Brands create original online content to create immersive storytelling
Trend - Getting into the content space, brands are turning to YouTube videos and webisodes to better prompt consumer engagement. Going beyond product placement or tutorials, brands are opting for storytelling techniques to create narratives around lifestyle habits, social issues and cultural sentiments not only tied to the brand itself but to the consumers they support.
Insight - Millennial and Gen Z consumers aren’t accustomed to the same type of advertising that preceding generations grew up with, and are still engaging with. These generations are less likely to trust traditional modes of advertisement because they often view it as inauthentic. More often, consumers within these demographics are drawn to branded content that they can engage with, and that has an element of personalization to their interests and engagement preferences.
Insight - Millennial and Gen Z consumers aren’t accustomed to the same type of advertising that preceding generations grew up with, and are still engaging with. These generations are less likely to trust traditional modes of advertisement because they often view it as inauthentic. More often, consumers within these demographics are drawn to branded content that they can engage with, and that has an element of personalization to their interests and engagement preferences.
Workshop Question - How can you utilize storytelling techniques, particularly online, to better connect and engage with your consumers?
Trend Themes
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Branded Webisodes — Brands are creating original online content through webisodes to better prompt consumer engagement and lifestyle habits.
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User-generated Content — Millennial and Gen-Z consumers are more likely to trust the wisdom of real people, making user-generated content a hit among younger audiences.
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Short-form Storytelling Series — Brands are targeting millennials and Gen-Z audiences through short-form storytelling series like 'Turning the Tables' that tell coming-of-age stories.
Industry Implications
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Food Industry — Panera Bread's 'Food Interrupted' series seeks to change and empower the food industry.
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Personal Care Industry — göt2b's 'Turning the Tables' series targets Millennial and Gen-Z viewers in the personal care industry through storytelling.
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Fashion & Retail Industry — Urban Outfitters' 'UO On Campus' web series offers dorm decor inspiration with real student creators in the fashion and retail industry.
5 Featured, 45 Examples:
62,488 Total Clicks
Date Range:
Aug 17 — Jun 19
Trending:
Untested
Consumer Insight Topics:
