Who says big iconic brands can’t innovate and break the mold?
CNN has done something amazing in just the past six months that you may not know about. They launched a company that has nothing to do with Wolf Blitzer or Anderson Cooper – and it’s enjoying great success. In fact, the letters C-N-N are nowhere to be seen.
Unlike the traditional CNN product, Great Big Story is about what its name implies – storytelling on video. And it’s going so well that CNN president Jeff Zucker recently presided over an upfront to attract media dollars. Overall, Great Big Story has scored impressive usage numbers – 40 million video views each month according to an AdWeek article by Chris Ariens.
These Great Big Story videos are whimsical, strangely interesting, and they’re about all sorts of things. But what you immediately notice about them is that they take up little time, they’re smartly put together, and they tell great stories.
The one below about those famous New York City Greek coffee cups is just over a minute long. At one time or another when visiting Manhattan, we’ve all sipped coffee out of these iconic containers. But what’s the story behind them? When I embedded it on this post, this little video had garnered nearly half a million views.
Zucker tells AdWeek these crisp storytelling videos are hitting their target – urban, smart twentysomethings watching these videos on their phones. Attracting hip young viewers is something that CNN struggles with, but a new company with no rules or preconceptions can pull it off – and in a very short period of time.
So three big takeaways here.
1. Storytelling never goes out of style.
And it’s so important in engaging consumers – especially those elusive Millennials. Public radio has seen this up close in features like NPR’s Storycorps – audio vignettes that aren’t news but stories about remarkable things people experience. And in shows like The Moth Radio Hour, a mashup of storytelling and standup comedy, that is totally engaging every week.
2. Video is a powerful storytelling tool.
The aforementioned public radio brands are comprised of audio, but now we’re seeing strong signs that video is becoming a way for radio, its personalities, and its stories to take on a whole new life. NPR just reached a deal with Bungalow/Stories Media Group to represent the network for film and TV development. The story in All Access quotes NPR CMO Emma Carrasco, “This is a terrific opportunity for NPR’s storytelling and journalists to reach a broader audience and we look forward to working together to create some great projects.”
We continue to see signs in every Techsurvey that more radio fans stream video than audio. Enhancing stories by integrating video is an opportunity for radio to tell stories in different media, unlocking revenue potential along the way.
3. Brands can step outside themselves.
CNN’s initiative shows their news organization has the talent, the imagination, and the will to create an entirely new media entity. And it’s separate, different, and unique from the tired, overcooked cable news genre. By creating a new brand outside its news/talk silo, CNN is well on its way to generating new revenue and engaging new audiences. And during a time when cable news is approaching election burnout (and it’s only May!), Great Big Story provides relief, serendipity, and smiles to consumers who are in need of a little media break.
So what’s your story? How can your brand step outside its boundaries to harness the creativity and ideas that are in your building?
In many ways, CNN is using GBS in the way a radio station could use podcasts (or even HD Radio) – audio experiments by well-known radio brands and/or personalities that have the potential to create entirely different pieces of content with no ratings liability.
P.S. One more fun Great Big Story – it’s called “Mewsic To Meow Ears” and it’s much better than those cat memes we watch on Facebook. It also has attracted more than 1.2 million views.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Fred-
I absolutely love your blogs-
Thank you for all you do!
Beth, thanks so much for those kind words. Means a lot.
Nice story, about this story. Don Hewitt was right about the “tell me a story” ways of 60 Minutes. Same goes for radio just get to the point quicker and it’s gold.
Quick is good, and these videos on “Great Big Story” show it can be done. Now if I can just start writing shorter blog posts! Thanks for the comment, Tim.
Well Done! Nice article, Fred
Thanks for reading our blog, Bryan. Much appreciated.
I always wondered whether they served coffee at the Parthenon in cups with pictures of NYC diners on them
THAT is a good question. Thanks, Bob.