Bridging The Gap Between On and Offline Connection
From immersive storytelling via compelling visuals and copy to the introduction of virtual reality, are we able to leave room for connection IRL*?
One of the things we try to focus on the most in our stories on The Style Line and our client work for CONNECT(ED)ITORIAL, is whether or not our stories and content will provide opportunity to be built upon - and by that, we mean will it lead to a desire (or even immediate action) to want to connect with whoever we’re featuring and/or working with in real life? At this point we know that content is king, but with an increasingly saturated market, beautiful content is not always enough. Our featured quotes (as illustratively brought to life by Magdalene Kan for CONNECT(ED)ITORIAL) demonstrate the ability to connect the dots between these two very distinct experiences. If you're still not convinced consider the three points below:
Beautiful content is not always good content:
While aspirational travel photos or food styling editorials may cater to our inner-aesthete, consider if the content you’re publishing to the world will inspire any thought or action beyond just a quick glimpse. In this day and age, enjoying a beautifully-put together feed is so important for discovery, but if you can engage with your community to see beyond the grid and engage with your brand in more ways than one (especially in offline settings) you're well on your way to creating content that inspires opportunities beyond a screen.
From Online Traffic To Inspiring a sense of Tangibility:
Digital creative can be indicative of what’s performing well and what is desired most by your online customer-base. Use this information to create content that inspires a sense of tangibility. With regard to The Style Line, I always like to tell people that we aspire to create something as tangible as you can get because we are telling a story online. For us, creating an intimate, authentic and aspirational experience for our readers has been able to translate into successful correlating events where we bridge the gap between on and offline interactions. It’s been incredibly rewarding to see people react when meeting face-to-face and in turn this has inspired new ideas for content based on conversations and exchanges that have happened in person.
It’s All A Cycle:
At the end of the day, it’s important to remember to use compelling online content, relevant tools and social networks and as vehicles to connect with clients, collaborators and PEOPLE in real-time. No matter how integral a role technology plays in our lives, online businesses and initiatives can and always will benefit from connecting with people on the most basic human level. There’s so much to learn, but we can truly start by making time to connect, share and ultimately grow with one another.