When we set out to create digital stories, maybe it's time we left behind old models completely. Instead of looking for ways to get eyeballs on our videos or clicks to our pages, maybe we need more focus on creating multilayered experiences that keep people involved, immersed and interacting. And maybe the measurement of effectiveness shouldn't be based solely on page views or "likes," but on distributed participation of fans both online and offline.
This isn't to say video, audio and text don't still play a role. But it does challenge the notion that engagement ends with a click, a comment or a share. Because after all, a click strategy is just an immediate form of the broadcast and publishing models. (We promote and we hope for tune-in.) Maybe it's time we looked at the web as something completely different. And as such, maybe the web deserves storytelling that embraces user experience as deeply as it embraces our own artistic expression of content.
- Break Free of the Digital Content Trap, Advertising Age