{"id":12635,"date":"2024-01-09T09:00:00","date_gmt":"2024-01-09T12:00:00","guid":{"rendered":"https:\/\/cmlo.co\/?p=12635"},"modified":"2023-12-22T12:06:57","modified_gmt":"2023-12-22T15:06:57","slug":"storytelling-na-publicidade","status":"publish","type":"post","link":"https:\/\/cmlo.co\/en\/marketing-digital\/storytelling-na-publicidade\/","title":{"rendered":"Storytelling in Advertising: Connecting with the Public"},"content":{"rendered":"<style>.elementor-12635 .elementor-element.elementor-element-5e9772f3{--display:flex;}<\/style>\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"12635\" class=\"elementor elementor-12635\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5e9772f3 e-flex e-con-boxed e-con e-parent\" data-id=\"5e9772f3\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-28e09163 elementor-widget elementor-widget-text-editor\" data-id=\"28e09163\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Have you ever been moved by an advertisement? Have you ever been inspired by a brand's story of overcoming? Have you ever identified with a character who faces the same challenges as you? If the answer is yes, you've probably been impacted by the <strong>storytelling in advertising<\/strong>.<\/span><\/p><p><span style=\"font-weight: 400;\">But what does this term mean? In a nutshell, <strong>storytelling<\/strong> is the art of storytelling. But not just any stories. They are stories that have a purpose, a message, an objective. They are stories that create emotional connections between the teller and the listener, in other words, between the brand and the audience.<\/span><\/p><figure id=\"attachment_12649\" aria-describedby=\"caption-attachment-12649\" style=\"width: 900px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-12649\" src=\"https:\/\/cmlo.co\/wp-content\/uploads\/2023\/12\/retrato-de-mulher-jovem-e-bonita-gesticulando.jpg\" alt=\"Retrato de mulher jovem e bonita gesticulando\" width=\"900\" height=\"600\" title=\"\" srcset=\"https:\/\/cmlo.co\/wp-content\/uploads\/2023\/12\/retrato-de-mulher-jovem-e-bonita-gesticulando.jpg 900w, https:\/\/cmlo.co\/wp-content\/uploads\/2023\/12\/retrato-de-mulher-jovem-e-bonita-gesticulando-300x200.jpg 300w, https:\/\/cmlo.co\/wp-content\/uploads\/2023\/12\/retrato-de-mulher-jovem-e-bonita-gesticulando-768x512.jpg 768w, https:\/\/cmlo.co\/wp-content\/uploads\/2023\/12\/retrato-de-mulher-jovem-e-bonita-gesticulando-18x12.jpg 18w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><figcaption id=\"caption-attachment-12649\" class=\"wp-caption-text\">Portrait of young, beautiful woman gesturing<\/figcaption><\/figure><p><span style=\"font-weight: 400;\">In this article, we'll explain what <strong>storytelling<\/strong>What are its objectives, advantages for brands and how can they best apply the strategy? Read on!<\/span><\/p><h2><span style=\"font-weight: 400;\">What is storytelling?<\/span><\/h2><p><span style=\"font-weight: 400;\">Although it is among the <\/span><a href=\"https:\/\/cmlo.co\/en\/marketing-digital\/10-tendencias-de-marketing-para-explorar\/\"><span style=\"font-weight: 400;\">marketing trends<\/span><\/a><span style=\"font-weight: 400;\"> According to the latest research, storytelling is an ancient technique that emerged along with humanity itself. After all, since ancient times, people have used stories to communicate, transmit knowledge, culture, values and beliefs.<\/span><\/p><p><span style=\"font-weight: 400;\">Marketing is no different. Storytelling in advertising becomes a way of telling the story of the brand, its products, its values and its mission. In other words, it's a way of showing the public what the brand stands for, what it offers and how it can help solve their problems.<\/span><\/p><p><span style=\"font-weight: 400;\">But make no mistake, storytelling is not just a way of informing or persuading. On the contrary, it's a way of involving, moving, inspiring and enchanting. It's an opportunity to create emotional bonds and lasting relationships with customers.<\/span><\/p><h2><span style=\"font-weight: 400;\">The importance of storytelling in advertising<\/span><\/h2><p><span style=\"font-weight: 400;\">Storytelling is important in <\/span><a href=\"https:\/\/cmlo.co\/en\/marketing-digital\/inovacoes-em-publicidade\/\"><span style=\"font-weight: 400;\">digital advertising<\/span><\/a><span style=\"font-weight: 400;\"> because it helps to differentiate the brand from the competition, generate perceived value and increase customer loyalty.<\/span><\/p><p><span style=\"font-weight: 400;\">In an increasingly competitive and information-saturated market, brands need to stand out and communicate effectively with their target audience.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Nowadays, it's not enough just to offer a quality product or service. You need to offer a unique experience that makes sense to the customer and is aligned with their values and aspirations.<\/span><\/p><p><span style=\"font-weight: 400;\">Storytelling in advertising helps to create this experience because it allows the brand to tell its story in an authentic, creative and relevant way. It allows the brand to show its purpose, its essence and its personality, creating its own identity that is recognized and remembered by the public.<\/span><\/p><p><span style=\"font-weight: 400;\">In addition, the art of storytelling helps to generate perceived value for the customer, as it shows the real and emotional benefits that the product or service can provide. In other words, it shows how the product or service can improve the customer's life, satisfy their needs and desires, solve their pains and frustrations.<\/span><\/p><p><span style=\"font-weight: 400;\">Finally, the strategy helps to increase customer loyalty because it creates emotional connections between the brand and the public. This is because it makes the customer feel part of the brand's history, identifies with its values and principles, and trusts its credibility and reputation.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The results? With this strategy, your customer becomes a fan, an advocate and a promoter of your brand.<\/span><\/p><h3><span style=\"font-weight: 400;\">Why bet on strategy?<\/span><\/h3><p><span style=\"font-weight: 400;\">Betting on storytelling in advertising is a smart decision for brands that want to stand out in the market and win over more customers. This is because the strategy brings several benefits to companies, such as:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It increases public engagement, because stories arouse people's attention, curiosity and interest. They make the public interact with the brand, share their opinions, feelings and experiences.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It generates more credibility and trust, because the narratives show the truth behind the brand, its values, its differentials, its results. They show that the brand is not just interested in selling, but in offering real solutions to the public's problems.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It stimulates memory and recognition, since stories are easier to remember than isolated facts. They create images, sounds, emotions and sensations in the public's mind and make the public associate the brand with these elements, which become part of their memory.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It influences purchasing decisions because stories are more persuasive than rational arguments. After all, they appeal to the emotional side of the public, which is what most influences their decisions. They show the benefits that the product or service can bring to the public's life and how it can satisfy their needs and desires.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">For these and other reasons, betting on a storytelling strategy is a way of differentiating yourself from the competition, adding value to your brand and increasing your sales.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">And the market data proves it. According to a <\/span><a href=\"https:\/\/br.hubspot.com\/blog\/marketing\/video-marketing\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">HubSpot survey<\/span><\/a><span style=\"font-weight: 400;\">According to the survey, 79% of consumers would rather watch a video than read a text about a product. Another survey revealed that 92% of consumers want brands to create content that feels like a story.<\/span><\/p><h2><span style=\"font-weight: 400;\">5 types of storytelling to explore in your strategies<\/span><\/h2><p><span style=\"font-weight: 400;\">But how do you create good storytelling in advertising? There are several types of narrative that can be used in your communication strategies. Here are some examples:<\/span><\/p><ol><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Fiction: this is when you create an imaginary story, which may or may not be inspired by fact, but which focuses on your product or service.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Hero's Journey: is the narrative that presents a character who faces a problem, receives help, overcomes obstacles and achieves their goal.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Idiot's Journey: a story that features a character who does something wrong or ridiculous, but learns a lesson at the end.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Common enemy: this is when you present a problem or a villain that affects your audience or your own brand (competitor) and show how your product or service can help you combat it.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Brand story: a type of narrative that tells the origin, values, mission and vision of your brand, showing how it relates to its audience and the world.<\/span><\/li><\/ol><h2><span style=\"font-weight: 400;\">Storytelling in advertising: success stories<\/span><\/h2><p><span style=\"font-weight: 400;\">To better illustrate how storytelling can be used in advertising, we're going to present some successful cases of brands that knew how to tell creative and engaging stories that generated emotional connections with their audience.<\/span><\/p><h3><span style=\"font-weight: 400;\">Coca-Cola<\/span><\/h3><p><span style=\"font-weight: 400;\">Coca-Cola is one of the most famous and admired brands in the world. And this is largely due to its content marketing, which is mainly based on storytelling.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The company uses its stories to convey its values, such as happiness, friendship, diversity and sustainability. But it also uses fiction to incorporate culture into its strategies, turning a simple commercial into something magical and surprising.<\/span><\/p><p><span style=\"font-weight: 400;\">Watch Coca-Cola's \"Work of Art\" campaign below:<\/span><\/p><p>\u00a0<\/p><p><\/p><h3><span style=\"font-weight: 400;\">Nike<\/span><\/h3><p><span style=\"font-weight: 400;\">Nike is another brand that stands out for its storytelling. The company uses its stories to inspire people to take part in sport, overcome their limits and make their dreams come true.<\/span><\/p><p><span style=\"font-weight: 400;\">One example is the 2014 commercial \"The Last Game\", which shows how a group of soccer players rebel against a system that wants to change the rules of the game.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">If you've already seen it, it's worth watching again! Play it below:<\/span><\/p><p><\/p><h3><span style=\"font-weight: 400;\">Dove<\/span><\/h3><p><span style=\"font-weight: 400;\">The \"Portraits of Real Beauty\" campaign by the Dove hygiene and beauty products brand is a real invitation for people to love themselves more. The aim is to create an emotional connection with the brand's audience and raise their self-esteem. Prepare your tissue and play:<\/span><\/p><p><\/p><p><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">Of course, these are just a few successful cases of storytelling in advertising to inspire you. In addition to these formats, there are many others that you can use in your communication strategies to delight your customers.<\/span><\/p><p><span style=\"font-weight: 400;\">The important thing is to be authentic, creative and, above all, human. In other words, use real or believable stories that show the feelings, motivations, needs and desires of the people involved in your story.<\/span><\/p><h2><span style=\"font-weight: 400;\">The impact of storytelling on the customer's purchasing decision<\/span><\/h2><p><span style=\"font-weight: 400;\">Storytelling has a major impact on the customer's decision to buy, as it directly affects their behavior and emotions.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">When applied to advertising, the strategy takes the customer through an emotional journey, which can be divided into four stages:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Attention: storytelling captures the customer's attention because it creates a scenario, a conflict, a character and a goal. It thus arouses the curiosity and interest of the customer, who wants to know how the story will unfold.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Empathy: the story generates empathy for the character, because it shows their characteristics, their feelings, their problems and their aspirations. It makes the customer identify with the character, put themselves in their shoes and hope for their success.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Emotion: the narrative provokes emotion in the customer because it shows the obstacles, challenges, risks and opportunities that the character faces. In this way, it makes the customer feel the same emotions as the character, such as fear, anger, sadness, joy, surprise and admiration.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Action: storytelling in advertising stimulates customer action because it shows the solution, the result, the reward and the lesson the character learns. It makes the customer take inspiration from the character's story and want to follow in their footsteps. In other words, it makes the customer make a purchasing decision in favor of the brand.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">This emotional journey is fundamental in influencing the customer's decision to buy, as it creates a deep connection between the customer and the brand. This connection makes the customer trust the brand, value your product or service and become a loyal customer.<\/span><\/p><h2><span style=\"font-weight: 400;\">How to make a good storytelling?<\/span><\/h2><p><span style=\"font-weight: 400;\">Here's some advice:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Know your audience: know who they are, what they want, what they feel, what they think and what the people you want to reach with your story do.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Define your objective: know what message you want to convey with your story and what action you want to provoke in your audience.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Choose the type of story: you can use fiction, the hero's journey or any other type, as long as it suits your objective and your audience.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Choose your channel: define which medium is best suited to telling your story, whether it's a video, audio, text, image or a combination of these.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Structure your story: follow a narrative logic that has a beginning, middle and end, and that presents the essential elements of a story, such as characters, conflicts, scenarios, dialogues and emotions.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Be creative: use your imagination to create an original, interesting, engaging and memorable story that stands out from the rest and surprises your audience.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Bet on authenticity: use your voice, your style and your personality to tell your story, without copying or imitating other stories or other brands.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Be relevant: depending on the narrative, you can use data, facts, examples and references that support your story and are relevant to your audience and context.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use simplicity to your advantage: use clear, direct and accessible language to tell your story, without using technical terms, jargon or difficult words.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use extra resources to create emotional connections: use visual, audio and textual resources that arouse your audience's emotions, such as colors, sounds, music, images, metaphors and humor.<\/span><\/li><\/ul><h2><span style=\"font-weight: 400;\">CMLO&amp;CO and Storytelling: creating emotional connections between your brand and your customers<\/span><\/h2><p><span style=\"font-weight: 400;\">As you can see, storytelling in advertising is a powerful strategy for creating emotional connections between your brand and your customers. To do this, however, you need to tell creative and engaging stories that generate empathy, affinity, recognition, conversions and profit.<\/span><\/p><p><span style=\"font-weight: 400;\">And to tell these stories, you can put into practice the tips we mentioned earlier. Or you can rely on CMLO&amp;CO, <\/span><a href=\"https:\/\/cmlo.co\/en\/\"><span style=\"font-weight: 400;\">marketing and advertising agency<\/span><\/a><span style=\"font-weight: 400;\"> with extensive experience in digital.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">If you want to tell your story in an effective and impactful way, <\/span><a href=\"https:\/\/cmlo.co\/en\/contato\/\"><span style=\"font-weight: 400;\">talk to our experts<\/span><\/a><span style=\"font-weight: 400;\">. We'd love to be part of your story!<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Have you ever been moved by an advertisement? Have you ever been inspired by a brand's story of overcoming? Have you ever identified with a character facing the same challenges as you? If so, you've probably already been impacted by storytelling in advertising. But what does this term mean? In short, storytelling is [...]<\/p>","protected":false},"author":3,"featured_media":12647,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[16],"tags":[],"segmento":[],"solucao":[],"class_list":["post-12635","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital"],"acf":[],"_links":{"self":[{"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/posts\/12635","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/comments?post=12635"}],"version-history":[{"count":0,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/posts\/12635\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/media\/12647"}],"wp:attachment":[{"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/media?parent=12635"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/categories?post=12635"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/tags?post=12635"},{"taxonomy":"segmento","embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/segmento?post=12635"},{"taxonomy":"solucao","embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/solucao?post=12635"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}