Consumers crave storytelling

When it comes to brands and their marketing efforts, storytelling has formally become more popular throughout the years. While it is not a new concept, more brands are using this technique in their digital marketing strategies to communicate with audiences and take people on a journey to tell their story, build relationships and encourage people to make purchases.

One brand that does an exceptional job at telling their story is TOMs. TOMs is a company that sells shoes, glasses and other items. Anytime you purchase something from TOMs, you’re giving back by providing a pair of shoes to a person in need, providing eye surgery, as well as other things. TOMs excels in storytelling because they are selling more than just shoes, they’re selling a belief system. The company creates and sells products that are an indication of an authentic and meaningful narrative.

Now, think if TOMs didn’t use storytelling in their marketing strategy. Would you be compelled to purchase a pair of shoes from TOMs if their strategy was focused on the shoes and how they’re made, instead of how your purchase will make a difference? Probably not.

A study from Nielsen shows that consumers want a more personal connection in the way they gather information. When reading data and advertising, only the language parts of our brains work to decode meanings, whereas when we read stories, our brains light up and we actually experience what we read meaning it’s much easier for us to remember stories than hard facts.

Are there any brands aside from TOMs that you feel excel at storytelling? I’d love to hear about an example that you think is exceptional!