A great story tells a tale about ‘who we are’ and about ‘what gives our lives meaning’. When your audience understands your context, where you are from, the obstacles you are facing, the efforts you are making to get to where you are going and to achieve your ‘why’, they develop empathy for your brand. The goal with your story is to make them care – whether this is emotionally, intellectually, or aesthetically.
Shared stories accelerate interpersonal connection allowing us to retain stories longer than data. Using storytellers artistic techniques to transmit information can drive success in capturing, directing, and sustaining the attention of your audience.
Now, as social media impacts most facets of our lives, the ideals and desires of good digital storytelling are larger than ever.
Sometimes, the key isn’t forcing your way into people’s lives in hopes that your post will pop up so many times that eventually it will stick. It’s about creating something so awe-inspiring, creating an experience that matters using the narrative arch.