There is no question that digital technology is transforming the way stories are delivered and received. However, traditional media firms are not well-positioned to take advantage of this change. Many are facing disruption from video game companies and other digital-first firms. This makes it important for organizations to understand how to best harness the power of narrative and networked communication.
One way to do this is to build and manage your own content. For example, blogs and long-form articles are becoming the norm for many brands. These types of stories are more effective at cutting through clutter and getting your message across. They also improve the mobile experience.
Other tools are being developed to help with the delivery of content. For instance, Twitter recently announced the purchase of Revue, a newsletter platform, to increase audience engagement. It has also been testing a new audio-only product called Spaces. These platforms can be useful for capturing and analyzing data to optimize the future of storytelling.
The future of entertainment will include personalized experiences and highly engaging story lines. This includes video games and entrepreneurs. In addition, audiences will have the option to choose their own paths. Each decision point will produce a different result. As consumers become more immersed in the process, they will transform into impactful agents.
To do this, organizations need to learn how to engage their audiences in a meaningful way. Currently, marketers are often relying on billboards and slogans to communicate their messages. While these tools are good at reaching a wide audience, they do not deliver the same results. Digital reality offers a new opportunity for marketers. With user-generated content, brands can create communities of brand ambassadors and demonstrate their authenticity.
Stories will evolve to adapt to the needs and interests of users. Adapting to this new model requires updating the visual and auditory components of the story. Technology is also needed to allow for frequent feedback loops. A new storytelling language would also be necessary.
The future of storytelling will require more sophisticated artificial intelligence. Whether it's delivering the narrative through a series of automated tweets or a live experience, artificial intelligence will need to keep up with the evolution of the audience.
The most successful brands are focusing on generating long-form, immersive content. Companies like Nike, Facebook, and Apple have made significant investments in this area. Users are also more likely to engage with content that is less cluttered. And with more ways to reach an audience, fewer words are required to get your message across.