Many people believe that the primary objective of advertising is to sell a product. However, this is not always the case. Marketing storytelling, for example, enables advertisers to engage with an audience and immerse them in what is happening first, with the product coming second.
The advantages of promoting via telling a story are numerous. Capturing people's attention in an era of decreased attention spans, where an increasing number of material types vie for the audience's attention, is one of them. Some people are upset by hard-sell advertising and tune it out when they hear it.
Marketing storytelling is distinct in that it uses a variety of tactics to support a narrative while positively promoting a product. Aspects such as the soundtrack, narrative, camera angles, and performers can captivate viewers and help them remember the story and brand long after they have seen it. These methods are essential components of marketing-based storytelling.
1. Storytelling Through Data
Data-driven storytelling is a trend worth investigating because it provides context for individuals. Google Trends harnesses the power of data by displaying which terms and topics users search for in various parts of the world. This data can shed light on the fact that a particular topic is on the minds of the general audience. Brands can also integrate data in an anecdote to highlight a societal problem that a product could remedy.
Data-driven narratives are also helpful for businesses that already collect information as part of their business processes. Spotify, for example, examines its data to determine which songs should be added to its playlists or to discover which music-specific users prefer.
Its findings are used to deliver a year-end wrap-up to each Premium subscriber.
Spotify can assist customers to comprehend how the streaming service influenced their lives and made their stand-out moments even better by providing these insights. Furthermore, if a corporation has data at its disposal, there's no reason to throw it away.
2. Customer Generated Stories
Customers are looking for authenticity. Brands may deliver it to people through marketing storytelling is to ask actual product consumers to drive the process. When firms do this, they put their customers in the spotlight. This strategy is also known as customer-led storytelling. It's likely to become one of the major trends in marketing that displays its tenacity.
Trulia's blog features enthralling customer-driven stories with a focus on reality. Almost everyone goes through the process of looking for a home at some point in their lives. Trulia investigates what a client encountered and then publishes the findings for all to see.
Story-based advertising works best when customers can relate to it. Trulia understands this concept and exploits it to develop the brand.
3. Storytelling Through Podcasts
Podcasting is becoming an increasingly popular means for consumers to consume national news, comedy entertainment, and other types of content. Podcasts reach their audiences in a variety of formats, but many of them tell stories.
What does this have to do with marketing storytelling? According to Edison Research, 54 percent of customers are more willing to consider companies advertised on podcasts. It's simple to see how a brand's decision to sponsor or even create a story-based podcast for listeners might pay off in terms of improved profitability and brand recognition.
4. Storytelling Through PR
The internet makes it easier than ever for businesses to exercise significant influence over the reports written about them. However, there is a growing trend of brands using public relations firms to develop their storylines. Many public relations practitioners have backgrounds in journalism and appreciate the power of words. Furthermore, they stay current on developments in storytelling and the industry as a whole.
Hiring public relations firms to aid in creating or presenting a narrative should be among the marketing storytelling trends that emerge this year and persist in the long run.
5. Storytelling Through Video
Video is typically used to propel the narrative forward in visual storytelling. It can achieve several objectives, including providing a distinctive and captivating account of events. Visual storytelling may also help people put a face to a business they know and love by establishing subject-matter knowledge.
According to a recent study, millennials prefer video. Consumers of all demographics are more likely to pay attention to video than other kinds of marketing. Professionals who seek to engage with clients should keep these findings in mind this year and avoid ignoring visual storytelling.
Visual storytelling on social media is becoming more popular. For example, suppose a company wants to increase Instagram interaction. In that case, it might make a short video that draws attention and complements any non-video material the company has uploaded. If a corporation produces a blog article about a new energy-saving procedure, a supplemental film may weave a narrative about why that shift is essential.
These aren't the only ways marketing storytelling will have an impact on the industry this year. Additional techniques might involve infographics, influencers, virtual reality, and more. Advertisers should, however, expect the trends listed here to stimulate new evolutions related to their job and develop better ties with consumers.