Everyone loves a great story. Numerous studies over the years have proven that our brains are far more engaged by storytelling than the cold, hard facts. The average person consumes about 100,000 digital words every single day, and according to this infographic from OneSpot, a content marketing platform, 92 percent of consumers want to internalize words in the form of a story.
“Storytelling” may have become an agency buzzword, but great storytelling in advertising will always be crucial to the success of any campaign. As brands continue to battle it out for the spotlight, developing intriguing stories is more important than ever.
Top brands like LinkedIn, Coca Cola, and Etsy (the list goes on and on) harness this science to their advantage through content marketing that focuses on the story.
Why Storytelling Techniques Are Effective in Advertising Campaigns
When it comes to storytelling, there are two main things you want to focus on: emotional impact and being relatable.
Statistics and data may validate your point, but stories are the point—telling audiences why it matters and why they need to care. Stories not only communicate messages in highly specific and emotionally impactful ways, but they’re also memorable and compelling, and they give your target audience something to identify with and relate to.
Above all else, stories need to include the “what” and the “who” and always focus on the “why.” You can’t just give your target audience the facts; you have to give them a campaign to invest in. The simple fact of the matter is that every single human decision is influenced by emotion. This is why narratives sell, with each component building an emotional bridge between brand and consumer. Stories get people’s attention and get them to take action. It’s what they remember. And the more specific, detailed, and personalized the better, as it will appeal to larger groups of people.
But effective marketing campaigns aren’t simply about one ad or one piece of content.
Anywhere your brand shows up is an opportunity to tell a story. It could be about your brand, your individual products or offerings, or your customers. And if you happen to be one of the most successful brands out there, you never get tired of hearing about your own story, because it is genuine and authentic. It’s one that you can retell over and over again. It’s one that you can share in new, surprising, creative ways.
5 Key Takeaway Points to Consider in Brand Storytelling
- Be honest and speak the truth
- Give your brand a tone of voice
- Use characters and messaging target audiences can identify with
- Give your story a beginning, middle, and end
- Always leave your audience wanting more
If you want to grow your brand and stand out from the crowd, you need to be committed to mastering epic, equity-building stories (or hiring someone to do it for you). While there are a number of rules and guides available for how best to tell a story, at the very least, you should check out The 10 Commandments of Content.