What Is Storytelling In Marketing?

Whether it’s hearing someone describe their day or reading a fascinating book, storytelling is a universal language. Storytelling isn’t only present in the media we consume or the memories we recall. It’s also a huge part of marketing. Understandably, you’re probably wondering what storytelling has to do with marketing. That’s why today you will learn what is storytelling in marketing by reading this blog. 


What Is Storytelling In Marketing? 3 Examples 

Now, let’s answer the question, “What is storytelling in marketing?” In marketing, storytelling refers to the way in which a brand or company’s goals or services are communicated to a specific audience. This usually employs a specific narrative to convey to the target audience. Here are some examples that best illustrate the answer to “What is storytelling in marketing?” 


1. Testimonials 

Testimonials from customers are a great way to use storytelling in marketing. Previous clients or customers describe their experience using a service or product in a detailed, compelling manner. This message tells potential customers and clients about the product or service in question. Testimonials tend to be successful storytelling tools in marketing because people will check what others have to say about a product or service before trying it themselves. The more authentic the testimonial, the more likely a potential customer or client is to engage with your product or service. 


2. Creative Commercials 

There’s a reason why many Americans stay tuned even during the commercial breaks every Super Bowl Sunday. Companies put all their time and resources into creating a narrative around their product or service that’s so compelling viewers will be clamoring to buy it before halftime. A commercial is a great way to convey a brand’s mission and vision through creative means. 

One notable example of how commercials answer the question, “What is storytelling in marketing?” is Apple’s Apple At Work commercial which shows a group of young entrepreneurs putting together a product proposal for their boss on short notice. However, with the help of their various Apple products, they’re able to get everything they need for their presentation prepared in a timely manner. This commercial succeeds in telling the story of how Apple products increase productivity and efficiency. 


3. Mission And Vision Statements 

Mission and vision statements are a huge part of brand storytelling. A mission statement is a product or service’s explanation for why they exist and what they hope to accomplish. A vision statement articulates goals for the product or service’s future. These are tailored to be inclusive of potential customers and users so that they feel like they’re a part of the brand’s story. 


How Storytelling Helps Marketing 

Now that you have a grasp of “What is storytelling in marketing?” the next step is to understand how storytelling helps marketing. Storytelling helps marketing first by increasing engagement with a product or service and building relationships with potential clients or customers. It also promotes greater brand awareness that ultimately attracts more potential customers. Finally, it also makes a product or service more comprehensible to the general public, leading to an increased potential user base. 

what is storytelling in marketing


Improve Your Storytelling With ASAP Marketing Solutions!

Hopefully, you better understand “What is storytelling in marketing?” The next step is to figure out how to incorporate the art of storytelling into your marketing strategy. There are plenty of different types of ways storytelling is used in marketing. You must determine your company’s mission and vision and make it palatable to your target audience. Then, figure out what medium you wish to use to tell your story. Are you going to use testimonials? What about a social media campaign? When hiring ASAP Marketing Solutions to improve your storytelling, you can plan through and think about all these things. Get started by contacting us today!