s your customer’s. Who are they? What was their life or business like before they found you? What was their “aha” moment with your product? And what is their successful “after” state? This story positions your customer as the hero and your brand as their trusted guide.
- The “Better Way” Story: What old, inefficient, or frustrating process is your product or service disrupting? This story is about innovation and a fundamental shift in how things are done. It positions your brand as a modern, intelligent solution to an outdated problem.
Take a moment. Which of these resonates most deeply with your brand right now?
From Story to Strategy: The Video Types Reveal Themselves
Once you have clarity on your core story, the “what video to make” question magically answers itself. The story dictates the format.
- If your strongest narrative is your Origin Story, the clear choice is a powerful Brand Story Video. This becomes the anchor on your website’s “About Us” page, a video you can use to kick off presentations and connect with investors.
- If you’ve identified a compelling Customer Hero Story, you have the perfect foundation for an authentic Client Testimonial Video or a detailed Case Study Video.
- If your business is built on a “Better Way” Story, the obvious first step is a crisp Explainer Video for your homepage or a compelling Product Demo Video for your sales team.
See how that works? The story comes first, and the video type becomes the natural vehicle to tell it.
You Don’t Have to Find Your Story Alone
In 2025, we have incredible tools at our disposal. We can even leverage AI to analyze a core story and suggest hundreds of compelling angles, script hooks, and audience approaches. But navigating these tools and transforming a great story into a cinematic, emotionally resonant video is a craft.
That’s where we come in.
At Techtube Video Studio, we are more than just a production crew; we are story architects. We help businesses like yours uncover their most powerful narratives. We then build a strategy around that story, creating a full suite of video assets that work together to grow your business.
This is the foundation of our scalable video production services. Once we unlock your first story, we can help you tell your second, and your third.
We can turn your Customer Hero Story into five short social media clips, and your Origin Story into a powerful recruitment video.
The possibilities become endless, and the process becomes clear, predictable, and effective.
Stop letting confusion hold you back.
The powerful story that will build and grow your business is already there, waiting to be told.
Click Here to Book a Free Story-Mapping Session with Our Team