Research from the Stanford Graduate School of Business found that stories are up to 22 times more memorable than facts and figures alone.
Think about your favorite movie. What was the name of the main character? What did you like about him or her? What happened to the character throughout the movie? You can probably recall the plot in great detail.
Stories Engage Our Feelings
We tend to believe the story more readily than we would believe a non-narrative account. This is because our brains actually process narratives differently. When we’re taking in straight information, we’re paying critical attention to the message — reaching back for our own existing knowledge and opinions and actively analyzing what we’re hearing.
Our single focus is on the story when we’re transfixed by a moving narrative. We feel it and absorb it entirely, without pausing to analyze or doubt what we’re hearing. We’re truly stimulated, and this makes us more likely to embrace the ideals and messages the story is conveying.
With no story to tell, no narrative, no suspense, no emotional moments, no climax, facts are just that… facts.
Why Do Stories Give Content Such a Trigger?
By triggering an emotional response, research has shown that audiences are more likely to engage with and adopt messages that make them feel personally involved. And with all its excitement and suspense, storytelling is a great way to achieve that.
Think about the same companies who create the most memorable Super Bowl commercials year after year. These are the ads we anticipate before the game and share on our Facebook pages afterward. These are the ads that tell stories.
When Listening to an Engaging Story Our Neural Activity Increases 5X
It’s often said that stories spark our emotions, but did you know that when you listen to a story that interests you, it actually lights up your brain activity? Storytelling lights up the sensory cortex in the brain, which can make you feel, taste or even smell the story. Research also shows that storytelling activates a process in the brain called neural coupling, which results in the listener to empathize with the story and relate it to their own thoughts and experiences.
Extraordinarily potent insights, right? However, if you truly want to reboot your customer’s brain activity, you need to invest in emotionally-charged storytelling.
Stories Increase Our Likelihood to Purchase Products
Research from Headstream showcases that stories also have the power to sell us – in the moment or in the future. The company found that if people love a brand story, 55 percent are more likely to buy the product in future, while 15 percent will buy the product immediately.
We can help you bring your companies’ stories to life through strategic and orchestrated production of digital media that keeps your audiences invested and can move the emotional needle leading to desired conversion actions. Contact Us!