Storytelling is one of the terms more appellants nowadays in inbound marketing and marketing of contents. The simple translation of the word already gives the definition us of the concept: to count histories. This technique of marketing, that does not have anything of novel, consists of which the brands connect with their users and potentials clients through the empathy that generates a powerful history. That entailment, cradle in the identification of the user of on foot and so narrated history transmits, can extend the mere action of marketing and help the reinforcement of the image name brand, the fan of values and everything what the companies look for to transmit.
He is, like consumer-first marketing, a form not to secure to a direct sale or an instantaneous client, but a positive impact that is translated in a loyalty and sensation of property. Storytelling, as any film, book or song, individually chooses each word of the plot to be able in this way to draw a global concept, a message that wishes to send to the world and, in addition, the format through which to do it.
Storytelling part of the base of which without content there is no magic. It can be a video (from shorts to spot), jingle or an article of corporative blog, but it cannot be empty. It needs to have an idea hard behind. Something that to count. To lean in all the resources available so that receive history undergoes in its skin each one of the sensations that the brand wants to transmit.
Especially remembered they are some recent campaigns in Spain that have left from storytelling to create and to associate to their companies some values and a form to understand their surroundings. Cases as the annual spots that, summer after summer, Estrella Damm it sends under the motto Mediterranean are a clear example: personal experiences, experiences of summer, diversion and passions around a beer and in idyllic surroundings.
Also the announcements in television of Campofro per Christmas, in which every year they have looked for to transmit a concord image and cheers nostalgia, without resorting in excess to the presence of its products nor their short brand but tying in each used term to make sure the reach as much as the impact.
The future of storytelling: virtual reality and videos in 360 degrees
But, if the form to change histories has changed, it will also have to make it the marketing that is based on them. Storytelling traditional practically has a limitless route, but it does not agree to neglect everything what the new technologies, the advances of the social networks and the devices permanently connected can offer.
A seminary of IE Business School drew up some weeks ago the way that storytelling was going to follow in the next years. As with the Snapchat model and its multiple implications and retorts in other platforms, the video will be the great protagonist. But not it mere transmission of animated images, that already has been years being realised through televising spots, but timing of the same: broadcastings in direct, recordings realised by the own brands in which they show his interioridades.
Although the advances go beyond applying timing different from a format already known. The own video evolves and the form in which the users also interact with him is going to modify: it is the moment of which technologies as the virtual reality and the videos in 360 degrees acquire protagonism, because their possibilities are practically limitless and win by made goals to any other format in which to empathy generation it talks about.
He is not the same to see a spot of Estrella Damm in whom the protagonist jumps from head to the sea from her boat that to put some glasses of virtual reality and that is the user who sumerje in the Mediterranean. The VR puts before the eyes of any person a world in which is not: from real estate that realises remote tours in the houses that want to sell or to rent until stores that show their catalogue live.
Storytelling as challenge for advertisers
The growth of the virtual reality is immense: according to the data that the IE handles, at the end of this year one hopes that the industry of the virtual reality has a volume of business of 1,000 million dollars¦ that will be 150,000 million at the end of 2020.
To adapt the possibilities that offer the new technologies to everything what implies storytelling as one of the basic links of the chain of inbound marketing is, as in all great opportunity, also an enormous challenge. The form to count histories traditional is not worth here: all of them must have a content, a message and a end, but the adaptation to the new format will create, directly, a new niche in which the race by the specialization before the rest already has begun.
To begin to record videos in 360 degrees, to count on the equipment and the technologies necessary and to educate to the user towards the new habits of consumption is a basic race in which many factors take part. From the democratization of the technology already adapted (still with prices somewhat lifted for the pockets of many users) to the reconversion of professional profiles with potential to dedicate itself to it but that still they have not moved card.
Storytelling is past, present and future of marketing, but as all piece of a value chain must be updated and resurge of its ashes. Because, as in all technological advance and step forward in the evolution, the main beneficiary always is the user of on foot and the experience that receives.