What does ‘storytelling’ actually mean?

Whilst brand storytelling is certainly alive and well, and increasingly being used by brands as a marketing activity, a Google search quickly reveals how many different definitions there are on the subject. We therefore commissioned this in-depth research to gain a better understanding of what brand storytelling means from a consumer’s perspective. In particular we wanted to find out what stories consumers want to see, how well brands tell stories and how storytelling impacts behaviour.

We found that the best stories tend to come from regular people who have engaged with the brand and are willing to share their experiences with the world. The findings also made it clear that customer advocacy should be at the core of all content marketing and storytelling campaigns.

So, what did we find…

This 20 page report covers responses to ten questions together with demographic breakdowns, providing a wealth of insights including the following:

  • 79% of UK adults think it’s a good idea for brands to tell stories
  • What people most want to see and hear are stories about regular people and/or brand customers
  • There is a preference for stories of real people and events vs. those about fictional characters
  • 64% of people think brands are currently good at telling stories
  • 43% of all adults want stories to be humorous
  • The top format for storytelling is video, with photos second and articles third
  • If people really love a brand story, more than half (55%) are more likely to buy the product in the future, 44% will share the story and 15% will buy the product immediately

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