Storytelling has long been a great way to convey a message. Marketers are taking advantage of this opportunity in their digital marketing. Brands have begun to realize this, and increasingly including this in their communication. Advertising, as we know of, is undergoing a massive transformation, especially in this digital age. The product is taking a backstage while the story forms the main protagonist (Naidu, 2014).
Why does digital storytelling work? When people are being told a story, the language processing areas of the brain are activated along with other sensory areas being used to experience the story. “Research shows our brains are not hard-wired to understand logic or retain facts for very long. Our brains are wired to understand and retain stories. A story is a journey that moves the listener, and when the listener goes on that journey they feel different and the result is persuasion and sometimes action.” (The Guardian, 2014).
A great example of digital storytelling is the Guinness Empty Chair Commercial.
Digital storytelling, when done correctly, can convey a brands message in a more impactful way than traditional marketing. “The idea is to connect with consumers using stories about them, stories that related to them and stories that celebrated them” (Naidu, 2014).