“Once upon a time there was a miller who was poor, but had a beautiful daughter. Now it so happened that he came to speak to the king, and to show himself off he said to him: ‘I have a daughter who can spin straw into gold.’”
This is how the famous fairy tale of Rumpelstiltskin begins. You remember the story, don’t you? That is the power of stories: They succeed in building an emotional bond with their listeners and thus remain in their memory for a long time.
Storytelling is on everyone’s lips today, not just in the vernacular. It has been known for a long time that this marketing method is not a dubious insider tip – good storytelling is actually a guarantee for successful advertising. Why is that like that? And why are stories so powerful?
emotional impact
With storytelling, brands and values can be charged with emotions. Brands, products and services are brought to life. They cleverly present exciting stories and strengthen the corporate identity of a company. In contrast to pure facts, stories offer enormous potential to anchor the advertising message in the minds of the target group. Because a story activates significantly more regions in the brain than simple information. Good storytelling integrates the audience into the action and lets them think along. Very important here: arouse emotions. If the viewers are emotionally involved, the messages will be remembered and have a lasting effect. This also increases the potential for them to be told further. And, as is well known, nothing beats word of mouth.
The recipe for successful storytelling: Take an emotionally comprehensible starting point and a likeable main character. In the case of Rumpelstiltskin, this is the beautiful miller’s daughter whose services her father promised the king due to lack of money. This person is now faced with a problem that needs to be solved: the miller’s daughter is supposed to spin straw into gold, which she can’t do. The solution? Rumpelstiltskin, who now appears and offers the girl to take on the difficult task for her. In the fairy tale, the story now takes its course. In marketing, after the solution has been presented, a meaningful before and after effect can be demonstrated.
Storytelling in video communication and explanatory videos
Corporate videos in particular need stories. Storytelling is very important for both internal and external communication. Internally, videos can also be used to disseminate brand stories in a targeted and efficient manner to a large audience. This is essential, especially for large companies with more than 50,000 employees.
In external communication, on the other hand, there are different requirements for storytelling. While employees and managers find their way around the industry-specific jargon, it is different for customers and consumers. It is important to convince them of the benefits of a product or service with gripping stories. In our fast-moving and information-flooded society, brand messages in external communication must leave a lasting impression. Stories achieve this and activate the audience in a sustainable and efficient way.
So how can the relevant content be conveyed in a concise and understandable way? Storytelling can support a story as a strategic marketing tool. The complex functions of a product are thus presented in understandable chunks. The audience is involved in the story and understands the content better. The combination of a concise explanatory video and clever storytelling offers the opportunity to reach target groups emotionally. The viewers get added value, they feel entertained and emotionally connected to a product or company. Similar to Rumpelstiltskin. Or do you think you will ever forget this fairy tale?
Short & sweet
Sophisticated storytelling offers the following advantages for your personal image film or explanatory video:
- Added value for your customers
- Emotional attachment to your company, products and services
- Crystallization of your USPs
- Unique selling point compared to the competition
- Reinforcement of your corporate culture
Benefit from our storytelling expertise
You too can benefit from the effect of the stories and use storytelling for your individual explanatory video or image film.
Feel free to contact us, we will advise you personally and free of charge.
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