Research has found four keys to highly immersive content: relatability, novelty, fluency and tension. Relatability is when the reader or viewer knows the character and can see themselves in the story. Novelty is giving something to an audience. Brains are peaked when we see something new. Fluency is how easy it is to get absorbed in a story. Most consumers tune out if there’s no action in a story or if it’s too difficult to consume. Tension in storytelling establishes the gap between what is and what could be. You’re closing and opening that gap throughout the story.
Listen to author and head of marketing at Contently, Joe Lazauskas, explain how to apply these four keys to your own brand story.
Categorized as: Consumer Insights