As new technology hits the market and consumer trends evolve, marketing strategies evolve along with them. Younger generations are entering the market with higher buying power, motivating businesses to shift away from traditional advertising to digital-first, more authentic approaches that are designed to meet younger consumers where they want to be – online.
Based on research, the second quarter of 2024 saw a rise in digital advertising strategies like social media and short-form video, with an increase of 8.7% year-over-year growth. Though it still has its place in marketing, television, radio, and other traditional forms of advertising saw a 4.1% decline.
If your business isn’t using video – and short-form video especially – you risk falling behind to your competitors. The market has spoken, and short-form video storytelling is what the audience wants. Here’s what you need to know to position your business for success with short-form video stories.
The decline of traditional advertising channels
Traditional media has been on a decline as digital media rises to popularity. This includes traditional advertising approaches. The internet democratized the dissemination of information, so individual creators and small businesses have just as much opportunity to get their name out there (for little-to-no cost) as massive, multi-billion-dollar brands with bottomless marketing budgets and big teams.
The result? Consumers have more direct connections to their favorite brands and can learn what they’re about as they make their marketing decisions. For brands, this means adopting digital strategies to meet these consumers where they want to be.
Audiences used to rely on television, radio, print, billboards, and news stations for information and entertainment. Now, they turn to social media feeds, podcasts, online news channels, and streaming services to get the same media.
As expected, the advertising dollars follow the consumers, which are online. Advertising revenue – which was once a moneymaker for traditional media outlets – is now devoted to social media platforms and other digital channels. Brands are investing in these channels to ensure exposure and a return on investment.
This creates a vicious circle for traditional media. These outlets have fewer resources to produce quality content since they have little ad revenue coming in, so the viewers seek other alternatives. And if they don’t have the viewers, they don’t have the audience that motivates brands to devote ad budget to their outlets.
In addition, consumers are more likely to look for information online and appreciate the tailored experience they have on social media, which isn’t possible with many traditional outlets. A traditional outlet having a targeted approach to content for their audience isn’t the same as a newsfeed personalized based on historic viewing and a precise algorithm.
Finally, there’s ad fatigue. Consumers are bombarded with content and ads all day, on television, on music apps, on social media, and even in their search results. They are immune to traditional advertising, use ad blockers, and pay extra for subscriptions that offer an ad-free experience. For some, the only way to reach them is through authentic content that offers value, rather than pushy sales tactics.
Bottom line, your brand needs to move away from the Baby Boomer and Generation X consumers to reach Millennials and Gen Z – the younger buying power. As digital natives, these audiences prefer authenticity and transparency in brands. They’re looking for genuine connections and distrust traditional advertising, and they want to support brands that share their value. That’s where storytelling can be your greatest asset.
Why storytelling is dominating video marketing
The shift from traditional to digital is more than a traditional approach in a digital format. While the new ideal channel is digital, you still need to take a story-driven approach. Here’s why.
Storytelling builds emotional connections
Stories have the ability to move and inspire more than simple informational content. They’re designed to get the audience rooting for the characters and relating the narrative to their own experiences, aspirations, and personal values. Story-driven video content allows you to use that emotional resonance to develop meaningful connections with your audience – a key factor in capturing the attention of Millennial and Gen Z audiences.
Stories build engagement
Stories have the ability to capture a viewer’s attention. They become invested in the narrative and want to see how the story concludes. In their favorite movies or series, they want to know if the hero prevails, or in the case of a brand, how the customer makes out after purchasing a product or service. You have an opportunity to harness the power of storytelling to get your audience engaged and eager to hear what you have to say.
Stories showcase authenticity
Millennial and Gen Z audiences value authenticity from brands, which informs their decision to block ads and choose influencer or more “raw” content over traditional media. They inherently distrust big brands talking about their products or services – they want to see real-life brand stories or customer success stories, behind-the-scenes content, or real-time product demonstrations that focus on benefits, not features. These types of stories can highlight your brand’s authenticity and build credibility.
Stories are preferred on social media
Videos became popular on social media in recent years, particularly during the pandemic, and inspire the rise of video-first platforms like TikTok, video-first features on Instagram, and short-form video features on the long-standing YouTube. Videos are shareable and easier to consume on social media because of their visual appeal and ability to stand out in a sea of content on the newsfeed. Viewers stop scrolling, watch, like, comment, and share easily, bringing more exposure and engagement.
Stories are relevant and personal
Short-form video content is found everywhere, even in traditional media. Digital billboards may use short-form video ads, television commercials often have short stories that viewers remember. However, traditional channels are less versatile than digital channels and lack helpful features like audience targeting. Social media also has a wider, more tailored audience than a billboard displaying to drivers on the highway.
Successful brand storytelling in video marketing
If you’re looking for inspiration for your short-form videos, here are some great examples of video storytelling.
Teracube Eco-Friendly Phone
Teracube is a brand that sells eco-friendly phones. Everything in the brand messaging is focused on sustainability. The brand video was used to launch the product and Kickstarter campaign with Patricia Practicus, an “extremely practical person” who touts the benefits of sustainability with her phone. The approach is lighthearted with some tongue-in-cheek humor.
Ebay “Buy a Thing, Sell a Thing”
Emotional stories can be powerful, especially when they use humor. eBay used this strategy with the “Buy a Thing, Sell a Thing” ad campaign that featured the journey of a product from person to person on the platform. Using humor and a musical narrative, the final character is a whimsical child wearing a comically oversized shirt while holding a doll that was purchased from eBay.
Nike “You Can’t Stop Us”
Some stories are designed to move and inspire. Nike, which has always taken an aspirational approach to campaigns, used the “You Can’t Stop Us” campaign in 2020 to highlight footage from different sports on a split screen, displaying the diversity in athletics and the need for equity.
Slack Customer Stories
Slack, a brand for remote workplace communication, shared a motivational customer story with Sendle. The customer story shows how Sendle used the collaboration platform to expand its operations from one small team to a complex team spanning four countries and four time zones, all with the help of Slack’s intuitive features.
Shopify “First Sale Story”
Shopify uses short-form video to highlight the functionality of its ecommerce platform for entrepreneurs to launch and manage their stories. The “First Sale Story" focuses on the experience, not the practicality, by highlighting the feeling of getting that first sale as a budding entrepreneur, and how Shopify can help that happen.
Etsy “Unique Chess”
Etsy is the marketplace for homemade. The “Unique Chess” campaign takes an emotional angle that could only be impactful with video. It shows a relationship between a mother and son bonding over a personalized gift purchased on Etsy – a unique dragon chess set. This highlights the purpose of Etsy – unique goods – and how they can be the perfect gift for discerning recipients.
Apple Watch Series 7 “911”
Some of the most emotional and memorable ads harness fear or anxiety. Apple used this tactic in the “911” ad, which played real 911 calls made by Apple Watch owners. Each individual story has high stakes and emotional resolutions, because who doesn’t love a happy ending? But the real genius of the ad is that the real-world application of the Apple Watch feature is driven home in the background.
Tell your story with short-form video content
Traditional ads have their place for modern brands, but the shift toward digital-first strategies – and short-form video specifically – is an important consideration. Using short-form video content to share authentic, moving stories can build connections with your audience, capture their attention, and give them a hero to get behind – earning you long-lasting brand loyalty.
