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The State of the Story 2019 - Executive Summary
- 1. The State of the Story 2019 Megan Cunningham | CEO & Founder
- 2. We are a strategic studio and we believe using storytelling + data is the best way to drive business results. 2
- 3. 3
- 5. The landscape of storytelling is dynamic. 5
- 6. 6
- 7. www.thestateofthestory.com Building purpose-led brands for the belief driven buyer. 78% Brand Purpose: Connecting Brands & Culture Getting your brand seen/shared and stories heard in an ad-free media world. 89% Distribution: Effectively Delivering Content & Experiences Why it works, how to source, curate, and manage the right influencers. 16x Influencers, Thought Leaders & Personal Brands Smart speakers and skills, branded playlists, music platforms, and branded podcasts. 50% 2020. The Future of Audio: Podcasts & Smart Speakers The State of the Story 2019 Four Trends on the The Future of Media & Marketing 7
- 8. The Four Trends I. Podcasts & Smart Audio 8 The State of the Story 2019
- 9. 9 I. Podcasts & Smart Audio Old Trend: Icons
- 10. New Trend: EARcons 10 I. Podcasts & Smart Audio experiences emotion
- 11. 11 I. Podcasts & Smart Audio $326M $420M $534M 2020 2019 2018 35% US Podcast Ad Spending
- 12. 12 I. Podcasts & Smart Audio People are more willing to listen... Who is listening to more audio since purchasing a smart speaker? 63% 70% Early Adopters Mainstream Adopters 12% 2010 23% 2014 29% 2016 44% 120M 2018
- 13. 13 I. Podcasts & Smart Audio Podcast Formats ADVANTAGES ● ● Other Formats Include: ADVANTAGES ● ● ADVANTAGES ● ● ● ADVANTAGES ● ● ● ● Non-Fiction Storytelling Fictional Storytelling Repurposed Content Hybrid Interview Show Panel Show Solo Podcast Conversational / Co-hosted Podcast
- 14. The Four Trends 14 II. Distribution The State of the Story 2019
- 15. 15 II. Distribution By 2021, 82% of all internet traffic will be video. Over the past 12 months, there’s been a 300% increase in content creation. YET: only 5% of content accounts for 90% of engagement. 5% drives 90% Distribution
- 17. 17 II. Distribution Battle of the Balance Sheets Distribution
- 19. Distribution 19 II. Distribution How much Original Content is watched? Or... is it all licensed-content-viewing (aka: Is it about Friends?) Share of Licensed vs. Original Content Watched by US Video-on-Demand (VOD) Viewers, by Age, March 2019 % of total 18-29 30-39 40-49 50-64 TOTAL 56% 57% 54% 56% 56% 44% 44% 44% 43% 46% Licensed Content Original Content
- 20. The Four Trends 20 The State of the Story 2019 III. Influencers, Thought Leaders & Personal Brands
- 21. Influencers, Thought Leaders & Personal Brands 21 increased their spending III. Influencer creators and influencers shape pop culture set the trends. 70% creators and influencers impact their purchasing decisions. 60%
- 22. 22 III. Influencer 1:1 relationship with influencers and creators is the key to success brand-aligned content Steve Oriola Julius
- 23. 23 III. Influencer Top Creators… Estimated Net Worth Top Monetization Categories (for independent creators) ● ● ● ● ● ● ● ● ● ● ● Some Influencers are also Creators
- 24. 24 III. Influencer How Influencer/Creators Monetize Monetization Strategy How It's Done Pro's Con's Platform Program / Ad Monetization ● ● Affiliate Programs 1. 2. 3. Sponsorships 1. 2. 3. Subscriptions / Gated Content
- 25. 25 III. Influencer to be known, celebrated, judged and followed, where people want to be brands and brands want to be people…
- 26. 26 The Four Trends IV. Brand Purpose & The Belief-Driven Buyer The State of the Story 2019
- 27. Brand Purpose & The Belief-Driven Buyer 27 IV. Brand Purpose & The Belief Driven Buyer don’t trust a brand ‘real world proof’ 58% stand should be fully evident 60% story 92% no longer acceptable for companies to just make money, 78%
- 28. Brands Commissioning Long Form / Series 28 IV. Brand Purpose & The Belief Driven Buyer
- 29. US, Inc. 29 Authenticity Stems from Alignment IV. Brand Purpose & The Belief Driven Buyer
- 30. 30 Looking for Alignment IV. Brand Purpose & The Belief Driven Buyer
- 31. 31 IV. Brand Purpose & The Belief Driven Buyer Difference Makers (series trailer)
- 32. original interviews with CMO’s, CEO’s key colleagues research, statistics, strategic insights data 32 Contributors (Thank You!)
- 33. Want to learn more? 33 Check out: www.magnetmediafilms.com/discover