Sequential Storytelling; An Influential Power Tool!!

What is Sequential Storytelling?

Sequential messaging is basically telling a story to the people you know and are following along, say, both online and offline in a sequence.?

Why?

Why would anyone share a story? To sell, brag, educate, entertain, and whatnot. We thrive on stories, it’s our go-to way to solidify abstract concepts and simplify complex topics.?

We know that stories convey the message of a brand or business. And with sequential storytelling, you can achieve engagement and audience retention too.

Sequential storytelling particularly in advertising can be effectively used for brand awareness and perception build-up. It can be very effective for action-driven or conversion campaigns.

While there is an abundance of ways to reach viewers, the sequential campaigns proved that better ways of communicating messages are constantly evolving.?

And whether brands are trying to change the world, or to drive business growth, ad sequencing has the power to help tell stories that create influence time after time.

Tip: Rather than repeatedly bombarding the same audience with the same commercial, utilize a sequence of adverts to target people at various points throughout the user experience.?

We are familiar with Ads shown to users based on what ads they have already seen and how far down the funnel they have traveled. But with repetition, their interest might wane.

Ad weariness is less likely to occur when commercials are served sequentially, and the message remains powerful and constant. The ultimate objective is to channel them from awareness to intent to conversion.

Brands have been using specific levers to create their video sequences. One such is Vodafone's Zoozoos. Another one is the Ramesh-Suresh series from Cadbury 5-Star. By the way, both are by Ogilvy!

Subsequently, Ogilvy produced a series for Cadbury Perk that had a 'to be continued' at the end of each video and included Anurag Kashyap in the opening film and Ananya Panday's video cut-out in the remaining videos, which was #MastiKaDailyDose.?

Despite being completely cheesy, they had their perks. (??Had to do that!)

Now…?

Perks of Sequential Storytelling?

1. Your content is more likely to go viral

2. It’s emotionally attractive

3. Higher campaign conversion rates, unlike unique visual stories

4. Recall rate increases with your message and your brand

There are also Drawbacks,

1. It is expensive

2. Media planning takes time and effort

3. Content strategy does not offer flexibility

But…. Unlike single-story campaigns, Sequential Storytelling with videos has long-term benefits along with higher audience retention.

Well… according to a study, there are Six significant findings that will alter the playing field for future creators,

How?

1. Play with your storyline to captivate your audience

2. Sometimes a second opportunity outweighs a first impression.

3. Consistent visual cues reinforce your message.

4. To enhance the efficiency of your series, front-load it. (Get their eyes clued on the video and not the Skip button)

5. Deliver different pieces of the story instead of repeating the same ads.

6. Let sequencing guide your viewer through the funnel

So, How likely are you to receive the most views, interactions, and retention by creating Sequential Storytelling with videos??

What say, if not already, Should we get Started?

P.S. Sequential storytelling has been tried outdoors on digital signboards too.?

A few example brands of sequential storytelling are - 7UP, Adidas, Airtel, and many more.

Until next time, Au Revoir!

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