In the present day, storytelling is likely one of the most necessary abilities that each marketer ought to grasp. You might already be training it with out even understanding it, for instance, whereas creating TikTok movies, Instagram Tales, YouTube advertisements, and different advertising and marketing codecs that make the most of the precept of a story.
Lately, entrepreneurs have been targeted on utilizing textual content and visuals to inform a narrative on social media. On this article, the Depositphotos group supplies extra perception into sequential storytelling, a comparatively new idea that may improve communication with purchasers.
What Is Sequential Storytelling in Advertising and marketing?
Sequential storytelling is a format of narrative that mixes totally different tales right into a single unit.
The traditional storytelling in advertising and marketing places extra emphasis on model content material containing totally different narrative parts like settings, conflicts, and protagonists. It additionally accommodates an outline of occasions, and regardless that the construction of the story can range, sure parts should be included, and these are the introduction, disaster, and climax.
The options of sequential storytelling at the moment are extensively utilized in promoting on social media. You’ll discover content material creators posting totally different movies following a single matter. Hashtags are additionally utilized to make it simpler to navigate the totally different posts.
The primary cause why manufacturers embrace sequential storytelling is that it’s an efficient option to have interaction with customers. It additionally helps to make the messages extra memorable. Statistics reveal that about 75% of YouTube customers bear in mind video advert sequencing greater than the standard advert movies that solely final 30 seconds.
Locations the place you’ll be able to spot sequential storytelling: billboard promoting, video video games, challenges on TikTok, tales on Instagram, cinema, fashionable promoting, graphic novels and e book collection, YouTube.
Sequential storytelling can be utilized each on-line and offline. Here’s a sequential billboard marketing campaign by Adidas that includes a hypnotizing GIF-effect.
Affect of Sequential Storytelling on ROI
There are a lot of advantages to utilizing sequential tales for advertising and marketing as a result of they provide greater conversion charges and engagements. When prospects hear from you repeatedly, they may simply bear in mind you, and since every little thing is interconnected, communication is loads simpler.
Nonetheless, you want to bear in mind that creating story sequences may be time-consuming in comparison with making a single publication or promotional video. Additionally, making a plot for particular person tales requires a higher-level specialist, and this may be costly. The monetary burden can be excessive for modifying sequences. In some instances, it’s not all the time lifelike. That’s the reason some entrepreneurs keep away from this system.
The underside line is that sequential storytelling may end up in greater ROI, but it surely additionally requires giant investments.
Benefits of Sequential Storytelling
- There’s a greater likelihood in your content material to go viral
- It’s extra emotionally interesting
- Greater marketing campaign conversion charges, in contrast to single visible tales
- It makes your message and model extra memorable
Disadvantages of Sequential Storytelling
- It’s costlier
- Media planning takes extra effort and time
- Content material technique doesn’t supply flexibility
- Not each content material producer likes sequels
Grasp Digital Storytelling Abilities With These 5 Ideas
You have to have the data, abilities, and finances to have the ability to incorporate sequential storytelling into your model technique. That’s the reason we’ve offered a listing of ideas to assist freshmen.
1. Decide your hero, setting, and battle
The very first thing to do when making a story is to develop the characters and describe their universe. You’ll additionally have to give you a battle to resonate together with your viewers. There’s no level venturing into digital storytelling if you don’t attain an settlement between these points.
One of the simplest ways to attain that is by putting your shopper, worker, or product because the hero and making their atmosphere the setting. For the battle, you’ll be able to make the most of issues that may get their consideration, for instance, their issues, fears, and intentions.
The tales advised in Zero Starvation on YouTube are easy and comprise three ‘heroes’: a chef who throws away one-third of his dish, and a trash can.
2. Discover your good story construction
Sequential storytelling entails totally different narratives, and sustaining them in a collection may be difficult. In some instances, there could also be a have to divide lengthy content material into smaller models.
There are various kinds of sequences that you could be use (tease-amplify-echo, mini-series, direct shot, comply with up, or lead in). Nonetheless, if you’re in search of one of the best and most promising situation, chances are you’ll need to think about these two:
Tease-amplify-echo: It makes use of a easy construction wherein you’ll have an introduction, an necessary a part of your story, and a post-event story.
The mini-series: Options totally different episodes with totally different concepts or plots. This construction doesn’t require character growth.
Ikea’s Product Tales playlist is an instance of the Mini Collection format. Every video discusses the story behind an Ikea merchandise, and provides worth and emotional context to Ikea’s merchandise.
3. Strive each sequential and single put up metrics
With the sequential method, you don’t have to create a strong first impression. It’s because it takes a number of encounters for customers to recollect you, and as such, the remaining content material in your stock will all the time come in useful.
While you talk about and focus extra on a subject, you usually tend to win your viewers’s consideration. Your first video could not pull in excessive natural views, however with extra movies, you’ll understand a rise within the metrics of the primary video. Nonetheless, you continue to have to give attention to the metrics of all of your movies.
4. Discover totally different platform settings and analytical instruments
There are a variety of companies that assist copywriters, designers, and entrepreneurs with their storytelling method. With these instruments, you’ll be able to set how your advertisements are seen with respect to totally different demographic options.
For instance, with a platform like YouTube, you’ll be able to experiment with totally different choices like “reply to advertisements,” “skip advertisements,” or “go to the advertiser’s website.” Every social media platform has totally different options you could apply in your storytelling method. Additionally, with paid promotion options, you will get extra of those instruments to make use of.
No Poverty marketing campaign is devoted to homeless individuals in LA which can be typically ignored (“skipped”). By watching or skipping the movies, you might be concerned in a dialog with an individual leaving on the road.
5.Profit from your finances
Utilizing images and movies for sequential storytelling may be costly, however there are other ways to cut back the prices. An instance of that is by avoiding the event of latest intertextual ideas. A more cost effective method is to focus extra in your gross sales funnels.
One other good different that may assist you to lower down prices is utilizing inventory images and movies from Depositphotos. There are over 200 million recordsdata obtainable on the platform, and you’ll make the most of them in your inventive tasks for a greater value.
Storytelling is an efficient communication device for selling manufacturers on social media. It’s the idea that prompted totally different social media platforms like Fb, Snapchat, and Instagram to develop progressive sequence options. An instance of that’s the highlights function on Instagram, which supplies other ways of presenting narratives on-line.
However will sequential storytelling give you the results you want? This relies on your useful resource distribution. Sequential storytelling won’t be low cost and quick. Nonetheless, the advantages you’ll get in the long term can be value it. With this method to advertising and marketing, you’ll get greater conversion charges, in contrast to once you use single-story campaigns.