Storytelling – What is it, How to make it, Types and Examples

What is storytelling?

Storytelling is a presentation technique used in marketing, through which a story is told to connect with the audience.

This is done because the information that is communicated in the form of a story is considered to be easier to retain: details from a movie or novel are more likely to be remembered than from what is perceived in a work exhibition.

It is often said that marketing is no longer about the things that are sold but about the stories they tell, which is why more and more companies are using the resource of storytelling.

How to make storytelling?

Although there are multiple steps for the creation of storytelling and that these vary according to the different authors, in general, the following stages must be passed:

  • Define the objective: it is important to establish specifically what you want to achieve through storytelling; whether to increase the sales of our current products, introduce a new one, convey a specific message, etc.
  • Know the audience: you not only have to define the age, gender, or socioeconomic level of the clients but also determine their motivations and fears. Knowing the DNA of the audience will facilitate the construction of an effective story.
  • Establish the narrative line: what are the values ​​that you want to transmit? How does the company want to be remembered? What are the key messages going to be? How do you want to position the company? The narrative line will represent the differential value of communication.
  • Develop a creative concept: you must choose the main theme and the idea that must be repeated throughout the story, which must be naturally related to the narrative line.
  • Distribution channels: the main channels will be chosen through which the storytelling and the message will be communicated (social networks, website, television, etc.).

Types of storytelling

Depending on the nature of the story to be told, different formats can be used for the storyline:

  • Fiction: the facts on which a fictional story is based are not real. In this way, the narrative line will be based on heroes, princesses, villains; that is, in invented characters or situations, to convey a message that connects with the audience.
  • Historical – Generally used by companies that have many years of experience and a great reputation. It is a good option to review growth and history, share it with the audience, and awaken feelings. If the company has many years, it has surely been part of the lives of many consumers and therefore can generate nostalgia, emotion, etc.
  • Real consumer situations: showing ordinary people when they use the product or service is a practical way to enhance the company’s message. If the user is reflected in a certain situation, it will be easier for them to recognize the solution or need that the company’s product satisfies.
  • Based on brand values: here the objective is for the consumer to associate the values ​​of the company with the characteristics of the protagonists of the story. For example, if what you want to communicate is teamwork, you could show a lake where rowing competitors are gaining positions due to coordinated group work.

Key points of storytelling

Here are some key points to keep in mind when you want to create compelling and exciting stories and associate them with your brand:

  • Develop content that highlights the human factor.
  • Be sincere.
  • Ask yourself if you would be interested in reading it or seeing it.
  • You have to seek to emotionally connect your customers with your brand.
  • Create stories with heroes and characters that express your wishes or personal experiences.
  • Don’t create a very long story.
  • Play with the surprise factor.

Once you know what the human factor can be that you can transmit with your brand, you can start thinking about how your company or product can improve people’s lives and create a story about it. If your clients connect with your story on an emotional level, they will want to be part of it. And that’s the main point of storytelling.

Examples of storytelling

There are many examples of corporate storytelling that demonstrate how powerful storytelling can be when done right because people are naturally drawn to stories that elicit emotion, and emotion sells.

Some studies show that the positive emotions that brands create have a great influence on consumer loyalty to them. And also that emotional responses to an ad have a much greater influence on decision-making than ad content: by a factor of 3 to 1 for television and 2 to 1 for print ads.

Creating content that tells an emotionally compelling and engaging story isn’t easy, but when brands do it, it turns out to be a hit. Here are some key points that explain how to create a story and the best examples of storytelling that demonstrate how powerful it can be to tell an incredible story.

These are some examples of storytelling from brands that know that storytelling works to connect with the public and generate engagement.


Released on November 13, 2013, the first example of storytelling is from the Google India Google Search ad. This ad shows a grandfather and granddaughter reunion that moves and captivates from the first moment. The series consists of a playlist with five ads, with titles such as ” Fennel “, ” Cricket “, ” Anarkali ” and “Sugar-Free “. But the one that has had the most impact among viewers has been ” Reunion “, which already has 14,678,855 views.

The ad ” Meeting ” lasts three and a half minutes. It talks about friendship, fond memories of childhood, separation, and reunion based on grandfather’s fond past.

Due to its great success, there are very interesting tweets from both India and Pakistan in which tweeters comment on the impact that the ad has had on viewers. Tweets that move and excite about the separation of human beings by wars.


Nike is perhaps the number 1 brand when it comes to storytelling to win over its audience. They have been doing it since the late 90s with Michael Jordan. The one who is considered by most fans and specialists as the best basketball player of all time was his spokesman. And he was because he is a hero of children and adults around the world. This is one of the examples of storytelling that uses the character of a hero.

But perhaps his best focus was his ad ” The Chance, ” which follows the story of a young aspiring soccer player in New York. It is narrated by Spike Lee and is very well filmed. The ad reminds us and warns that there is always a possibility for each of us. That you always have to be persistent and that Nike shoes can contribute to this.

John Deere

John Deere publishes a print and digital magazine called The Furrow. And that is read by more than 2 million people around the world.

What does an agricultural equipment company write about, you might ask? Well, with everything related to agriculture, of course. But they have also managed to create a lifestyle magazine for people who are interested in agriculture.

This is a diverse group and finding material that will appeal to everyone is not an easy task. But they do it by finding interesting farmers. And telling agriculture projects and their stories. From well-written stories about the meat industry to beautiful photos and coverage of gourmet chocolate production on exotic islands.

Content works because it connects your brand with individual stories and gives you a broader appeal.

DR Harrys

DR Harrys is great example of storytelling because it shows how a brand was able to reach a very saturated market with a good story.

They sell razors and shaving products and, as a relatively small company, have managed to compete with giants like Gillette and Schick for a $ 2.4 billion share of the market.


Apple has always been very good at storytelling. But, its ” Your Verse ” ad is one of the best examples of storytelling to date. » What will your verse be? It is the question posed in this ad, which features a voiceover by Robin Williams.

It’s a speech that was based on the movie Dead Poet’s Society and it will touch your heart. It makes you stop thinking about geeky tech products for a moment. And start wondering how and what would you contribute your verse to the world, and what that verse will be.

The goal is to demonstrate all the different ways you can use an iPad. But it also allows you to think about life and your contribution to the world in a very poetic way.


This is one of the examples of data-driven storytelling. Spotify continually collects data on which songs, playlists, and artists its 30 million users select.

The music streaming service combines this information with demographic and location data of listeners. Using it to create original content for your Spotify Insights blog.

The site revealed data such as where they listened to the most, the diversity of music listened to, and the most popular genres. With findings including the fact that Penn State had the highest percentage of “party playlists ” in the US.

Using internal data in this way helps brands like Spotify create original stories. Based on ideas that only they can access, helping them to differentiate themselves from the competition.


It is an online real estate company based in the United States. Zillow has data on more than 110 million homes, with information that includes home value estimates, square footage, nearby amenities, and aerial photographs. The company leverages this data to create content. As in the previous case, it is another example of data-based storytelling.

The topics they use for their blog posts are based on that data. But they also cover topics like ” the best places for millennials to find affordable housing ” or the best places to retire. The best thing is that this company also uses data to produce more original content.

This creative use of ideas to drive content shows how data can be made meaningful to your consumers, providing a powerful and dynamic storytelling platform.

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Ahmed Ismail

I'm a Civil Engineer. I like reading everything related to Business so I decided to launch the "Fast Grow Company" website to help Entrepreneurs in their business journey. Keep updated and follow us.

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