Cybersecurity is important and, let's be honest, not very exciting to most small business owners. Warnings about phishing and backups are easy to scroll past. So in the promos I make for a 40-year Canadian IT firm, I use characters and humour to earn a few seconds of attention, then use those seconds well.
One risk per video
Each promo takes a single business risk and nothing else. A phishing email. A cloud migration gone wrong. A server room that ran out of room. When you try to cover three risks, viewers remember none.
Find the everyday picture
Every risk has a picture people already understand. Phishing becomes a fish staring at a very tempting hook. A messy cloud migration becomes an office move with no boxes. The joke does the explaining, so the words don't have to.
Keep the characters likeable
Nobody wants to watch someone get scolded. The characters make the mistakes your customers make, and the audience laughs with them, not at them. That keeps the tone warm, which matters for a company people trust with their systems.
Land the point, then stop
Humour opens the door. The last few seconds make the point plainly and tell the viewer what to do next. If the joke is the only thing people remember, the video didn't work.
Why it works in B2B
Business buyers are still people. A short, funny, clear video about a real risk gets shared inside companies in a way a datasheet never will. And it tells prospects something about the firm itself: these people explain things clearly.