Storytelling has come a long way. Before history even began, people told stories over campfires and illustrated them via cave paintings. Today, people write stories in their newsfeeds and illustrate them with videos. Despite the changes, the power of stories hasn’t changed. People consume more stories than ever before online. For your brand story to still reach others, you need to remember three things.
1. Storytelling is Grounded in the Basics
Despite the passage of time, our brain is wired the same as Adam’s. The basics that made the ancient stories compelling remain the same.
Stories help identify problems – Ancient storytellers told many stories of heroes slaying monsters because monsters were all around. And people needed to know that they too can triumph. While the great beasts are gone in this day and age, we still have problems and needs that need to be solved, which stories continue to point out. The #LikeAGirl campaign by P&G’s Always brand is a great example of this because it identifies a need close to its target group: feeling confident during puberty. Focusing on your audience’s needs make for impactful storytelling.
Stories solve problems – When investigating ancient superstitions, stories of cursed woods turn out to be warnings for areas that are breeding grounds for malaria. Stories provide solutions and your story should too. Apple’s Parenthood ad shows how the iPhone can be of us to what parents go through every day.
Stories have a time and place – People don’t listen to stories constantly. Some only heard stories at night while others heard them during festivals. Some preferred to read stories while others want to watch them. Stories were crafted to appeal to when and where their target audience wants to consume them. Digital age stories do the same using different channels like blogs, image macros, and videos. Jergens’ Jorgendipity campaign tapped multiple channels relevant to their intended market, such as blogs, vlogs, and events. Know your targets well and tell your story through means that appeal to them.
2. Digital Platforms Serve a Specific Purpose
Stories never stay the same; they fit the medium where they appear. Digital platforms cater to various audiences and their format requires different storytelling techniques. Make sure to utilize them in the right way:
Social media is used to share content that reflects your market’s lifestyle – content like memes, puns, and hugot lines, all of which are reflective of pop culture.
Online news sites like Rappler, Inquirer, and the Philippine Star are great avenues for building credibility and sharing news or number
Lifestyle sites like Spot.ph can help in product reviews, launches, or sharing listicles, which are articles presented in a list forma
Blogs are for niche products and those that focus on a particular category, such as fashion, mommy products, travel, or technology.
Your website should contain your own original content. Include your product information, after sales service details, and content that’s relevant to investors and stakeholders, e.g. stocks and CSR activities.
3. Traditional Media is Still Useful
The digital age doesn’t throw older media into the dustbin of history. Parents still tell stories to their children at night. Radio, TV, and newspapers are still widely consumed by Filipino audiences according to a Nielsen study, ensuring that they’re still a stable means of getting your message across. With less than 50% of the Philippines having internet access, traditional media helps reach places where digital can’t.
Whatever channel that stories are on, it’s important to stay consistent with your message. Utilize the many tools and innovations that the digital age provides but always tell your story with same message consistently.
Despite the vast gulf of time, stories still hold the same power over us – the power to change our perceptions and give our lives meaning. The digital change has provided us with marvelous new tools but the way we tell stories effectively remain the same.
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