Everyone (or the vast majority) enjoys hearing good stories, to be moved, to identify, to get involved with them.. Your customers are no exception. Storytelling brings the audience closer to your business by telling narratives that evoke good emotions.
We define Storytelling as the ability of enchanting, moving, and captivating people through narratives. A strategy used to awaken emotions, move and engage with stories that leave a mark.
For stories to be memorable, they must contain an elaborate and engaging plot, a narrative capable of captivating the audience, and audiovisual resources that capture users’ attention.
This persuasive technique, frequently used on television, social media, and in advertisements, not only fosters a closer connection between the brand and the audience but also indirectly encourages product purchases, piquing customer interest without having to “force” this process.
What is the goal of storytelling?
The aim of storytelling is to tell captivating stories using characters, settings, scripts and graphic elements to convey a message.
A brand can use this strategy to tell the company’s story in an engaging manner to bring the audience closer, discuss past or upcoming events , or even announce the launch of a product in a humanized way, for example.
With this type of content, the expectation is that the customer will form an emotional connection with the stories told by your business.
What does it take to make storytelling?
To incorporate a storytelling strategy into a brand’s marketing, the first step is to have an action plan to:
- Define the story to be told and its objective;
- Choose the most effective way to tell that story to the public;
- Write a memorable script;
- Select the settings, characters, and elements that will make the story more moving.
When defining the strategy, the next step is to understand the best approach for producing this content.
How can storytelling be executed ?
Storytelling content can:
- Be informative, teaching customers how to use a specific product;
- Contain actions that generate spontaneous communication;
- Bring meaning and memorable moments to users.
Want an example of storytelling?
For you to understand, in practice, how a storytelling strategy works and how it can be important for business, we present a successful case from Sicoob Cocred.
The objective was to create a video that could invite the viewer to reflect on the importance of cooperation. To achieve this, storytelling was employed to illustrate the transformation of a little girl who receives spontaneous help from her neighbor.
However, the challenge was to bring a touching story that showed the essence and main purpose of the brand: cooperativism, in a more humanized and real way.
For storytelling to bring all these characteristics, the idea was to bring a sensitive story, with real characters, to show how cooperation, when nothing is expected in return, can transform lives and bring happiness to both those who do it and those who receive it.
The result was as follows:
The film was emotional, garnering over 652 thousand views (360,389 of the video posted on YouTube), 276 shares on Instagram and numerous comments. Furthermore, it received the top prize, the Grand Prix, at FestVideo — one of the most esteemed advertising awards in the country).
Interested in implementing a storytelling strategy like this for your business? Get in touch!
