Storytelling is the use of narrative procedures in order to convey a message. 

Digital Storytelling consists of organising multimedia content into a coherent system, governed by a narrative structure, in order to obtain a narrative consisting of multiple elements.

This expression is commonly used to refer to the practice of storytelling using new technologies, new media, modern tools, to implement strategies that aim to engage the consumer, making him or her passionate about a story, and therefore a product or service

In its simplest form, digital storytelling refers to the practice of using computer-based tools to tell stories or present ideas, often through social media platforms.

As opposed to traditional storytelling that uses materials on physical media such as paper, tapes or discs, and film, a digital story uses material that exists on electronic files: 

 Engagement opportunities. A good digital story allows viewers to interact through a number of engagement opportunities (ex.: sharing information through social media, sharing comments, subscribing to podcasts, contributing content).
 

 Technical structure and organized content. Technical tools that can contribute to an effective digital story include a customized content management system, collaboration tools, and an analytics framework for measuring audience behavior.
 

 Visual design. Digital stories should encourage easier reading as well. This is achieved through the use of clear space and the careful selection of fonts and type size. 

The human attention span is at an all-time low.
With so little time spent by viewers on each piece of content, digital storytellers have
only a few seconds to get their story across to their target audience.

The good news is that with digital stories and the digital literacy of your audience, you don't need to tell your whole story all at once. Social media allows you to weave digital narratives across multiple platforms, a method called transmedia storytelling. 

Transmedia storytelling helps develop your brand personality as a full character. You want to be able to show different sides of your brand on different social media channels.
 

The population that makes up your target audience is not all alike. People are attracted to messages for different reasons, motivations and needs.

Audience segmentation is important. If you take a look at the different segments that make up your target audience and what resonates with those different groups, you can cater marketing messages to the most profitable segments and make sure no important groups are being left out of your marketing efforts. 

Once marketers understand the different segments of their audience, they can use it to make optimal decisions regarding advertising, marketing, and content creation.

Digital storytelling tools are digitally provided web-based spaces where people have an opportunity to create and share their stories and messages. These digital storytelling tools have the quality of being user-friendly and customized, which can be helpful in adding value to the content. In the next slides, a list of the most common digital tools will be presented.

 Start with the right idea and scope. Think small. It is best to focus on one type of story; this can prevent creators from being caught in conveying all the aspects of someone’s life, for instance. Ideally, the output will be a three to five-minute work that reveals a small, personal truth.

 Less is more when it comes to visual effects. Creators should keep in mind that effects should serve to enhance the story. The overuse of visual effects such as transitions and panning effects can distract from the narrative and the story itself.