Storytelling is a powerful communication tool that has been used for years to convey messages in an engaging way. In marketing, it is used to engage target audiences, creating an emotional connection and increasing the impact on people.
Storytelling: what is it?
Before anything else, the storytelling is the art of telling stories in an engaging way. It is an ancient technique used in many cultures to share knowledge and create emotional connections, transmit values and teach. Stories have the power to capture people's attention, generate empathy and stimulate reflection.
After all, what is storytelling in marketing and advertising? It is used as a strategy to engage the target audience, create connections with the brand and influence consumer behavior.
So, by telling stories that are truly important to the public, companies create an identity, increase brand recognition and establish a relationship with people.
Storytelling: how to do it?
Know your target audience well
Before you start creating your story, you need to understand who your target audience is. What are their interests, desires, and needs?
The objective needs to be clear
In short, every story has a purpose, and it’s important to be clear about what the goal of your narrative is. Do you want to sell a product, inspire action, educate, or entertain?
Create captivating characters
Well-developed characters are essential to engaging your target audience. They should represent the values and aspirations of your audience. This will make your story more realistic and connect emotionally with your audience.
Engaging narrative structure
Therefore, narrative structure is important to maintain the audience's interest throughout the story. Use introduction, development and climax to create suspense and curiosity. In addition, use emotional triggers, such as joy, sadness or surprise.
Use persuasive language
After all, it is essential to convey your message convincingly. Use words and phrases that arouse emotions and encourage action.
Show, don't just tell
This way, instead of simply telling about a product or service, show how it can make a difference in people's lives. Use concrete examples and real situations to explain the benefits and results that your offer can provide.

Storytelling: examples in advertising
Apple – “1984”
An iconic example of storytelling in advertising is Apple's “1984” commercial. The ad depicts a dystopian society controlled by an authoritarian leader. The commercial conveyed the message that Apple was challenging the status quo and offering an innovative alternative to consumers.
Coca-Cola – “Hilltop”
Coca-Cola's “Hilltop” commercial, released in 1971, is another classic example of storytelling. The ad shows a group of young people of different nationalities singing together on a hill. The message conveyed is one of unity, peace and harmony among people, all associated with the act of drinking Coca-Cola.
Nike – “Just Do It”
Nike's “Just Do It” campaign is an example of storytelling that inspires and motivates viewers. Nike commercials often feature real athletes overcoming challenges and achieving great things, conveying the message of resilience, determination and courage.
Dove – “Real Beauty Sketches”:
Dove’s “Real Beauty Sketches” campaign is an example of storytelling that challenges the beauty standards imposed by society. The message conveyed is that women generally have a negative view of themselves and that their beauty is underestimated. The campaign seeks to promote self-esteem and acceptance of natural beauty.
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Storytelling structure: see how to do it
Presentation
First, in this initial step, you must establish the setting, context, and characters of the story. The goal is to capture the audience's attention from the beginning, with relevant information that will get them interested in the story.
Conflict
In this sense, a conflict or challenge is introduced here that the characters need to face. The conflict can be internal (a personal challenge) or external (an obstacle or problem to be overcome).
Development
In any case, it is at this stage that the story develops, the conflict deepens and the characters face obstacles. Suspense and tension are built at this moment.
Climax
As well as being the point of greatest intensity in the story, the climax is when the conflict reaches its critical point. It can be a moment of revelation, confrontation, overcoming or transformation of the characters.
Resolution
Thus, after the climax, the story moves towards the resolution, where the conflicts are resolved and the characters face the consequences of their actions. This phase can bring a positive or negative outcome, depending on the story and the message you want to convey.
Conclusion
Finally, the conclusion brings closure to the story, which can be a lesson learned, a reflection, or a final message.
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