Part Two of a guide to visual storytelling by Marketing Land: NFTs, 'new' social, and the future of

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A new article on Marketing Land reports that companies are evolving away from interruptive marketing to storytelling that is not perceived by viewers as ads.

The author here says disinformation and misinformation are the negative dividends of the digital world. Politics is replete with "fake news", "alternative facts," and conspiracy theories, leading some to ponder the hazards of living in a "post-truth" environment.

The commercial digital arena isn't immune to that at all. Shlomi Ron is CEO of the Visual Storytelling Institute, and he says the platforms forget about the truth and just concentrate on dwell time because it drives ad dollars:

"Fake storytelling that creates disinformation on purpose has also affected products and services. The current argument of social networks is that 'it's not us, that's what people want,' doesn't fly. They do control the content through algorithms that amplify the same content to drive dwell time.
Ron predicts that new models will eventually replace social media as anti-trust issues continue to escalate:

"There are four players in this challenge: existing social networks, regulators, consumers, and new technologies. I think we'll see more scrutiny at the regulation level, fixing publishers' lack of responsibility for user-generated content, better consumer education, and new detection technologies."
Then, there's crypto storytelling. It's all about NFTs (non-fungible tokens):

"[It] is a unit of data stored on a digital ledger, called a blockchain, that certifies a digital asset to be unique and therefore not interchangeable. NFTs can be used to represent items such as photos, videos, audio and other types of digital files. The buyer buys a video, which has a unique digital certificate that ensures it's 'one-of-a-kind' asset.

Sellers hope to monetize their digital art in a way that was never available before, and buyers hope to buy a digital asset that they could at some point resell at a higher price. All future sales of that particular video will give the original creator/seller a percentage cut from all future transactions. The rules of e-commerce success also apply to the NFT market in a sense that the creator needs to have a strong community of social followers around her work along with active marketing efforts."
Ron reckons today's audience has become tired of traditional ads, saying the primary problem is the fact they're interruption-based. Brands are starting to craft their own documentaries and short films that tell stories to reach viewers. As Ron puts it:

"Their guard comes down. They don't perceive it as an ad."
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