“You’re never going to kill storytelling, because it’s built in the human plan. We come with it.” – Margaret Atwood
What is advertising if not a great vessel for storytelling? At its core, advertising is the ability to tell really great stories in an intriguing and compelling way. Think about it. How many times have you watched a commercial or heard an ad on the radio, and simply because of the story it told, you were hooked? It happens more often than we even realize. It’s not a new concept, but it is something worth taking a deeper look into.
For years, companies big and small have been relying on the minds of advertisers everywhere to help take their businesses and grow them exponentially. How do they do that? One word: storytelling. Sometimes it’s the art of telling a story that tugs on the heart strings. Sometimes they tell the lighthearted tale of a boy and his dog. Other times it is the off the wall use of storytelling that tickles your funny bone. It doesn’t really matter what kind of story they chose to tell, because it’s as simple a fact as this: advertisers have mastered the art of storytelling.
Telling a captivating story is still a necessity in marketing in 2022. The problem, however, is much like most everything else in our world, the way we tell stories has changed. Advertisers have to figure out how to reach their consumers wherever they are, and we all know that people are everywhere. On their phones, on their laptops, listening to their favorite podcast, watching television…okay you get the picture. Advertisers have to be everywhere and still figure out how to tell a good story, so we’re here to help break down the biggest trends facing marketers in 2022 that will help them continue to tell their stories effectively.
- Data-Driven Storytelling
Data-driven storytelling is one that seems very basic up front but is actually much more complex at its core. There are quite a few ways that marketers can use this form of storytelling to their advantage. People don’t just want a story, they want a story backed by fact. That’s where data-driven storytelling comes into play. If you have data to back up what you’re trying to sell, then share it as you see necessary. If it fits into your marketing plan, people like to see what they’re getting themselves into.
This isn’t just the ability to share statistics and facts with the consumer, however. Data-driven storytelling also utilizes an advertiser’s ability to assess the data available to them and then use it effectively. Google has given the world access to so many great, free tools. Google Trends is just another app in their arsenal that is not only overlooked, but a total game changer for advertisers. Never be left out of the dark again on what is trending where and with whom. You have all the data you want at your fingertips, so use it wisely.
- Stories That Come Straight From The Consumer
This one is tried and true, but hey, if it isn’t broke, don’t fix it. Odds are a person is going to lean more toward believing someone who has actually purchased the product or used the service, then the company who is trying to sell it. Storytelling works the best when the consumer feels personally connected, so what better way to connect someone to a brand than by putting someone that is in their shoes in front of them telling them just how great this product is.
- Advertise With Podcasts
So this one doesn’t require you to actually tell stories, but it does require you to piggyback off someone else’s ability to do so. In recent years podcasts have become a cultural phenomenon of sorts. I mean seriously you can find podcasts on anything you want. This gives companies a plethora of options to choose from when deciding where they want to advertise. But don’t just take our word for it on how effective podcast marketing is. Edison Research reports that 54% of consumers say they are more likely to consider companies they hear advertised during podcasts than those that are not. There are many ways to get your ads on podcast streaming services, and we highly recommend you try it out!
- Visual Storytelling
Think about how much television you consume in a day’s time. I mean no judgment, me too, but when you really think about it, it just proves that we love to watch stories unfold in video form. The most obvious way to tell your brand’s story in video form has always been, and will always be television commercials. Cable may not be all that popular anymore, but streaming services still have commercials, which means that there is still room to advertise your business. The good news about executing a truly captivating visual story, is that it can now be repurposed on multiple platforms. That television commercial that your company spent so much money and time to produce, now gets a longer shelf life because it can be posted on social media.
Making social media specific videos are also a great use of visual storytelling. Millennials specifically have reported that they are more likely to click on an ad if it is in video form than any other form, so why not spend some time creating it. It may seem like an obvious form of storytelling, but sometimes the most obvious options work the best.
- Hire an Advertising Agency to Help Tell Your Story
You didn’t think we wouldn’t throw this one in there, did you? But in all honesty, there are reasons that advertisers do what they do. If you have a little extra room in your budget to spare, we do recommend turning to an agency to help you tell your story. They can help bring your ideas to life in ways you didn’t think possible.
We’ve given you the tools to write the great story, now you just have to go do it. We know that’s easier said than done though. Telling a great, or even a good story isn’t always easy. But stick with it! You know what your brand wants to say. You just need to figure out how to say it, and we’re here to help when you need it.
Which storytelling trend are trying first? Let us know in the comments below!