Narrative styles in storytelling
Or as marketing experts would say “converged media”. A good story works on all communication platforms and can be played everywhere. The best way to do this? With the right method to tell your story. The following forms are known and common in digital storytelling:
Paid media (“paid space”; ads, banners, commercials)
Earned media (“earned space”; multipliers, bloggers, journalists take up content, social media; likes/shares)
Owned media ("own space”; website, social media channels, customer magazines, company events, intranet, employee magazine, bulletin boards)
A good story is at the heart of a communication strategy. It defines the content for the respective means of communication - regardless of the different departments (marketing, PR, HR, sales). However, you must not repeat the stories.
Traditional storytelling
"Traditional” storytelling works in exactly the same way, however, in that repetition in different media was guaranteed, resulting in a more intensive perception. If a target group has heard a message five to seven times, they will actually internalize it. The same repetition over and over again only works with proven fans.
Examples: Batman fans read comics over and over again, corporate history doesn't work. We have to make it easier for the target group and at the same time fight for their attention.
Cross-media storytelling
It is worth offering a story cross-media, i.e. in different formats - based on the same story. Text, photo reportage or video reportage create a new appeal. The narrative style is already defined before a story is produced. Only then can it succeed rather than having to change it afterwards.
Examples: Text contribution for the customer magazine, photo reportage for the website and video contribution for the YouTube channel. In this way, you ensure that the message is expanded and the target groups are enlarged.
Transmedia storytelling
Have you thought about expanding the story? Here you stick to the basic elements of the “corestory” and simply expand the content. “Adding stories” is the motto. Everything that takes place before or after the original story and tells the corestory from a different perspective is relevant. This creates a story universe with many perspectives.
Examples: Produce user reports or campaign videos not just for a customer magazine or newsletter, but use synergies. Blog posts, themed blogs on LinkedIn, interviews with customers and on your own website. Produce infographics that you can post and share on Instagram and X.
Dynamic storytelling
Dynamic storytelling was originally introduced by Coca Cola as “liquid storytelling” and touted as the “future” of storytelling. We see it more as a different way of telling stories. It is also referred to as participatory storytelling, as it is about taking part in the story. Many recipients (customers, fans) no longer just want to consume passively, they want to help shape the story.
Examples: Particularly well-known in the gaming industry or on streaming channels such as Netflix. But also through interactions with the audience (at events, webinars).
Storytelling requires a communication strategy
The traditional story with its classic structure - beginning, middle, end - will always endure. But it is only one form in which we tell stories. To give a story the right attention, a well-chosen narrative style is essential. Planning and precision in the communication strategy are the most important foundations of any story.
Use the story construction kit to plan your story from start to finish and make sure you know what the goal is at every single step. Always keep in mind that every story, no matter how small or short, needs a reason to be told.