Linear storytelling is a traditional narrative approach where a story unfolds chronologically, guiding the audience through a clear beginning, middle, and end. It’s widely used in books, films, and traditional advertising but can face real challenges in the modern (digital) world.
Linear storytelling is dying, and we’ve bloodied our knives. As our already limited attention spans keep shrinking, the good ol’ beginning-to-end narratives can’t keep up. Platforms like TikTok, Instagram, and Snapchat are turning us all into content grazers, snacking on fragmented, bite-sized stories rather than feasting on the full-course tales. And you know what? It’s time to catch up. Time to get your sherbet together or risk being ghosted by your audience. Sorry to say, but if you’re still trying to string people along with your chronological stories, then it’s time to wake up and smell the algorithm.
The issue is that a lot of brands are floundering. They’re trying to stuff traditional storytelling into spaces that thrive on absolute chaos and immediacy. They’re the ones reading a novel at a day rave. And yeah, that’s hella weird. Brands like these create content that feels stiff, disjointed, and completely out of place, leaving consumers feeling uninterested, confused, or just straight up bored. And when your audience isn’t engaged, you can be sure that your message isn’t landing either.
Solution 1: Switch to modular storytelling
You don’t need to reinvent your stories. Just stop thinking about them as long, unbroken threads. Turn them into smaller, independent pieces that can both stand on their own and fit your overarching narrative puzzle. These types of story modules are the building blocks of modern storytelling. They’re like episodes in your audience’s shamelessly binge-worthy Netflix series. Each one packing a punch while adding to the bigger picture.
Putting it into practice: Imagine a food brand setting up a campaign around a new recipe app they’ve created. Instead of doing one long ad explaining the ins and outs, they could produce snappy recipe tutorials, spotlight chefs using the app, and share user-generated “dish of the day” posts. Each piece stands alone, while still tying back to the app’s general value.
Solution 2: Be platform-specific
Repeat after me: one size doesn’t fit all. Your brand is not a beanie. You need to create content that fits the platform, not the other way around. Here’s the playbook.
- TikTok: Fast. Fun. In-your-face. Not grabbing attention in the first three seconds? You’re gone. Next. Think behind-the-scenes stuff, quirky product demos, or trending challenges aligning with your brand.
- Instagram: Stunning visuals, snappy captions, and Stories that make your audience stop mid-scroll. Use Reels to showcase mini-stories like “a day in the life of your product” or “customer success moments.”
Putting it into practice: Every platform has its own vibe, if you will, and getting it right is a non-negotiable. This means understanding the tone, pace, and content type that works best for each one. On TikTok, that probably means fast edits and trending music, while on Instagram, it’s all about polished visuals and engagement. You need to meet your audience where they are, and speak their language. Yes, of course it’s extra work, but everything else is just worthless. Vanilla. Fluff.
Solution 3: Get users to participate (seriously)
If we’re being honest, many brands fail at this. It’s not enough to just say you’re engaging with your audience; you actually have to do it, too. Open the door to user-generated content, polls, challenges, or interactive campaigns. The real kicker? You must then use what they give you. I know, right? Show your audience that their input matters, and they’ll come back for more.
Putting it into practice: A fitness brand might run a “show us your workout” challenge, where users upload videos using their branded hashtags. Highlighting the best ones on your feed doesn’t just increase engagement, it builds a sense of community around your brand.
Solution 4: Create a narrative ecosystem
Say no to the single hero campaign and yes to a web of interconnected stories. This isn’t about a single grand narrative; it’s about a universe of micro-stories that all tie back to your core message. Give your audience a ton of entry points and plenty of reasons to explore. Think Marvel cinematic universe, but, you know, for marketing.
Putting it into practice: Take a sustainable fashion brand as an example. One thread (pun intended) of their narrative could focus on how they’re sourcing their materials, while another one could be about the stories of their fantastic artisans. At the same time, stories about “conscious fashion” can act as another layer. Each thread works on its own, but weaves a comfy blanket when combined.
Solution 5: Measure success differently
Look, I get it. I come from a long line of marketers, too. But if you’re still tracking stuff like “time spent on one video,” you’re kind of missing the point. Focus on metrics that reflect how people actually interact with your brand instead.
- Focus on shareability, user contributions, and repeat interactions across different platforms.
- Track how often your content is shared and discussed.
- Look at user-generated content metrics like the number of hashtag uses or submissions.
- For repeat interactions, monitor return visits, comments, and re-engagement rates across campaigns.
Metrics like these tell a much better story about how well your content is performing.
Putting it into practice: A gaming brand could track things like how often users share gameplay highlights on social media, how often they actively participate in community events, and how many people return for in-game campaigns. Yeah, you get it.
The jist
Linear storytelling isn’t just outdated, it’s obsolete. Most people want stories that are dynamic, fragmented, and interactive. They want to participate, explore, and connect with you—on their own terms. This demands more from brands: more creativity, more adaptability, and a lot more willingness to embrace the chaos.
Brands that thrive will be the ones who dare to take risks, experiment, and truly listen to their audience. This means using modular storytelling, tailoring your content to the platform, and encouraging meaningful audience participation. As you’re building a narrative ecosystem and focusing on metrics that reflect true engagement, you’ll capture people’s attention and build lasting connections. This is a narrative ecosystem where every piece, no matter how small, plays a role in the wider whole.
The choice is now yours: adapt and thrive, or cling to the past and fade into irrelevance. The clock’s ticking. And your audience is scrolling.