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The power of stories As long as there are people, there are also stories - told around the campfire in times long past and recorded in cave paintings, these contemporary witnesses stand for exactly one thing: communication. In my opinion, the emotional intention behind it has not fundamentally changed - just the way and, above all, where stories are told in the 21st century. Old, yellowed books in a library Good stories have been around since time immemorial. orally are now told on the web.
In principle, the same biological mechanisms work in storytelling as in oral history, because Special Data stories activate brain regions that indicate direct experience of the story. encourage empathy and build on human emotions. ensure closeness and a personal connection. offer entertainment value and are therefore more widely distributed. remain in the recipient’s memory for longer. If you're now thinking, "This all sounds familiar to me from Julian's blog post about storytelling in online marketing !", then hats off. Because we usually only remember 20 percent of what we read. But up to 80 percent of what we see (Petra Sammer: Storytelling. The future of PR and marketing , O'Reilly Verlag GmbH & Co.
KG, Cologne, 1st edition 2014, p. 152). If that isn't an almost unbeatable argument for visual storytelling. The emotional heart Storytelling via social media is about the art of recognizing the “emotional heart” of a (company) story and creating a story universe. So once you have identified your brand story , the next step is to reveal further storylines - small pieces of the puzzle, so to speak, that you can play out via social media platforms and that, taken together, form a well-rounded whole.
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