6 Ways of Using Digital to Boost Storytelling

digital storytelling tips

Today, brands are constantly competing to remain relevant in the ever-changing technological era. The digital platform has proved to be more effective in capturing a target audience. However, conventional advertising campaigns and promotions are slowly becoming obsolete. Research shows that today’s consumer is more interested in learning about a brand through a narrative or storytelling. So here is how to tell a story in different ways using digital.

Data-Driven Storytelling 

Instead of regular promotional ads, brands can use the wealth of data to come up with unique narratives that can resonate with their target audience. Research shows that a human being’s brain process data faster than normal texts, as such companies can use videos and images to create compelling stories about their brand.

Google trends recently used data to create a visually stunning storytelling that engaged its followers on a global scale. The company utilized its data from the previous year and came up with a compelling Look back campaign. The campaign was hugely successful because it was based on a common theme of humanity despite our differences; the ad was seen by millions across the globe.


Traditional advertising is gradually becoming irrelevant in the business world. As consumers are bombarded with numerous information, their attention span tends to decrease. As such, advertisements that contain video or imagery tend to attract more consumers.

However, with the proliferation of advertisements, especially on the online space, the attention span of most consumers have become even shorter. For this reason, social media sites such as Facebook and YouTube have come up with a simplified and concept that will capture the audience in the shortest time. The ads are six second long and are aimed at telling a story or narrative about a particular brand. Surprisingly, the six-minute ads proved to be effective in conveying a brand story to the world. In Singapore online marketing, mini-ads can be effective in reaching out to the consumers.

Customer-led Storytelling

Modern technology has allowed most consumers to easily engage in various online platforms. As such, most consumers will seek advice or review from their peers prior to making a purchase. Research shows that majority of consumers trust their friends and peers instead of traditional advertising. Brands can, therefore, utilize the consumer’s power to assist in creating engagement around a product.

An excellent way to involve the consumer in a brand’s marketing concept is to have a customer lead in storytelling. The concept involves having loyal customers participate in public forums, where they can share their experiences, reviews and opinions about a brand. Airbnb is an example of a company that has adopted the customer-led storytelling, which is highly popular and engaging with its customers. The concept can be used even by professional digital marketers in Singapore to generate buzz and engagement for a particular brand.

Philanthropic Storytelling

Today, consumers want to feel connected with their favorite brand in many aspects. They want to know the exact process that goes behind creating their favorite brand. Furthermore, the consumers would like to know how the brand’s source for the raw materials for making their products and even how they relate to their employees. Therefore, it is important for companies to have a transparent model in their storytelling campaigns. Philanthropic storytelling can implement in a Singapore marketing agency.

Patagonia is an example of a company that has used philanthropic storytelling through its Worn Wear Initiative. The company shows the endurance of their clothes as well as the consumer attachment over the years. In turn, the company manages to connect with its customers by revealing the loving efforts involved in the process of creating the brand.

Immersion storytelling

Brands are looking for new and innovative ways to connect with their customers.  Brands that engage their consumers at the comfort level have a higher chance of reaching a wider market. Augmented reality is gradually becoming popular and is even considered as a suitable medium to engage with customers through VR. The immersion storytelling is intriguing as it introduces one into a sensory experience based on your brand’s story. The concept can be powerful as it will generate engagement within the customer’s circles.

Dark Social

Consumers seek and share information on numerous online platforms. For brands to effectively connect with their customers, they must ensure that they engage them on the right online platforms. Brands should find out the online space that is mostly utilized by their consumers and establish an online presence.

Get ahead of the curve by embracing these six digital technologies. They will immensely help you to connect with clients at a deeper and personal level without sounding too salesy.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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