Tweeting Noise
It’s a well-known fact that the Internet likes to gobble up fresh content and that to make a splash in such a noisy space, more is more.
Twitter takes the biscuit as brands slog it out to churn messages that will keep them at the forefront of the consumer’s mind.
But, pause for a moment and reflect.
The point of social media is to engage.
Sure pumping out volumes of content is a strategy of sorts, but logic dictates that quality will eventually suffer and, gawd forbid, messages, whether copy, photos or video, might even become inane and damaging.
As digital matures, allowing for more content innovation, the best practitioners will explore how to take storytelling to a new level. It will be here that content consumer and creators will spend time.
And I guess this is where business should want to be; engaging its target audience with quality output that increases brand value.
Immersive video is a new angle that takes the viewer deeper into the narrative.
Firestorm is one such project; created by the Guardian’s multimedia team and cited by Econsultancy as a pivotal trend that with the right budget can cause a sensation on the web.
It’s a moving account of one family’s narrow escape from a terrifying bushfire in Tasmania. The story is told using background video, overlay text, scrolling indexed pages and interviews that are seamlessly integrated into the experience.
This kind of material is a bulwark against the quick-fire, volume-driven brand chatter that will continue to fill social networks.
It gives the more thoughtful consumer a place to find out more about the brand narrative and help to spread the word in a different way.
Read more about the construction of Firestorm at journalism.co.uk