At a time when everybody wants to be a storyteller, good stories matter more. 

By: Jamie Penn

Stories can shake things up. They can create a shift, change a moment, a day, an attitude, a philosophy, a purchase decision, a life.

Consumers want stories. They want good stories. They want a reason to care, to connect, to laugh. As video continues to flood the web, marketers hustle to compile skyrocketing video statistics and conversion rates, and every agency suddenly has a team full of storytellers, analysts say that 2015 will be the year consumers get pickier. The pause, x and ‘skip this ad’ buttons will soon become a viewer’s best friend.

Says Who?

The statistics are endless: video, video, and more video is what consumers respond to.

  • Over 89 million people in the United States are going to watch 1.2 billion online videos today (ComScore).
  • 70% of marketing professionals report that video converts better than any other medium (ComScore).
  • 80% of people are more likely to buy an item they see featured in a video (Internet Retailer 2014).
  •  Media consumers spend 6 billion hours per month on YouTube (YouTube 2014).

Numbers are important. Statistics are great for marketers and agency and brand executives, but at the end of the day, more is only better for a moment. Quality wins in the end.

Stories Can Change the World

It’s always the few of the plenty that stand out. The ones that make a statement are remembered. It’s the brand, the documentary, the series, the video, the idea, the innovation that shakes things up and either shouts it out, whispers it, or spins it in a way that people can connect to. It’s the stories that tell the thousand words that we’ve all been waiting for that make a difference. Tell your story in a way the world can hear it.

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