Storytelling as content strategy in advertising

Storytelling as content strategy has gained popularity in recent years. Here we take a look at how brand organisations can benefit from telling consistent stories on multiple media channels.

Storytelling for content strategy requires application of concepts such as creative appeals, brand co-creation or engagement. Advertisers also need to address issues such as media convergence, targeting and segmentation issues, audience and media fragmentation, the growth in media vehicles, the importance of the Internet and social media, the use of mobile phone technology and inter-activity, and apply relevant communication concepts.

All media channels can now be accessed via a smartphone screen, and advertising industry practices are changing to accommodate the new media consumption patterns. Traditional TV ‘spot’ and print feature advertising remain relevant, but the ways in which the fulcrum of advertising strategy has shifted under convergence, from the brand, to the stories around and about the brand. Storytelling also help advertisers reach the Millennials and Generation Z as they have to be entertained, amused and enchanted rather than being directed to a sales pitch.

Media can be persuasive in the convergence era and storytelling can invoke emotional responses. Particularly, under media convergence, advertising production is becoming regarded as media ‘content’ designed to engage audiences, solicit social media shares and to be adaptable to more media platforms.

Related: Advertising Theories of promotion as influence and publicity.

Examples of advertising campaigns that use storytelling as content strategy.

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