March 20, 2023 | Gabe Roy

The marketing landscape is changing - so are the appetites of consumers

Marketers have never had an easy job, but appealing to the media-savvy audiences of today is a bigger hurdle than it’s ever been. The consumers of today - generally speaking - have pretty acutely-tuned B.S. meters - craving more authenticity in every piece of content they indulge. The TV commercials that drove sales 20 years ago probably wouldn’t move the needle in the modern content marketing climate.

To illustrate this cultural shift, consider the collapse of trust in traditional news media - with just about 34% of the American population reporting to have trust in mass media in 2022. Noticeably, news organizations have become more overtly partisan over time - gaining a reputation for presenting stories in a way that is politically and/or sponsor-influenced. 

At the same time, we’ve seen a massive increase of podcast listenership - with 90 million Americans being weekly podcast listeners in 2023. Younger generations have been tuning out of traditional media and leaning on their favourite independent broadcasters to gain insights into what’s happening around them. 

Why? The podcast landscape offers more variety, more convenience and most importantly - more authenticity.

Authenticity is in style

According to a study by Cohn & Wolfe, 91% of consumers said they are willing to reward a brand for its authenticity by recommending it to others, and 62% said they would purchase from the brand.

It’s stats like this that are driving marketers to find authentic stories from real people to demonstrate the values of their brand. Even if you’re working for a massive international corporate entity, the most strategic marketers are going to find ways to connect with their audience on a human level - aiming to evoke a feeling, a memory or some form of emotional reaction to associate with your brand. 

Read our blog: Why is Video Marketing Essential for Businesses in 2023?

Guess what? video storytelling is in, too

As the title of this blog suggests, video storytelling has become one of the most effective tools marketers have been embracing to communicate with their audiences in an authentic, meaningful way. In recent years, it’s proven to be such a powerful and diverse medium for communicating ideas and leaving a lasting impression.

Also, with so many users on social media platforms like YouTube, Instagram, TikTok, Facebook, Snapchat, etc - the opportunities to get your brand in front of the eyes of potential customers are seemingly endless!

What is video storytelling, exactly? 

The basic premise of video storytelling is to create a narrative that captures the essence of a brand or product and presents it in a way that resonates with the target audience. This may come in the form of a customer testimonial video, short documentary, video podcast, employee culture video, animated explainer, etc.

The goal of video storytelling is to create an authentic and relatable story that resonates with the viewer and inspires them to take action. This could be anything from making a purchase, signing up for a service, or sharing the video with others.

Video storytelling can be used for a wide range of purposes, including brand awareness, product launches, customer testimonials, and company culture videos. It's an effective way to create a connection with the viewer and build brand loyalty over time.

Don’t take our word for it! We asked the experts what they think

We reached out to a handful of experts in the marketing world across various industries and asked:  "What are the major benefits of video storytelling for brands and what role does it play in digital marketing campaigns?"

Video storytelling builds trust and brand authenticity

“By humanizing the brand through storytelling, marketers can establish emotional connections, build trust, and increase brand loyalty. Video storytelling offers a unique opportunity to showcase the values and purpose behind the brand. 

By sharing stories of the brand's successes, challenges, and failures, marketers can connect with viewers on a deeper level and communicate the brand's authentic identity. When done correctly, video storytelling can be a powerful tool for marketers to differentiate themselves from competitors and drive meaningful engagement with the audience.”

- Basana Saha, Founder and Editor, KidsCareIdeas

Video storytelling increases capabilities and efficiency

“Marketing videos allow you to say more and do more in the time you have with a viewer. Text is very one-dimensional and you can only accomplish so much with their attention. When using video to tell a story and market yourself, there's more to digest and potentially grab the attention of the audience.

For example, the visuals can be much more dynamic and can tell a deeper story‌. Also, the audio can also tell a story and even enhance the visuals that are being shown when done correctly. A mix of voice and music should create an ambiance for your video. Thirdly, you can still include text (in a more engaging way) and keep people hanging on to every word a bit more than standard text.

Videos can just do more for you and, when you only have the audience's attention for a few minutes, you need to do whatever you can to convert. Videos do much more than just use text or still images.”

James Parsons, Founder, Content Powered

Video storytelling provides a memorable experience

“Video marketing allows brands to convey stories in an engaging and impactful manner, effectively communicating their message and creating a memorable experience. Video storytelling can stimulate user action and increase brand recognition. 

This is because videos are often more shareable and have the potential to reach a larger audience in less time compared to text or images.”

Aviad Faruz, CEO, FARUZO

Video storytelling can showcase products and services in action

“Video storytelling can help brands communicate their values, mission, and story in a more dynamic and memorable way, which can help to build trust and loyalty among customers.

By using video, brands can showcase their products or services in action, feature customer testimonials, or highlight the impact they are making in the world. This can help to create a more authentic and relatable brand image, which can lead to increased engagement, conversions, and customer retention.

You can share videos easily across social media platforms and other online channels, which can help to increase brand awareness and reach. With the rise of mobile and social media, video has become an increasingly important tool for brands to connect with their audiences and stand out in a crowded digital landscape.”

Damar W, Content Writer, Explainerd

Video storytelling creates a sense of community

“One reason for its effectiveness in video storytelling is the ability to appeal to people's emotions in a way that text or images cannot. When done well, video storytelling can create an emotional connection with viewers, leading to increased engagement and even conversions. By telling an interesting story that resonates with viewers, you can build trust, establish a brand identity, and create a sense of community.”

Lilia Koss, Community Manager, Facialteam

Every single business is built on stories waiting to be told

Whether you’re a plate-spinning solo marketer working for a bootstrapped tech startup, or a communications director at a well-established legacy brand - there are a pile of stories within the building blocks of that brand waiting to be told.

Giving viewers a taste of the true essence of your company is what can set you apart from your competition - ultimately, making your brand more relatable, approachable and trustworthy.

How do I know do know what stories my brand should tell?

It can feel a bit overwhelming - not to mention, time-consuming - to think up the stories you should be telling on be sharing with your audience. Having an experienced professional to bounce ideas off of can make the process a whole lot easier. We’ve been helping brands get their stories out to the world through the powerful medium of video for years now.

We offer free 30-minute consultation sessions to get the ball rolling. We’ll ask the right, thought-provoking questions to help you pinpoint the stories that NEED to be told.

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