Every single day marketers are faced with the challenge to engage audiences with relevant and appealing content in crowded and noisy marketplaces.

In fact, the average consumer is exposed to at least 285 pieces of content via social media on a daily basis, highlighting the necessity to consistently conceptualise, curate and refresh innovative marketing content that truly captivates an audience.

Because of this, it is no surprise that interactive video storytelling and the introduction of the ephemeral Instagram story is gaining traction, with the prediction that 70.7 percent of brands will use the Instagram platform this year. With multiple studies highlighting that 75 percent of consumers take action after viewing a brand-related Instagram story, how can brands update their content marketing strategy to promote engagement through visual and interactive storytelling?

­Over the last 24 hours, at least 4 million blog posts have been published online as brands scramble to maintain their credibility & authority in an environment where consumers can easily access a vast array of content. Consequently, the increasing pace that content is being produced leaves the audience drowning and marketers looking for innovative ways to stand out and avoid consumers switching off. However, a powerful content strategy is designed around the customer journey and their experience, making storytelling and interactive formats a crucial component that needs to be explored in order to be appealing and engaging to audiences. 

In recent times, video storytelling has become an essential component of a broader content marketing strategy with its ability to generate 157% more organic traffic than other formats. In fact, consumer psychology suggests that as a result of the volume of content audiences are exposed to, consumers simply skim through content due to their increasingly minimal attention spans. Video stimuli and storytelling have become a useful tactic to combat this through the ability to be more engaging, easily consumable, personable, relatable, educational and evoke emotions, creating a unique and inclusive consumer experience. This engagement also has a strong correlation to scroll depth and the time spent on a site, which Google identifies as key indicators to rank content more favourably within their search engine.

Not only does video storytelling have the ability to be more engaging, but certain technologies such as the Facebook-owned Instagram and it’s popular ‘stories’ feature promotes brand authenticity and trustworthiness. The momentary videos that are displayed through Instagram stories and have the capacity to reach 500 million daily active users are generally effortless and can provide a glimpse into the brand and add personality in a way that photos or text can not. For example, Mercedes Benz has utilised the platform to provide a behind the scenes preview into their events and up close images of their products. This is excellent for consumers in the consideration phase for any brands product, as they can experience the real item, see how it works and moves – something that typical overly stylised social media images fail to do.

It is also argued that the feature can act as a real-time testing ground for other campaigns and creative ideas, as it is relatively easy to monitor consumer sentiment and actions. Instagram stories also has the ability to drive traffic to websites and allow for simple purchasing within social media, due to the ability to add links, location tags and more – a feature that other social media platforms are yet to incorporate for the convenience of the consumer. Such features allow the social media platform to provide a unique and connected experience for their consumers, breaking through the cluttered content environment.

Undoubtedly, Instagram stories have gained significant adoption by both brands and consumers due to its engaging and interactive features. In fact, studies suggest that roughly one-third of all activity online is responsible for video consumption with 90 percent of consumers suggesting that product related videos are of great benefit when making purchase decisions. Such a format of content allows brands to be authentic and engaging, as well as promotes consumer participation and coerces them to take action. Instagram stories and these 24-hour videos may have an impermanent spot in the social media world but are likely to make a lasting impression within a brands digital marketing strategy.  

At RGC Digital Marketing, we are a content marketing agency experienced in connecting consumers to brands through relevant and engaging content. For more information on our content marketing services, please contact Richard on (02) 8883 2988 or email richard@rgcadvertising.com.au