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The Art of Connection and Storytelling

Part 2: Storytelling And The Power Of Narrative

The power of narrative has been exemplified by neuroscience and is most certainly applicable to our digital landscape.

Ancient art has always been used to share information, connect with people, and exchange ideas. Storytelling is now acknowledged as having profound impacts on our brain, especially when a primary character is included. The brain releases oxytocin, sometimes known as the love hormone, in reaction to a fascinating tale. It inspires us to be more compassionate; to reach out and assist others, as well as to collaborate with them.

Another occurrence is that we begin to reflect on the storyteller’s feelings. Our neurons fire in the same patterns as the individual who is transmitting the information. This implies that whatever we see on the screen, whether it’s a cry for aid or an emotive narrative about how someone overcame adversity, we begin to feel the feelings that they are feeling.

Dr Uri Hasson, a neurologist, has disclosed a similar concept known as ‘neural coupling.’ This includes a mental click in which the recipient’s brain synchronises with that of the orators.

According to Hasson’s research, communication is – one act performed by two brains. The speaker’s words have a tremendous influence on the listener’s brain, aligning it. The stronger the influence, the greater the degree of mutual understanding.

And that is why we, as marketers, must focus on creating an emotionally engaging story, at all times, across all social media platforms.

In the next blog, I’ll cover the types of tales that one should aim to tell, go over the myths of the ‘marketing bubble’ being popped, and give actionable takeaways for brands to leverage in their content creation process.

Andrey Demiyanov is Business Development & Market Research Executive at Cicero & Bernay Communication Consultancy, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. |