Drafting the Storyline; Expected Emotions

Klaus Solberg Söilen
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Klaus Solberg Söilen: Halmstad University

Chapter 19 in Digital Marketing, 2024, pp 227-232 from Springer

Abstract: Abstract A storyline in digital marketing is a structured narrative designed to communicate a brand’s message and values, engaging the target audience and fostering long-term relationships. The evolution of storytelling has made it a pivotal element in marketing strategies, with digital media amplifying its impact. Crafting a storyline involves clear messaging, emotional engagement, and a well-planned structure. Different types of stories, such as promotion stories, explainers, and vlogs, can be used to convey various messages. Platforms like Instagram, Facebook, and YouTube each have specific story-length recommendations. The 7 Elements Message framework helps draft compelling storylines by focusing on clarity, dramaturgy, emotion, voice, soundtrack, economy, and rhythm. Using music and a clear narrator’s voice enhances emotional connection and audience engagement. Breaking down the brand’s story into subsections creates continuity and recognition. Effective storytelling in digital marketing can significantly enhance brand trust and loyalty.

Date: 2024
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DOI: 10.1007/978-3-031-69518-6_19

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