I spend an enormous amount of my time trying to figure out how to storytell in micro moments because it’s apparent that we’re living in an ADD culture — where everybody is short on the only commodity that matters in this life — our TIME.
. . . .
The notion of storytelling hasn’t changed but the mediums through which we tell the stories have. With the advent of social and ever-evolving consumer attention, you now have to tell a story in new and interesting ways, be it 6 seconds or 60.
I’m obsessed with the idea of finding ways to tell a story that grab your attention the moment you take out your phone and scroll through various social platforms. That’s the game we’re playing. That’s what you have to focus your energy on.
We don’t sit on the couch with a remote in our hands, bound by the TV Guide schedule, with only a few channels to choose from. Whether you like it or not, we live in a world where there’s obnoxious amounts of information getting thrown at us and unlimited amounts of outlets to consume that information which is entirely accessible on our own time. We live in a completely on-demand culture and as consumers and marketers, we need to recognize that.
. . . .
How many people reading this article are upset when somebody calls them?
The mediums have changed. We would much rather have you send a text or a tweet or a Snap to communicate because we can get to it on our own time. It’s the new model of storytelling and whether we like it or not, it’s not going anywhere.
. . . .
In a world where there’s a an enormous amount of social content, if you don’t make someone stop what they are doing and create a response, you are going to lose. Whether that’s an action or an emotion, the true test of storytelling is how you feel or what you do after you consume it.
A few months ago I bought flowers for the entire NYC VaynerMedia office. It wasn’t a holiday and therefore it was entirely unexpected so it evoked a feeling of surprise and delight. People were pleased and the reaction was a mix of happiness, positivity and a boosted morale. If that day was Valentine’s Day it might have been a little bit more expected and the story would have been more cliche and therefore wouldn’t evoke as much of a response. It’s all about the setup, the punchline and hacking people’s expectations.
In a sea of a million stories, a great one is going to make you react.
Link to the rest at Medium