Storytelling for the social stage
In the past two years we've seen social platforms embrace a distributed content model, a model that invites publishers to tailor stories for social channels and dares brands to shift their focus to storytelling on these social channels, as well as their own .coms. The Copilot team wanted to better understand how this shift towards distributed content is impacting editorial mindsets, and how the teams are creating content for these different platforms.
METHODS: STAKEHOLDER AND USER INTERVIEWS, DIARIES, STORYTELLING, DESIGN STUDIO
We spoke to 19 stakeholders at several different companies. These stakeholders helped us both define distributed content and generate hypotheses on how users perceive it. The hypotheses were then tested through 10 in-depth user interviews.
We also asked two of our internal users to keep diaries of their interactions with readers on these platforms and the resulting brand impact—either immediate or perceived.
Storytelling and synthesis
Finally, we held a design studio with 11 designers, editors, and developers. After splitting them into two groups, we asked each team to prototype a CMS that lets them seamlessly distribute coverage of the Rio Olympics to all platforms. This let us see first-hand how users wish they could tackle creating meaningful content for multiple outlets.
The storytelling ecosystem
