We interact with people around us daily, learning more about them through conversation. Whether we ask about their hobbies, interests, likes or dislikes, sharing opinions naturally brings people together. Just as we develop relationships by getting to know one another, a company should let its audiences learn the personality behind the brand. This can be effectively achieved through storytelling.
So what do I mean by “storytelling?” In this case, storytelling is the sharing of content that appeals to human interest and triggers an emotional reaction. In a fast-growing digital atmosphere, it becomes harder for advertisers to differentiate themselves and capture users’ attention. Conversations with audiences have to be provoked by an interruption to the casual scrolling experience.
There is no strict method for deciding what stories to share, but considering general guidelines is helpful when deciding on an approach. First, the story must appeal to a specific emotion. This will vary depending on industry or strategic objective, but every story has to evoke a feeling. The brand then has to choose which medium to share the story through. This could include videos, written articles, graphics or a combination of multiple, and should be selected with the target audience in mind. Regardless of how the story is presented, it has to be relevant to the brand and provide actionable results.
One of the primary benefits of storytelling is its positive impact on consumer behavior. Since consumers lead busy lives, advertisers have to ensure their messages seem important enough for audiences to pause and tune in. If the time is taken to deliver a story thoughtfully, consumers will be drawn to the authenticity and feel like they can trust the brand. As people resonate with the message, that trust can transform into brand loyalty.
Storytelling is an adaptable technique that makes messages stick. Information that contains conflict and resolution can be easier for customers to recall than general data or ad copy. By evoking emotions, audiences enter into a more personal interaction with the brand. Humanizing an organization can make it easier for viewers to share their thoughts and support, driving up engagement and increasing brand perception.
Consumers value companies that prioritize communication and quality services. By sharing stories of company passions, experiences and relationships with consumers, brands can open the floor to further discussion and interaction with their content. Presenting information in a digestible, memorable format is crucial to building a positive brand perception and attracting loyal consumers.