Core Insights - The power of storytelling remains strong, as demonstrated by companies like Airbnb, Bose, and Insta360, which have shifted their marketing strategies to focus on brand storytelling rather than traditional performance marketing [3][4][5][6] Group 1: Marketing Strategy Shifts - In 2020, Airbnb cut its marketing budget significantly, particularly in search and performance advertising, yet maintained 95% of its website traffic compared to the previous year, highlighting the importance of brand awareness and word-of-mouth [3][4] - Bose's CMO announced a reevaluation of search advertising, indicating a broader trend among brands to prioritize storytelling and brand identity over direct response marketing [4] - Insta360's collaborations with influencers and unique marketing campaigns demonstrate a commitment to storytelling, even if it requires longer production times [5] Group 2: The Role of Content Platforms - Bilibili (B站) has become a key platform for brands to engage with younger audiences through storytelling, as seen with the automotive brand Lynk & Co's innovative marketing strategies [7][8] - The platform's unique ecosystem allows for the creation of engaging content that resonates with users, moving beyond traditional advertising methods [11][12] - Bilibili's focus on community-driven content and user feedback has helped brands like Insta360 and Lynk & Co build a strong presence and maintain sales growth despite market challenges [11][12] Group 3: Industrialization of Marketing - The shift towards industrializing marketing efforts is evident, with Bilibili aiming to create measurable and efficient advertising strategies that leverage community insights [13][14] - The introduction of AI and automated advertising systems is helping brands optimize their marketing spend and improve content production efficiency [16][17] - Bilibili's partnerships with e-commerce platforms aim to track user behavior post-engagement, demonstrating a commitment to proving the effectiveness of brand storytelling in driving sales [15][17]

Group 1 - The article discusses the challenges and potential of unconventional products sold by artisans on platforms like Etsy, highlighting that about 9% of sellers offer the most unusual items among 78,000 evaluated sellers [1] - Unconventional products face lower sales, averaging 5,343 units over five years, compared to 6,545 units for conventional sellers, indicating a consumer preference for familiar styles [2] - Despite the risks, unconventional products can become bestsellers, as evidenced by various fields where innovative combinations often gain more attention than traditional works [2] Group 2 - Storytelling is identified as a powerful tool for entrepreneurs to persuade consumers to accept original ideas, providing context and making complex concepts easier to understand [4] - Three storytelling strategies are highlighted: using abstract language, maintaining narrative coherence, and incorporating familiar elements to reduce the perceived strangeness of products [11] - Artisans using abstract language in their product descriptions sold an average of 2,666 more units over five years compared to those using concrete language, as abstract expressions allow for broader interpretation and engagement [6] - A coherent narrative can enhance sales by 40%, with sellers employing logical connections and consistent vocabulary to create a unified story [7][8] - Incorporating familiar elements into product stories can significantly increase sales, with artisans who do so selling an average of 11,464 more units [10]