Updated: Oct 27, 2020
In todays day and age of digital marketing, it's easy for consumers to become overwhelmed. After all, the average consumer is exposed to almost 10,000 forms of visual marketing a day. With such an inundation of information, brands are turning to the age old method of storytelling. For centuries, people have been drawn to creative narratives to help them feel connected. In advertising, there are a few ways in which storytelling has acted as a benefit in the modern era.
Customer Led Storytelling
With the ability to connect to people growing and changing every day through social media, people are more willing than ever to share their experiences online. LinkedIn found that people are more trusting of their peers than advertisers when it comes to their decisions about buying. Recently, Air BnB has put out their “Stories from the Airbnb Community” campaign that allows real customers to share their experiences. Their use of connection through story motivates consumers to utilize their service because of the relatability factor, rather than the sometimes mechanical tendencies of advertising.
Philanthropy Driven Storytelling
For most consumers, knowing that their hard-earned dollars are going towards a good cause is something that they can get behind. For years, clothing company Patagonia has prided themselves on their ability to make good quality products that last for years, decreasing their environmental impact that comes with clothing production. With their Worn Wear initiative, they combined the method of philanthropic story telling with that of customer driven story telling by using customers stories of the adventures they’ve gone on over the years with their Patagonia gear.
Virtual-Reality Based Storytelling
Within the last few years, technology has made leaps and bounds in the advertising world. Thanks to things like virtual reality becoming more and more mainstream, brands are able to create completely immersive advertisements. Ford Motor Company has recently begun implementing VR test drives to demonstrate their products with little to no risk. This ability to give consumers an idea of what they’re buying before they actually swipe their card is only the tip of the iceberg of whats to come.
Theres so many ways to tell a story. With technology improving and social media growing every day, theres no limit to where story telling in advertising can go.