Nowadays, people don’t buy goods, they buy ideas these goods are wrapped in. If you want to be best-selling, you need to not only raise customer awareness of your brand, but also to trigger appropriate emotions. Storytelling is one of the ways to achieve this goal and literally means «narrative». Storytelling doesn’t plainly say «Buy» or «Do»; it models the need, both rational and emotional. It implements an idea, just like in the Inception movie. It’s all about gripping stories turning into movie scripts, advertising campaigns and marketing tools. Are people longing for stories? Give them with stories!

Let’s look at the example of how the use of stories in content-marketing builds customer outreach, which, in turn, enhances further involvement, loyalty and sales. Back in 2019, Apple launched a full-scale marketing campaign called «Apple at Work – The Underdogs». This campaign attracts and entertains viewers; at the same time, it builds a strong message of the brand and cultivates the idea that Apple products help employees do their job better and faster. As a result, this commercial ad gained popularity and became one of the best marketing campaigns of the previous year.  


Storytelling is gaining momentum not only in marketing and advertising campaigns. It is also pretty common for programming, web-design and applications development.  

When developing mobile applications or a website, our designers tell a story using visual aids. It can be an unusual logo, a page layout, a form and a font, which create dynamics. Any digital product contains a certain message, and storytelling helps us communicate it to people in a more vivid and captivating form.  

But, most importantly, we are not supposed to forget who we create a story for! We mean user who has individual mechanisms of product perception. That’s why, it’s very important to regularly improve user experience. For doing so, we commonly create a fictional character who has name, age, nationality, interests, goals and challenges. It is similar to identifying target audience. Fictional characters facilitate the process of making up a story connected with website or application capacity. You have to conceptualize a life path of the character using the application and provide realistic illustration. For instance, what would their troubleshooting window look like? It is not only the target audience, but also certain concept details that can interact like characters. The simplest example is a support chat-bot on the website. It also includes individual proposals, whereby communication level is essential.  

Building a logic chain, we see how this or that character behaves on the website. In this process, we discover details: who, where, when, why and how they do it. It helps us understand customer needs and peculiarities. Similarly to movie scripts or story plots, user has to be intrigued. The introduction should arouse users’ curiosity, keep them interested in the website, and every subsequent «clip» should make them stay on the website.  

We explore the character to the best possible extent; we try to find out when they are going to use the website and which device to logon from. All details enable us to keep track of the maximum number of service users, as well as to find micro-insights not previously used by competitors and to put them to practice.  

Our advertising specialists, who employ content-marketing and SEO site promotion in their professional activity, realize how important it is to increase customer awareness not only of goods, but also of their development, production and use. Interesting stories, even if told incidentally, catch customer attention.  

Think which visual content can help tell your story. It may include original illustrations, photos, video-guides, schemes or infographic. If you opted for this technique, make sure the visual part highlights emotions and thus sticks in users’ memory.