5 Ways To Use Storytelling To Promote Your Product And Brand

Storytelling | 30th October 2017

66% of product managers surveyed use social media tools to provide relevant and useful information about their product. Activities are moving beyond campaign-by-campaign approaches to more long-term engagement tools and the use of blogs, twitter, facebook and niche community sites are helping to facilitate this.



The use of content marketing by product managers has been increasing in the last years. With the main goals to monitor, listen, promote, share and even gather feedback, the use of social media is becoming one of the main tools for these professionals.

As​ storytelling is the art of telling a story, in terms of content and format, the significance of it has been increasing with respect to the consumer’s brand and product awareness and, because of that, it is now being used, more and more, as a communication strategy

In this article you will discover 5 ways of using storytelling in content marketing to facilitate and upgrade your product management and communication.

Products and Brands Communication

A properly told story is the equivalent of 5 regular ones

Stories are an integral element of our growth. The impact that they have in us, as adults, is not different from the times when we were kids. They help to create memories by making our senses sharper. Just like it happened when we were children, we often struggle to recall the whole set of details, nonetheless we can retrieve the most important moments. So product managers should use storytelling in a thoughtful manner, in order to properly emphasize the number one message that needs to be conveyed.

Yet another advantage of storytelling is allowing people to establish an emotional relationship with the product itself. When the language of the audience is used to establish communication, through the channels often used by it, you are positioning yourself right in the middle of those people. This way, you will be able to concatenate a more direct and truthful relationship with the consumer.

Storytelling, when properly structured, unveils the brand’s human side, since it conveys the brand’s and product personality. This tool does not believe in boring businesses, its faith is put only in poorly told stories. In this regard, it is always possible to turn the communication around and make it more appealing.

Storytelling is something that makes consumers engaged, and you are able to make them want to be your “friend”. This “friendship” is then translated into following your brand on social media, keeping a permanent contact with your company. Even more important, the audience will feel interested in sharing this positive experience, highlighting your brand on social media.

Storytelling in Marketing

Ways to use storytelling in your communication

Marketing communications have witnessed an increase of resources in recent years. In addition to brand new platforms, the interaction with the consumer has turned into something closer, quicker and direct. In the meantime, attracting the audience has become harder and simpler at the same time. On one hand, there are more channels through which one can establish a direct contact with the target audience; on the other, the number of brands swarming in those channels is also larger, creating entropy.

Few are the fields that this tool does not encompass. So let’s give examples of areas in which you can rely on storytelling.  


1. Social media as the face of the company

This area has been increasing its importance in marketing and communication. These are the platforms that show the company’s face. This is where the target audience constantly interacts with the new products and brands. The social media platforms, in order to be more effective, should tell a narrative: the Facebook posts should be thought in a chronological sequence in order to create a story; campaigns on social media should be sequential (first of all, one should introduce the product or brand, and then comes the time to share info about it and, finally, make a call-to-action). As a matter of fact, data show that there is a higher return when the brands abide by this sequence; Instagram photos should jibe with a visual narrative. In this platform, Airbnb is a storytelling example with each one of its images. Check how Airbnb tells a short story whenever it posts a photo. 

Social Media

2. A video that appeals to the senses through image

Storytelling enhances the video’s script, making the audience feel identified with what they are watching. In this sense, there is a greater chance of having the target audience sharing videos and keeping in touch with the upcoming ones, creating a long-term relationship with the products and brand. Celfocus, for example, with every video is able to opt for storytelling and adapt it to its product, touching the consumer’s emotions in a simple way:

 Motion design developed for Celfocus to promote a new product.

3. The brand’s website that tells stories with its fingertips

It’s possible to show a product in a website using a structured narrative. That’s what the brand Bellroy decided to do in order to show how its wallets work. You can see how Bellroy website is able to explain the benefits of a product and/or the way it works using a brief story.

4. Conferences/presentations in which the story’s main character is the idea

This is a perennial area in a company. Whether you are about to make a presentation, show an idea in a meeting, or make your brand reach a broader audience, attracting those who listen to us is a challenge. Storytelling is helpful to captivate the audience’s attention, creating a longer memory of the main idea that one wants to convey. TED Talks are a great example of story-filled presentations. Carmine Gallo analyzed 500 of those, and interviewed some of the most popular speakers. She reached the conclusion that the most viral TED Talks consist of:

  • 65% of personal stories;
  • 25% of information and facts;
  • 10% of crash courses to reinforce the speaker’s credibility.
Storytelling is helpful to captivate the audience’s attention

5. Products promoted as being part of a story

In a competitive market, a product with storytelling has more charisma. A story allows the brand to have a stronger emotional trait, turning it into something more than just a thing. Moleskine is a fine example of this. In a nutshell, Moleskine gives us the chance to buy notepads similar to many others, which tend to be even cheaper. However, what they sell are “(…) legendary notebook used by European artists and thinkers for the past two centuries, from Van Gogh to Picasso, from Ernest Hemingway to Bruce Chatwin. This trusty, pocket-size travel companion held sketches, notes, stories and ideas before they were turned into famous images or pages of beloved books.” Funny if we consider that this brand only exists since 1997.

The digital world has a human side

In a digitally cold world, where the human presence is seldom seen, it’s crucial to establish an emotional relationship with the consumer, whilst giving your company a strong personality. This way, your target audience will be more willing to follow your brand and share it on social media, thus establishing an emotional connection between the two. Storytelling is the ideal tool to reach the heart, since it appeals to emotion and creates an identification with the audience.


Nonetheless, one needs to understand the key points if we want to convey and turn them into something appealing within a good narrative. The power of storytelling is to make those contents interesting, since there are no good areas without good stories to tell.

What storytelling shows us is that, bottom line, we all enjoy a good story, whatever its format is.  


>> Read 5 more reasons why you should choose storytelling.