How to succeed with Scrollytelling

We have looked at what some of the most prestigious Industry leaders say about scrollytelling, to give you the insights to establish the team and workflow you need and succeed with this format.

How to succeed with Scrollytelling

We have looked at what some of the most prestigious Industry leaders say about scrollytelling, to give you the insights to establish the team and workflow you need and succeed with this format.

Visual storytelling = Scrollytelling

Scrollytelling, the portmanteau of ‘scrolling’ and ‘storytelling’, is a way to dynamically tell multimedia stories that unfold as you (drum roll) scroll.

The use of images, videos, infographics, presentations and other visual elements to craft a story.

Why Scrollytelling?

It is a way to draw attention to content in the age of infobesity. Scrollytelling is a good way to engage and actively keep your audience ‘in touch’ with the story they are consuming; the scroll gives them a sense of control, exploration, and discoverability.

Where is it used?

The scrollytelling format is often, but not exclusively, used by brands conveying their message and values, commercial departments and content studios for branded content, for long-read editorials, native advertising, content marketing, and reports.

The Team

As storytelling developed into “scrollytelling”, a more technically and aesthetically advanced format, technology and digital content teams have to adapt.
When it comes to establishing the right team for the task, there is clear consensus from Brand Studio leaders ➝

Empower Collaboration

“The key to creating more immersive experiences is collaboration between different types of talent.”

– Annie Granatstein, Head of WP BrandStudio at The Washington Post


WP BrandStudio has built a team including account managers, creative strategists, product developers, video specialists, editors and writers working closely together.

Do not work in silos

"It’s crucial to work with a designer or creative lead who is aware of the possibilities (and restrictions) of dev and execution and respectively, you need a developer with design sensibilities. At the end of the day, you want to ensure a seamless user experience with a sleek design and this can’t just happen in silos."

-Nelly Gocheva, Global Director of T Brand Studio International

Nelly Gocheva, an industry pioneer who has won many awards for their Scrollytelling efforts, brings forward the same conclusion.

Understand your publications unique identity

"We learn from and apply the newsroom’s best practices and storytelling innovations and utilize the same technology from the engineering team. In addition, our custom content staff has deep reporting experience."

- Anna Granatstein, Head of WP BrandStudio at The Washington Post

The need for collaboration and cross competence is not limited to the design and tech team. When producing commercial scrollytelling, the story itself should at least meet the standards of the news room. Your content producers must understand your publications unique identity and withhold the expected editorial standards.

Workflow

Story first

"Once you’ve got the story, then you think about the execution."

-Graham McDonnell, International Creative Director for T Brand Studio

Take advantage of your in-house expertise to align the advertisers goal with your readers interests.

Creating your scrollytelling masterpiece

"I think the design and development should go hand-in-hand from the very beginning of the ideation process, as they can’t function separately."

-Nelly Gocheva, Global Director of T Brand Studio International

To ensure a smooth collaborative process between design and development, the two has to set common goals for how visuals and functions combined will strengthen the narrative from the very beginning. The design team can not make desicions without understanding the restrictions and possibilites of development and technology, while your dev should understand design.

Avoid the Frankenstein Monster

"The biggest trap content marketers fall into is trying to tick all the boxes."

-Graham McDonnell, International Creative Director for T Brand Studio

Even though a powerful team creates an ocean of visual and technical opportunities, Graham McDonnell, International Creative Director for T Brand Studio, stresses the importance of a strong narrative linking each piece to the next. If not, the outcome is a "Frankenstein monster of fragmented content".

How to succeed with scrollytelling

We have looked at what some of the most prestigious Industry leaders say about scrollytelling, to give you the insights to establish the team and workflow you need to succeed with this format.

Visual storytelling = Scrollytelling

Scrollytelling, the portmanteau of ‘scrolling’ and ‘storytelling’ is a way to dynamically tell multimedia stories, that unfolds as you drum roll scroll.
The use of images, videos, infographics, presentations and other visual elements to craft a story.

Why scrollytelling?

It is a way to draw attention to content in the age of infobesity. Scrollytelling is a good way to engage and actively keep your audience ‘in touch’ with the story they are consuming; the scroll gives them a sense of control, exploration, and discoverability.

Where is it used?

The scrollytelling format is often, but not limited to, used in brands conveying their message and values, commercial departments and content studios for branded content, for long-read editorials, native advertising, content marketing and reports.

The Team


As storytelling developed into “scrollytelling”, a more technically and aesthetically advanced format, technology and digital content teams have to adapt.

When it comes to establishing the right team for the task, there is clear consensus from Brand Studio leaders ➝

Empower Collaboration

“The key to creating more immersive experiences is collaboration between different types of talent.

– Annie Granatstein, Head of WP BrandStudio at The Washington Post


WP BrandStudio has built a team including account managers, creative strategists, product developers, video specialists, editors and writers working closely together.

Do not work in silos

“It’s crucial to work with a designer or creative lead who is aware of the possibilities (and restrictions) of dev and execution, and respectively, you need a developer with design sensibilities. At the end of the day, you want to ensure a seamless user experience with a sleek design, and this can’t just happen in silos.”

– Nelly Gocheva, Global Director of T Brand Studio International

Nelly Gocheva, an industry pioneer who has won many awards for her Scrollytelling efforts, brings forth the same conclusion.

Understand your publication's unique identity

We learn from and apply the newsroom’s best practices and storytelling innovations, and utilize the same technology from the engineering team. In addition, our custom content staff has deep reporting experience.

– Annie Granatstein, Head of WP BrandStudio at The Washington Post

The need for collaboration and cross competence is not limited to the design and tech team. When producing commercial scrollytelling, the story itself should at least meet the standards of the newsroom. Your content producers must understand your publication's unique identity and withhold the expected editorial standards.

Workflow

Story first

“Once you’ve got the story, then you think about the execution.”

– Graham McDonnell, International Creative Director for T Brand Studio

Take advantage of your in-house expertise to align the advertiser's goal with your reader's interests.

Creating your scrollytelling masterpiece

“I think the design and development should go hand-in-hand from the very beginning of the ideation process, as they can’t function separately.”

– Nelly Gocheva, Global Director of T Brand Studio International

To ensure a smooth collaborative process between design and development, the two has to set common goals for how visuals and functions combined will strengthen the narrative from the very beginning. The design team can not make decisions without understanding the restrictions and possibilities of development and technology, while your dev should understand design.

Avoid the Frankenstein Monster

“The biggest trap content marketers fall into is trying to tick all the boxes.”

– Graham McDonnell, International Creative Director for T Brand Studio

Even though a powerful team creates an ocean of visual and technical opportunities, Graham McDonnell, International Creative Director for T Brand Studio, stresses the importance of a strong narrative linking each piece to the next. If not, the outcome is a “Frankenstein monster of fragmented content.”