Spikes 2013: 'Every visual story by millennials is designed for reaction'

Visual storytelling is not a new phenomenon. But the youth or the millenials' expression today, is increasingly about showing rather than telling. In her presentation at Spikes Asia 2013, Emma Montogomery, global product director, human experience centre, Starcom MediaVest Group, said that visual engagement meets a number of uniquely millenial needs such as simplifying expression besides helping youth express themselves.

She added, "And because of this reason, everything is a story canvas for the youth. Brands have to become a part of the story-making."

Storytelling has become a part of story making

Articulating that storytelling has become a part of story-making, Montogomery enlisted the main characteristics of this process. According to her, it includes collaboration between the youth and the brand; being active dynamic and agile. Explaining the need for brands to be agile, she said, "Brands that consistently keep pace with culture get it right with millenials. Amul (India) has been consistently doing it."

"Every visual story by millenials is designed for reaction," she added.

Apac currently contributes the second highest proportion of story-making creators among the digital citizens. She revealed, "India has 75 per cent of story-making creators, while Thailand contributes 80 per cent and China 79 per cent. The cultural context shapes what (and how) visual stories are shared across markets. Apac youth is adding their own unique twist on story-making in their market. In India, this medium is increasingly used to create a star out of themselves. If the millenials have not got anything to say, they will create things to talk about."

Montogomery surmised with key tips for the brands: "Brands need to show some respect to collaborate and create with millenials. Learn the language of the clients, find new nuance of visual story and use it. Design for reaction and give back. As space becomes stories - it becomes a great opportunity to teach and engage them."