IAs we emerge from a pandemic year, marketing as storytelling has been on my mind. I was thinking specifically about the history of the six-second story, a concept that is at the core of our story work here at TopRight.
How did we come to six seconds, why it so important? Here’s a little run down.
In the early days of broadcast and print marketing, campaigns rolled out over pages and pages or minutes and minutes of airtime. This worked well then because listeners or readers were left with a rich understanding of the brand promise. People had more time and patience in those days—were talking the majority of the 20th century up to about the 1980s.
