It is interesting to note that a 21st-century student perceives information differently than their ancestors, these days people prefer stories over dumping of information, and that is what creates a community. I was going through GaryVee’s videos and understood a very crucial element required to grab a person’s attention: Stories! Be they funny, parables or even nonsensical, stories attract people and that connecting emotion is what binds a potential customer to the company.
Who doesn’t enjoy telling or listening to a good story? Over a meal, on the bus, a bedtime story, or on social networks, good stories are what captivate us out of our day to day routine, even if it’s just for a moment. A story outlines a person’s live experiences, challenges and the way they handled the situation and the helping hands that came along the way. Stories enthral us, and great stories never fail to transport us to another world.
This new wave of Digital Storytelling is what many influencers are preaching now. Digital Storytelling is the practice of using computer-based tools to tell stories. As the name implies, digital stories usually contain some mixture of computer-based images, text, recorded audio narration, video clips and/or music. The following quote can make this concept clearer for you:
“…digital storytelling combines the best of two worlds: the “new world” of digitized video, photography and art, and the “old world” of telling stories. This means the “old world” of PowerPoint slides filled with bullet point statements will be replaced by a “new world” of examples via stories, accompanied by evocative images and sounds.” – Dana Atchley, Digital Storytelling pioneer.
Today’s consumers and business decision-makers are becoming less and less susceptible to sales promises and banner advertising. Now, people strive to invest in a brand’s narrative or story. In fact, the latest study suggests that by telling their brand story well, companies have the power to increase the value of a product or service by over 20 times.
From video to VR, social media and beyond, there is a host of mediums through which a brand can tell their story – and many ways to do so:
1) Data-driven storytelling: By 2020, 1.7 megabytes of data will be created every second, for each person on earth. Leveraging the huge amounts of digital data available to create highly visual, engaging and targeted stories will prove incredibly compelling from brands and companies in 2018 and beyond. Data is significant to developing good content and ultimately telling a story that resonates. It’s not always necessary to rely on words to tell a story and leaders that can help direct their teams derive insight from data can help to tell a unique story as the demand for interactive content gains ground.
2) Mini-ads: With old methods of advertising which are struggling in today’s digital landscape, companies need to consider fresh, inventive ways to link with consumers and deliver their message as part of their digital strategy. A visual medium that gets great results; video continues to grow amongst marketing teams as a way to tell the tale of a brand or product.
3) Customer-led storytelling: As our world becomes increasingly consumer-centric, consumers have many platforms to share their thoughts and opinions and businesses are taking note of this. It’s essential that as a leader, learning to understand your audience through social listening and stay well-informed of ever-evolving customer outreach tactics is a priority.
4) Philanthropic storytelling: In today’s world, customers desire transparency and want to know more about companies, how they run their business, how they treat their employees, what their ethos is, their values, how they source materials and handle their products. Not only is this a smart and effective approach to storytelling incredibly relevant, but also it can be used to help steer your digital marketing campaigns in the right direction.
5) Immersive storytelling: By taking an individual and immersing them in a sensory experience that forms the centre of your brand’s story, your business stands to hearth a meaningful connection like never before. Immersive storytelling is to an extent, is in its infancy. As a result, this brave new world of storytelling has a huge amount of scope with many new skills to master along the way. The best example of this is Pokemon GO, the reality game by Niantic which tasted unfathomable success.
By looking at novel ways of understanding how people share content, you’ll find a lot of new methods of sharing your brand story with your audience. By encouraging your team to look beyond traditional data, you’ll increase your chances of success. At its core, brand storytelling is a business capability that runs on emotional engagement, resulting in improved business performance.
Concluding it with some food for thought:
“Brand storytelling is a great way to get your point of across, differentiate your brand, and work out new ideas. Today, if you want to succeed as an entrepreneur or leader, you also have to be a storyteller.” – Richard Branson
Wishing you all the success!