How long-form video is transforming storytelling for brands
Hard sell advertising just doesn’t cut it anymore, which is why long-form video is connecting with consumers on such deep levels, says Daniel Goldstein.
A massive change is currently underway in the digital space, as more brands continue to move away from the ‘hard sell’ style of video, instead turning their focus to engaging and connecting with their audience online via long form content and editorial style videos.
Having been in this industry for over a decade, the video paradigm has visibly shifted over time and it’s evident now that brands need to consider content that’s important to both their brand and their audience.
There’s a strong correlation between storytelling and being able to cut through the clutter of communicating to an audience; it’s something that really resonates with people, particularly if it’s engaging and entertaining.
Any actual evidence to back up this string of assertions? Like results, or figures, or facts? Even just a quote or two? Long-form video is a terrific option for lots of clients. But why set it up against ‘the hard sell’ (whatever you’ve assumed that is) without making any proper, reasoned arguments? You do neither medium a service.
How are these examples deeply connecting with consumer. All this might not be hard sell, but they’re definitely long sell.
If you want to connect with audiences on deep levels, there needs to be “No sell”.
I hate to heap more flak on this article, but it’s just such a weak argument. The title promises some sort of insight… but Daniel unfortunately provides very little. The video mini series is being labelled ‘highly successful’ yet none of the videos seems to have had more than 4,000 views? I can’t see how this would have shifted for the client the needle in any way.
Such a shame, there’s probably quite a good argument to be made for long form content in this category – but you’d want someone who can talk strategy, content distribution and results too (not just someone who says long form video is great, because he can make it).
BANG! I’m with you on this.
All these videos are crap, boring in a deeply un-connecting way.