Storydoing for brands and users
I have recently read Fjord’s report on new year trends on storydoing.
‘Storydoing’ is creating stories by what brands do, rather than what they tell. Why the nature of storytelling is changing? Because of democratization of content creation and the rise of image over text. Users can shape their own stories. Brands can shape their stories too.
Users tells stories of what they are doing: let’s think about Instagram’s stories, vlogs on Youtube, Snapchat. They want to tell everybody what they are buying, where they are going, where and what they are eating through raw, live footages.
As for the design of websites, apps, or user interfaces in general, we follow the concept of “content first”. During a content saturation era this must be still followed in order not to lose the goal that we want to reach.
That’s way it is changing the way brands communicate with their users.
Users are another cornerstone to consider and so user-centered design: put people at the core of everything you do. A human-centered design approach is a powerful framework for creating compelling content.
Knowing the importance of content plus users the designer understands that has to design a content related to what the brand does, its actions, and defines this content for a particular demographic.
As I have already said users can do their own storydoing, let’s just think about Snapchat. Their content is more personal and instant, made by short stories and live videos.
So the stories made by brand must be the same in order to communicate on the same user level and being understood.
Stories about actions engage the user in what the brand is materially doing for them. This has the extraordinary ability to establish strong bonds of loyalty between consumers and employees.
And the company gains credibility as people in everyday life. In fact, consumers appreciate the transparency of real people, so they will appreciate it in brands’ communication.