Have you ever wondered why it’s so difficult for modern consumers to sit through a 15-second commercial break?

Most commercials and video ads suffer from a lack of interactivity. Today, users have easy access to a variety of interactive storytelling entertainment: social media, mobile games, short-form video sites and more. With this in mind, it’s no wonder online consumers wouldn’t be interested in watching two 15-second ads in a row, especially when they have the option to skip them at the press of a button.

The constant pressure to keep audiences constantly engaged and involved has brought a new trend on the rise: interactive storytelling. Interactive storytelling is key to creating fresh, engaging content that users will enjoy.

Interactive storytelling is a narrative technique that puts the audience front-and-center in an active storytelling role. Instead of just watching events unfold, users are given the opportunity to make choices about the narrative that directly influence its direction and outcome, giving them more reason to pay attention and get invested in the story.

When it comes to digital marketing, the execution of an interactive storytelling strategy can be highly versatile. An interactive ad campaign could be a video with a few clickable dialogue options that change what the characters say or do; it could also be a fleshed-out, fully interactive digital experience with exploration, puzzles, and even video game mechanics. No matter what they look like, interactive narratives are meant to keep the user mentally engaged for longer periods of time– in some cases, even after the experience is over.

Looking to improve your online marketing campaign for 2024? Here are some ideas for interactive storytelling strategies that you can implement into your own brand.

Transmedia narratives are stories that utilize multiple channels to deliver smaller, independent narratives that contribute to an overarching metanarrative. Each smaller piece of the story serves to expand the narrative world with new plotlines, perspectives, and story branches, creating a more enriching experience than would be possible with just one platform.

Although transmedia storytelling strategies are a relatively modern innovation, they’ve been in use for longer than you might expect. One famous example of transmedia storytelling is the Pokémon franchise. The Pokémon video game series, which was originally meant as an advertisement for its children’s card games, inspired a variety of comics, TV shows, and more, all serving to expand the overarching narrative of the world in which every branching story takes place. The campaign was so successful that, even today, Pokémon remains a household name and one of the most recognizable franchises in the world.

Another, more recent example of transmedia strategies in digital marketing is the recent expansion of the Dungeons and Dragons (D&D) franchise. What started out as an obscure tabletop roleplaying game in the 1980’s now has its label on children’s books, video games, and even an officially licensed movie (which even has spinoff books of its own). The highly versatile, narrative-based nature of the D&D property is its greatest strength, as any narrative that takes place within its universe contributes to an expansive metanarrative about the story world and the many possibilities it holds.

Interactive video ads are closer to traditional commercials: emphasis is placed on grabbing the viewer’s attention, rather than taking the time to build a fully immersive experience. These ads are typically short-form (no longer than 30 seconds), and aren’t always possible within the limitations of some social media platforms.

The amount of agency the user has varies depending on what the advertiser is trying to achieve. For instance, a mobile ad for physical goods or shopping sites might limit the user to scrolling through potential purchasing options. On the other hand, ads for digital media (shows, mobile games, etc.) are close in nature to the medium, and can therefore be more seamlessly integrated into an interactive format. As such, the usage of interactive video ads should be carefully considered when taking into account the goals and nature of the brand.

User-generated content is the ultimate interactive storytelling technique, and it’s an essential part of any successful digital marketing campaign. User-generated content is more likely to create a positive brand image, as it provides users with a relative degree of agency and is more readily trusted by audiences compared to sponsored content.

Creating content that encourages and inspires users to create their own content is often easier said than done, and usually requires at least a modest pre-established following to be successful. Platforms such as X (formerly Twitter) and TikTok, which encourage content creation based off of existing material, are excellent platforms for promoting user-generated content.

Although interactive storytelling isn’t necessarily a purely modern invention, the widespread popularity of interactive digital content in 2024 signifies a need for user involvement and engagement in modern digital marketing campaigns. In a world where 15-second ads are met with eye rolls and annoyed sighs, it’s important to keep users engaged and actively involved with your content; doing so will help you create experiences that consumers will genuinely enjoy, keeping the ones that matter coming back for more.

Navigating the world of interactive content isn’t easy, especially if you’re just starting out and planning to do it yourself. If you’re looking to integrate interactive storytelling solutions into your next marketing campaign, consider booking a consultation with a professional marketing company like iStudios Media.