Real stories in campaigns and short videos are some of the insights identified in the study by the agency Lukso
Called ‘Where is this storytelling going’, the study by the Lukso agency identified points that draw the attention of consumers on social networks. Conducted from interviews with 500 people, aged between 18 and 45, the survey provided insights for those who produce storytelling campaigns on the internet.
For 97.6% of people, real stories are more interesting than fictional ones, a sign of the importance of authenticity in post-truth times and photos assembled exclusively for the feed. In addition, for 77% of respondents, the consumer is the one who can best tell a brand story. The company’s own employees and directors come next. Last, with 16.8%, are influencers.
Among the preferred formats for brand narrative campaigns, 79.4% indicate short videos, which shows that the great challenge today is to adapt the stories to this super dynamic universe. The research also shows that there is no formula for going viral, but 63.4% of people say that a well-knit script is still the best tool for such content to be successful.
The survey indicates that paid media is the main way for brand stories to reach people, as 77.6% of those consulted said they consume them in ads on social networks.
For 43.8% of consumers consulted, inspiration is still the main driver of narratives. Exciting (19.8%), informative (13%), surprising (12.2%) and amusing (11.2%) narratives were also mentioned.
The survey also shows which actions storytelling can trigger in the public. When faced with a good brand story, 66.4% of respondents start following it on social networks, 63% share this content and 51.2% consider purchasing one of its products.
“Digital transformation and the pandemic have put us in an extremely complex environment, where the competition for attention is increasing. However, if there’s one thing that never changes, it’s the strength of a good story. reports were released placing storytelling as a trend, the research reinforces what we have always believed: storytelling is essence”, said Marcelo Douek, CEO of Lukso.
