What is Storytelling? This communication technique consists of telling a story in a different way, through a language that awakens feelings in the viewer, allowing them to identify with it, feel part of it and give it their own meaning. With it, brands can share content that connects them emotionally with their followers.
Defining what storytelling is leads us to think about the 99 acres database Storytelling strategy and its application to marketing.
The storytelling technique must create a compelling story that sparks the audience's imagination and connects with it, offering meaningful content that impacts the public with a message that provides an experience that is easy to understand and transmit.
In short, how to do good storytelling: generating an idea that appeals to the emotional side and inspiration of others.
Why tell stories?
The stories offer a different point of view, awakening the public's trust, showing a facet that was previously unknown to them.
Through them, the complex becomes simple, creating a connection with the viewer through emotional language, creating closeness, identifying their human side and making them live an experience.
Experiences that are narrated in a simple way are planted in the spirit and emotions of followers, since they are easier to remember and share, turning it into a viral message that becomes part of their daily lives.
What is storytelling in advertising and marketing?
In the world of marketing, storytelling is about telling something about your brand, product or service that excites your customers. It is a successful and very popular method when trying to captivate an audience .
It is important to tell the story behind the company, show its human side, talk about the obstacles and disagreements and how they have been overcome, what the motivation is and what inspires them.
Brand storytelling is a tool that has long been widely used in traditional marketing , and now that it has migrated to the web, it can also adapt perfectly to the medium.
Social networks in particular are communities that serve to connect with people's emotions, creating trust in them and turning them into loyal followers.
Storytelling technique in marketing
The storytelling technique in marketing is a different form of communication that seeks to break away from the rigid and rigid stereotype in order to humanize, highlighting values through a language that offers a different point of view that makes it stand out from the rest.
For the audience, knowing how a dream became a company, the motivation of its creators, their vicissitudes, obstacles and how they overcame their limitations to move forward, are resources that we can show to create engagement through the Storytelling strategy.
Building storytelling from the foundations of the brand
There are several ways to do brand storytelling that show the human side of a company, for example:
Who we are: This refers to showing the face of those who work in our brand, their growth, value and leadership.
The support they give with their physical and intellectual contribution to form a company, shows that behind an entire structure there are simple people who are at the same time special, making the public identify with them.
How we do it: This is what happens behind closed doors on a day-to-day basis. Details, anecdotes and experiences in the workplace can click in the client's mind, achieving that differential change they are looking for.
What inspires us: It means giving reason to the realization of a dream, a credible goal and why we want to achieve it. Inspiration is the driving force of every day and the reason why we do things.
What were the obstacles: Great goals always bring with them important challenges. Difficult economic, personal, and even political and social moments create expectations and opportunities for growth. Showing what the inconveniences were and how they were overcome brings you closer to the public who values the lessons and their resolutions.
How to make a good storytelling
A well-implemented storytelling technique awakens a positive and optimistic feeling, which inspires people to put an idea into practice with determination.
When a story is told in Marketing , the brand image transcends beyond showing its values and identity, creating a sense of belonging in the public who falls in love and takes ownership of the anecdote, making it part of themselves, managing to gain their trust and loyalty.
In Marketing, the use of the Storytelling strategy is a safe and effective tactic, as long as it is done in a well thought-out way.
It is adaptable to the 2.0 environment, demonstrating that the Internet is a new and successful medium for connecting with people, bonding with them and creating trust and loyalty, fundamental elements for the growth and consolidation of a brand thanks to brand storytelling.