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Storytelling is the act of using words, gestures, images and sounds to tell stories that stimulate the imagination. It is an ancient art of human expression that has always existed and has allowed the transmission of stories, traditions and cultural practices throughout history.
However, in digital marketing and advertising communication, storytelling has been used as a narrative technique to transmit messages , ideas, values and meanings that move audiences and reinforce the social role of brands, through campaigns.
Next, we're going to show you how to turn storytelling into a digital marketing strategy, explaining step by step what actions you should take to build a moving story and promote it through digital platforms. Are you excited about the idea? So let's get started!
In marketing and advertising, storytelling is no longer a natural communication action that you have surely used to creatively tell how your summer vacation was. Instead, it is considered a strategy that pursues a specific result, which is not as measurable as other strategies.
The desired result of a storytelling strategy may vary depending on the purpose of your company and the context in which it is to be implemented, for example, to raise awareness among a group of people through a cause marketing campaign .
Likewise, the action of telling a captivating story should not be confused with other marketing strategies. We show you:
storytelling-concept
As we show you in the image, the objective of taiwan contact number a storytelling strategy is not, in itself, to achieve a sale; however, increasing the positioning of a product, by showing it in an attractive way, can be a desired action that is part of the design of the story.
The truth is that storytelling, within digital marketing, is strategic because good stories tend to touch emotional fibers : people can identify with the characters and with the story itself, they can remember special moments they lived, and end up carrying out desired actions, for example, remembering a brand.
Similarly, it is easy for people to remember a story more than cold, complex data. Stories, and especially real-life examples, simplify abstract and difficult-to-understand concepts or problems: they humanize them, bring them to life, make them attractive and entertaining.
When a story conveys a positive message to society and is told by a brand, it can even become widespread through advertising and be remembered by audiences. This can provide positioning and loyalty to the brand.
Stories also inspire, motivate and can unite people: in a world divided by many things, stories create a sense of community, helping to integrate a social identity. Despite the diversity of languages, religions, political preferences or nationalities, stories can connect ideas, values and common thoughts.
In the book “Brand Storytelling”, Miri Rodríguez points out that, according to neurology, every time we listen to a story we secrete neurotransmitters:
Dopamine: causes the feeling of pleasure and satisfaction.
Cortisol: It is considered the stress hormone and predisposes people to act.
Endorphins: generate the feeling of happiness.
For these reasons, and surely others that we have overlooked, storytelling as a digital marketing strategy is an attractive resource to strengthen relationships or interactions between a brand and consumers .
But… what makes a story good?
Whether a story is considered good or not often depends on personal opinions or assessments. However, there are aspects that, when taken into account, help to make the experience of both the narrator and the audience fruitful.
Therefore, we can talk about certain attributes that help the process of creating good storytelling . Thus, a good story must be:
Entertaining: It has to keep readers or listeners engaged the whole time.
Educational: it should arouse curiosity and provide knowledge that is useful and beneficial, that is, that adds value.
Universal: Everyone must understand and identify the messages. To do this, the story must use a common, simple and understandable language.
Organized: it must follow a sequence in the presentation of scenes, contexts, actions and characters; have a beginning, outcome and closing that is clear to the listener or reader.
Memorable: Whether it's inspiring, funny, has a catchy phrase, or is touching, a good story should be remembered for a long time.
In addition, there are essential elements that cannot be missing in a good story. These are: