How is Technology Changing Brand Storytelling?
Technology in its many and varied forms has exploded on to the media scene and transformed it beyond recognition. Physical newspapers have been replaced with online news, many people these days consume their news directly via social media on their phones and tablets and that’s just the start of it.
With newer technologies like Virtual Reality (VR) just around the corner, journalism and the media industry are only going to change more, and this will have a huge impact on the way that brands tell their stories and reach out to their audiences.
The idea of brand storytelling is itself a relatively new innovation as brands realise the need to draw their audiences in with narrative and compelling informational content rather than just advertising. Just like technology is changing the way that journalists tell stories, it’s also going to impact brands and the way they market to their audiences using content.
Think With Google recently spoke with four creative professionals to get their ideas about the impact of new technology on brand storytelling. Here are a few of their insights:
- Don’t use technology for the sake of it. Before you’re tempted to jump on the Virtual Reality bandwagon or similar, consider whether it’s going allow you to better meet a customer need and if this particular technology actually makes sense, otherwise it could end up being more trouble than it’s worth.
- Get the word out. If you do create a fantastic piece of brand storytelling using technology, it’s not going to be any good if nobody sees it. Make sure you are spreading the word about your innovative use of technology – the more attention grabbing, the better.
- Focus on immersive experiences. When you’re competing with other brands, your biggest asset is attention. The more immersive your storytelling is, the more readily you’ll be able to get and keep your audience’s attention. When thinking about how you can use technology, it’s worth placing the focus on how you can make your brand storytelling more immersive.
- Competition is stiff. Brand storytellers are competing with traditional news outlets and social media every day, so they need to make their content appealing and eye-catching. This means creating content that actively grabs attention and that readers don’t just want to scroll past in their newsfeeds.
It’s important to note that even with the best technology in the world, you’re not going to get great results unless you have a good story or insight to share. Focus on quality of story and narrative first, and then use technology to enhance the experience and get attention.