From Storytelling to Storyliving: Immersion in the World of Gen Z and Alpha

Mathieu Clairet . 2 months

After the baby boomers, Gen X, millennials, and Gen Z, here comes the Alpha Generation. “What, already?” Yes indeed. Children born before 2000 are now over 25 years old. Ouch.

Since the birth of the Internet, in 1734 in the collective imagination of Gen Alpha 🤪, communication has continuously evolved. The digital revolution has transformed how we communicate, consume, and experience stories. At the heart of this transformation are Gen Z and Gen Alpha, generations born digital, for whom the boundaries between the real and the virtual are becoming increasingly blurred. In this context, traditional storytelling is gradually giving way to storyliving, an immersive approach that not only invites listening but living through stories. Explanations follow.

STORYLIVING emerges as a response to the new expectations of these young generations. Fueled by technological advancements, it offers a richer, interactive, and more personal experience. SNAPCHAT, INSTAGRAM, TIKTOK, and virtual reality platforms are at the forefront of this revolution, offering content that goes beyond being seen or heard but truly experienced.

In this evolving landscape, storyliving positions itself as a powerful commercial strategy, actively involving the consumer in an immersive and memorable brand experience. The consumer becomes a co-author, thus fostering a deep emotional connection with the brand. This shift from storytelling to storymaking or storydoing underscores the importance of providing real value and improving customers’ lives through tangible solutions and authentic experiences.

Here’s a fun example. Last year, during the « L’Égypte Augmentée » exhibition, augmented reality made its way to the LOUVRE to bring millennia-old artworks back to life. Nice.

Why Gen Z and Alpha Prefer Storyliving

Gen Z and Gen Alpha seek to interact with content actively. They crave authenticity and immersion, desiring not only to observe but to participate and influence. New technologies play a key role in making these experiences possible, transforming passive spectators into active participants.

Okay, but what does that look like in practice? 🧐

Imagine an augmented reality game allowing players to hunt and collect virtual characters in their real environment – hello POKEMON GO 👋. The campaign would use geolocation to encourage players to visit physical stores or points of interest where they can obtain exclusive virtual rewards. It would also offer an integrated social platform allowing users to team up with other players, exchange characters, and participate in community events. The playful and social aspect of this experience promotes deeper and more personal engagement with the brand. Not only do players interact with the content in a fun and active way, but they also become ambassadors by sharing their achievements and discoveries with their community. Smart.

Key Components of a Successful Storyliving Strategy

Immersion and Interactivity: Brands must create captivating experiences that engage the senses and prompt action. Immersion can be enhanced by interactive elements that allow users to significantly modify their experience.

Personalization: The ability to tailor the experience on an individual level strengthens the bond between the brand and the consumer. This demonstrates an understanding and respect for personal preferences and interests.

Co-Creation: Inviting users to contribute to the content creates a sense of ownership and engagement, turning consumers into brand ambassadors.

It’s often said that new generations aren’t loyal to brands anymore. So, is it possible to create loyalty with storyliving?

Marketing focused on creating memorable experiences elicits emotional responses that not only increase return on investment but also strengthen affinity towards the brand. Popularity within social groups plays a crucial role in this market. If a consumer sees several of their friends interacting with a brand, they’re likely to do the same. When brands mobilize influencers and social networks in their campaigns, popularity within social groups increases. Once a brand reaches the intimate circle, it becomes possible to consistently engage the community to establish relationships similar to those between friends, thanks to previously established emotional bonds.

You’ve got it, storyliving represents an evolution of traditional storytelling, offering consumers the opportunity to live through narratives. Simply displaying Coca-Cola on every street corner is no longer sufficient. It’s a real headache for advertisers. And the successes of brands like Nike with its interactive apps or L’Oréal with its virtual makeup trials demonstrate the effectiveness of this new approach.

In short, the era of storyliving has arrived, offering a new canvas for brands eager to connect with Gen Z and Alpha in a meaningful way.

Will you be part of it?