The death of depth? Reclaiming the 5Ws and H in the age of the scroll

In today’s age of 10-second reels and fading TikToks, the need to amuse swiftly has profoundly changed how we tell tales. Consequently, attention spans are shorter, deadlines are quicker, and trends fade as soon as they emerge. However, amidst this chaotic scroll culture, something crucial is slowly going away: depth.

For decades, journalists, communicators, and marketers have used the 5Ws and H (Who, What, When, Where, Why, and How) as the fundamental basis of narrative. These are not merely vestiges of old-school journalism; rather, they remain the timeless model for fostering trust, context, and clarity. So, then, why are they getting lost?

The Rise of Shallow Content

Let’s be honest, the scroll is winning. On social media platforms, speed frequently trumps actual content. A catchy tune, a fashionable sound, or a viral meme is often what truly captures attention. Nevertheless, although this sort of material may garner likes, it seldom creates long-term value.

Consider marketing, for example. Here, some initiatives increasingly value being fashionable above being straightforward. Similarly, in journalism, clickbait headlines often obscure the real facts. Furthermore, for content creators, virality may sometimes overwhelm the core message. What’s the result of all this? Ultimately, more noise equals less significance.

Why the 5Ws and H Still Matter

In a time dominated by visually stunning slides and Gen Z-inspired edits, these six fundamental storytelling principles remain crucial:

Who is involved? (Accountability is essential.)
What is really going on? (Your audience craves clarity.)
When did this happen? (The timing of information plays a crucial role in its relevance.)
Where is this happening? (The location provides essential context.)
Why should anyone care? (That’s the captivating element.)
How did it happen or how can people respond? (That’s influence.)

Without these foundational elements, content often appears lacking, even if it has an attractive design.

Social Media Isn’t the Enemy, Lack of Structure Is

This is not a battle of the past versus the present. On the contrary, exceptional digital content is fundamentally anchored in compelling storytelling. Today’s top creators, in fact, seamlessly combine journalistic integrity with stunning visual creativity. Whether through memes, reels, or threads, the essence of the message consistently remains focused on addressing those fundamental questions.

In every piece of communication, from breaking news to a simple tweet, clarity is absolutely key. Indeed, structure actively fosters trust, particularly in an era where anyone can voice any opinion.

The Future of Storytelling is Hybrid

The modern storyteller, therefore, must embody two essential qualities: creativity and credibility. This undeniably involves blending the engaging aspects of social media with the depth of authentic storytelling.

Yes, make sure your material is visually attractive. By all means, utilize humor and trends when appropriate. However, always ensure that the information comprehensively addresses the following questions: who, what, when, where, why, and how. That’s not simply embracing a classic approach; rather, that’s what it genuinely means to be effective.

Final Thought

The scrolling just keeps going, and the appetite for speed will only continue to grow. Consequently, as the volume of content rises, depth transforms into your key competitive edge.

Amidst the chaos, clarity stands out. Ultimately, it all starts with the fundamentals.

Also Watch: MARKETING EDGE ONTV