Audience preferences for storytelling in marketing

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More time at home and on their phones also meant audiences were wanting for more entertainment. A strong storyline, well-developed characters, conflicts and resolution are foundational elements of a compelling story. And social media content is no different. Audiences seek entertainment and you can have their undivided attention on social media, provided you beat your competitors who are vying for the same attention. You can do this with content that is eye-catching, unique and relatable.

The pandemic and earlier global changes like the rise of smartphones and even the Hollywood writer’s strike way back in 2007 that spurred today’s reality shows, changed the way audiences consume content. They’re still looking for the same elements any good story has but without the feeling that it’s contrived and fake. It’s a sign of the times.

Plus, with the Internet becoming more accessible, you can’t get malaysia mobile database away with unsubstantiated claims. As Rachel pointed out in the Masterclass, people’s tolerance for BS is at an all-time low.

The most successful brands leaned into this evolution in content consumption, adapting their strategies to tell stories that resonate with their audience.

For example, this YouTube video from Google uses storytelling to subtly highlight its features while also comparing them with a competitor in the friendliest manner.


The “TikTok effect”
Entertainment’s place in social media was solidified when TikTok arrived on the scene. TikTok initially entered the market as a social media entertainment platform and has quickly secured its position in every brand’s social media marketing strategy.
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