How can tech companies use storytelling more effectively in their marketing campaign strategy?

Storytelling is a powerful way to strengthen your brand and it’s one of the major components of a content marketing approach. By sharing personal stories, you can take your target audience on a journey they yearn to experience. In order for prospects and clients to form a strong connection with your brand, your company story must be authentic, compelling, creative and fascinating. As Philip Pullman said, “After nourishment, shelter and companionship, stories are the thing we need most in the world”. This article focuses on the tech companies challenges. Discover how to distinguish your tech company and stand out using the power of storytelling.

Does storytelling in videos have an emotional impact? 

Well the answer is yes, storytelling in videos helps companies tell their story with impact and emotion. When the video is powerful, the effect is magnified and it encourages better engagement with your clients. For instance, Asana is a web and mobile application designed to allow a team to work together without emails. Clients might expect videos presenting the different features of the app. However, in these videos, real people using Asana are shown.

Asana uses this video to present a real team experience and the impact it has on them. With this app, you have your tasks and conversations in one place. You do not need to send hundreds of emails anymore. You get more done with less effort, it makes the workers’ lives easier. There are many applications such as Asana but what makes the difference in your ability to demonstrate the positive impact your products or services have on your end-users.

Another example is Google. The video starts with an Indian man talking about his childhood friend to his granddaughter. As India and Pakistan became separate countries, they didn’t get the opportunity to see each other for years. His granddaughter was moved by his story and she used Google to look for his grandfather’s childhood friend. The end of the video is the reunion of the two old friends.

This video is very emotional. Some visitors may have a similar story and will want to use Google too to find someone again. In general, when tech brands use storytelling in videos it’s to play with the emotions of the clients, to sensitize him and that he feels understood.

Simplicity of Apple

Before the first iPhone by Apple was created, no one really knew what a smartphone was. Instead of dropping several details about the features and design of the iPhone, the tech brand launched its product with a mysterious, clear, simple message: This thing is going to change your life.

In this video, celebrities are using phones to call someone. The television spot is really vague and we just see at the end what does the first iPhone look like without more explanation. The packaging is also hazy; it makes clients want to know what’s inside.

To conclude, storytelling is essential for any business to differentiate its brand effectively and develop a strong emotional connection. Storytelling conveys your message and information about your product more effectively. Focus on your brand impact. What emotions your brand could create? How does it change the life of your users? These are some of the questions you should focus on. Focus on your benefits and unique selling points than your features.

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