So why do people love stories?
Emotional Connections
When consumers need something, 86% always think of a brand they have a high emotional engagement with. Emotionally-charged storytelling creates a rush of dopamine in the brain, which engages the amygdala, the memory center, enhancing the listener’s memory of the story. Source.
Escapism & Immersion
92% of consumers want brands to make ads that feel like a story. Storytelling immersion takes place when the audience forgets it’s an audience at all. Immersion blurs the lines – between story and marketing, illusion and reality. Source.
Higher Shareability
People want to share emotional content more. A study in one of the most-emailed New York Times articles found that emotional articles were shared more often. Source.
