Enticing Viewers to Engage
Whilst there are many layers of thread to a spiders’ web, ultimately it is how “sticky” each thread is that determines its effectiveness in capturing prey. When it comes to viewer retention and engagement within a streaming service, one of the threads in the Marketer’s web is the synopsis offered to inform the viewer about the content that he/she is contemplating before they click the play button.
And here lies the rub. The synopsis is not simply an information tool, but much more a marketing instrument of powerful proportions. So what is the distinction between a short summary of the show in question and a very effective synopsis? Having studied various streaming services’ synopsis, I offer the following conclusions to the essentials of effective synopsis to support viewer engagement:
- Clear editorial guidelines that reflect the brand of the service
- The prioritization of different information within the synopsis (and ideally in accordance with the segment being targeted)
- Stylistic consistency in terms of format (including length/number of characters, use of caps/no caps) and in terms of tone and language
- A narrative structure that provides sufficient information for strong appeal but entices rather than reveals. Seduction is the goal!
Ultimately, a synopsis is a sales pitch and should be crafted as such.
I have created my own scorecard to see how synopses of different streaming services compare, and the results are surprising. Please get in touch if you’d like to discuss: tuckermedia.eu@gmail.com