Exploring the impact of various factors on brand retention through extended storytelling

In today’s crowded and competitive environment, effectively delivering brand messages to the intended target audience presents a significant challenge. With numerous brands and communication channels vying for attention, creating a lasting impact becomes a daunting task. Nevertheless, a promising creative strategy has emerged in the form of long-duration storytelling, providing an alternative approach. This format has gained significant attention for its capacity to engage audiences and make a lasting impact on their minds. Current trends suggest a growing inclination among brands towards embracing longer storytelling formats, exceeding the conventional durations of 30 or 45 seconds.

Marketers are now incorporating elements like realism, conciseness, reversal, humor, and personal relevance into their storytelling strategies to influence consumer behavior, while existing research examines the impact of brand elements, ethos, and interpersonal dynamics on customer attitudes through storytelling. Interestingly, there isn’t much study that focuses on long-format narrative that lasts more than 60 seconds.

The purpose of the present study is to look into the variables that affect how long consumers remember brands in over-sixty-second advertisements. The practical importance of these results is in their ability to direct media and brand practitioners in optimizing the efficacy of narratives that are longer than 60 seconds.