Storytelling has grown thanks to social networks, but it has also spread to other channels and forms of communication . Storytelling can simply be defined as the art of telling a good story . However, it is not a marketing technique like the others. Its main objective is to create a link with customers .
Storytelling can be used in emails , landing pages , spots , banners , retargeting , SMS or social media . Here’s how businesses can take advantage of this technique!
Mistakes to avoid in storytelling
Since storytelling is used above all to perpetuate its relationship with its customers, it is important not to fall into these traps.
Contradictions in messages
Storytelling is effective when the message and the person who transmits it are same wavelength . Any contradiction between the message and the speaker causes this technique to lose its power. If a beautiful model is used to tell a happy story, but his eyes express sadness, the message becomes contradictory and has no value.
The storytelling lie
In addition to contradiction, lying is another of the most common mistakes made in storytelling. There is a Spanish proverb that says, “The truth comes out,” and it’s true. If the brand has a certain number of elements, principles or preconceived ideas, it is not good to go against them. By trying this, users will see the lie. If the brand or product projects an idea, it will need to be reinforced and not try to sell something that is not real.
The use of a bad tone in storytelling
It is easy to use humor and satire in storytelling to sell. It is a way like any other that helps to drop the barriers and develop a greater connection between the customer and the brand. The most difficult is to find the right balance in tone in order to transmit the right message . It can be very difficult to use humor well, even more than the theater. You will have to be very careful that the joke told to set the right tone and a good example for your brand.
Forcing public reaction
This technique can sometimes help strengthen the connection between the customer and the brand, but it can also be a double-edged sword. It is not possible to force customer reactions , and this also applies to forcing a sense of urgency. Everything must be implicit in the message. By forcing things, the message will lose its potential.
The content of the storytelling strategy
In order for the Storytelling strategy to achieve the company's marketing
Brand values
The company must be able to convey the principles on which your brand is built . Sharing the brand's values is necessary to be in tune with your customers, because it is important to be able to express who you are and what you offer.
The emotions
Emotions are the key to storytelling. They make it possible to establish a connection with the customer and to arouse something in them in order to push them to consume. You have to be able to use language that plays with emotions so that the speech ends up captivating the customer, attracting their attention and encouraging them to buy the product.
Positive emotions , such as joy or happiness, are not the only ones who can be used to sell. Negative emotions , such as pity or sadness, are also. It depends on the brand for which she opts for emotions when she wants to transmit her message to her client . You just have to keep in mind that the chosen emotion will be linked to the brand in the minds of customers .
Product highlights
In the same way that we reinforce the brand image through the positive aspects or values of the brand, we must do the same for the product or service offered. We must not forget to emphasize the positive aspects of adhering to the brand's philosophy.
The hook
In addition to emotions, history must be articulated so that it engages the customer . It must captivate and hold public attention. Having readers with stories is the main objective of storytelling . If we manage to do it and hold the attention of buyers, then the turn will be played.
The channel par excellence for storytelling: television
While a number of brands use storytelling in their emails and landing pages, it was television that really paved the way for this technique. Brands such as Ikea, Cola-Cao and Campofrío have used storytelling in their advertising spots. And the results were more than satisfactory.
All these brands use a common denominator: the creation of a story and an advertisement to illustrate it . The potential comes from combining everyday stories into short form ads . Additionally, the production quality and originality sets them apart from other brands fighting for the same advertising space.
To conclude, the storytelling is not content to list the technical specificities of a brand or a product. It is a technique that mainly uses consumers' emotionality . To do this, it is necessary to adapt well to the profile of each client. Indeed, the requirements of each of them are not the same. Above all, you will have to make sure not to shock the person for whom the message is intended. If she is hit, the rest of the message will not be taken into account. Consequence: it will be one less consumer for the company.
The use of storytelling in a digital communication campaign
Expert and studies references
Studies and data
The Nielsen report (2023) shows that the campaigns integrating storytelling generate 22% more memorization than traditional formats. Read the study
according to an analysis by Think with Google (2024), narrative videos improve the intention of purchase by 35%. Seeing the data
A search for Stanford University reveals that the messages presented in the form of a story are retained 6 times longer. See research
Recognized Seth Godin experts
, author and marketing expert: “Storytelling is not an option, it is the only way to break into a world saturated with messages. " Full article
Carmine Gallo, communication specialist:" The big brands do not sell products, they tell stories that inspire. " Interview
Jennifer Aaker, professor at Stanford:" A good story can change behaviors better than a rational argument. » Ted conference
Direct testimonies
"Our Storytelling campaign increased our 47% engagement rate in 3 months" - Pierre D., marketing manager at the LinkedIn testimony
"storytelling has allowed us to triple our organic scope" - Sophie M., founder of Greenfood forbes article
"thanks to customer stories, our conversion rate jumped 28%" - Marc T.
User experiences
Startup B2B: "Our LinkedIn posts telling our entrepreneurial adventure generated 12 qualified leads in 2 weeks" Full
luxury brand testimony: "Our documentary series on crafts has boosted our 40% online sales" Association experience
: "Our emotional campaign has multiplied by 5 our donations"
Case studies
Airbnb: "How traveler stories built the brand" Detailed
Nike analysis: "The art of sports storytelling" Harvard business review
Dove: "Real Beauty campaign and its societal impact" case of school
User testimonies
"Our small business has gained visibility thanks to authentic accounts" testimony
"Storytelling has transformed our b2b boring b2b communication" customer return
"Our customers now tell us 'we love your story' rather than 'your product is well'" interview
Stories and anecdotes
The story of Coca-Cola's "Share A Coke": How Personalization has created a viral phenomenon detailed article
The "Like A Girl" campaign from Always and its cultural impact analyzes
the success of the series "The Hire" by BMW, pioneer of Branded Content Retrospective
Storytelling segmentation
| Kind | Application | Example |
|---|---|---|
| Industry | Sectoral stories | Tech founders history |
| Behavioral | Suitable for customer journeys | User testimony purchase phase |
| TPE | Local authenticity | Craftsman telling his know-how |
| SME | Growth and challenges | Business course |
| Eti | Impact and innovation | Digital transformation stories |
Questions/Answers
What are the key elements of a good digital storytelling?
A clear narrative structure, identifiable characters, a conflict or challenge, and a satisfactory resolution.
How to measure the effectiveness of a storytelling campaign?
Via the engagement rate, the viewing time, social sharing and the evolution of conversions.
What ideal length for a brand story?
Between 2 minutes (social networks) and 5 minutes (website) depending on attention.
Should we favor the video format for storytelling?
Yes for emotion, but text/image formats also work according to the audience.
How to adapt the storytelling to the B2B?
By telling stories of customer problem solving with supporting data.
What tools to create storytelling content?
Adobe Premiere for video, Canva for visuals, Anchor for the podcast.
How to avoid deceptive storytelling?
Stay authentic, do not exaggerate the facts, and respect the truth brand.
What frequency to publish narrative content?
1 to 2 complete stories per month, with regular extracts between the two.
How to reuse the same story on different channels?
Adapt the format (long/short), angle and call-to-action according to each platform.
What are the traps to avoid in digital storytelling?
Too long stories, inauthentic or without clear link with the brand.
