For video, story is still king.

What big buck Nike commercials and a Bald and Bankrupt vlogger have in common with content that cuts through the noise.

‘Content’ can be a dirty word to professional creators endeavouring to produce something meaningful and lasting these days. Perhaps it skews negatively because of its all-encompassing definition, one in which any creative ejaculation committed to web, TV, audio or print can fall under. It’s an especially dirty word when attempting to explain in client briefings all the reasons why content doesn’t just need to be a quantity game, it’s the quality of the content that really cuts through the white noise. Something with substance that an audience can truly absorb and find memorable beyond the instantaneous.

Content can be captivating, glossy and clever, like Nike’s ‘The switch’ commercial. Conversely, it can be just a little bit of fun, but mostly vapid, like a generic airhead’s latest clunky attempt at an awkward Tiktok dance. But each cater to a market in their own way. Both are valid in today’s world, but one is certain to last longer in the minds of audiences than the other. And that is the one that has a story.

Take the Nike example ‘The Switch’, featuring footballing G.O.A.T Crisitiano Ronaldo. It’s a cleverly crafted story developed over 6 whole minutes, unthinkable in today’s disposable world. But over 26 million views on Ronaldo’s personal page alone means people are watching.

Story is powerful, and it transcends all formats when it comes to content. Take the other end of the budget spectrum with the curious case of Benjamin Rich, the effervescent backwater wanderer of mostly former Soviet states and creator of YouTube channel Bald and Bankrupt. He’s managed to amass over 2 million subscribers and tens of millions of views documenting a no frills adventure through some of the world’s least visited, and most misunderstood, post-Soviet villages and cities revealing things to the Western world that it never knew. He’s successful because he’s focussed on the story of those places and the people that live there. He’s able to hit a chord by delivering unique content to audiences that didn’t even know they wanted it. .

Now, Tiktok can also boast mega viewership numbers, in fact numbers that often dwarf all other mediums in comparison, and it shouldn’t be ruled out as a place for content to live by any means, it is part of the future of advertising and content delivery, but still only a part.

Short and instant can only keep viewers engaged for so long, only seconds, until it has to feed the infinitely hungry scrolling serpent the next thing, and the next thing. Something that holds resonance for longer, and doesn’t need to be force-fed as often, will be one with a story. Both Benjamin and Nike have utilised this to cut through and remain memorable on an internet full of instant gratification and forgettable trends. Ultimately, it’s good to get the quick hits, but a story well told is timeless.

So, when thinking about your next video, branded campaign or project, especially if you’re looking to get noticed and remain memorable, think about the story, it can be fun and light or poignant and emotional, but it should be there in some form.

The Kiln can help you with that, contact us today to find out more.