Marketing has always been aimed at capturing attention and seducing consumers, but methods to achieve it have changed considerably. Today, an approach that grows more and more is that of narration, or storytelling. Tell a story, rather than simply presenting a product or service, now seems essential to capture the public’s interest and establish an authentic relationship with consumers. But why has this technique, which existed long before the digital era, became such a powerful tool for businesses today?
This article explores why telling a story has become a fundamental element of modern marketing, based on recent studies and concrete examples, especially in France.
Human at the center of communication
The narration does not date from yesterday. Since the first civilizations, man has always needed to tell stories to understand the world, share values, or even transmit knowledge. As part of marketing, this approach makes it possible to respond to a fundamental aspiration of consumers: to connect to a brand in a more personal and human way.
A study conducted in 2023 by the French Marketing Institute (IFM) shows that 72 % of French consumers prefer to interact with brands that know how to tell a engaging story rather than those that are content to sell a product or service. History thus becomes a way to build a more authentic and emotional relationship, essential in a context where consumers are saturated with advertising messages.
The storytelling allows you to get out of the purely transactional frame to establish a deeper conversation. The companies that succeed in reaching their customers on an emotional level, by telling them a story in which they recognize themselves, are those which manage to create real loyalty.
Stand out in a saturated environment
Digital marketing has considerably intensified competition. On the Internet, each company fights to get the attention of a consumer drowned under advertisements. According to a study carried out by Kantar in 2022, around 60 % of digital advertisements are ignored or perceived as intrusive by users. So how do you differentiate yourself?
History presents itself as an effective solution. It makes it possible to capture the attention of the consumer by immersing it in a universe where the brand is not content to be a simple product, but an actor of a greater narration. Many companies today succeed in distinguishing themselves by telling captivating stories, often linked to strong human values, such as solidarity, authenticity, or even environmental engagement.
For example, the French clothing brand French Slip was able to win on the market with a storytelling focused on local manufacturing and the authenticity of products. Its history is based on values of proximity, transparency and respect for the environment, which strongly resonate with the expectations of today’s consumers. By positioning itself as a brand that tells its story and its values, French Slip was able to build a solid link with his community.
Storytelling and the creation of a brand identity
The art of telling a story goes far beyond a simple advertising tool. He actively participates in the creation and consolidation of the identity of a brand. A good story not only makes it possible to transmit values, but also to create a real image in the mind of the consumer.
According to a study by the digital marketing agency Derivatives (2023), companies that have a strong and consistent history in their marketing strategy have 50 % chance in addition to being positively recognized and promoting long -term fidelity. It is these stories that anchor marks in the collective unconscious of consumers, by giving birth to a feeling of proximity and confidence.
Take the example of Michel and Augustinthis brand of cookies and dairy products that has distinguished itself through its offbeat approach and jovial storytelling. Their history, which aims to be both humorous and authentic, has enabled the company to create a real community. The spirit of the brand has become a kind of signature which goes far beyond the product itself.
The power of emotions
Storytelling is a powerful tool because it calls on emotions. Human beings are naturally attracted to emotionally loaded stories. According to a study of BVA Group In 2022, 68 % of French consumers claimed that an emotional advertisement has a greater impact on their purchasing behavior than a purely informative advertisement.
Emotions, whether positive or negative, remain one of the most powerful levers in marketing. A story that arouses emotions, whether joy, sadness, wonder or even indignation, can not only capture attention but also encourage action. Consumers are more likely to remember a brand that made them feel something, and it is precisely this emotion that pushes them to connect more to it.
Storytelling in the digital age
Today, the digital marketing world offers new possibilities to deploy stories. With the advent of social networks, viral videos and interactive content, brands have multiple channels to share their stories. These platforms allow direct interaction with consumers, which further strengthens the human aspect of storytelling.
In 2024, a study carried out by Hoots revealed that 58 % of French brands use videos to tell their story on social networks. These videos, often moving or captivating, generate a commitment rate much higher than other advertising formats. A brand that manages to create a engaging story and to broadcast it authentically on platforms such as YouTube, Instagram or Tiktok will see its message much more widely shared and understood.
The most effective storytelling campaigns are those that exploit the narrative aspect to create an immersive experience. For example, the campaign “#I hope” brand Danone was able to create an emotional connection with its audience by telling stories of solidarity and hope in the face of challenges of society. This approach has not only enabled the brand to convey its values, but also to register in social debates that resonate deeply with its target audience.
Measure the impact of storytelling
The results of storytelling are measurable, and many companies have seen its effectiveness. A study of Dirty In 2023 shows that companies that use storytelling as a main strategy in their marketing campaigns recorded a 27 % increase in their return on investment (king). This proves that consumers are ready to invest more in brands that manage to captivate them with authentic and inspiring stories.
