Glossary: Storytelling


Storytelling describes a communication method for communicating information, knowledge, values, opinions, etc. This can be done via language, text, picture or video. In doing so, non-emotional content is packed into stories in order to arouse emotions and interest among listeners, readers or viewers.”

Storytelling is increasingly used in the target group approach to make information so interesting that it arrives at the target group and remains in the memory. Here true stories from everyday life, anecdotes or experiences can be used. But also constructed stories are possible in storytelling. Every Brand and Company has their own history, which means, that they contain heaps of stories. The trick therefore is to recognize those stories and to tell them to others. In storytelling it is necessary to discover the core point of a story and thereby to build up other stories on that.

The impact of a story on a consumer:

  • Activate more parts of the brain than simple information’s
  • Provide a meaningful sense to the context
  • Bind the listener/reader and him think and compassionate
  • Make a personal connection to a topic
  • Activation on an emotional basis
  • Entertain
  • Keep easier and longer in the memory of consumers
  • Long term effect which can motivate the audience to something
  • The stories are being shared or told to other people

A positive example of a storytelling campaign made by Samsung:

A short video of the power of storytelling:

Lukas Lanbacher