Brand Storytelling: Web video that engages customers
Last month, Contently‘s VP of Content, Sam Slaughter, wrote that “brands can no longer stand out by just publishing editorial content; with the content arms race escalating, brands need to tell incredible stories if they want to cut through the noise.”
One great example of brand storytelling is “The Scarecrow,” a beautiful, haunting animated video developed by Chipotle.
This was not an ad. Chipotle didn’t spend a penny on media placement. And yet, “The Scarecrow” got more than 11.6 million views on YouTube, more than 12,000 Facebook posts, and over 31,000 tweets from 26,000 unique users.
126 Million Impressions
This brand storytelling video also integrated well with the rest of Chipotle’s marketing efforts. The company will soon become the first American restaurant chain to ban genetically modified foods. Reinforcing that fact, “The Scarecrow” promotes a free iOS game in which players fight against unethical food practices.
“With a film like this, our aim is more to educate people about issues in food—issues many don’t know exist,” explains Chris Arnold, Chipotle’s Communications Director. “It’s not necessarily about selling burritos, but selling ideas.”
His point of view reflects one of the latest trends in web video—using brand storytelling to help define a brand’s core message, endearing new fans and motivating advocates.
“Right now, brands are creating content that disrupts people from the content they want to watch,” explains Todd Hunter, an executive at CAA Marketing. “We…tell a story people want to engage in, or create experiences they want to be a part of.”
Brand Storytelling Success
Of course, “The Scarecrow” isn’t the only example of web video success. A recent Volkswagen campaign resulted in three web videos being viewed a combined 155 million times. And on Kickstarter.com, hundreds of entrepreneurs use web video to help fund their start-ups.
No wonder web video is growing so quickly—a trend widely expected to continue. According to Cisco, video will account for 69% of all consumer internet traffic by 2017, and video-on-demand traffic will more than triple.
Studies show that nine out of ten companies use content marketing to increase traffic to their websites, and more than half of companies are using web video for that content. Nielsen claims 64% of marketers expect video to dominate their strategies in the near future.
Hopefully, brand storytelling is a trend that will continue to grow, making online video more engaging than ever before.