Today, the concept of storytelling, which came from across the Atlantic a few years ago, no longer escapes anyone. It designates the marketing technique which consists in introducing a brand and its products or services, by telling a story with high impact to the public. The idea of storytelling lies in telling, not a fairy tale, but a tale of facts: we provide a solution to the problem of the user thanks to a series of facts which will echo his experience and his feelings. But today, talk about storytelling and stories to tell is becoming increasingly redundant, and let’s face it increasingly cliché. Consumers are not fooled, and the concept tends to run out of steam …
Storytelling, once revolutionary, could soon be part of the retro concepts: will it be dethroned by the new trend of storyliving?
Storytelling VS Storyliving
Consumers are now experts in advertising and sponsored content, and nothing is left of them, let alone stories from the imaginations of advertisers and marketers. According to Tammy Zonker, founder of “Fundraising Transform”, the concept of storyliving is one of the stages of storytelling.
Rather than tell a story, it is in the storytelling to live the consumer experience to this: it is a real-time narrative. We offer a live experience that is truly lived by the brand. When you know the importance of the snapshot – Snapchat, Periscope, Facebook Live, Instagram Stories, Moments on Twitter – you can not doubt the importance of storyliving. Our society of immediacy constantly offers experiences to live “live” and at a distance, as if we could be present everywhere and at any time. So what better way to attract new consumers than to offer them a quality digital experience?
Brands have understood this, consumers no longer want to be told a story, they want to live it. Thus, anyone can subscribe to a brand’s Snapchat account to follow the making-of and have the chance to observe its internal functioning more closely … on their smartphones!
The 3 facets of storyliving
Storyliving can take many facets depending on the experience that the company wishes to bring to its audience. Three aspects particularly caught our attention:
The truth, nothing but the truth
Storyliving offers live content that allows consumers to have a unique experience with the brand. Exit false stories and the imagination of marketers: Consumers want to be closer to the brand and the events surrounding it. For build a real bond of trust with your audience thanks to storyliving, the brand will therefore have to arm itself with a real content plan, bringing added value to all their content already shared on their social networks and website. making-of, interviews, tutorials or new videos streamed live are the types of content that we find most often.
Attention, it is not to reveal everything to your audience or take the word constantly, but simply to offer a real experience that it does not normally have access.
Make way for Virtual Reality!
The concept of storyliving pushed to its climax can also offer to give your audience a virtual reality experience. Storyliving is already anchored in the current digital practices of early adopters and makes it possible to truly include the public. Virtual reality allows consumers to fully immerse themselves in the world of the brand and therefore requires his full attention: an unprecedented commitment from the public which cannot be acquired anywhere else!
Consider the recent Swedish countryside giant McDonald’s proposing to transform its Happy Meal menu box in virtual reality helmet! To support this innovation, the firm has developed in parallel a game, Slope Stars, where children can hit the ski slopes.
Storyliving: a not-so-new trend?
The practice of storyliving tends to grow at breakneck speed. The rise of Periscope application demonstrates, despite some slippages associated with its use, it continues to attract more and more new users. Today, it has more than 10 million users and 200 million lives have been recorded.
Spotify had recently managed to attract more than 50,000 followers thanks to exclusive sessions on Periscope offering original images from different concerts.
These live streaming platforms also offer the ability for users to interact with each other and the host of the live through a cat or comments system. In this way, users really take part in the live experience, and are not just spectators like when they are told a story. From passive to active, there is only one step!
Storyliving is therefore not such a new practice, but it promises to evolve in the coming years with increasingly sophisticated live stream strategies to respond to consumer problems. In any case, offering these experiences directly to users offers a new dimension to the marketing mix of companies, and they are not ready to abandon this trend!