Why Storytelling is so Important in Marketing

Posted 23rd November 2020

Over the years marketing techniques have shifted and changed depending on the nature of audiences. Numerous techniques have been deployed and adapted to keep the consumer listening, engaged and less likely to skip or mute their device when exposed to an advertisement.


With Gen-Z and millennial consumers often being regarded as the most difficult to target, brands and businesses have had to be creative when it comes to producing their ads. These generations have been known to be less susceptible to traditional forms of advertising and will often deliberately not pay attention to or disregard most that they see (consciously anyway!)


However, something that a lot of brands have been doing very well in recent years to make them more engaging, is by making them a cultural spectacle of sorts; namely by making use of the tool storytelling. Think of the hype and attention garnered by Christmas adverts every year, and the big brands that participate in the trend, such as John Lewis, Sainsbury’s, McDonalds, Very, Tesco and many more. The ads are designed deliberately to gather build-up and hype, encourage a lot of people to watch through other forms of marketing (such as press releases and articles), and trigger an emotional response with the audience when they watch; thus, building a more positive association with the brand itself.


Storytelling is a very clever tactic in marketing, as it encourages the audience to want to see the ad in the first place if they’ve heard positive things about it (or negative!), then watch it at least one/two times to engage with the story. It’s essentially turning what would have previously been a traditional advertisement, simply promoting a service, product or a sale they’ve got on, to a short film that has very little to do with the actual brand, but more to do with the positive values they associate with their brand. It turns what would have just been a business, into a well-rounded, thought out and clever brand, that audiences associate with real, human emotion and quality.


Storytelling brings audiences together and creates a buzz that just isn’t achievable through traditional means of marketing. It triggers a range of emotions in the audience, such as hopefulness, anger, sadness and empathy – feelings that encourage them to keep watching, and even talk about the ad with their friends, family and most importantly – share their opinion online!