Thursday, July 18, 2024

Impact of Digital Storytelling on Brand-Consumer Relationships

The digital world is offering a plethora of ways for consumers and brands to interact. It is constantly changing too about how people behave and how they connect. Engaging consumers through emotional storytelling is still vital for brands.

Digital platforms are pushing brands to adapt their stories into various formats. These can be long-form content or short formats like reels. Preganews uses 2-4 minute films to convey that motherhood and career can coexist. Fastrack Watches uses a mix of short videos and celebrity endorsements to convey a message. With the use of different storytelling formats brands are reaching more people and increasing store visits too. They are now focusing more on specific regions.

Techniques like ad-sequencing and retargeting viewers with non-skip ads help control the storytelling experience. The length of messages depends on the idea, audience, marketing context as well as the platform. The key is to maintain a consistent brand voice across platforms.

Real stories resonate more with audiences. EY and Big Bang Social report reveals that 75% of brands consider influencer marketing as part of their strategy. Celebrity ambassadors create a glamorous image. Micro and nano influencers bring relatability. Influencers broaden a brand’s storytelling by using their unique styles.

User-generated content and interactive ad formats simultaneously help the brand stories to become more credible as well as engaging. Emerging technologies like generative AI, augmented reality and mixed reality are enhancing the storytelling opportunities. Britannia’s ‘1947% More History’ campaign used these technologies to tell stories of freedom fighters. Similarly, Cadbury Celebrations used AI to personalize ads. Britannia Nutrichoice Biscuits used a mixed reality newspaper ad featuring Ranveer Singh. It tried to transform a print ad into a video experience on a smartphone.


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