The brain science behind social media storytelling is summed up in five steps. Oreo's "Dunk in the Dark" Tweet and their "Daily Twist" campaign are great examples of how brands can create addictive content on Facebook and Twitter. This deck explains the addiction cycle and how brands can tap into the viewers' brain chemistry to keep them coming back for more. A 5-step blueprint is included. Ed King is a storytelling consultant. His blog lives at www.HookedOnStory.com.

3. ad·dic·tion: the state of being enslaved to a
habit or practice or to something that is
physically or psychologically habit-forming.

5. To build psychologically addictive
stories, let’s first take a look at how
physical addiction works in the brain.

6. A cue is a logo, situation,
feeling or event. Like
seeing a bag of Oreos.

7. A Ritual is a subconscious pattern
laid down in the brain. Like
reaching for a glass of milk.

8. Activating the Pleasure Center
occurs when the brain receives
pleasure signals from certain
stimuli. Like fat and sugar.

9. The reward kicks in when the
dopamine rush leaves us euphoric.
The seed is planted. The brain
remembers and wants more.

10. Psychological or story addiction (AKA branded content)
is based on a similar cycle as physical addiction.
This is your brain on stories…

11. A cue could be turning to Facebook
when bored, turning on the TV
when getting home from work, or
flipping open a novel on vacation.

12. the ritual could be reading a children’s
book before bed, or scrolling through
Twitter’s timeline looking for
interesting posts.

13. the Pleasure Center gets activated when
viewers fall under the influence of a
story. They encounter something
unexpected, timely, culturally relevant,
interesting or funny.

14. Reward kicks in when the released
dopamine (among other chemicals)
sends a feeling of euphoria and
empathy through the body.

15. So far, storytelling or psychological addiction
looks just like physical addiction in the brain.
Except for 2 important differences…

16. First, the Reward must be Variable. To keep
the viewer’s attention time after time, the
story must keep the brain guessing. Without
intrigue and curiosity, the brain does not
release dopamine.

17. The last part of the story addiction cycle is
getting the viewer to engage and participate
in the action. Engagement brings the viewer
into the brand’s story, and sets the tone for
future interactions.

24. Recap: Here is the 5-step roadmap for
creating branded content people crave…

31. Ed King is chief storyteller
at Hooked on Story, a
storytelling consultancy
for brands who want to
improve the way they craft
and tell their brand’s story.
He lives in Atlanta and can
be reached at:
thegreyeagle@mac.com
404.641.9417
@StayingInDroves
www.HookedOnStory.com