At Oishii, storytelling is at the heart of what we do. Whether we’re launching a new brand, redefining an existing one or creating a 360-degree integrated experience, storytelling drives every one of these projects. The rise of digital technology means more opportunities to get your message out – more than we’ve ever had before. But with these new platforms also comes the fear that the rise of digital storytelling will fundamentally change what we do, shifting it into something unrecognizable. After all, if we can’t foresee it, then how can we adapt and excel with it?
But the key to good storytelling is older than any technology. No matter how many new ways we come up with to tell a story, the fundamental core of it remains the same: a good story is about connecting, be it to a character, an emotion, or, yes, even a product. Worrying that the story is dead just because the mediums for it have evolved would be like worrying that we’re no longer capable of love just because people use dating sites to meet someone.
Good storytelling transcends the platforms we use to deliver it, ensuring that no matter what technological changes we see, if your story is well told, engaging, and, most importantly, provides a value to your audience – be it informative or entertaining – it will make that connection. All of the companion Twitter feeds and carefully-timed video series in the world are not going to give your audience a reason to care. So, before you start wondering whether a Pinterest board or a sponsored Buzzfeed article is the best delivery medium for your story, make sure you’re telling a good one.