The power of storytelling

Published June 17, 2014 at 9:57 am

A compelling story is a powerful thing. Marketers have always known this, and today, there are more storytelling mediums available than ever. While personality and honesty and a little mystery are all ingredients that contribute to a great brand story, the stories that marketers tell are actually “craved” by our brains.

According to research by Nielsen, consumer trust in advertisements on television, in newspapers and in magazines has been on the decline. Nielsen’s Global Trust in Advertising Survey found that consumers are actually more inclined to trust what other consumers have to say. One implication of this research is that consumers would trust the opinion of a friend or family member over an advertisement.

In fact, it was found that 92 percent of consumers felt this way, and this trend has been on the rise. So what does this mean for marketers?

As we have previously noted, campaigns that are able to make a personal connection will have the greatest impact. The power of storytelling cannot be underestimated, as Fast Company notes, and many studies have revealed that storytelling is able to more effectively engage our brains.

One compelling aspect of these findings is that different information engages different parts of the brain. For example, stories activate areas of the brain that would be in use if the actual event being read about was being experienced.

This information is notable for marketers looking to create more effective campaigns. The facts about your product are important, but the story of your brand may have a bigger influence on consumers. The more compelling you can make your brand stories, the more you will be able to engage your audience.