“No need to go from A to B to CTA”…Exploring the 3 principles of scrollytelling in interactive content
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John Crossley
11 Aug 2022
It’s up there with the most fun marketing-jargon-type words going: ‘scrollytelling’. And no, I haven’t just etched that into the industry vernacular from nowhere.
In fact, it’s so pervasive, after you’ve seen scrollytelling once, you won’t miss it again. As well as tech leaders such as Google and Apple, it’s a technique resonating in the media with the likes of New York Times, Guardian and BBC all experimenting. Despite these advancements, many brands are still relying on out-of-date practices for digital storytelling.
Let me explain. Scrollytelling is the infusion of visual and written content, using smart web design techniques to give messaging stronger resonance along with aesthetic prestige. In the tech space, pioneers such as Apple and Google have been leading the way for some time, and many more are starting to follow.
Coded in HTML5, it allows marketers and content creators to dynamically tell stories on web pages by stitching together copy and images through a range of visual effects, all triggered as the user scrolls.
At a time when attention spans are shortening, the approach is able to hook users in a more engaging way by challenging linear storytelling paradigms.
However, many brands – particularly in the tech space – are yet to take advantage. So, let’s take a closer look at this form of interactive storytelling, and some principles to hold onto when implementing it.
Immerse rather than inform all at once
If you’re used to structuring your story within a hierarchy, scrollytelling forces a complete rethink of this. Instead, you must decide on the sequential milestones which will stitch together to form your narrative.
These are then joined together through interactive transitions that take you from point to point. As a result, users are drawn in, flowing through the story at their own pace, rather than information dumps which can be overwhelming.
And at a time when mobile-first is king, brands need to move away from trying to pack as much content as possible into one screen – a tendency which is particularly pertinent in B2B product marketing.
Embrace the art of surprise and delight
If you’re used to structuring your story within a hierarchy, scrollytelling forces a complete rethink of this. Instead, you must decide on the sequential milestones which will stitch together to form your narrative.
These are then joined together through interactive transitions that take you from point to point. As a result, users are drawn in, flowing through the story at their own pace, rather than information dumps which can be overwhelming.
And at a time when mobile-first is king, brands need to move away from trying to pack as much content as possible into one screen – a tendency which is particularly pertinent in B2B product marketing.
You don’t need to go from A to B to CTA
Apple do this brilliantly. If you look at the page for the latest iPhone, as well as a stunning and immersive web experience, the option to ‘buy’ is always visible – no matter what point you are at in the story.
Brands must strive to give users the freedom to navigate through the story in an order of their choosing. Trust that they will buy when they’re ready to buy.
It’s abundantly clear the perceived norms around digital storytelling are being contested, and with these three principles in mind, you can become one of those challengers.
HTML5 opened new possibilities for what’s possible on a web page, but till recently, a technical gap has held back many from exploiting it.
But not anymore, because low-to-no code tools are bridging this gap. That means even those with no technical coding know-how can now build this type of experience online – without the need for a third-party developer.
The doors to a different way of storytelling are open – and it’s up to brands to embrace this opportunity and walk through them.
If you’re looking to explore what interactive content can do for you, get in touch for a more detailed chat about what’s possible.
