As a copywriter myself, I’ve heard so much in the marketing industry that storytelling is the big thing. You have to produce engaging content that people would love to consume and then share. And from there, it’ll go viral, which is quite a key parameter of a successful marketing campaign.
It seems now readers of the 21st century has shifted to the next trend, or simply a fad? I have no idea. We’ll decide as only time can tell.
As cited from Sprinklr’s blog, the latest marketing trend is now STORYLIVING.
Found in exchanges during Cannes Lions International Festival of Creativity this very year, the portmanteau word is used to replace the obsolete “storytelling” concept we have so long used and applied in engaging consumers/ audiences.
So what makes STORYLIVING different and unique from STORYTELLING?
While storytelling only explains us a proposition or idea, storyliving goes beyond that.
Storyliving encourages us (read: brands) to “get active and create more experiences”, reported Sprinklr.
Chief Marketing Officer of Samsung’s Global Lee Young-Hee proposed this novel approach at the event, stating:”Gen Z is not interested in storytelling, they want storyliving.”
Who belong to Generation Z, you may ask?
It’s hard to define clearly. But if you turn to Wikipedia, you’ll see the definition of
As a consequence, brands must stop telling stories and start allowing their successes speak for themselves. And stories are what customers experience. So customers do own brands, not the other way around.
This customer-experience-centric standpoint has been made possible also by the current technology. It allows us to track in real-time all changes occuring in markets.
It’s also interesting to see that brands are advised to see their consumers as more than just a group of faceless human beings consuming their products and services. Consumers are real humans with many facets, intricacies, and complexities.
How can storyliving be implemented?
With all the tech development such as Augmented and Virtual Reality, this future trend is just around the corner. (*/)