How to use storytelling in marketing

Storytelling is not a new concept, and businesses across the world are becoming increasingly creative when using storytelling for content marketing and branding.

The purpose of storytelling is to let people know what your business can offer them in a memorable way that will not only connect with them but also make them think and take action. Consumers must be able to relate to the characters you cast and the story you are telling. Businesses must humanize their product, and the best way to do this is by storytelling. We found some fantastic examples of successful storytelling campaigns that we’d like to share with you.

Successful storytelling case studies

This is a good example of how Duracell humanized their product.

We also love this new Checkers ad, their creative team managed to use a topic that hits a nerve with South African consumers and used it to create a great ‘story’.

We have round up a few ways to help you to create the best story for your brand. If you include these, you are likely to reap the benefits of great storytelling.

Be honest

You are in fact telling a story, but it needs to be based on the truth of your brand and product.

Create relatable characters

People need to connect to the story you are telling. They need to feel something when watching your story, and that can only be done by creating characters in your story that people can relate to. Knowing the wants and needs of your target audience plays a great role here.

Hit a nerve

Creating a heart-felt and sincere story will make your story share-worthy and memorable.

Don’t give it all away

When telling a story you want to show your audience how great your product is, and not talk about it all the time. Show scenes that softly pitches your product, and let people read between the lines.

Don’t overthink

Keep it simple but striking. Tell a story that makes an emotional impact.

Stories are powerful. They inspire and move us, and that is why storytelling is such a great marketing tool for businesses. There is so much information and advertising noise in the world, it is impossible to remember it all, but for some reason people remember a great story. What is your favourite campaign and why? Chat to us in the comments, we’d love to hear from you.