Mar 6, 2024,09:00am EST
BrandStorytelling recently concluded its 8th annual event in Park City, Utah, running from Wednesday, January 17th to Saturday, January 20th. The gathering attracted a diverse audience of over 350 brand representatives, agencies, content studios, and platform representatives. Participants engaged in various activities such as viewing brand films, attending panels, Q&A sessions, town halls, and networking events. The event coincided with the opening days of the Sundance Film Festival.
Rick Parkhill, Co-Founder, and Director of BrandStorytelling expressed his enthusiasm about the event’s growth and impact, noting a record turnout of brands, production companies, agencies, and talent. He emphasized that the event reflects a shift towards engaging audiences rather than interrupting them, hinting at significant changes in the media environment.
Here are some key trends and takeaways from BrandStorytelling 2024 that hint at what may lie ahead:
B2B Level of Interest: The high attendance at sessions suggests a strong interest in brand-funded content and entertainment. Presenters showcased high-quality content, setting a new standard for the event.
Diversification of Brand Content: Brands are exploring various content approaches and partnerships for distribution. Alongside the celebrated artful and docu-style content, there’s a surge in pure entertainment television with branded elements, such as reality shows and game shows.
Self-Publication’s Success: Brands are finding success in self-publishing, especially when integrated into a comprehensive content strategy. Case studies like LUMIX cameras’ ‘Shutter Showdown’ highlight the effectiveness of self-published content, garnering millions of views and positive feedback.
Streaming Service Distribution: BrandStorytelling featured its first officially selected feature with major distribution on a streaming platform. ‘Banyana Ba Style,’ a documentary spotlighting South Africa’s women’s soccer team, is available on Netflix, showcasing the quality of the event’s official selections.
Communicating Impact + Purpose: Many exhibited projects emphasize impact and purpose, spreading awareness of various issues. Films like ‘Gaining Ground’ from John Deere and ‘The Big Idea’ from MIT SOLVE highlight the importance of communicating brand values to consumers.
As the future of content evolves rapidly, capital remains a driving force behind content creation. Brands are increasingly directing capital towards creating educational, informative, and entertaining content for their audiences and beyond. The trends and takeaways from BrandStorytelling 2024 suggest a growing interest in engaging storytelling and meaningful content creation.