Technological university Dublin
Course: MSc Digital marketing
Value driven strategy marketing
The role of video storytelling in social media marketing
Table of Contents
Introduction.................................................................................................................. 3
Theorical overview ...................................................................................................... 4
1. The role of video storytelling in social media marketing ................................. 4
1.1 Narrative processing in storytelling ................................................................ 5
1.2 Brand connection ........................................................................................... 6
1.3 Digital advertising narratives .......................................................................... 7
1.4 Video storytelling ............................................................................................ 8
The context................................................................................................................ 11
2. The Red Bull Company ................................................................................ 11
2.1 Rationality .................................................................................................... 12
2.2 Red Bull’s content marketing........................................................................ 12
3. Discussion .......................................................................................................... 14
3.1 Narrative processing .................................................................................... 14
3.2 Brand connection ......................................................................................... 14
3.3 Digital advertising ......................................................................................... 15
3.4 Video storytelling .......................................................................................... 16
4. Reflection ............................................................................................................ 17
References ................................................................................................................ 18
1
,2
, Introduction
This paper will analyse the role of video storytelling in social media marketing. The first
portion of the project will be dedicated to exploring how internet and social media have
shaped the way in which companies communicate. An analysis of narrative
processing, brand connectiveness, digital advertising and video storytelling concepts
and implications will be analysed. As part of the context of the project, the energy drink
company, Red Bull, will be study. Finally, a discussion of the above topics will be
carried out followed by a reflection of the realisation of this project.
3
Course: MSc Digital marketing
Value driven strategy marketing
The role of video storytelling in social media marketing
Table of Contents
Introduction.................................................................................................................. 3
Theorical overview ...................................................................................................... 4
1. The role of video storytelling in social media marketing ................................. 4
1.1 Narrative processing in storytelling ................................................................ 5
1.2 Brand connection ........................................................................................... 6
1.3 Digital advertising narratives .......................................................................... 7
1.4 Video storytelling ............................................................................................ 8
The context................................................................................................................ 11
2. The Red Bull Company ................................................................................ 11
2.1 Rationality .................................................................................................... 12
2.2 Red Bull’s content marketing........................................................................ 12
3. Discussion .......................................................................................................... 14
3.1 Narrative processing .................................................................................... 14
3.2 Brand connection ......................................................................................... 14
3.3 Digital advertising ......................................................................................... 15
3.4 Video storytelling .......................................................................................... 16
4. Reflection ............................................................................................................ 17
References ................................................................................................................ 18
1
,2
, Introduction
This paper will analyse the role of video storytelling in social media marketing. The first
portion of the project will be dedicated to exploring how internet and social media have
shaped the way in which companies communicate. An analysis of narrative
processing, brand connectiveness, digital advertising and video storytelling concepts
and implications will be analysed. As part of the context of the project, the energy drink
company, Red Bull, will be study. Finally, a discussion of the above topics will be
carried out followed by a reflection of the realisation of this project.
3
