Glossary

Storytelling

What is storytelling, how does it work and what is behind it? Find out here why it's helpful to use storytelling in marketing.
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What is storytelling?

Storytelling Is a marketing strategy and is based on the insight that people want to be touched emotionally and can remember stories better than figures and factual information. That”Tell stories“is based on narrative and cognitive theories.

Why do we tell stories?

Topics For stories, you can break down to just a few, such as love, revenge, power, war and death. Narrative structures with conflicts and turning points have already been identified by aristotle described, which are still used today. Die few literary topics can be found in countless variants in books, films and series.

There are various theoretical approachesHow narratives work. Structuralism assumes that stories from a A sequence of events in space and time exist. These do not have to be told chronologically, but also in time jumps, time lapses, time stretches, flashbacks or previews. Several aspects were added to the theory, for example that rooms must also be semantically charged and figures must be present, as otherwise cooking recipes would also fall under narratives.

There are also — who would have thought — various theories about why we read and tell stories. The Theory of Mind assumes that People are sociocognitively able to empathize with others and process emotions. The assumption that we have a Literary Mind dispose of, goes one step further: we process environmental stimuli and store information in the form of stories.

Although this assumption is not without controversy, cognitive linguistics and cognitive narratology are based on it. It seems at least indisputable that stories are very central to people. My own experience shows that complicated issues are easier to understand when illustrative examples are given — a “mini version” of a story.

Why do companies tell stories?

Reading research also assumes that readers are typically the first to read dive in when they receive narrative literature. Newspapers also use this insight for reports that focus on people and their stories. that delectARE principle It should also attract readers' attention in advertising.

Because readers are more likely to be addressed by literary texts, storytelling also used for advertising films and in marketing in general: A product or brand is packaged in a story in order to sell it or it to customers through emotions. A specific feeling is created with which consumers should connect the company.

For example, companies tell their story through an image film or talk about themselves in the about us section on their website, where they also their mission and explain values — just tell their story.

In commercials, well-known Narrative strategies applied: There is usually one character, the various events experienced, which can also recur until he finally comes across a conflict that he must resolve. Die Story It then ends with the resolution of the conflict. In doing so, the character, the action and the space transport Emotions that viewers identify with as much as possible should.

Recipients can immerse themselves in the action and also retain the knowledge they have imparted better and more sustainably. A good example of storytelling in advertising is Edeka's Christmas commercial about a raindrop that wants to become a snowflake. However, this is actually about climate change and sustainability. Sustainable nutrition and sustainable living with food from Edeka are emotionalized and packaged into a story. Customers can use emotions Across target groups be achieved.

Conclusion: 3 benefits of storytelling

  • Consumers remember the brand and information better
  • Brands can present and illustrate themselves and their values
  • Emotions can be easily transported and received

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