The Storytelling Spectrum has three main different content styles that make it up: short-form assets, condensed narratives and long-form assets. Using all three of these content formats will allow a company to better market in the mobile sphere because each style has its own advantages.<\/p>\n
Short-form assets are excellent marketing pieces for promoting a single message. Good ways to think about these are in the context of six-second messages. These should clearly deliver the message the organization wants out there as concisely as possible. Product launches, large event promotions, brand sponsorship and a call to action all merit the short-form assets.<\/p>\n Then there are the longer stories that condense narratives that may be found in 30 second ads into 10-15 second videos. Mishkin found that the some of the best uses of this style of video include product launches that highlight key features, launching a new brand message or connecting the brand to a cultural movement.<\/p>\n Finally, there is the extremely versatile long-form content. These are anything meant to keep the audience\u2019s attention for a longer period than the other content styles, and, yes, that can include the 30 second TV spots. Mishkin points out, however, that many companies have been taking this style of video to one- to four-minute videos to talk about what they stand for.<\/p>\n One of the prime examples of a company that uses all three formats of mobile content is Nike. Last year, Nike released an over two-minute commercial<\/strong><\/a> as part of its \u201cJust Do It\u201d campaign narrated by Colin Kaepernick. Unlike the short form pieces the company uses during promotions like Air Max Day, Mishkin said the longer commercial shows a \u201creally great, mission-driven approach to what Nike as an organization cares about.\u201d<\/p>\n![\"Blank](\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2019\/10\/Blank-note-hanging-from-a-clothesline-1024x644.jpg\")