Whether we love to tell or to listen to stories, we can’t deny their power to engage. Find out why storytelling in branded content is your new best friend.

Understanding the Power of Storytelling in Branded Content

Tens of thousands of years ago, our ancestors didn’t have the option of going down the pub, scrolling mindlessly through social media feeds, or putting their feet up in front of the telly. They told stories, and we’ve been doing the same ever since. It’s why storytelling in branded content is effective. Tell stories in your branded content and it will tap into your audience’s emotions, build credibility, foster trust, and drive engagement.

The Psychology Behind Storytelling

One reason why storytelling in branded content created by Perspective Pictures is so powerful is that we are hard-wired to tell and listen to stories. Storytelling is intertwined with how we share knowledge, communicate traditions, and give warnings, and it helps us strengthen social bonds.

When we listen to or watch stories, our brains spring into action with neural coupling, sync up with the story being told, and immerse us in it more deeply. For example, if a story describes the scent of roses, our brains’ olfactory regions activate. This is why stories can be so vividly memorable.

Neural coupling is not the only thing going on in our brains when we listen to engaging stories. They also release oxytocin, the hormone linked to warm, fuzzy feelings. Add the brain’s preference for narratives to contextualise, filter, prioritise, and recall information, and you have a powerful tool to work with.

Storytelling in Branded Content

There’s more to storytelling in branded content than establishing a strong emotional connection with people. This connection paves the way for more.

For starters, telling your brand story gives your audience insights into your brand’s beliefs and values. If your audience resonates with those values, they are more likely to view your brand as credible and trustworthy.

Storytelling is also a great way to give your brand a voice and a personality that stands out. Differentiating your content from all the other stuff out there makes people pay attention to what you’re saying or doing. Just look at the BOSH! boys breaking into a meat festival and giving away vegan chicken. Their YouTube video racked up 15,000 views and counting.

When people feel a connection to your brand, resonate with its underlying values, trust it, and see it as unique, there’s a good chance they won’t only remember it but also engage with it, which translates to increased conversions and multiplied sales. Airbnb’s Host Stories series, in which hosts reveal how Airbnb changed their lives, is another great example of effective storytelling in branded content.

Crafting Compelling Brand Stories

Crafting compelling stories for your branded content doesn’t necessarily mean spending a weekend waving rain sticks around with beardy weirdies. These tips will get you started:

Decide on a story type: Do you want to tell stories about your brand’s history, values, or mission? Do you want to tell employees’ stories to give your audience insights into your brand’s human side? Do you want to tell customers’ stories about your products or services changing their lives for the better?

Start with a powerful hook: Use a memorable character, a surprising fact, or a question to grab your audience’s attention from the get-go.

Use descriptive language and evocative imagery: The more vividly you tell your story, the more memorable and engaging it will be.

Keep it short and simple: Keep your storytelling short and simple. People have shorter attention spans now than 20 years ago, and there’s much more vying for their attention.

Be authentic: A fantasy story is one thing; a fake story is something completely different. Be authentic and honest in your storytelling.

End with a call to action: Tell your audience what you want them to do at the end of your story, whether it’s to subscribe for more great content, to get in touch for more information, or to make a purchase.

Storytelling is a fundamental aspect of human communication. Tell compelling stories in your branded content to take it and its power to engage your audience to the next level.