Once upon a time… there was a company that wanted to discover how to do storytelling that would connect with its audience and bring the magic of its brand to all of its audience. That company knew that a good story increases the probability of sales by 75%. So, this brand embarked on an adventure to find out how to use storytelling, because it wanted to communicate its message effectively, generate feelings that would be engraved in the minds and hearts of its audience and, above all, build lasting emotional connections with each of its customers.
In the fight for the audience’s affection and to stand out, this company knew that emotional content is an incredibly powerful weapon to combat market saturation. Join us to learn all about storytelling in marketing and how you can use it.
What is storytelling in marketing?
We understand storytelling as the telling of a narrative in a captivating and meaningful way, which we can find not only in marketing. It involves telling a story orally, in writing, visually or digitally, which seeks to emotionally connect with the audience. There are different ways in which storytelling can be applied in marketing, whether to transmit experiences, ideas or values.
- Branding : The brand becomes a narrative. Branding is based on telling its story and seeks to emotionally connect with consumers, highlighting its origin, values and purpose.
- Advertisements: The best ads use short, engaging stories to grab attention and deliver a message in a memorable way.
- Social media: Here, companies constantly build a narrative through posts, sometimes interactive, establishing an increasingly close relationship with customers.
- Effective Messaging : By using other platforms like emails, SMS, chats or even in blog posts, brands can tell short stories to make their messaging more effective.
Storytelling in marketing can be used in different ways, however, it is important to know the best way to do it effectively and to emotionally connect with the entire audience. And we want to tell you the secrets to achieve this!
How to do effective storytelling
It’s time to tell you a few stories! Or rather, to tell you about strategies for successfully using storytelling in marketing and not just telling stories. Let’s go!
Think about your purpose
So the pirate set out on an adventure and then…! He forgot his objective. Make sure your content is in line with your campaign objective, this will help you make a clear connection between your storytelling and your brand. If your intention is to highlight your company values, it is best to focus your narrative on those values. All this will help you make a clear call to action that convinces people and generates feelings related to your company.
For example, Panera launched a storytelling campaign with the aim of attracting the attention of its target audience and inviting them to celebrate February 14th with them. Thanks to its eye-catching and fun commercial, the company managed to connect with its target audience.
Think about your channels
It is important to adapt your storytelling to each channel, as each platform offers different ways to interact with the audience. Take advantage of the graphic, audiovisual and spatial elements that the different media offer you.
For example, while on Instagram you can leverage short images and videos to quickly grab attention, on a blog or email you can create more detailed stories.
Recognize your audience’s emotions
Remember who you are telling your story to! Knowing your target audience is essential to knowing how to create a storytelling that truly connects with your audience. Identify the emotions that resonate with their experiences and values. By being able to identify their needs and desires, you will be able to build a story that generates genuine emotions, which will help you connect with your audience.
For example, Starbucks launched a storytelling campaign that highlights that the coffee shop is a place of human connections and how each person has a story. This connects with its customers, since most of them look for unique and personalized experiences in that coffee shop.
Tell a story with quality
Tell, tell, teller, a story that generates true emotion! If you want to know how to generate emotions, the best way is to share valuable stories with pleasant feelings. It is important that you leave a good brand perception and avoid using marketing storytelling with negative feelings for your audience. A story that genuinely connects with the values and experiences of your audience will create a lasting emotional bond.
For example, Nike launched a storytelling campaign that highlights greatness, constant effort, and motivation. Because these are values that relate to Nike, the audience feels more identified and connected.
Learn from the classics
Don’t know where to start telling a great story? We recommend using the classic structure of literature, film or art. Use universal elements such as conflict, archetypal characters and a memorable ending. Incorporate these elements into your campaigns and create stories that emotionally engage your audience. This way, your marketing storytelling can show how your company helps the consumer overcome an obstacle.
Ikea launched a storytelling campaign based on classic horror films, using its products as a backdrop and highlighting that visiting its store is a unique and immersive experience.
Every brand is a story
Long, long ago, the best companies used storytelling in marketing… and they still do today. The art of storytelling has been around for years, but it is thanks to its effectiveness and the ability of audiences to connect with brands more effectively that big companies continue to improve this strategy.
Don’t let anyone else tell your story! Convey your values, brand identity and goals through messages that generate positive feelings. This is a great way to get your audience to associate you with pleasant emotions!
