Digital storytelling combines the traditional methods of storytelling using words and images with digital technology. This could be through desktop computers, handheld devices, or even LED display screens or video walls. Here’s a look at the purpose of digital storytelling and how to create an effective digital narrative.

What is the purpose of digital storytelling?

Sharing is at the heart of digital storytelling. It is a short-form medium that allows anyone to create and post their own stories. This could be through static images, live action video, animation, music, text, or any other digital alternative to traditional storytelling methods involving paper, or stored on physical devices such as tape or film.

The multi-media approach is inclusive and interactive, and it’s used across a wide range of settings, such as education, healthcare, cultural and community settings, and advertising and marketing. Methods have evolved organically as digital tools and software have become widely available and widely available and quick and easy to use.

Here are some tips to create an engaging and effective digital story, whether you want to raise brand awareness, engage with a community, educate or inform students or the general public, or advertise a new product. 

Understand the audience

The first step is to define your audience: who do you want to connect with, educate, entertain, inform, or inspire? This will give your story the most impactful purpose, narrative drive, and tone of voice. What is the average age, socioeconomic background, and needs and problems of your target audience?

Pinpoint their value set, worldview, aspirations, aims and ambitions, and find a tone of voice that speaks to them. If possible, identify a common experience or emotion that unites them, and find a way to weave this into your narrative. This will help it to sound human, empathetic, trustworthy, engaging and authentic. 

Start small

If you are tackling a large or somewhat impersonal or heavy topic, draw in viewers by starting from a single personal narrative voice and take them with you on the journey outwards towards the bigger picture. This will help you to connect to the audience on a personal level, rather than to immediately put up a barrier and expect them to do the work. 

Consider the timing and pace of the story

It may be a modern format, but the traditional rules of storytelling still apply: the story should have a well-paced narrative with a beginning, a middle and an end. Without this, it will lose focus and have little impact on the audience. The story should have some central question, mystery, or emotion to drive it forwards towards a satisfying conclusion. 

Maintain a sense of energy throughout the narrative, even as the emotional weather changes. Modern audiences are busy and impatient with short attention spans, so there should be no slack or wasted material: make every second count and keep driving the narrative forwards to a pleasing, unexpected, or memorable conclusion. 

Choose a format that suits the story

The medium should match the story. For example, if you want to promote your brand as inclusive, authentic and accessible, then include some interactive elements, such as a video wall display of social media messages. Young energetic brands may suit music videos, whereas more conservative brands may suit films or podcasts.

Use high quality visuals

Visual impact is a critical element of successful digital storytelling, particularly if you are intending to use a LED screen or video wall. Use professionally designed graphics if possible, or integrate them with user generated content. Moving images capture the attention of busy audiences, and audio elements add immediacy. 

Choose the right location

Digital content that will be displayed on a public screen requires some forethought and planning about optimum viewing distances, and environmental factors such as lighting conditions. 

Indoor venues with closer viewing distances may require more high-resolution images with a lower pixel pitch, whereas outdoor locations need greater brightness to cope with dull weather conditions, and longer viewing distances. 

Use dedicated software

Easy-to-use tools are available that allow anyone to create and upload a digital story in a matter of minutes. Common examples include iMove or Microsoft Photos, but there are also hundreds of free or subscription based apps available online. These can allow anyone no matter what their skill level to have a go at creating content.  

Integrate with other media

Design your digital story to easily integrate with other media such as social media, traditional media, and online marketing campaigns.