Digital Summit Storytelling: Crafting Yummy Stories in the Digital Age
Everything from your photogenic meal or that new food trend can be a bigger story.
Can you recall the exact moment when documenting a meal—whether for Instagram, Facebook, or Snapchat—transformed from being unusual behavior to becoming second nature? Or how natural it felt to be addicted to watching food videos and hitting the share button after? The growth and pace of digital media has opened new narratives and storytelling possibilities not just for the hyper-connected individual but for brands and marketers, too.
During the recent Digital Summit Storytelling, Summit Media’s second digital conference held at SM Aura’s Samsung Hall in Bonifacio Global City held on August 2, the publishing company shared some secrets on how to master the fast-paced world of the digital landscape. Summit Media which owns Yummy, is the biggest lifestyle digital publisher in the country.
The conference brought together close to a thousand brand marketers, brand leaders, and creatives to learn the best ways to navigate and reach consumers in the digital world. Industry experts such as Chris Guenther, Vice President for Business Operations at Hearst Magazines International, shared the best practices for creating online content that works. Branded content, according to Guenther, is “for awareness, not for conversion.”
Videos are also an emerging trend that shouldn’t be taken lightly. According to Amina Rillo, Director for Digital Strategy and Operations of Summit Media, data shows that consumers would rather watch a video about a product than read about it. She added that videos that tell a story rather than videos that feel like a commercial are less likely to be skipped. Content that is relevant will be consumed; it’s about knowing the trends and online conversations and riding with it.
Sometimes, the story is in the telling and the online conversation doesn't stop at one story or article.