Video:  The Importance of Storytelling

Racepoint Global

In an age where 300 hours of video are uploaded to YouTube every minute, it’s getting harder and harder to create content that will gain traction on social media. It’s not enough to produce a video that’s visually stunning with a catchy soundtrack and some cool motion graphics. Brands
nowadays need to engage with viewers’ emotions in order to ensure their content is seen and shared. And there seems to be one very effective way to do this – tell a good story.

Storytelling is all about creating something that is relatable and memorable, as well as being unique to that particular brand. John Lewis, already a well-established and trusted department store operator in the UK, now has a firm association with Christmas due to its hotly anticipated videos. Since 2011, agency Adam & Eve DDB have succeeding in telling subtle, emotional and completely individual stories with the common thread of love and family. And they’ve started some huge conversations.

2014’s John Lewis Christmas Advert, Monty The Penguin, had already garnered over 10 million views within 4 days of being published at the start of November. According to Hotwire analytics, #montythepenguin was the number 1 UK Twitter trend within 90 minutes of the advert’s release, and almost 50,000 tweets were written about Monty in the first 3 hours.


On this side of the world, many Thai companies have seen a similar level of success with adverts that really tug at the heartstrings – usually through the use of a genuine and lovable character, a sizeable dose of intrigue and then a final twist at the end. A prime example of this is Unsung Hero, which was produced by Ogilvy & Mather Bangkok for Thai Life Insurance. A clever video with a simple message, which received more than 800k Facebook shares within a week of its release.

The difficulty lies in producing a video that portrays a strong brand presence, without the usual product placement and branding overload. But agencies are stepping up to the challenge and producing some seriously great content. So much so that increasingly, as opposed to brands creating stories, we’re actually seeing stories help to build and develop the brands themselves.

– Jennifer Russell, Multimedia Specialist