Executive Chronicles | Storytelling in Advertising: Your Key to Marketing Success | In today’s market, it’s difficult for businesses to set themselves apart from their competitors. Business owners must constantly seek out new and inventive ways to connect with their target customers. Staying on the cutting edge is great, but sometimes the most effective way to get noticed is to use classic marketing techniques.
Storytelling in advertising is a powerful way to make sure that target customers notice and connect with your company. If you’re not familiar with the concept, you might need help getting started. Read on to learn about the importance of storytelling in advertising!
What Does It Mean to Tell a Story?
Before you get started with digital storytelling in advertising, you should understand what it means to tell a story. A story can be anything you want it to be. It’s important to note, however, that it differs from your standard advertisement.
For example, a typical commercial for a razor might feature information about the razor’s design and features. You’ll probably even see someone using the razor and being happy with the shave.
That’s not telling a story, however. A story might feature a father teaching his son how to use a razor, or it might feature someone getting ready for a first date. A story doesn’t tell you about the product, it features the product and shows how it improves a customer’s life.
Why Does Storytelling Matter?
You might be wondering why you should bother telling a story in your advertisements. This is a valid question and one that many business owners contemplate when working on their marketing projects.
Advertisements that feature storytelling tend to have a bigger emotional impact on audiences. You want your commercial to pull on your customers’ heartstrings.
Unlike traditional advertisements, ads that tell a story leave a lasting impression on your audience. If they’re done well, they might even go viral.
Storytelling helps customers determine if your company aligns with their values. Many brands use storytelling in their advertisements to show that they value their LGBTQIA+ customers. These types of stories help customers feel seen and appreciated.
When used strategically, the stories you tell can help you build a devoted customer base.
What Are the Most Effective Types of Stories?
Your goal when creating your advertisement is to evoke emotion from your customers and help them connect with your business. Some types of stories do this better than others, but the most effective types of stories depend upon your target customer. You want your customer to be able to relate to the story.
For example, if you own a food company and want to grab the attention of mothers of young children, then you’ll want to structure your ad to be relatable to them. Maybe you create an ad where a mother is teaching her daughter how to cook while using your products.
What Are the Elements of Storytelling in Advertising?
There are many different elements used in storytelling, and it’s important to learn how to effectively use each element to connect with potential customers.
The first thing you’ll need is a main character whose story unfolds throughout the advertisement. You’ll also need a defined plot that is structured to create positive emotions in your viewers. The most effective storylines are entertaining without being over the top.
One mistake that many companies make when creating these advertisements is that they make their plotlines too general in an effort to appeal to a larger audience. It’s hard for your customers to connect with a generalized story or a story that features too many different characters.
When it comes to stories, the more specific details you use, the better. Instead of having the main character tell her child to put in the butter and the sugar, have the mom tell her daughter the measurements and show them measuring out the ingredients and adding them to the mix.
Specifics make stories feel authentic, and they’re more likely to help your customers connect to the story.
Which Medium Should You Use?
Video is easily the best medium for advertisements that tell stories. It’s why major companies pay millions of dollars to get their ads in the lineup for televised events that have huge amounts of viewers. What would a Super Bowl be if it didn’t have its awesome advertisements to keep you entertained during the breaks from the action?
That said, it can be difficult for smaller businesses to compete with the majors when it comes to commercial time. Thankfully, there are other avenues to pursue apart from television.
Consider advertising on YouTube. Millions of people across the world utilize YouTube on a regular basis to stay up to date with the latest clips from television shows or check-in with their favorite YouTube stars. YouTube videos feature one or more advertisements on the videos on their site that are monetized.
This means you can work with YouTube to get your ad in front of your target customers. You can also work with YouTube stars themselves to get them to promote your products throughout their videos.
Other great places to put your advertisements include social media sites. Popular choices include Facebook, Instagram, and Snapchat. You can work with influencers or the sites themselves to get your advertisements on thousands of feeds.
Harness the Power of Storytelling in Advertising Today!
You don’t have to employ an army of cutting-edge marketing professionals to make your business stand out in today’s crowded market. Storytelling in advertising is a simple and powerful concept that has the potential to leave an indelible mark on your customers. If you haven’t already started your next ad campaign, there’s no better time to get started!
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