People have been telling stories for thousands of years. Storytelling is possibly one of the most powerful forms of communication that exists. Even in the current digital era, in which companies’ marketing strategies are dominated by data collection and technological development, knowing how to tell stories remains a fundamental pillar. We call this storytelling. But what exactly is it and why should we use it?
The storytelling is not an art, it is a strategy:
Storytelling is a strategy that consists of creating a story around a brand that allows us to generate an emotional bond with our audience and transmit, in turn, the values of that brand. Most companies focus on talking about the benefits of their products or the added value of their services. But this technique only works when someone is already considering becoming a potential customer. To really attract his/her attention, we need to build human stories with which the user can connect and empathize that arouse interest and can even lead to influence in some way.
The benefits of making a good storytelling are numerous. First, human stories help build trust around a brand because it is remembered. The stories are built around a specific theme and characters and are based on a natural sequence or order of events. These “elements” necessary to create a tale “humanize” the brand and help the user connect and remember it, further improving its reputation. Also, a good story can enhance the design of the user with the brand. If we manage to attract the attention of the latter, we will play with the possibility of sharing our stories in networks and potentially reaching thousands of people.
How to create effective storytelling?
Define your audience
This is a key point. As with any marketing strategy, we must start by knowing who we are addressing. Defining and knowing our audience will allow us to limit and outline stories with which it can identify.
Define your goals
Do you want your stories to entertain, reflect, educate or arouse interest? Do you want to strengthen your brand, communicate a change in positioning, provide your website with content? Before developing your storyline, you must define what the purpose of the storytelling is and what effect you seek to generate on your client.
Build a storyline
With the audience and the clear objectives, you can now build the plot thread that responds to those objectives. Remember that, as in any story, there is a beginning, a knot, and an outcome, as well as a conflict to solve to create tension and a lot of emotion!
The message must be clear and memorable. We must build concrete and concise messages. Make it clear to the consumer what you want him to remember.
A picture is worth a thousand words
Stories are not only told through written language, and even less in the digital age. Videos, photographs, illustrations or any visual format are excellent ways to convey a message and create storytelling.
Transmedia storytelling or how to capture a story in your channels
Transmedia storytelling is an increasingly recurring technique or narrative strategy in digital marketing. It consists of telling a story through different pieces of multiformat content that, in turn, will be published in several channels. Each piece and channel contribute to create a complete experience for the user, to impact it in a more powerful way and to generate more engagement. There are three key points to remember when creating your transmedia storytelling:
- Different pieces of content must revolve around the same global story. They must be intertwined and be in tune with each other.
- Do not duplicate content! The pieces made for social networks should not be a replica of what is told in a blog or the web. Each piece is unique.
- These unique pieces must be able to be understood by themselves. The user does not have to access all of them in order to understand the central story. All are understandable and contribute to creating a narrative environment through which the story of the brand is told. There are those who compare transmedia storytelling with telling a story by episodes. Each episode has its own life, but at the same time, they are part of a whole.
However, in a hyperconnected and hypercompetitive world in which companies struggle to gain a foothold and attract customer attention, creating good storytelling around your brand can help you make a difference.