As we covered in our entertainment report, Spotify reported a 40% year-on-year growth in ad revenue in Q4 2021, which now accounts for 15% of its total revenue, while usage of the streaming service has doubled since 2017. Spotify continues to go from strength to strength. While these real-life stories may not have the same brand building impact as features like price tip, they’re far closer to what most people would consider a story, and really help create an emotional connection between brand and audience. These mini stories bring a human dimension to Airbnb’s offer, enabling individuals around the world to literally tell their story. Specific data-driven stories profile the people who play a huge part in making Airbnb what it is – the hosts.Airbnb has created a story hub called – drumroll please – Host Stories dedicated to data storytelling, and offers considerable resources to letting the individuals involved be heard. Because reservations of a week or longer made up 46% of nights booked in 2022, Airbnb recommends offering discounts on longer stays. They also offer recommendations based on data that can boost occupancy and guest lower turnover for hosts. Hosts can look at the calendar and see when they’re likely to be sold out at the current price and when they aren’t. It helps the creation of personalized services like creating a perfect match between the guests and hosts for a brilliant customer experience.Īirbnb also uses data about host/guest interactions, current events, and local market history to provide real-time recommendations – which travelers can accept or reject.įor example, Airbnb’s price tip feature is a continuously updated guide telling hosts how likely it is they’ll get a booking at the price they’ve chosen. Think of data as the voice of AirBnB customers. This stuff matters because cultivating trust is the absolute lifeblood of Airbnb’s existence.ĭata science makes this possible by finding ways to engage with users that really matter to them. General means revealing fascinating insights buried within the numbers – for example, the best places for hosts to set up an Airbnb in a particular town for maximum bookings, through to identifying the type of properties that work best and predicting letting success based on price and features. To do this, Airbnb’s content marketing tells two sorts of data-driven stories: general and specific. Its nuanced understanding of its audience and creative use of consumer data has made it one of the most iconic brands operating today and a star of content marketing.Ī lot of Airbnb’s brand identity is about community and local hospitality, tapping into holidaymakers’ desires for more local, and more personal travel experiences. 5 examples of data-led brand storytelling that hit the markĭata storytelling lies at the very heart of Airbnb’s marketing campaigns. That’s what these five examples get right with their content and data storytelling. This matters for one very simple reason: the only way to really connect with an audience is to understand who they are, what they care about, and what keeps them up at night. So their challenge is to find an appropriate, authentic way to tell compelling stories through the data. Without an effective brand story to tell, brands are missing out on an incredibly powerful form of customer engagement and brand awareness. Without a strong story to tell, brands are missing out on an incredibly powerful form of customer engagement. Today’s brands aren’t just data collectors. A great brand story works at the emotional level, appealing to the heart to get its marketing messages across in a way that straight descriptions can’t match. In this context, a story is any narrative that makes us feel something. The five brands profiled here show exactly why it pays to tell data-led brand stories, but first let’s get clear on storytelling itself. For many of us, brand storytelling is the bread and butter of our content marketing. Brand storytelling is a powerful way to build lasting connections with audiences through content.Ī powerful brand story engages consumers, inspires emotion, and builds brand loyalty, forging meaningful relationships that go far beyond product and service.
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