Module 2: Amplifying Authentic Engagement Through Storytelling and Influence Marketing Unit 1: Drama Minifilms for Purpose-Driven Storytelling
APPENDIX A: NSU RESEARCH ON STORY EFFECTIVENESS
APPENDIX B: 2024 BRAND STORYTELLING STATISTICS
n = 2,873 YouTube brand videos with > 100K views
70%
No. of Videos
Views
Net Likes*
Comments
60%
} Engagement
53% of Comments and 61% of Likes are Now Attributed to Drama-Based Minifilms.
50%
40%
30%
} Viewership
20%
10%
0%
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
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