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Drafting the Storyline; Expected Emotions

In: Digital Marketing

Author

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  • Klaus Solberg Söilen

    (Halmstad University)

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.

Suggested Citation

  • Klaus Solberg Söilen, 2024. "Drafting the Storyline; Expected Emotions," Springer Texts in Business and Economics, in: Digital Marketing, chapter 19, pages 227-232, Springer.
    • Handle: RePEc:spr:sptchp:978-3-031-69518-6_19
    DOI: 10.1007/978-3-031-69518-6_19
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