Storytelling, yay or nay?

Storytelling in today’s media and content marketing has becoming a very popular topic. Whether it’s am ad, brand or even ourselves, we are constantly storytelling and it’s something we’ve done since we’ve first started communicating. The reason why storytelling attracts us individuals is unclear although there is an assumption that a hormone released called oxytocin might be a factor. Studies show that this hormone builds trust and empathy. There’s been a study done by a professor from Claremont Graduate University, Paul Zak. During this study Zak took random individuals and drew their blood before and after watching videos about touching stories which soon resulting in them wanting to help more with certain things shown in the videos, for example, local charities in relation. With individuals having this reaction can result in them wanting to share on social media which will lead to other individuals seeing your product or business.

From my own personal experience, something that I thought was compelling and could maybe predict that my oxytocin hormone was being released was when I watch sappy commercials such as Super Bowl commercials. One that really caught my eye was the Bud Light commercial from last year, although the commercial really had nothing to do with the product itself, it made me feel mixed emotions seeing a puppy lost and then returning home and the music involved didn’t help at all either.

This is something many individuals take advantage of while storytelling, our natural human reactions. Although this media norm is common, I do not think it’s over used because it is a way of us individuals communicating in the most natural way. On the other hand, some individuals don’t like the storytelling aspect because they prefer individuals to “benefit from their grants share their story, their path, and how this investment has changed the way communities are impacted”. Each individual is different with their preference but myself as a viewer prefers storytelling in today’s media and content marketing.