Engagement Beyond Time: The Strategic Craft of Video Storytelling
Video content, less is more?
In the dynamic landscape of digital marketing, video has emerged as a pivotal tool for marketers, offering a rich medium to convey information, weave compelling narratives, and ultimately achieve their marketing objectives. Research indicates that 90% of marketers say video marketing has given them a good ROI.
Meanwhile, capturing and sustaining the audience’s attention remains a paramount challenge for marketers, with the prevailing wisdom advocating for a “less is more” approach. A Study reveals that videos shorter than 60 seconds get the most engagement. I am a good testament of this believe, skipping most ads over 15s. If I’m not a marketer who wants to learn more about different ads, this time maybe shorter :)
However, I find myself questioning why audiences, including myself, disengage. Is it merely because our attention spans diminish with the length of the video, or is it because some advertisements are too dull to be endured?
e.l.f. Cosmetics, 14 minutes ad
Recently, I watched an ad video lasting 14 minutes and 30 seconds in its entirety. I even shared it with nearly all my friends who use cosmetic products for several reasons: its unique content and length, its emphasis on cosmetic features that we all care about, and its engaging nature, which I knew would keep my friends watching until the end. Apparently, I am not the only one who think so.
e.l.f. Cosmetics uploaded this video with the description: In 2023, reports of intergenerational cosmetic theft hit an all time high — with the majority of these crimes occurring within the home. A documentary crew travels to Valeberg, MI, to take a deep dive into one family’s “e.l.f.-pinching” story.
It immediately caught my attention with its documentary/movie-like setting. The storytelling is captivating, unveiling that Olivia’s cosmetic products were either stolen or “borrowed” by people around her, simply because they are too good not to use.
My friends and I were engrossed, guessing alongside the investigator which person had stolen the cosmetics, until the video revealed that EVERYONE in the family had a reason to take one of the products: for the mother, it was because the e.l.f. foundation is smoother than her own; for the father, who claimed he “doesn’t wear any makeup,” it was because the e.l.f. moisturizer has SPF30… I found myself smiling multiple times, like when Olivia’s sister tearfully confessed to stealing the eyeliner, only to discover it was “really waterproof,” and when Olivia learned the truth and exclaimed, “My entire family is stealing from me and lying to me! But why? e.l.f. is so affordable; just buy your own!” To put it straight, we, the audience, resonate with every reason to use every product.
The entire video cleverly integrates the key message that e.l.f. offers a perfect product for everyone into a cosmetic crime story. It provides compelling reasons to encourage the purchase of e.l.f. Cosmetics, highlighting the brand’s affordability and high quality. Instead of stating these facts outright, it employs storytelling, allowing the audience to discover the benefits for themselves.
High quality storytelling is the key
I read about an Forbes article, saying that “one of the most reliable mechanisms for sustaining attention — according to actual science — is storytelling.” It corresponds with what I learned in a marketing class:
Marketing is no longer about the stuff that you make but the stories you tell. ——Seth Godin
From the lessons learned from this e.l.f. Cosmetics ad video and insights from numerous marketing experts, it is clear that video length and engagement do not necessarily conflict. The essence of effective video marketing lies not in adhering to rigid time constraints but in the ability to weave compelling narratives that resonate with the audience. I suggest three points that marketers should consider in their video marketing strategies:
- Prioritize Storytelling: Focus on crafting engaging, relatable stories that capture the essence of your brand and values.
- Understand Your Audience: Tailor content to meet the interests and needs of your target customers.
- Quality Over Quantity: Ensure that every second of the video adds value and relevance to the audience’s understanding of your brand.
Digital marketing offers us powerful ways for storytelling, where every moment is a chance to connect more closely with our customers, to inspire action, and to leave a lasting impression on their minds.
Let’s make every minute count.
