Serialism is better

At Hueval, we believe in serialism. We believe that a correct expedient when setting an efficient communication strategy is serialism.

What do we mean by serialism? To clarify, let’s just think of two familiar scenes:

• The excitement we feel when we want to watch the next episode of a TV series we just discovered, that sense of restlessness, greed, and impatience that leads us to keep watching although it’s already time to sleep. Try and compare it, just for a moment, with the feeling of wholeness we feel when just ended a movie that hit us with thoughts, enjoyment or sadness.
• The second scene is the torment we experience every time we have to come up — or suggest to our social media strategist — the next topic to insert in the company’s editorial plan, blog or newsletter. How difficult is it to find something new, interesting, coherent with the previous topics, and suitable to promote the company’s agenda?

Serialism is a way to conceive contents for entertainment, information, in-depth analyses, or education. It encapsulates recurring features both in the message — that is, what I say and how I say it — and in the distribution — that is the means I use, the definition of a fixed publishing deadline.

It increases the possibility to catch the attention of our viewers since — let’s not forget this — they are more and more targeted by communication inputs that distract them constantly.

Serialism helps to build a relationship, which is fundamental to develop trust and acknowledgement.

Moreover, the productive process — thinking to produce a collection of videos, podcasts or images for Instagram where to explain the features of a product or a service — is particularly favoured in the serial dimension. Developing serial content is easier and safer, once we found the idea. Serialism improves design and production.

Our audience, after the first episode, will expect the next one. They know they are expecting something that interested, intrigued, and entertained them. We’ll have to do the greater part of the effort to conquer them only the first time.

Why ask these questions, though? Because contemporary communication — not because of coronavirus, but of the mediatic system in general — needs a communicative effort never seen before and matching the volume of business. Hence, serialism helps the company to simplify production and improve efficiency, maximising the relation between investment and results.

Serialism is a way to conceive contents for entertainment, information, in-depth analyses or education.

Before we wrap it up, an important clarification. We are creative, passionate about our job and determined defenders of the uniqueness of artistic and intellectual products. Serialism does not mean to share over and over again the same content. Indeed, although constantly distracted by different inputs, the audience is still very susceptible and able to distinguish a valuable artistic or intellectual content from a purely commercial product. Serialism is to identify a content format and a distribution plan. We should never sacrifice creativity and intelligence.

In the next articles — you really thought this wouldn’t be the first of many? — we will talk about the concepts of attention, relationship, trust, acknowledgement, improvement, and wait (for the next content).

Stay tuned.

L’articolo è disponibile anche in italiano, qui.