Story telling is one of many ways we humans remember something. The art of telling stories is often used quite naturally (“self-evidently” from the perspective of the decision-makers). In practical terms, this means that stories are strongest when they are true. Life has its own dramaturgy and the lessons are usually in retrospect. So when we read a text, we ask our cerebrum (brain) to participate, yes – to let us empathize. Lund University published a study in early 2024 entitled “The brain is ‘programmed’ for learning from people we like“. So it’s not just a matter of how something is told, but by whom. If we look at Millenials interests, values and everything that defines people, from my point of view, it is important to combine sensitive components with clarity (regardless of the attention stress -> in my view, an attention span that determines the individual’s desire to perceive a content entirely, is often in disharmony with internal and external forces and desires acting in parallel;). If we don’t combine, we risk a level of authenticity and truth to be missing. Then again, every generation brings change to our world and how we regard our work environment – but in every generation stories are likely to represent a fact of credibility – a measure of success. A perspective we can stand by. A story we want to tell – because maybe we can’t help it. It has to come out. It can be in the world.
Generations that grew up without the Internet and technology often like things to be “personal.” This is exactly what stories in all media do. Pick one up in person. What else is a very personal companion in people’s current existence? The mobile phone. So we have a personal gadget that offers the opportunity (from the customer’s perspective) to experience (and thereby remember) relevant content in the form of real stories.
In content marketing, we have native advertising as an option for advertising integration on, for example, publisher websites (ORF.at, kurier.at, standard.at, etc.). How often do we tell stories that are important to us, that are true? As creatives, it is clear that advertising is subject to labeling requirements. So we can tell our true, real stories and label them with “sponsored content / advertising” and do without qualitative adjectives (which do nothing for Google). The future lies within us. The future is here.
Storytelling is one of the most important tools for sustainable, positive change. Digibond is currently in the process of implementing this moment for itself (website as the next step). The numbers accompany (long tail) the path.