The definition of storytelling in marketing is quick: Companies use a narrative pattern to invent a story about their own product, their own service or the company itself. If the advertising for the product, service or company is packaged in the form of a story, it differs significantly from classic advertising
Users find good stories more entertaining than advertising and the information conveyed usually remains in their memory longer.
Stories have a dramaturgy and help to email dataset generate emotions, which makes it much easier to generate B2C customers.
If the story is told by a trustworthy person (e.g. influencer , content creator), users develop a great deal of trust.
Storytelling is particularly popular on social media . Companies are increasingly relying on the power of stories to build an authentic and approachable image on social media . An example of a narrative pattern that makes it easier to develop a story that fits the product, service or company is the Storytelling Canvas :
Overview of a representation for storytelling (Storytelling Canvas
Fields are shown in the graphic. The task of marketing and sales is to fill in the fields and develop a consistent and authentic story by entering the appropriate information . Part of the task is to define the target group and the goal of the story as clearly as possible.
As soon as the story has been developed, it should be played out on the right channels. Since a B2B lead is a rational decision-maker and is usually not interested in stories but in facts, B2B advertising channels are not suitable for storytelling . Storytelling is all the more effective in generating B2C customers. These can be reached very well via TikTok, Instagram, Facebook, YouTube and other social media using storytelling.