Top tip for marketers: User Generated Content (UGC) is always more engaging. Cooking, exploring, creating and travelling. This gives the experiences more depth, interest and credibility. But, they’re actually introducing an online experience named ‘Spiced Wine of the Past.’ Airbnb delves one step further by sharing the story of its hosts too. The words, ‘get ready to travel back in time back to the past via vino’ read like the start of a time travel novel. With emotive phrases such as ‘settle in and let’s begin’, Airbnb managed to set the scene and prepare people for the story to follow. The concept of this was then presented digitally in a storytelling format with the help of first-hand accounts from real hosts. The solution? To create exciting online experiences. The identified pain point was not being able to leave home due to the pandemic. Pain points can then be emphasised in marketing storytelling to make a message more compelling and touching.ĭrawing in on the latter point about forming a story around pain points. A brand that hears the concerns of its audience and develops a solution to a problem can give consumers relief. This elicits a consumer response that encourages audiences to notice, remember, share and buy. From that first cup of morning coffee to getting into a warm cosy bed at the end of the day, relating your branding to everyday life activities can draw in an audience and help them feel more connected to you. Side-line boring and self-obsessed sales pitches in favour of engaging, educational and unique content.Unite like-minded people who want to listen to what a brand is saying because they share the company’s values, goals and dreams.This effective medium has the ability to: Instead, focussing on content that’s real, honest and to-the-point is a must. In a world where 46% of college students purposefully share, like and engage with specific content to ‘train algorithms’ to give them content they want to see, sticking with old-fashioned and boring strategies is a no-no. The way media is being consumed is changing rapidly making it essential to find new forms of engagement.Ĭonsumers are looking for authentic and trustworthy over perfectly-polished and staged ads. The majority clicking ‘skip’ on skippable ads after 9.6 seconds on average. 69% of the Gen-Z demographic also find traditional ads disruptive and not in a good way. Gen Z has an attention span of around 8 seconds and it’s 12 for Millennials. Humanity is more resistant to traditional advertising. Just another thing to add to your to-do list or something of great importance? Well, of course it’s the latter. Brand Storytelling – Why Is It So Important?īrand storytelling. So, in light of #tellafairytaleday on 26 February, we’re looking at 2021 storytelling stats you need to know and how you can create, shape and share your brand story. And that’s why more and more marketers are using it to their advantage. They help us connect with our past, get excited about the future and unleash imagination like never before. Stories have nestled into our lives for years. From fire-lit tales of adventure and nights under the duvet with a good book through to your favourite series on Netflix.
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