Netflix, Apple, Hulu, HBO, Amazon, Showtime, Facebook, Disney…there’s never been a better time to create content. Subscription wars are heating up amongst the corporate giants but if you look a bit deeper you’ll find a small army of creative brands investing in content. Shopify, MailChimp, WeTransfer are all delivering gorgeously shot, thoughtful stories. And their goal? To connect with us. That’s right, personalized, relatable storytelling is flying off the shelves and when done right, it’s an influential marketing tool that’s moving us beyond double-taps into full-on purchase mode. I, for one, am totally on-board with this trend and have no doubt more tweets like this will be showing up. In fact, I’m hoping brands will continue to up the creativity and experiment with new formats – perhaps an Everlane or allbirds cartoon teaching kids about sustainability? Or maybe Etsy pop-up crafting shops in airports or The Sill coloring books given out at community gardens? Shift those marketing dollars because eliciting an emotional response through creative storytelling is something I’m willing to pay for.