From storytelling to storyliving: narrative in immersive experiences

Marina Jiménez Rodríguez 

Copywriting & Communication Lead at NTT DATA

Making the user feel, captivate them, entertain, and give them the ability to be part of a story is not only rewarding for them but also for the brand behind it. Storytelling is a fundamental part of any communication action, especially in immersive experiences. People no longer want to be told stories; they want to live them. The era of storytelling has given way to a new phase: storyliving.

Welcome to the art of telling living stories.

In this article, we will analyze the importance of narrative in virtual experiences, as well as some tips to enhance the user experience through copywriting.

The era of storyliving


A combination of technological advances, a shift in consumer preferences, and the pursuit of more authentic and participatory experiences are some of the reasons explaining the evolution from storytelling to storyliving.

This transformation implies understanding narrative not as something passively consumed but as an experience deeply and envelopingly lived.

It's not just about crafting a story or accompanying the user with words; it's about creating a world in which viewers or consumers can fully immerse themselves.

What does this mean? The copy needs active interaction, deep emotional participation, and engagement with the story beyond mere passive observation. Essentially, storytelling in XR breaks down barriers between the narrator and the audience, involving a bidirectional experience.

The copywriting, the authentic protagonist of stories


Narrative plays a fundamental role in creating immersive experiences (read how to create XR experiences from a creative perspective here), significantly contributing to how participants relate to and immerse themselves in a virtual environment.

Here are some key reasons explaining the importance of narrative in this context:

Copywriting helps create a more realistic and authentic feel

It’s a great ally to strengthen the identity of brands and convey the message more effectively. It helps brands create unique experiences that align with the individual needs and preferences of users.

Interaction, which is a distinctive feature of immersive environments, should be maximized. This potential for interaction provides a unique experience not found in other mediums, offering exciting opportunities for copywriting. 

It’s a magnet for user attention

Narrative can serve as a tool to direct participants' attention towards specific aspects of the experience. It can highlight key elements, reveal important information, or guide users through the plot in a way that maximizes their engagement.

It's important to note that copywriting in immersive environments demands special attention to user needs and desires. In this context, it is crucial to avoid information overload. Since these environments are visually intense, the text should be legible and easy to understand, using typography and colors that enhance the experience, ensure accessibility, and maintain attention.

It helps brands establish an emotional connection with users

A solid narrative creates a context and a coherent story that emotionally engages participants. This fosters a deeper connection with the experience, as users can identify with characters, situations, or scenarios presented. This increases the likelihood that they will be drawn to the experience and have higher engagement with the brand.

It enhances the experience

A good narrative provides coherence and continuity throughout the experience. This helps make immersion more effective by maintaining internal logic and a sequence of events that participants can follow and understand. 

Additionally, the narrative provides context to interactions and activities within the immersive experience. This is essential for users to understand the purpose and implications of their actions, contributing to a more meaningful experience.

It facilitates learning

For instance, in the context of educational or training experiences, a well-constructed narrative can ease the learning process by making information more memorable and easy to comprehend.

It aids users in feeling unique

The narrative can be adapted to allow a certain degree of personalization, providing participants with a sense of control and adding an additional layer of immersion by tailoring the story based on the user's profile or preferences, making them feel that the experience has been crafted especially for them.

Moreover, the tone of the message should be consistent with both the virtual experience being created and the brand's identity. For instance, if the experience is a video game, the tone of the copywriting should be close, dynamic, and agile, to complement and enrich the user's experience. Or if it's an onboarding experience, in that case, the focus should be on an empathetic, friendly, and clear tone, aiming to make the person feel comfortable and welcomed at all times.

In summary, adapting the approach of copywriting to the specific characteristics of immersive environments is essential to ensure effective communication and a positive user experience.

Main trends in the real of storyliving


Current trends in the realm of storyliving reflect a significant evolution in how narratives are conceived and experienced. Here are some key trends:

Users' contribution, now more crucial than ever.

An increasing number of platforms and projects now empower users to contribute to the creation of the narrative through creative input or active participation in content production, such as user-generated stories. This approach allows individuals to contribute their own stories and experiences, forming a diverse network of narratives that reflect the voices and perspectives of the community. Other users can then engage with and experience these contributions, creating a dynamic and inclusive storytelling environment.

Personalization is no longer an option

The user experience has become more personalized, with platforms and algorithms adapting stories based on individual preferences. This means that each user can experience a story uniquely, with twists and elements that align with their interests and previous choices.

Additionally, narrative can now adapt in real-time based on the actions and decisions of the user. Technology enables multiple branches and alternative endings, creating a highly interactive and unique experience for each user.

The end of linear storytelling

Furthermore, narratives are not restricted to a linear structure. Users can choose different paths and outcomes, implying the adoption of non-linear structures in stories. Stories often extend across multiple platforms (transmedia), such as social media, podcasts, videos, and games, allowing users to immerse themselves in the narrative in various ways.

Stories can now take multiple directions based on user choices, reflecting a deeper understanding of narrative as a fluid and adaptive experience.

In summary, narrative is essential to enrich and shape immersive experiences, significantly contributing to the quality and effectiveness of virtual interaction. Looking to the future, we can expect increased interaction, intensified personalized experiences, and a more pronounced focus on copywriting design. Immersiveness, supported by strong copywriting, represents an exceptional opportunity to solidify the brand experience and build loyalty within our target audience.

Undoubtedly, we are only at the beginning of this story.

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