Types of storytelling to succeed in your marketing strategy
By Ester Ribas , October 28
A while ago I wrote a post about storytelling , in which I defined it and talked about its benefits and the reasons for using this technique. And the truth is that, as a Content Manager, I can assure you that in our agency, more and more companies are asking us to help them create more emotional and personal content with this technique, the art of telling stories.
Just like the song “Storytelling” by Belle and Sebastian, which says: “If you’re a storyteller, you can think that you have no responsibility. And you can take your characters hotmail email list wherever you want, you have immunity,” as a storyteller you have the right to imagine, invent, relate and show whatever you want, realistically or fictionally.
Since we were children, we listened to all kinds of stories; stories that make us laugh, that make us cry, that do not excite us, that scare us, that surprise us... and these managed to capture our full attention. So much so that we were capable of telling them again once we had heard them. And this is what interests companies, to ensure that their stories endure in the minds of consumers.
That's why today I'm going to give you a few examples of the types of storytelling you can use to reach the hearts of your potential customers.
Types of storytelling to succeed in your marketing strategy
Personal stories
Personal stories are always a source of inspiration for others. These stories that have happened to real people can be approached in different ways, they can be company success stories, stories of overcoming linked to the brand, among others.
The purpose of this type of storytelling is to generate emotions, awaken feelings so that a user performs a specific action, normally linked to their purchasing decision.
Personal story example
A good example is the 2014 Christmas lottery advertisement, since it tells a story based on real events.
Brand values
Storytelling based on brand values is that which indirectly tells the values that govern a brand, that is, its concerns, worries, commitments, etc.
Brand values example
An example of this can be found in Estrella Damm’s “Alma” campaign, which shows the brand’s commitment to climate change.
Fictional stories are ideal for conveying a specific feeling or emotion. Since they are made up, it is easier to explain and take a story where you want it to go. These can be made up of real characters or made-up characters, such as animated characters.
Fiction example
Justino's story from the 2016 Christmas lottery.
Consumption situations
In this case, it is situated in contexts in which the characters are shown in a situation of specific involvement with the advertised product or service.
Example of consumption situations
A clear example is Peugeot 's The Sculptor ad from 2016.
Can you think of more types of storytelling? Don't hesitate to comment and we will add them.
