Unlike when watching television, people have the power over their activities on the internet or social media and they seem to like it so much because here, they are free to fast-forward or skip commercials and advertisement. However, this has posed a huge challenge for businesses which now needs to go a long way to boost consumer engagement. This includes sponsoring potentially viral videos on YouTube and other social media channels and even partnering with film producers to create short documentaries about their products.
From this, companies have learned that the best branded content and stories are those that are immersive, dynamic, and interactive as well as integrated into consumers’ lives. In fact, survey shows that marketing leaders are aware that dynamic storytelling is essential for their success. It is true because integrated brand experiences reign supreme in garnering consumers’ attention, and creativity and content are still key to capturing audience members’ hearts and minds.
Here are the traits that should be in your brand storytelling:
Engaging
Plainly telling a story is not always enough because people nowadays won’t react the same way and not always in accordance to what we expect. This is why there is a need not only on the story that we are want to deliver but also in the manner that we are delivering it.
It is essential to trigger an emotion, feeling and eventually reaction from our audience. From that reaction we open doors for possible change in their behavior. Ideally, their response should be aligned to what we intend it to be or else, we might have used an inappropriate story or they might have taken it with another context. In that case, it’s still okay. Keep in mind that there are people who are just spontaneous. What’s important is that the story was served and the person was able to understand the meaning of it.
Deep
Stories should be easily understandable but must not only have a shallow meaning or else, it might not leave a mark. Usually, people easily forget things especially when it failed to find a sense on it. So, one must know how tackle a topic that will trigger the audience’s thinking and reasoning.
Flexible
Your storytelling not only relies on sheer creativity and imagination. Your content should also be backed by facts or data meaning you will have to use numbers, figures and terms from time to time. However, even information change as time passes by. So you have to learn how to adapt to change and innovate to make your current message deeper and better.
Diverse
This means your story must be able to touch different faces of life so that it would apply to different kinds of people and their different kinds of living; this aims to recognise that we all have our differences but somehow we could be connected at some point. Diversity should not only be seen on the story itself but also on its delivery. Technology must be utilised to improve the way you present your story.
Dynamic storytelling is the foundation of effective advertising today. But you can’t capture your audience with plain drama. Instead, you have to use a combination of the things listed above as a strategy to catch their hearts and minds. So, that even if your message is not as emotional as others, still you would create impact, deliver the message and change how they see and act towards things.