Make It Matter, Not Just Market

There’s more than one way to get your message out. But the content that resonates long after it airs is the kind that feels authentic and thoughtfully told.

For brands, that’s where local storytelling shines. It’s not about big production budgets or perfectly scripted lines; it’s about knowing your audience and speaking to what matters most to them. That’s how you build trust. That’s how you create lasting connections.

In Pittsburgh, people value honesty, pride in place, and a story that feels close to home. Whether it’s a short video spot or a larger campaign, content that reflects real life, and real people, leaves the strongest impression.

Here’s how to bring that kind of storytelling into your next campaign.

01 | Keep It Real, Not Overproduced

You don’t need a Hollywood script to tell a great story. In fact, the more polished something feels, the less relatable it often becomes.

· Use real voices: Consider highlighting actual employees, customers, or community members in your content. Their tone, expressions, and unscripted energy often resonate more than a hired actor or voiceover.

· Embrace imperfection: Not everything has to be glossy. Sometimes a shot captured on a phone or a behind-the-scenes moment says more than a studio setup.

· Let people tell their own stories: Give your subjects space to speak in their own words. A local business owner talking about why they started, or a customer sharing how your product made their life easier, makes the message personal.

Authenticity builds trust, and trust builds loyalty.

02 | Ground the Story in Something Familiar

Local storytelling works best when it feels specific and close to home.

· Reference local landmarks, events, or traditions: Whether it’s a neighborhood, a high school football game, or a familiar phrase, grounding your content in something recognizable makes it more memorable.

· Use visuals that reflect real life: Feature familiar places around the region, not just generic backgrounds. People respond when they see themselves and their surroundings on screen.

· Tie your message to shared experiences: Whether it’s the first day of school, a snowstorm commute, or a favorite holiday tradition, connecting your brand to local moments helps it feel part of the community.

The more your story reflects real life here, the more it will feel like it belongs.

03 | Build Emotion into the Creative

Relatable doesn’t have to mean boring. The best brand stories stir something, whether it’s laughter, pride, nostalgia, or even just a moment of recognition.

· Set the tone intentionally: Whether it’s inspiring, heartfelt, or humorous, the tone should reflect your brand and guide how the viewer feels while watching.

· Shape a story arc: Like any good narrative, there’s a beginning, middle, and payoff. Draw your audience in with a setup, then build toward a relatable or meaningful moment.

· Use creative elements to support the emotion: Music, pacing, voiceover, and editing all play a role in setting the emotional tone. Even subtle shifts can change how a message lands.

When you build with emotion in mind, your story doesn’t just inform, it connects.

Make Your Story Mean Something

Every brand has a message, but the ones that land are the ones built with heart, purpose, and a clear sense of who they’re speaking to.

That’s what sets great storytelling apart. It’s not just what you say, it’s how you say it, and how it makes people feel. When your content reflects real life, local values, and a genuine connection to your audience, it becomes more than just marketing. It becomes memorable.

At WTAE Advertising, we help brands bring their stories to life in ways that feel natural, relevant, and ready for any screen. TV, digital, streaming, or social. Whether you're starting fresh or looking to elevate what you're already doing, we’ll help you build creative that’s rooted in real insight and made to connect.

Let’s Tell It Together!

Connect with WTAE Advertising to bring your next local story to life.