Systems and methods for generating and managing stories and sub-stories presented to a user's client device are described. In one example embodiment, a server system communicates a portion of a first story to a first client device based on a first client device association with a user segment assigned to the first story. The server system receives a first selection communication associated with a first piece of content of the first story, accesses a second story based on the selection, and communicates a portion of the second story to the first client device.