The Future of Storytelling

Source: Annie Murphy Paul blog, Aug 2012

Research consultancy Latitude recently released phase one of a two-part study titled ‘The Future of Storytelling’ that looks to uncover trends and audience attitudes about content. Overall, the study revealed that audiences are looking for a blurring of barriers between content and reality in a layered yet cohesive execution. The company asked ‘early adopters’ around the world how they wanted to experience stories and asked them to reinvent some of today’s well-known stories accordingly (according to the company, early adopters are ‘people in over 10 countries who are more likely to own smartphones, tablets or both; who are already more likely to seek out content through multiple avenues; and who are more likely to be aware of the possibilities that the Internet and emerging technologies present’).

Based on participants’ responses the study zeroes in on “four I’s” that will continue to shape storytelling:

  1. Immersion: Delving deeper into the story through supplementary context and sensory experiences.
  2. Interactivity: Allowing consumers to become part of the narrative and possibly influence its outcome.
  3. Integration: Having a seamless connection among all platforms being used and going beyond just replicating content on different devices.
  4. Impact: Inspiring consumers to take action of some kind, e.g. purchase a product, sign up for a service, support a cause, etc.” Read more here.
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