Snack

Not Everyone Has a Short Attention Span

By January 27, 2016Snack
Story telling is one of the oldest forms of inspiring audiences — and it can still work for brands today.

Is it always necessary to take a hit-and-run strategy of trying to engage, inform or persuade audiences before they click and leave after a matter of seconds?

Despite the notoriously short attention spans of consumers, some marketers are finding success with long-form videos. Brand content that tells a story via a “mini movie” can last two, five or even 10 minutes — and these videos often don’t mention the advertiser’s product.

Companies including American Express, Nabisco, Chipotle and Nike have all found success with long-ish brand-content videos in the form of stories, airing both stand-alone stories and serials.

Why?

Storytelling is personal. It creates a much stronger bond between a consumer and a brand. Companies looking to become an aspirational brand or create brand loyalty get closer to customers by telling them a story, commiserating with them, sharing something important to both, rather than trying to sell them something in 30 seconds.

Long-form video is a brand’s opportunity to show its customers, “We’re just like you. And you’re just like us.”

Author Steve Milano

Steve Milano has decades of publishing, journalism and advertising experience. He has created content for Fortune 500 companies, large media conglomerates, top-tier newspapers, magazines and websites. Milano's work has appeared in the Chicago Tribune, Orlando Sentinel and the Idaho Statesman, and many other publications.

More posts by Steve Milano

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