The Evolution of Video Storytelling

October 14, 2022

Video production used to be an exclusive field — but now, anyone can pick up an iPhone and become a content creator. Learn how the field has evolved from her early days as a news reporter in this brief Q&A with Candor President & CEO Karen Wicker.

Candor President & CEO Karen Wicker is what you’d call a “video nerd.” She developed an obsession with TikTok during the pandemic, constantly texting content to her family and marveling at how creators shared stories in different ways.
The video landscape has come a long way since Karen’s early days as a broadcast news reporter! Learn more in a brief Q&A below.

Did you ever expect video to be integral to your business as a PR practitioner?
Never! When I worked in news, I created long-format copy designed for audiences sitting in front of their radio or television. Today, social media has shortened attention spans for most video forms and created thousands of amateur content creators, many displaying natural talent. Because of this, brands don’t always have to rely on huge film budgets to tell their stories. They can get creative in 20 seconds or less.
Why might a business consider using video?
Because it’s universal. Video can be used to sell products, change hearts, move the needle, manage reputations and much more. We also know from experience that consumers are more likely to engage with online videos rather than graphics or text. Algorithms favor posts with higher engagement by placing video content in even more people’s feeds. It’s a never-ending cycle.
Social media has democratized video, so why hire professionals?
It’s true – anyone can learn to film and edit TikTok videos, but poorly produced content can reflect unfavorably on your brand. There are instances where the unique skills of seasoned professionals are needed. And casual, short-form content isn’t appropriate in all situations. We’re still doing as many large-scale productions as ever. It’s a matter of reaching target audiences with the right type of video on the right platform. The key is carefully thinking through the strategy, purpose, audience, placement and shelf life of each unique video.

If you’d like to chat about a 2023 video strategy, email

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