fbpx
Connect with us

Branding

How to Make your Brand Content More Immersive?

Brands have become media, producing content in multiple formats. However, they have a new challenge to take up: that of no longer knowing how to tell stories but rather of succeeding in telling their own story and even bringing it to life with consumers.

Tell yourself to cultivate singularity

Adrien Rivierre, the specialist in public speaking and storytelling, introduces his new book “The man is a storyteller” as follows: “We are all storytellers. [.. .] The narrative experience is daily: telling the story of one’s greatest joys and pure misadventures to those close to them, watching breathtaking television series, devouring detective novels […] or sharing one’s whole life, oh how much storytelling on social networks “. It thus recalls the natural tendency of everyone to tell stories, real or fictitious and that brands, in their humanization approach, have appropriated: retrospective book, manifesto, advertising speeches etc. However, many of them have gradually lost their authenticity, by dint of wanting to communicate on stories and content that are too perfect, which do not necessarily match reality. The risk is then to fall into the trap: “telling stories”, which harms the brand image and generates a loss of confidence among consumers.“The objective for brands is to return to more simplicity and authenticity in order to tell their story in an honest and transparent way. They must move towards a discourse that is situated in the present time: the actions are taken, the current doubts. , the questions … rather than playing the announcement effect on projects that are too distant “, explains Lucas Duquenne, strategic planner within the 1969 agency, specializing in digital and editorial communication. This is the position claimed by the eco-responsible brand Veja, which does not wish to be over-communication but rather on communication through actions, with for example recently the opening of a store in Bordeaux, a real concept. hybrid awning repair and recycling of the brand’s sneakers. She also put online, in April 2019, a film, “The Story of Veja”, which traces the genesis of the brand, from the observation of production methods in the fashion sector to the commitments made throughout the production chain. , from sourcing, to manufacturing and distribution. “Eco-responsibility must, however, be a reality for the company and not a final attempt at green-washing. To go further, it even represents a pre-requisite that no longer allows brands to stand out in the face of a discourse. which tends to standardize, however, warns Lionel Curt, Founder of AnimeSprout.

From telling your story to offering your services

“The quest for brands has shifted from that of Love Brand to that of Act Brand. They are now called upon to act, both to prove themselves and to engage their community”, observes Virginie Lubot, Deputy Executive Director of Prisma Media Solutions. The brand-customer relationship is evolving, moving from a transactional relationship to a more service-based approach, where the brand becomes useful or entertains, thanks to the creation of online or physical events: “The important thing is to create micro-experiences memorable “, confirms Lionel Curt. Before the health crisis linked to Covid-19, the trend was for events organized in stores: aperitifs-promotions, ephemeral shops transformed into real places of life etc. During confinement, it is a new way of meeting that has emerged between brands and their community, mainly on social networks, thanks to very immersive live video formats: “The confinement will have had the consequence of disrupting narrative forms storyliving, by digitizing meetings and allowing a definite creative rebound “, continues Virginie Lubot. Social platforms TikTok and Instagram have been very successful: “On Instagram, thanks to the different Live, Stories and Reels formats, users have immediate access to ‘snackable’ content, which seduces with its authenticity and spontaneity. Brands that appropriate these formats can then share a real moment of living with their community “, explains Julie Pellet, Instagram Development Manager. For example, we can cite the committed fashion brand MisterK, which offered live discussions with philosophers and therapists during the confinement, or even the Decathlon or Undiz brands, which mobilized sports coaches on their Instagram account. Finally, another lever activated by the brands: that of audio and in particular podcasts: “The podcast is a very intimate and sensory format because we speak to the ear of the listeners. It is a medium which is also alive because the episodes often evoke particular moments of life (adolescence, motherhood, a changing work, etc.), to people who are themselves doing something at the same time as they are listening to the podcast: running, cooking, being in the transport”, analyzes Melanie Vazeux, Sales Director at New Listenings.

What if brand content was only part of story living?

The notion of story living ( Kissanime ) ultimately questions the brand on its quest for meaning. : “Too often advertisers are focused on the operational and the challenge of declining in 360 ° different formats, at the risk that some are not really consistent with the positioning or the values ​​of the brand. The objective would be that the brands can take the time to review their raison d’être so that all the content is then declined in a natural way “, hopes Guillaume Pommier, Deputy Director of Social and Stories, before continuing ” This is what then allows a brand to become an element of Pop Culture, like brands like Schweppes, with the Villa Schweppes “.On the other hand, living experiences with his community also implies for the advertisers that they adopt a certain letting go in order to see how their customers and fans live the brand and appropriate it, this is the famous User Generated. Happy“Storyliving is therefore ultimately the opportunity for brands to be part of a long-term relational approach, where the formats created are longer but rarer, and where they give their communities time to respond. in turn by creating content, “ concludes

Dayam Ali is a web engineer, digital marketing expert and has an extensive understanding of what it takes for a business to completely crush it online. His previous work experience includes author roles in The Hustler's Digest. Dayam Ali is a graduate of the University of Education, where he studied Information Technology.

Advertisement

Become A Crypto Expert

Join Disrupt Magazine

Become A Disrupt Contributor

Most Disruptive

NFT1 week ago

Polly Kole, The Beauty With Gifted Hands Tycoon Of NFT Sculptures

In a society full of stereotypes, people clinging to appearance and disregarding one’s achievements is the magnificent Polly Kole stunning...

News1 month ago

Spider Man; No Way Home’, Crushes Box Office Estimates Generating A Mammoth $253 Million In North America.

After only 3 days in the cinemas, the latest and last Spidey outing disrupted the international market as the highest-grossing...

Cryptocurrency1 month ago

Nike just bought a virtual shoe company that makes NFTs and sneakers ‘for the metaverse’

Nike, the sportswear mogul, recently stunned the globe as it moved into the realm of the metaverse industry and blockchain...

QR code screenshot QR code screenshot
Diversity in Tech2 months ago

BTC did 62% more in transactions than PayPal this year

MasterCard and Visa have always topped as the runaway leaders; however, Bitcoin’s Lightning Network will soon disrupt this norm. Starting...

high angle photo of person holding turned on smartphone with tall buildings background high angle photo of person holding turned on smartphone with tall buildings background
Social Media2 months ago

How to Organically Grow Your Social Media Following In 2022

Instagram On Instagram, use Reels to reach new audiences and grow – find popular sounds and use them in your...

gold-colored Bitcoin gold-colored Bitcoin
Cryptocurrency2 months ago

Julio Domenech On How Banks Can Engage In Bitcoin in 2022

As cryptocurrency continues to become a popular trend in the US, many people are looking for an opportunity to participate...

Diversity in Tech3 months ago

Microsoft Teams, Incorporating New 3D Avatars And Virtual Meeting Spaces Before Mid 2022

Microsoft Mesh has always led as the future of Microsoft Teams meetings. However, Meta, the newly launched Facebook company, is...

Health + Fitness3 months ago

Stephen Campolo – How A Former Fat Kid Transformed His Body And Is Now Helping Others Do The Same

UPDATE: During a recent interview with Yahoo! News, Stephen revealed that he will be speaking at the next Disrupt Puerto...

News3 months ago

Facebook Goes Meta As It Scales Up Beyond Just Social Media

Thursday 28 September 2021, Mark Zuckerberg, the CEO of Facebook, announced Metaverse, a brand for users to interact in virtual...

JaeLz JaeLz
Entrepreneurship3 months ago

JaeLz “No Titles”

JaeLz I’m an independent singer/rapper and songwriter. My Artist name is JaeLz. This article is about my Journey and how...

Trending

Copyright © 2020 Disrupt ™ Magazine - Disrupt is a Minority Owned Privately Held Company

Disrupt ™ is the voice of Latino entrepreneurs around the world. We are part of a global movement to increase diversity in the technology industry and we are focused on using entrepreneurship to grow new economies in underserved communities around the world. We enable millennials to become what they want to become in life by learning new skills and leveraging the power of the digital economy. We are living proof that all you need to succeed in this new economy is a landing page and a dream. Disrupt tells the stories of the world top entrepreneurs, developers, creators, and digital marketers and help empower them to teach others the skills they used to grow their careers, chase their passions and create financial freedom for themselves, their families, and their lives, all while living out their true purpose. We recognize the fact that most young people are opting to skip college in exchange for entrepreneurship and real-life experience. This Podcast was designed to give them a taste of that.