PowerPoint Presentation

.UNDERSTANDING THE EVOLVING NARRATIVES EMPLOYED IN ONLINE CONTENT

March 2016C. Cannell

A DEFINITION:Narrative.

nouna spoken or written account of connected events; a story

HOW WE TELL OUR STORIES HAS BEEN THE TOPIC OF MUCH DEBATE.Aristotles ArcFreytags PyramidThree Act StructureSyd Field's ParadigmRobert McKees Central Plot & The Quest

BUT SOME STUDIES EMPLOY A LOOSE DEFINITION.Equating narrative with executionOr equating form with structure

EITHER WAY, THE DISCUSSION SHOWS NO SIGNS OF ABATING.

An approach of communicating brand narratives across content and time via either control, sustaining or sequencing methods of storytelling a theory linked closely to the amount of content a brand produces and the objectives for each. [March 2016]

THE DISCOURSE IS DOMINATED BY THE SAME THEMES: EXPOSITION, CONFLICT & RESOLUTION.AKA The Four Part Story:Once upon a timeA world we all recognise and likeSuddenly a dragonA new problem we all want to go awayFortunatelyThe solution to the problemAnd so they live happily ever afterProblem solved and life improves1234ExpositionConflictResolution

WHICH DEVELOP FRAME BY FRAME.

BUT BEHAVIOURS ARE CHANGING .Young people are spending more time playing and socialising online than watching television programmes, according to an annual survey tracking children's media behaviour in the UK

BBC, 16th January 2016

THE QUESTION THENIs the medium changing the message?As we move from commercials aired on television to consumers choosing to watch branded content online, is the way we structure our stories also subject to change?

THE DATASET.

January December 2015120 Videos2015 Most Shared Videos20 Videos (9 Unique)Branded Content & Ent.63 Videos

THE METHOD.All content identified by the YouTube Ad leader board, Unrulys 20 most shared pieces of content and videos awarded Cannes Lions in the Branded Content & Entertainment category were tabulated.

For each listing, the following information was gathered

N.B. Content has only been defined as a TVC where it self-identified as a TVC either in the title or YouTube description. Quantitative Data CollectedQualitative Data CollectedAgency, Brand & TitleDurationYouTube Views*Facebook Views, Shares and Likes*Twitter Views, Likes and Retweets*Brand subscriber numbers for YouTube, Facebook and Twitter*

*Data gathered across December 2015-February 2016Type of narrative identifiedCampaign observations

THE DISCLAIMER SLIDE.As a retrospective study, all content included is real.

By focussing on best-in-class across 2015 specifically, it represents an appraisal of content launched recently.

The study focusses on branded content at large, unrestricted to any category.

As a study, it focusses on best-in-class content representing the best brands and agencies alike.

With best-in-class defined by high view counts, we are consistent with the notion of brand fame.There is an inherent bias towards one-off / hero pieces of branded content defined by high view-counts.

Metrics such as view counts or shares are ever changing. Here, data was gathered across December 2015-February 2016. View counts here may have since changed.

In some instances, the retrospective nature of the study prohibited the collection of content i.e. certain Twitter feeds could not travel as far back as the date of the contents launch. DemeritsMerits

?SO WHAT DID WEOBSERVE

A PROLIFERATION,YET SIMPLIFICATION, OF NARRATIVES.i.e. THERES MORE. BUT THEYRE SIMPLER.

THE DROP1

Characteristics:Viewers watch with foreknowledge or an understanding of what will happen at some pointThe viewing experience is marked by anticipation of seeing how that moment unfoldsViewer anticipation and foreknowledge is guided by video titles or descriptions

E.g. I await the kittens revivalhttps://www.youtube.com/watch?v=rCnRqZw4WiE E.g. I await the moment when JJ Watt appearshttps://www.youtube.com/watch?v=TPutao4yIBI E.g. I await the moment Ronaldo is recognisedhttps://www.youtube.com/watch?v=8H_DSErYUZk

THE REPEAT2

Characteristics:A serialisation of action, thought or sentimentThere is an element of predictability and repetition throughout the contentThe narrative does not build emotionally in either direction, instead often remaining neutralA series of lessons from one cat to anotherhttps://www.youtube.com/watch?v=m0Cd0xOHx7Q A series of iPhone featureshttps://www.youtube.com/watch?v=aBYWGjIzvyw A series of comparisons https://www.youtube.com/watch?v=gYTlvrEyAZQ

THE ESCALATOR3

Characteristics:A serialisation of action, thought or sentimentThere is an element of predictability and repetitionThe action or drama is marked by becoming increasingly captivating as it develops A series of dunks, each getting more sensationalhttps://www.youtube.com/watch?v=xmPJlMajVi4

An increasingly dramatic series of powershttps://www.youtube.com/watch?v=VlOxlSOr3_M

Increasingly elaborate drama https://www.youtube.com/watch?v=316AzLYfAzw

THE SHOCK4

Characteristics:A serialisation of action, thought or sentimentThere is an element of predictability and repetitionThe narrative doesnt build emotionally in either direction, instead remaining neutral until the shockThe content is defined by the surprise/shocking turn that often remains unresolvedHumorous near-misses of domestic cats takes a dark turnhttp://www.campaignlive.co.uk/article/whiskas-wwf-9-lives-abbott-mead-vickers-bbdo/1337457

An everyday car cam shocks viewershttp://www.canneslionsarchive.com/winners/entry/594599/mortal-timeline

The 11th and final snapchat shocked viewershttp://www.canneslionsarchive.com/winners/entry/570982/tinnyvision

FRONT LOADED5

Characteristics:Attention is captured very early on - either by surreal/absurd action or celebrity endorsementViewer attention is retained as people await how the action developsFrequently leverages the equity of celebrities or known charactersNarrative doesnt tend to develop (proportional to the initial hook)Squirrel is water-skiing by 11https://www.youtube.com/watch?v=dVfXF8O-lHw

Narrative fails to build beyond Liams revealhttps://www.youtube.com/watch?v=GC2qk2X3fKA Characters of popular interesthttps://www.youtube.com/watch?v=7IcGYHU8WBo

THE NETWORK6

Characteristics:Often representative of a causal movement Comprised of user-generated-contentThe viral and formulaic nature means viewers watch with the foreknowledge of how the content will developViewers are often familiar with those starringLimited room for credible brand involvement

The ALS AssociationThe Ice Bucket Challengehttp://www.canneslionsarchive.com/winners/entry/570904/the-ice-bucket-challenge Cancer Research UKNo Make Up Selfiehttp://www.theguardian.com/society/2014/mar/25/no-makeup-selfies-cancer-charity

THE MOMENT7

Characteristics:Typically short-form content (