The story needs a suspense arc
Perhaps the be-all and end-all of your story. The suspense is what captivates the viewer and motivates them to follow the story to the end. Good storytelling in marketing is characterized by the fact that it roughly covers these three parts:
Introduction : What situation and where is your hero? This is where the conflict comes into play and the hero encounters a problem. In the Edeka example, this is Eatkarus, who cannot realize his dream of flying because of his obesity. This arouses the interest of the viewer, who now really wants to know what happens next.
Main part : The conflict escalates, the hero reaches a new low and is at a loss as to how to solve the problem. Eatkarus, for example, tries various things like balloons or a kite, but fails again and again and is on the verge of resignation after his fall into the snow.
Conclusion : Everyone likes happy endings. That's why the hero of the story finally finds the solution and is able to solve the problem. This is where the listener gets an aha moment. Eatkarus realises that a healthy diet can combat his excess weight and in the end actually fulfils his dream of flying. Edeka is particularly clever: the aha moment is not just limited to the hero's happy ending, but also to the revelation of the brand behind the video.
The agony of choice: Finding the right format
Ultimately, you can use storytelling in marketing in any format imaginable. Whether as text, a series of images with a few short sentences or as a bahamas telegram screening video, stories can be told in all of these formats. A company story can be published as an article on your own blog , for example, or of course as a video. A fictional story is particularly suitable for being presented in image or video form, while employee and customer stories can be implemented in all formats.
Stories are well received everywhere. That's why many channels are suitable for distribution. Ultimately, you can make the decision dependent on your format. Videos, for example, are ideal for posting on YouTube , while an article about an employee story fits well on your own corporate blog. Regardless of the format, social networks such as Facebook are ideal for making your own stories known. Whether you link to your blog entry or a YouTube video, you can generally increase your reach via Facebook and Co.
Ultimately, storytelling in marketing offers great potential to differentiate yourself from the messages of competitors. Good storytelling stays in the memory for a long time and can firmly link a certain story to a brand. And the longer your target group remembers you, the better.
Would you like to read more on the subject? So far, the following articles have appeared in the series " Marketing for small businesses" . As a supplement, I would also like to recommend our series on the subject of "Online Marketing for SMEs" !