Why Storytelling Is the Ultimate Advertising Strategy
When you scroll through your feed, turn on the TV, or just drive on the highway, your bound to see an ad. But out of all the ads we come across, only a few actually stick.
So, what makes those few so unforgettable? The story they tell.
Storytelling is hands down, in my opinion, the ultimate advertising strategy. It sells. It makes people feel something, and when people feel something, they remember your brand.
Why Our Brains Love Stories
According to the article “The Psychology of Storytelling in Marketing Campaigns” by Astute Agency, our brains are wired for stories. Stories activate the same parts of the brain we’d use if we were experiencing something in real life. That means when we watch an ad with a strong storyline, we understand the message and we feel it.
It’s kind of like being pulled into a movie. We find ourselves rooting for a character, relating to their struggles, or tearing up at their success. This emotional connection is powerful. It builds trust and loyalty - two things every brand wants.
Brands That Get It Right
Some brands are crushing it when it comes to using storytelling. In their article “16 Companies That Are Killing It with Brand-Driven Storytelling”, Sujan Patel highlights a few:
Nike – They sell more than shoes. They tell stories of everyday people pushing past their limits. Their “You Can’t Stop Us” campaign gave chills to millions by highlighting perseverance and unity.
Airbnb – Their “Made Possible by Hosts” campaign told real stories from travelers, showing how staying in unique homes created unforgettable memories. It wasn’t about rooms, it was about experiences.
Personally, one of my favorite brands that uses storytelling is Starbucks. For example:
Starbucks – Their “Every Table Has a Story” campaign focused on real moments happening inside their cafés, from job interviews to first dates, showing Starbucks as more than just coffee, it’s a place where life happens.
These brands know that a story is the heart, and the product is just part of it.
The Psychology Behind the Strategy
In Jennifer Lux’s article “Psychology Behind Brand Storytelling and Its Effect on Consumers”, she explains that when people connect emotionally with a story, it releases oxytocin, the chemical linked to empathy and bonding. That’s why a good story can make someone feel seen or understood. And when that happens, people are more likely to choose your brand over another.
For example, think about a Subaru commercial where a family road-trips across the country, making memories along the way. It’s not only about the car, but the experiences, love, and adventure that the car helps create. That emotional pull is what makes people trust and love the brand.
Storytelling also helps fight off the “ad fatigue” so many people feel. Instead of being just another promotion, your ad becomes an experience. It’s something people want to watch and share.
Final Thoughts
People don’t want to be sold to. They want to connect.
Storytelling lets brands do just that. It creates emotional bonds, builds trust, and makes your message unforgettable. If you’re interested in advertising or just trying to get someone to care about your brand, remember: facts tell, but stories sell.
Want to create ads that actually mean something? Start with a story.
References
Lux, J. (2019, March 15). The psychology behind brand storytelling and its effect on consumers. Adweek. https://www.adweek.com/brand-marketing/the-psychology-behind-brand-storytelling-and-its-effect-on-consumers/
Patel, S. (n.d.). 16 companies that are killing it with brand-driven storytelling. Sujan Patel. https://sujanpatel.com/marketing/7-companies-killing-brand-driven-storytelling/
The psychology of storytelling in marketing campaigns. Astute Communications. (2024, January 9). https://astute.co/the-psychology-of-storytelling-in-marketing-campaigns/#:~:text=By%20using%20stories%20to%20create,avoid%20misleading%20or%20manipulative%20approaches.
