The inspiration for this blog came from a LinkedIn post by Chris Beresford-Hill, which planted a seed that’s been growing in my mind: buy the storyteller, lease the tech. It’s a principle I’ve leaned on throughout my career, but it feels especially relevant now.
As we watch the TikTok ban linger in limbo, it’s still technically in effect but currently unenforced. It’s a reminder of just how volatile the platforms we depend on can be. Add the rapid rise of AI and the constant churn of new platforms, and it’s easy to feel like you’re navigating quicksand.
But here’s the thing: while tech is unpredictable, the power of storytelling is constant.
Platforms Are Temporary, Stories Are Timeless
Think back: MySpace had its heyday, Vine came and went in a flash, and even Facebook has seen its influence wane. TikTok could easily follow the same pattern, especially when geopolitical tensions start affecting its future.
But what doesn’t change is our need for stories. Humans are wired to connect through narrative. It doesn’t matter whether you’re telling a story on TikTok, Instagram, or the next platform that emerges. What matters is the story itself.
That’s why storytellers are the heart of great marketing. Tools change. Platforms shift. But a good story always finds its audience.
The Role of AI: A Partner, Not a Replacement
AI is reshaping the way we work, but let’s not overstate its capabilities. It can generate ideas, optimize campaigns, and make production faster, sure. But what AI can’t do is feel. It doesn’t know what it’s like to build trust, evoke emotion, or find the perfect way to tell a brand’s story.
That’s where the storyteller comes in. AI is a powerful tool, but it’s just a tool. It’s the storyteller who gives campaigns their heart, humanity, and connection.
Why You Should Lease the Tech
Here’s the reality: platforms like TikTok, Instagram, and whatever comes next are just stages. They’re delivery systems for your message, not the message itself. Betting everything on a single platform is risky because platforms are fleeting.
Instead, use technology strategically. Lease it. Adapt to it. And always stay ready to pivot when the landscape changes. Your audience will follow a great story wherever it’s told.
Key Takeaways for Marketers
- Buy the storyteller: Invest in people who can craft narratives that resonate. They’re the ones who make your brand timeless.
- Lease the tech: Use platforms to amplify your message, but don’t rely on them to do the heavy lifting. Be flexible and ready to adapt.
- Stay audience-focused: Trends come and go, but the need to connect with your audience on a human level never changes.
Looking Ahead
The uncertainty around the TikTok ban and the rise of AI are reminders that the marketing world is constantly in flux. But if you prioritize the timeless over the temporary storytelling over tech, you’ll always have a foundation on which to build.
What’s your take? Are you focusing on storytellers, tech, or both? Let’s discuss. 👇
