Storytelling can be summed up as the art of telling stories, in order to connect with your audience or target audience in depth, awakening in them various sensations by creating an attractive and magical atmosphere in the story.
And if we are going to talk about storytelling and the importance of creating and telling real stories, who better than Juliana Algañaraz, CEO of Endemol Shine Brasil, a company part of the Banijay group, the largest independent content producer in the world, to “tell us”? How should we tell a story?
VIDEO | Engagement: Why does the market need to tell real stories? | Juliana Algañaraz at MASTERS
In the third edition of MASTERS we invite Juliana Algañaraz to tell us how important it is to have a true story to tell our audience and why these stories have been so successful, her answers will surprise you.
Why does the market need to tell stories based on real events?
Real stories or stories based on real events generate curiosity, because when the brain understands that there is a real story behind everything it is seeing, it automatically begins to see and perceive the story from another perspective and without much thought begins to look for parts of history with which to identify.
These stories, of real events, have been designed to create an approximation with the public in an inevitable way, since it is impossible that when seeing a real story or real advertising, the person does not approach and identify with any of the characters.
Why should curiosity be created?
Curiosity is a great tool that is still used in advertising that serves to attract the attention of the target audience and people who may be interested in our products or services.
However, curiosity goes beyond that concept with which some of us recognize it. Since curiosity is related to one of the main factors of social evolution, communication.
But what is the relationship between curiosity and communication? The answer is quite simple, since one derives from the other and the two feed off each other.
For example, in times of the first men, communication began to develop as a way of carrying information from one place to another to have a greater chance of survival.
This is where curiosity comes in, since those stories that were communicated could be true or not, therefore our ancestors could only verify the veracity of the story through experience.
Of course, these men will later share that experience and their own story, fueling communication, which is why we say that communication and curiosity go hand in hand.
Identity as object of desire
As we told you, that thirst for curiosity and desire to communicate identifies us as people, that is, we are fully identified with curiosity and the desire to learn, because it is in our essence.
Hollywood knows this and has taken advantage of it, which is why it has given so much impetus to true stories. In fact, it has published some studies stating that true stories are preferred by the public.
And this is reflected in certain aspects such as, for example, the fact that the films with the best reviews are almost always films based on real events. Also, it is easier to get to the “best movie” category with a movie based on real events than with a fiction movie.
All this tells us about our behavior and how we identify with these types of stories.
The reinvention of platforms
Before 2000, there were massive platforms that controlled the discourse and were not bidirectional, the content they offered focused only on one side and they were unable to synthesize the public’s wishes.
However, from that year on, these platforms began to lose control over the , since the public began to control what they wanted to see, who they wanted to see and when they wanted to do it.
This gave way to new ways of making content, Youtubers and influencers appeared and in addition to that the barriers of space and time were broken, content created in other places, in other languages and also simultaneously could be seen.
Without a doubt, this changed the rules of the game and made the platforms have to innovate and offer content with which the public truly identifies.
And for this it is necessary to know what content this public likes, what content makes it better, what it contributes and what entertains it, for this reason, storytelling has become almost a profession.
Internet language, attraction in two seconds
Currently, all platforms and content creators are still evaluating and researching “how to speak on the internet”, since this is a new language, and like any new language, it will not evolve in a short time, but will take a few years.
Within this evolution the term “Dark Social” arises, which is to work with the control of the speech of everything that is seen on the network, and this becomes extremely difficult when the most important thing is to capture the attention of your audience in 2 seconds.
Thinking that you have to elaborate and tell a story whose first 2 seconds attract the audience is already difficult.
However, making the public stay interested in it until they finish watching the content is even more difficult, it is for this reason that real stories are used, since they generate sensations, share experiences and therefore help to bring people closer together. to the viewer.
A curious case is that of MasterChef, this program began with a single massive platform and it did very well, however, little by little it has been evolving, and this evolution has led to the existence of new personalized content on various platforms, where it is necessary that the format and language of each of them is respected.
We are clearly seeing an evolution of content, and how to tell stories, where storytelling creates its own identity, which is taken and transformed to various platforms.
Generating engagement means entertaining
The future of marketing has to do with entertainment, and that is something that we all have to understand, both brands, content creators, and all of us in this industry.
Entertainment has a great history, for this we can cite Greek stories, epic verses, and many other ways of having fun, fun has always been a good tool to get closer to people and it is also necessary to use it when telling stories.
Today, the public asks to see transparent archetypes, and brands must show what that public is looking for, for this, they must tell real stories, stories where there is no perfection, but stories close to the true human being.
What are the next challenges?
The challenges will be varied and will depend on each industry and each company, however we can use the educational sector as an example.
For example, in the specific case of education, we have witnessed that it has become entertainment, because what we now see more and more are people who learn for entertainment, and because of that knowledge they become an authority on the subject. .
This new form of entertainment is what leads us to face new challenges, since today there is no longer time for traditional education.
If you want to learn something that really motivates you and makes you grow, it is necessary to do it in a different way, people no longer want long and boring content.
Now people seek to learn and obtain results in an entertaining way that allows them to share time with their family and dedicate themselves to other things.
The way of telling stories changed, it became an art and the way in which to integrate information and entertainment.
In case you want to know more about content strategies, storytelling and how to approach your consumers through the use of stories and other copywriting tools, join us on the days May 24 and 25, 2021 in the third edition of MASTERSa totally free and online event.
Do not miss it, ¡sign up and enjoy this amazing event!
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