Snapchat CEO Evan Spiegel talks about context in storytelling. Following on my comments earlier today, short video and imagery is the new point of entry for engagement. However, they have to lead to real actionable content. If you want someone to watch your program, give them a surprising short example. If you want them to act on a decision, such as a purchase or a vote, the initial video touch has to provide access to deeper background information.
With Context Cards, Spiegel is attempting to rethink the way we discover new information. Currently, he explains, people find stuff on the internet by typing queries into search boxes and following hyperlinks to the content. Consider a YouTube video. “You upload the video, and you tag it with a bunch of text,” says Spiegel. “If you want to go find that video again, you type in the text and it surfaces the video.” In other words, the text directs you to video.On mobile devices, Spiegel believes that the