Storytelling gained momentum thanks to social media, but it has also spread to other channels and forms of communication. Storytelling can be simply defined as the art of telling a good story . However, it is not a marketing technique like any other. Its main objective is to create a connection with customers .
Storytelling can be used in marketing emails landing pages , commercials , banners , retargeting , SMS , and social media . Here's how businesses can leverage this technique!
Mistakes to avoid in storytelling
Since storytelling is primarily used to sustain relationships with clients, it is important not to fall into these traps.
Contradictions in the messages
Storytelling effective when the message and the person delivering it are on the same wavelength . Any contradiction between the message and the speaker undermines the technique's power. If a beautiful model is used to tell a happy story, but her eyes express sadness, the message becomes contradictory and worthless.
The lie of storytelling
Besides contradiction, lying is another of the most common mistakes made in storytelling. There's a Spanish proverb that says, "The truth comes out," and it's true. If a brand has a number of elements, principles, or preconceived ideas, it's not good to go against them. By trying to do so, users will see through the lie. If the brand or product projects an idea, it should be reinforced, and you shouldn't try to sell something that isn't real.
The use of a bad tone in storytelling
It's easy to use humor and satire in storytelling to sell. It's just another way to break down barriers and develop a stronger connection between the customer and the brand. The hardest part is finding the right balance in tone to convey the right message . Using humor effectively can be even more challenging than using it in theater. You'll need to be very careful to ensure that the joke you tell sets the right tone and sets the right example for your brand.
Forcing a reaction from the public
This technique can sometimes help strengthen the bond between the customer and the brand, but it can also be a double-edged sword. It's not possible to force a customer's reaction , and this also applies to creating a sense of urgency. Everything must be implicit in the message. By forcing things, the message will lose its impact.
The content of the storytelling strategy
For the storytelling strategy to achieve the company's marketing
The brand's values
The company must be able to communicate the principles on which its brand is built . Sharing brand values is necessary to be in tune with its customers, because it is important to be able to express who you are and what you offer.
Emotions
Emotions , ultimately driving them to buy. You must be able to use language that plays on emotions so that your message captivates the customer, captures their attention, and encourages them to purchase the product.
Positive emotions , like joy or happiness, aren't the only ones that can be used to sell. Negative emotions , like pity or sadness, can be as well. It depends on the brand and which emotions it chooses to use when conveying its message to the customer . Just keep in mind that the chosen emotion will be associated with the brand in the minds of customers .
Product highlights
Just as a brand image is strengthened by its positive aspects or values, the same must be done for the product or service offered. It's essential to emphasize the positive aspects of embracing the brand's philosophy.
The hook
In addition to emotions, the story must be crafted in a way that engages the customer . It must captivate and hold the audience's attention. Hooking readers with stories is the primary goal of storytelling . If you succeed in doing so and holding the buyers' attention, then you've succeeded.
The quintessential channel for storytelling: television
While a number of brands use storytelling in their emails and landing pages, it was television that truly paved the way for this technique. Brands such as Ikea, Cola-Cao, and Campofrío used storytelling in their commercials, and the results were more than satisfactory.
All these brands share a common denominator: creating a story and an advertisement to illustrate it . Their potential lies in combining everyday stories into short commercials . Furthermore, their production quality and originality set them apart from other brands vying for the same advertising space.
In conclusion, storytelling isn't simply about listing the technical specifications of a brand or product. It's a technique that primarily appeals to consumers' emotions . To do this effectively, it's essential to tailor the message to each customer's profile. Indeed, everyone's needs are different. Above all, it's crucial to avoid offending the audience . If they are upset, the rest of the message will be ignored, resulting in a lost customer for the company.
The use of storytelling in a digital communication campaign
Expert references and studies
Studies and data:
A Nielsen report (2023) shows that campaigns incorporating storytelling generate 22% more brand recall than traditional formats. Read the study.
According to an analysis by Think with Google (2024), narrative videos improve purchase intent by 35%. See the data.
Research from Stanford University reveals that messages presented as stories are retained six times longer. View the research.
Renowned experts
Seth Godin, author and marketing expert: “Storytelling isn’t an option; it’s the only way to break through in a world saturated with messages.” Full article
Carmine Gallo, communications specialist: “Great brands don’t sell products; they tell inspiring stories.” Interview
Jennifer Aaker, Stanford professor: “A good story can change behavior better than a rational argument.” TED Talk
Direct testimonies
“Our storytelling campaign increased our engagement rate by 47% in 3 months” – Pierre D., Marketing Manager at L'Oréal (LinkedIn testimonial)
“Storytelling allowed us to triple our organic reach” – Sophie M., Founder of GreenFood (Forbes article
) “Thanks to customer stories, our conversion rate jumped by 28%” – Marc T., Sales Director at TechSolutions ( Case study)
User experiences
B2B Startup: “Our LinkedIn posts recounting our entrepreneurial journey generated 12 qualified leads in 2 weeks” Full testimonial
Luxury Brand: “Our documentary series on craftsmanship boosted our online sales by 40%” Case study Non-profit
: “Our emotional campaign increased our donations fivefold” Annual report
Case studies
Airbnb: “How Traveler Stories Built the Brand” Detailed Analysis
Nike: “The Art of Sports Storytelling” Harvard Business Review Study
Dove: “Real Beauty Campaign and Its Societal Impact” Case Study
User testimonies
“Our small business gained visibility thanks to authentic stories” Testimonial
“Storytelling transformed our boring B2B communication into engaging content” Client feedback
“Our clients now tell us 'we love your story' rather than 'your product is good'” Interview
Stories and anecdotes
The story of Coca-Cola’s “Share a Coke”: how personalization created a viral phenomenon. (See main article)
Always’s “Like a Girl” campaign and its cultural impact. (Analysis)
The success of BMW’s “The Hire” series, a pioneer in branded content. (Retrospective)
Storytelling segmentation
| Kind | Application | Example |
|---|---|---|
| Industry | Sectoral narratives | History of tech founders |
| Behavioral | Adapted to customer journeys | User testimonial during the purchase phase |
| TPE | Local authenticity | Craftsman recounting his expertise |
| SME | Growth and challenges | Company history |
| Eti | Impact and innovation | Stories of digital transformation |
Questions/Answers
What are the key elements of good digital storytelling?
A clear narrative structure, identifiable characters, a conflict or challenge, and a satisfying resolution.
How to measure the effectiveness of a storytelling campaign?
Through engagement rate, viewing time, social sharing and conversion trends.
What is the ideal length for a brand story?
Between 2 minutes (social media) and 5 minutes (website) according to attention studies.
Should video be the preferred format for storytelling?
Yes, for emotion, but text/image formats also work depending on the audience.
How to adapt storytelling to B2B?
By telling stories of customer problem-solving with supporting data.
What tools are needed to create storytelling content?
Adobe Premiere for video, Canva for visuals, Anchor for podcasts.
How to avoid misleading storytelling?
Stay authentic, don't exaggerate the facts, and respect brand truth.
How often should you publish narrative content?
1 to 2 complete stories per month, with regular excerpts in between.
How to reuse the same story across different channels?
Adapt the format (long/short), the angle, and the call-to-action to each platform.
What are the pitfalls to avoid in digital storytelling?
Stories that are too long, inauthentic, or have no clear link to the brand.
