The relevance of video storytelling

: analysing the impact of video length on consumer engagement: a case study of Salsa Jeans

Abstract

Nowadays, in the digital landscape, brands are increasingly relying on storytelling as a powerful tool to engage and connect with their audiences and, also, as a way to differentiate themselves from the competition. This research explores the effectiveness of storytelling in video content to enhance consumer engagement with the brand on social media. In particular, it focuses on how the video length – short-form versus long-form – shapes storytelling strategies, in terms of structure and narrative, as well as their respective effects on audience engagement with the brand. A case study approach was used, analysing the Portuguese fashion brand Salsa, which integrates storytelling into its marketing strategies. The data was collected through interviews with key marketing professionals working at Salsa and an analysis of engagement metrics on social media, particularly Instagram, from selected video campaigns. The findings indicate that while storytelling strengthens brand identity and emotional connection, short-form videos tend to generate higher engagement due to their ability to capture consumer attention quickly. This is particularly relevant in the context of decreasing attention spans and the growing popularity of short-form video platforms.

Date of Award	21 Jul 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor)