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Future of Storytelling Through Short-Form Videos: 5 Facts



Stories. The heart and soul of every brand.

We remember the brands we like through the stories they tell. Stories help brands connect with their audiences. Some brands have mastered the art and science behind engaging storytelling and become household names. Others…are trying to get their story right.

Where there is a story, there is a medium to tell it. We are surrounded by many of those - newspapers, television, social media platforms, and more. The information revolution has ensured that we have access to all the information in the world, just one click away. Beautiful, isn’t it? Beautiful, but also confusing.

Each day, 2.5 quintillion bytes of new data are produced on the internet. That number is increasing every day. Humanity is creating new content at the fastest pace in all of human history and at the slowest pace it ever will be in the foreseeable future. This content, readily accessible, creates a conundrum for the average user. We are spoilt for choice!

This is where the future of storytelling comes in. Audiences around the world flock towards content that is rich and engaging, leaving aside large volumes of content that is not. Brands that understand this enjoy uninterrupted engagement with their audiences and customers. And storytelling is changing fast!

Amidst all the controversies surrounding it, TikTok swept the internet and reached 3 billion downloads in 2021. Instagram stories are used by 500 million users daily, and 1/3rd of the most viewed stories are from businesses. These trends point towards one key truth — short-form videos are winning.

So what does this mean for businesses?

1. Content creation strategy must include video

There cannot be a content creation strategy for modern businesses that doesn’t include video content as a key element. The most visual and engaging content format is more accessible to audiences than ever before. This, combined with our ever-decreasing attention spans, means that video content is the future of branding and advertising.

2. Video content is accessible and inexpensive

Brands all over the world are moving away from the old guard of giant marketing agencies and firms, and instead opting for relatable local influencers. Influencer marketing has grown at a whopping 32.0% CAGR between 2020 to 2025. As technology becomes more accessible, creating engaging video content is easier than ever. And with a cutting-edge personalized video solution like Unscript, there is really no way for brands to not put video content at the heart of their growth strategy.

3. Customer shopping journeys are enriched by videos

97% customers don’t make a purchase decision on their very first visit to a brand website. Customers also expect more streamlined shopping experiences. Not all brands might have the budgets to create a complete AR experience for their visitors, but video-guided shopping journeys are easy to create and great to give them that competitive edge.

4. Video messages have better retention

People can retain 95% of a message as video content and only about 10% of the same content in text form. Textual content is key to building a brand, no doubt, and certainly should be a part of a brand’s strategy. However, video content should be the last mile of content strategy. Videos convert better than text ever could, it’s that simple.

5. Videos are shared more often

If you are a brand hoping to get great reach with your next campaign or messaging, video is the way to go about it. Videos are shared 1200% more often than links and text combined. You are 12 times less likely to share this article unless we turn it into a video. Creating good text is great, but it is videos that will carry your brand — user to user.

Before we end this piece, here are some great tips to help you make awesome videos that your viewers would want to engage with:

  • 7 to 15 second videos get the best reach on Instagram Reels

  • Video ads on LinkedIn get a 3.5x higher conversion rate

  • Videos that can be viewed without sound perform better

  • Videos also need to be optimized for SEO

  • Always make your videos mobile responsive

  • Have a clear call-to-action

Video content is here to stay. Brands must build their content strategy around video content with a key focus on personalized short-form videos. Brands that succeed in doing so stand to unlock growth at scale and with blinding speed!

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