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Storytelling is a way to appeal to the feelings of your consumers, as well as a tool to show the humanity of your company. For this reason, we will tell you what storytelling iswhat are its types, some success stories and its importance for your company's marketing.

What is Storytelling?

Storytelling in marketing is a tool that helps a brand connect emotionally with its consumers. consumersIt is a communication technique that facilitates the understanding of the customer. customertheir interests, emotions and even instincts.

In other words, Storytelling consists of telling stories that make sense to a brand's consumers, in such a way that a meaningful relationship is established between both parties (consumer and brand).

 

Types of Storytelling in marketing

There are different types of Storytelling that fit the needs of both your company and your customers or leads.

1. Fiction storytelling

Fictional storytelling is that which uses fictional characters and stories to communicate a message with which the consumer can identify.

Although the story or characters are unrealistic, it is important that they resemble reality or seem true to life.

Historical storytelling

This type of Storytelling tells the evolution, growth or transformation of a person or company in certain circumstances and over a specific period of time. 

The historical storytelling should clearly show the changes, positive or negative, of the main character and what learnings occurred or should be put into practice.

3. Storytelling of brand value

This Storytelling is about the day-to-day life of the company and its employees. Topics such as:

  • What is my company doing at a given time in area X, Y or Z?
  • What processes does my company lead?
  • What impact does my business have on the lives of my employees?

4. Consumer storytelling

The type of Storytelling that involves the product or service as the protagonist is called Consumer Storytelling. 

The idea is to show the characters during crucial moments within the Customer Journey so that, according to the story, solutions to the possible problems that the consumer may have are proposed.

5. Data Storytelling or Data Storytelling

The objective of this type of Storytelling is to offer relevant data and information in a clear, simple and didactic way so that the consumer can understand them more easily.

It is key to use simple, yet eye-catching visual and auditory elements. You could even connect Data Storytelling with other types of content and downloadables that have the complete information, in case your consumers want to review the data in depth.

Example of Storytelling in marketing campaigns

Mibanco Colombia

The financial institution Mibanco Colombia helps generate business opportunities for SMEs and families in strata 1, 2 and 3 in Colombia. On its YouTube channel, MibancoColthey educate people on relevant topics related to their lines of business.

This is the case of the campaign What is phishing?campaign, which explains to its consumers what this crime is about, how it can affect them and how to Mibanco prevents them from falling victim to it.

2. Coca-Cola

The multinational soft drink company Coca-Cola released a seasonal campaign called Together at Christmaswhose message was "This Christmas, the best gift is to be together.".

He used a story that, while fictional, reflected the reality of many parents and children around the world.

Although many parents have to go to work, the best gift for their children would be for them to be home for the holidays.

3. Samsung

The global technology brand Samsung promoted a video campaign in Chile in which people commented on which moment in their lives they would have liked to document.

A clear example is the video Memorieswhich tells the story of a young man who met the love of his life through a mix-up with his pet. The brand promotes its products and their quality, while consumers hear a story with which they can identify.

Why use Storytelling in your company's marketing?

Using Storytelling in marketing has several advantages for both the company and consumers: 

  • Your brand will generate more recall by consumers, since they will significantly remember your stories and the values you demonstrate in them.
  • Good stories will always be shared, so they become indispensable tools for the growth of your brand. It can be through voice-to-voice, or through online platforms. online platforms.
  • Your company's image will be reflected in your stories; you will be able to humanize your content. This way, you will create more trust in your consumers and differentiate yourself from your competition.

Keys to create a good Storytelling

To create good stories with purpose, you should consider the following aspects: 

Define your buyer persona: 

The buyer persona will determine the way you will communicate in the story (tone, register, amount of text, channels to publish it, among others...).

2. Identify the purpose of the story: 

You must know what purpose you have to create your story (educational, commercial, positioning). Keep in mind which of the types of Storytelling you need to achieve it.

3. Establish a Call-to-action:

Make sure that all your stories have a Call to action or Call-to-actionwhether implicit or explicit. In this way, you will not only tell the story to your consumers, but you will receive feedback from them to improve and strengthen your creation process.

Finally you know what Storytelling is Get ready to create the best stories for your brand now!

Read more about topics related to Content Marketing in our blog.

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