For any brand is a secret that, at present, for a communication strategy to be effective it is necessary that it attends the basic principles of storytelling. Red Bull is the best example of this premise.
OneSpot indicates that 92 percent of consumers are looking for brands that present a story when they launch their products, since they feel more connected to them.
The practice of telling stories is not only functional to boost branding efforts; These types of actions have an impact on the conversion opportunities that a firm has.
Statist data indicate that 74 percent of users globally consider that the type of content most influential in their purchasing decisions are those that tell personal stories or first hand, which makes sense if you consider that -according to with Headstream- when a story told by a brand manages to be relevant to the target, 55 percent of consumers consider buying a product from the firm in the future, while 15 percent make the conversion immediately.
The art of storytelling
In this area there are some brands that stand out for their ability to turn stories into real business stories.
Such is the case of Red Bull, a firm that on more than one occasion has shown how profitable it can be to tell stories to promote a product or brand.
The philosophy of the brand has been linked mainly to two axes, content generation and advertainment. One of his most prominent strategies in this regard is a video of Danny MacAskill the trial athlete who recorded a video for GoPro in the Scottish landscapes under the name “Cascadia” that added more than 17 million views on YouTube during its first hours of publication .
But what makes a storytelling strategy effective? Although to achieve this goal there are many aspects that are at stake, there are some aspects that can be general for most companies.
So we share three secrets to master the art of storytelling that your brand must learn from Red Bull:
It is simply generating anticipated interest in the story that the brand wants to share; it is about capturing the attention of the audience with advances or communication that function as an antechamber for the main story. Remember that as spectators what hooks us, at first, is the promise that something is coming.
Red Bull manages to generate this with its Red Bull Stratos strategy, where although the jump in free fall from space was impressive, so was the communication prior to the event that managed to win the audiences.
Stories have a personal touch
One of the characteristics shared by successful storytelling strategies is the personal tone they may have. Telling something that has been experienced in your own way and in the first person, becomes something crucial and determinant to reach the audience that is receiving it. This will allow focusing on experiences rather than technical aspects of narration.
This point is very evident in the executions of Red Bull; the vast majority of the contents of the brand are counted in the first person, where although the technical aspects are taken care of, they are not the main concern of the production.
Brief and direct
The great stories are not those that last long; but those that in a short space manage to say a lot. For storytelling to work, it is necessary to go to what matters, both for the audience and for the interests of the brand.
Red Bull is clear with what you want to communicate, the public you want to reach and the terms in which you want to establish the dialogue, so that your actions are easy to identify in any space.