Storytelling is one of the most widely used communication and content marketing strategies worldwide, not only in the digital realm but also in classics like TV spots or commercials. It’s a tool that works to connect with users through a narrative that appeals to their emotions.
In the digital age, everything moves very quickly, so now the art of storytelling is being replaced by the art of doing, Story Doing, a story that not only makes you imagine but also live and experience.
As Trump says, “The time for words is over, the time to act has come.” The time for Story Doing has arrived.
Storydoing is giving people or consumers of a brand the prominence they deserve. Now, instead of hiring an ambassador, you make your audience the main proponents of your quality and service. When a brand uses Storydoing, it doesn’t just tell it, it does it.
Now, both strategies have the task of conveying the values, spirit, and benefits that a brand brings. Making people not only imagine but also live moments that add experiences to their lives.
For example, some of the most popular storydoing campaigns have been:
The North Face and Spotify created a playlist that can only be listened to on rainy days, a way to promote the waterproof clothing line and make a musical connection with people.
There is also the case of Ariel, where they put up for sale clothing washed with their product, and only when people approached the checkout did they tell them about its origin so they would understand that by using this product their clothes would be like new.
And like these, many cases, where success has been the common denominator.
Now, what advantages does storydoing have over storytelling?
These are campaigns that generate huge increases in engagement and require less investment. They involve customers of the brand or those who discover it for the first time and have a great impact on social networks because users share their real experience with the brand, becoming its ambassadors and not feeling invaded.
With all this information, what would be your strategy, telling or doing?
