Storytelling In Marketing: Everything You Should Know


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Due to constantly changing trends and fashions, brands have been forced to promote their products and adapt their advertising to these changes. This has caused many to fall into misleading advertising and lose credibility and, most importantly, the trust of their consumers.

This is why it is important to create a personal bond with the audience. In this sense, storytelling becomes a strategic tool both internally and externally in the company to connect emotionally with the potential consumer (6).


  • It generates personal communication with your consumers through value narratives.
  • It helps to have a better positioning in the mind of your consumer.
  • Good storytelling must be entertaining, educational, universal, organized and, above all, memorable.

What you should know about Storytelling

Telling a good story is always a good idea, and using it to make yourself known as a brand is even better. Storytelling uses persuasion as a way to build a narrative and present it to an audience that assumes it as their own, managing to convince and generate opinions (5).

What is Storytelling in marketing?

Storytelling is generally defined as the art of telling stories (1). So storytelling in marketing is the same, but around a brand and its products or services.

It is a technique that manages to convey much more than a story. It helps us to present an emotional or meaningful story that helps to establish a connection between the consumer and the brand, which allows the message to last longer in the viewer.

What is Storytelling for?

It helps the brand to generate an experience with which the audience will connect. Likewise, it is about creating and taking advantage of a fantastic world to connect emotionally with the receiver through a story (3).

It is a technique that helps us to generate emotional communication with our consumers through narratives of value to them. Here is an example of how this communication works.

What are the benefits of Storytelling?

A well-structured storytelling will give you a great advantage in the market. Although it is not a technique whose benefits are easy to measure like SEM or SEO, storytelling has many benefits for brands.

We know it will help us generate an emotional connection with our consumers. However, it does not only benefit us in that aspect. It is important to know all the benefits that good storytelling provides us in marketing, so we will mention some of them below.

Use of digital platforms and making viral contentStorytelling marketing feels “at home” on platforms like TikTok and Instagram, where people are looking for experiences instead of products.
Trusting audienceYour offer may vary, but as long as your value message remains consistent, it will be easy for the audience to connect with your brand. Consistency breeds familiarity, and the more people feel like they really know you, the more likely they are to trust you.
Positioning in the mind of your consumerIt has been scientifically proven that the human brain loves stories, and stories are much easier to remember than facts.
Emotional impactOur spending habits are actually quite emotional. Emotional attachments can influence the way we buy. Narrative marketing helps establish that crucial connection between your brand name and who you are.

As you may realize, these benefits help your product or service sell better, because people don’t see a simple advertising campaign. With good storytelling, you are offering your audience the sensations they can experience with your brand.

How to make a Storytelling?

As we have already mentioned, creating storytelling is an art. So making storytelling for the first time can be a bit complicated. But don’t worry, below we will explain what you should take into account when creating your story.


Before creating your story and everything that revolves around it, it is important that you know your audience and what interests them about your brand. You will be able to know in depth the people who are going to read, see or listen to you, so you can address them directly.


After knowing your audience, it should be clear to you what you want to tell. Having your main message ready is what will help you make sense of your narrative. We advise you to keep your message easy to understand and short so that your audience will grasp it faster.


Once you have your main message, it’s time to start writing your story, so when constructing a narrative, you should keep in mind the basic structure:

  • Introduction:

the characters are introduced.

  • Knot:

in which the plot is established.

  • End:

in which the conflict is resolved and the story ends.

It is important that you define the objective of your storytelling. Not all stories are the same and for obvious reasons they do not have the same objectives, so it is crucial that you define if your objective is to achieve it:

  • Convey your values as a brand:

tell a story with emotions, characters and familiar or real situations, so that the audience can understand how it applies to their lives. This is especially interesting when you talk about values that not everyone agrees with.

  • Educate:

Raise awareness of an issue and provide a solution.

  • Empathy:

Convey a message that encourages the audience to discuss and share your story with others.

  • Explain your brand:

Be transparent and tell your story as a brand.

Remember a good storytelling should be entertaining, educational, universal, organized and above all memorable.


The format is more about how you want to present your narrative to your audience than anything else. Nowadays, we have more resources than before to make this point and that is helping to carry out good storytelling, such as:

  • Video: This format may require a considerable investment; however, it is the format that works best for storytelling because your audience will be able to see and, why not, feel the story you are telling.
  • Podcast: A podcast can be listened to whenever you want. It is easy to create in its simplest format and is a faster publishing medium than writing (2). It will help you tell your story “old school” but in a modern way.

See the best software for podcasts in our directory

These two formats are the ones we recommend the most to present your storytelling, as they are current and constantly updated.
But there is also the written format that will help you tell your story in a more traditional narrative, but any format is valid and will help you generate an impact.

Well, having explained this and hoping it will be helpful, you just have to get into action and start creating your storytelling.

Examples of Storytelling

When storytelling is used in advertisements or spots, it does not show the product or the brand as such, it is about evoking moments from childhood, with the family, etc., that can remind the potential consumer of pleasant sensations and emotions with which he/she can identify (4).

There are countless brands that have managed to use this tool in the right way and achieve the above-mentioned, so we will mention some examples that were a success in the market.

Old Spice

Old Spice faced a drop in sales, so they decided to tell a funny and entertaining story to reach their female audience. They conducted surveys in which they discovered that the people who actually bought their products were not men, but women for their partners to use.
It had such an impact that even some of their commercials became viral content and was very well received by this female audience.


Airbnb is a brand that has exploited storytelling in a great way, as they do not tell the same story every time; however, the message is always the same. They show us the possibilities of adventures and moments we can have thanks to them.

They recently launched a campaign called “Made possible by Hosts”, it is not really very elaborate storytelling, but it fulfils its objective. It shows us that to tell a good story you don’t need much, and with something simple you can achieve something really amazing.


Nike is a champion when it comes to storytelling because they have been applying it since before the Internet and social networks were at their peak. They always show us motivational and moving stories of athletes and the struggles they have faced to achieve what they set out to do.


This company has known how to use this resource very well. They always promote their product through storytelling, but in a way in which it is not the centre of attention.

They always focus primarily on the story and the message they want to convey. It should be noted that it is a brand that is always aware of the concerns or social problems that exist in the world, and tries to convey to its consumers that they as a brand are aware of this and care about it.


It is a brand that wants to convey, first and foremost, how its products help people capture and share their most meaningful experiences with others to celebrate together.

They use storytelling in a very creative way while showcasing the quality and performance of their cameras.

Tools for Storytelling

Storytelling is a process of trial and error, and no one tells a story perfectly on the first try. That’s why we leave you with these resources that can help you learn more about the different ways in which a story can be told.

Storyline Creator
It is a tool that will help you organize your narrative effectively, adding characters, scenes, notes and other alternatives this tool offers you. It also helps you to make a timeline to tell your story more easily.

Storyline Creator

This platform offers a wide range of courses. It also has a course for structuring storytelling for brands that could help you.


It will help you to combine different words into images, and in this way, they can make sense of a story. In fact, it is a simple and very practical option.



As you may have noticed, well-crafted storytelling can have a positive impact on your target’s perception. It is a tool that never fails and even as you saw in the examples, the best brands on the planet use this resource to convey messages of interest.

We live in an era in which consumers seek to feel connected to brands. Because of this, brands should pay more attention to generating awareness and not promoting their products.


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