It’s one thing to get people in the door. But how do you persuade them to stay? Sure, big budgets and long flight times can skew basic viewership numbers, whether that’s your good ol’ pageview or dwell time metrics. Great. You’ve achieved the first important stage of engagement – attention.
But if a brand is investing time and money for content and storytelling, the end goal is to achieve ‘active attention’ – to give people all the ‘feels’, whether that’s making them curious, empathetic, surprised, happy, contemplative or even fearful.
Why emotional storytelling works
At a time when all our attention spans have become so short they are measured in seconds, the ever elus
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