Study by 20 Minuten and Furthur: Storytelling beats classic social ads
A new Brand Lift study by 20 Minuten and the agency Furthur shows that storytelling formats on social media generate significantly higher ad recall and engagement than traditional ads. With support from Meta, the findings were presented for the first time at the Social Media Summit in Engelberg.
As part of the Social Media Summit, 20 Minuten, in collaboration with the agency Furthur and Meta, presented the results of a Brand Lift study that examined the effectiveness of storytelling content on social media. Classic social ads were compared with storytelling formats specially developed by 20 Minuten's commercial publishing team. The results are clear: storytelling achieves better results in terms of recall and interaction.
Ads for PET recycling and chicory were examined in the study. It showed that the target group remembered the brand 8 percentage points better with the storytelling ads of the 20-minute creators, compared to an increase of 6.8 percentage points with classic ads. The brand lift for chicory was particularly impressive: Storytelling content led to an increase of 18.5 percentage points, while classic ads achieved an increase of 11.9 percentage points. Both values were well above Meta's benchmarks.
Mehmet Inan, Chief Commercial Officer of 20 Minuten, is convinced: "This study underlines how effective professionally created storytelling is in advertising - and at a lower cost per interaction."
The 20 Minuten Group is the media brand with the widest reach in Switzerland and offers a wide range of news, entertainment and lifestyle content for a young, urban target group. Furthur is a leading agency for scientific social media marketing and specializes in data-based communication strategies that optimize brand loyalty and target group engagement.
Responsible for the implementation of the Brand Lift Study were: Priscilla Brumm (Head of Social Media Advertising), Nicolas Bernauer (Key Account Manager Social Media) and Sepideh Baradaran (Key Account Manager) at 20 Minuten, Dominik Lämmler and Alice Talotti (both Co-Founders) at Furthur AG, Sharon Lehmann (Head of Marketing Communications) at PET and Pascal Weber (Co-CEO) at Chicorée
