From Storytelling To Action

For a long time, people in charge of creating content have been based on a concept belonging to marketing known as storytelling. This term is basically to tell a story with the product or service being have. This is to create a certain familiarity and to break down the barriers that exist between the brand and the consumer. Different brands that have a worldwide impact have implemented this technique to improve their brand, advertising, and reputation. But, indeed, the boom that has caused campaigns based on storytelling is often forced, which can mean a negative impact.

The creation of the term Storydoing

Since many experts realized that employing storytelling techniques were not functional for all brands, a new concept called storydoing emerged. In which he understands that today we are overloaded with stories that can be annoying or even silly and better based on action. The content that is made based on a follow-up in storydoing is the one that instead of using so many words to make someone believe in the message, it is based on actions, that is, on offering people a real experience that is the essence of the brand.

For the creation of good content based on storydoing, it is essential that what is being created, such as a video, is accompanied by the personality of the brand. Practically, the company works with what it preaches. For content not to fail, it is essential that the people in charge of creating it work on the message to be transmitted. 

To understand more about what storydoing is, we can approach it in the following way: If cosmetic dentistry in Tijuana wants to create content, they have to think about what kind of message is the best. Many times it is necessary to offer a message that focuses on the essence of the dentist’s brand to generate interest in people. You can then continue with storytelling, but it is always better to show people what you are and then show them what you will get.

Why can storytelling fail?

Storytelling can fail when a clear message is not being conveyed to the consumer, where they are practically so focused on telling a story that they forget the purpose of the video. And this happens even with the most famous brands and those that have been on the market for a long time, such as Chanel, which transmits to consumers certain sensations and images when they use something related to the brand. For the success of not only storytelling but also storydoing, there must be a message that reflects the personality of the brand.

Another reason why content based on storytelling can fail is that creating stories is not always the right thing to do, as we mentioned, many times people focus too much on the story to leave out the true meaning. Before starting to create content, it is essential to evaluate if it is indispensable to base the product on stories or better on a discourse which transmits more than a sensation but the total experience of what the brand means.

To know how to create good content, it is necessary to analyze the situation in which the brand finds itself, as well as to get into what the brand is. The ideal customer must be analyzed to know what type of message and content is best for the customers and finally create the material that is optimal for the consumer.