It's like looking at the Heider and Simmel experiment image for hours and the shapes just don't move.
But if the idea of stories appeals to me so much, why does it so often disappoint in reality? More than once I feel like the baby boomers, mindlessly zapping through 600 TV channels in search of something interesting. A terrible confrontation for a proud cable-cutter like myself. Bored, I look at a waterfall of selfies without context, without a reason to stimulate my imagination. As if I'm looking at the image of the Heider and Simmel experiment for hours, and the shapes just don't move.
Remember the early days of Twitter and Facebook? The comments on all those useless posts that phone number list filled our timelines? The remark “I don’t need to know when someone goes to the toilet?” was often accompanied by a sigh. Fortunately, over the years we have evolved our communication. We carefully weigh which posts are worth posting, and especially which are not. With the advent of stories, we seem to have completely forgotten all the lessons learned.
“And then…”
When it comes to my friends, it’s not so bad. Not everyone is a storyteller, and everyone uses the feature in their own way. Like the endless stream of vacation slides of yore, tedious, long-winded stories are the sour apple this generation has to bite through. But when it comes to brands, it’s a whole different ball game. Expectations are a lot higher there. Let me first emphasize one thing:
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