Storytelling - What is it? How to do it, types, examples, and more

storytelling

Presentation technique in which a story is told to connect with the audience.

What is storytelling?

Storytelling is a presentation technique used in marketing, through which a story is told to connect with the audience.

This is done because it is considered that information communicated in the form of a story is easier to retain: details from a movie or novel are more likely to be remembered than what is perceived in a work presentation.

It is often said that marketing is no longer about the things that are sold but about the stories they tell, which is why more and more companies are using the resource of storytelling.

How to make storytelling?

Although there are multiple steps for the creation of storytelling and these vary according to the different authors, in general, the following stages must be gone through:

1. Define the objective: it is important to establish specifically what you want to achieve through storytelling; whether to increase the sales of our current products, introduce a new one, transmit a specific message, etc.
2. Know the audience: not only do you have to define the age, gender, or socioeconomic level of the clients, but also determine their motivations and fears. Knowing the DNA of the audience will facilitate the construction of an effective story.
3. Establish the narrative line: what are the values ​​that you want to transmit? How does the company want to be remembered? What are the key messages going to be? How do you want to position the company? The narrative line will represent the differential value of communication.
4. Develop a creative concept: the main theme and the idea that should be repeated throughout the story must be chosen, which should be naturally related to the narrative line.
5. Distribution channels: the main channels through which the storytelling and the message will be communicated ( social networks, website, television, etc.) will be chosen.

Types of storytelling

Depending on the nature of the story to be told, different formats can be used for the plotline:

• Fiction: The facts on which a fictional story is based are not real. In this way, the narrative line will be based on heroes, princesses, villains; that is, in invented characters or situations, to transmit a message that connects with the audience.
• Historical – It is generally used by companies that have many years of experience and a great reputation. It is a good option to review the growth and history, share it with the audience, and arouse feelings. If the company is many years old, surely it has been part of the lives of many consumers and therefore can generate nostalgia, emotion, etc.
• Real situations of consumption: showing ordinary people on occasions of use of the product or service is a practical way of promoting the company's message. If the user sees himself reflected in a certain situation, it will be easier for him to recognize the solution or need that the company's product satisfies.
• Based on brand values: here the objective is for the consumer to associate the company's values ​​with the characteristics of the protagonists of the story. For example, if what is intended to communicate is teamwork, a lake could be shown where some rowing competitors are gaining positions through coordinated and group work.

storytelling examples

Coca Cola

The following story shows the company communicating one of its main values, the act of sharing:

iPhone 6s

The following is a classic example of a usage situation, told through a fictional story with some humor, where the 4K camera of the Apple mobile phone stands out:

 

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