To be completely engaged in a narrative, in whichever medium it is presented, is a fascinating process that takes us away from our reality and into the world crafted by the story. In the field of communication, this concept is called transportation and it has incredible potential for companies looking to get out their message.
Years of desensitization to exorbitant advertisements has left younger generations almost immune to the efforts that companies make to influence and appeal to them. Subliminal messaging ceases to exist as the intricacies of promoted content are quickly evaluated for intent. This hyper-focus on marketing content by younger generations has put a strain on companies as they continue to pay more year after year in marketing costs, but get less in return.
Transportation provides an opportunity for companies to pivot away from the anachronistic method of simply promoting features, benefits, and information, and instead focus on creating compelling content to broadcast their message.
Transporting the viewer into a narrative does more than simply holding their attention for a period of time. When viewers are highly engaged with narrative-driven content, they tend to reflect the attitudes of the characters within the narrative and empathize with them. This allows the viewer to go into the world of the narrative with one way of thinking and come out of it with a different viewpoint. This is powerful, but not simple. It requires the intensive process of actually creating a story and characters to fit it.
Narratives create transportation because they are engaging. They are filled with characters and events that pull the viewer in. This is not what an advertisement that promotes benefits and features does or could ever do. This requires the advertiser to look beyond what they want, and towards what the viewer wants; an idea that feels almost entirely rejected when watching traditional advertisements. It forces the advertiser to entertain. In a world filled with smartphones that have innumerable apps, streamable content, and ad-skipping software, the only way to get the attention of an audience is to give them something worth viewing.
But the benefits of this method are immense. Retention of story is 22 times higher than that of information received in other ways, and calls-to-action following narrative-driven content command a response rate of over 80%. If advertising is to survive, it is going to have to do more than simply find its way into every aspect of our lives. It is going to have to be something people desire to see.
To talk more on engagement and marketing strategies go to our website storifystudio.com and give us a call at (541) 543-0634 today!