Kelly Healy is General Manager Agency and Direct Sales, News Corp Australia QLD, SA and WA.
Consumers are busier than ever and attention spans are limited. The ability to engage an audience and compel them to take action has become increasingly challenging.
This means the art of storytelling has taken on a new level of importance for marketers. And the role of video has emerged as a game-changer.
The human tradition of storytelling is timeless, dating back to our earliest forms of communication. It's a practice deeply ingrained in our culture, and it holds the key to forging profound relationships with consumers. Done right, storytelling can guide consumers swiftly towards informed purchase decisions, ultimately delivering a return on investment.
In recent data released by global business intelligence platform Statista, online videos in the fourth quarter of 2022 reached an astonishing 92% of internet users globally. This statistic underscores the growing dominance of video content, making it the focus of attention for publishers worldwide. News Corp Australia is investing heavily in content and technology to engage and convert audiences through video and storytelling. And our journey is only just beginning.
What makes storytelling through video so effective is its ability to capture a brand’s essence, connecting with the audience on a much deeper and emotional level. The power of video storytelling is not just in the narrative but also in how it's delivered. In today's fast-paced, mobile-centric world, the art of storytelling has adapted. It's become short, snackable, and often delivered in a vertical format, perfectly suited for on-the-go consumption.
News Corp Australia's “News Shorts”, a product within our Total Video Suite, seeks to empower brands to create engaging video narratives with our storytelling expertise and targeted reach. Additionally, our video suite of products are designed to be interactive and shoppable, aligning with consumer preference for seamless and convenient experiences, and delivering bottom-of-funnel results for brands.
While traditional advertising methods remain important, consumers are increasingly turning to credible experts for guidance with their decision-making processes.
This is where News Corp Australia stands out. With the country's most esteemed journalists, category experts, and content creators available across various genres, we solidify our position as brand content leaders.
However, there's still significant room for improvement in brand content. In the same report mentioned above, Statista surprisingly found that only 34% of consumers believe that brands are meeting their content needs. Many brands miss the mark, creating content that goes unnoticed and failing to resonate with their target audiences, especially on social media platforms. Crafting effective brand content is no easy feat; it necessitates careful planning, top-notch production quality, and a rigorous review process to get it right. What's even more valuable is working in close collaboration with a publisher that possesses the brands, data, and production genius to enable clients to test and understand what does and doesn't work.
A publisher that works closely with clients to understand their brand story can produce a narrative that emotionally connects with consumers. A strong narrative possesses the inherent power to guide consumers swiftly towards the desired campaign outcome. News Corp Australia's expertise lies precisely in this craft, offering full-funnel marketing solutions for brands by harnessing the power of quality interactive storytelling through the effectiveness of video.
In conclusion, storytelling is the heart and soul of modern marketing. In an age where consumers are inundated with information, a compelling narrative can cut through the noise and leave a lasting impression. It engages, informs, and persuades, ultimately driving consumers to take action. With the rise of video content and the ever-increasing importance of storytelling, marketers must adapt and innovate to remain relevant and successful in the digital age. News Corp Australia is there to help brands in this exciting journey, offering the opportunity to leverage the power of storytelling and video to achieve their marketing goals.
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