When was the last time you watched a movie and could not look away from the screen? Remember how you did not want to miss a single detail. Have you ever thought that it was not the plot that hooked you, but the emotions you felt while watching it? If you have wondered what storytelling is, that is already a good clue.
Storytelling literally means “telling stories.” But its intention goes further: it is about building a bond with your audience through emotions and experiences.
Think of a good storyteller. They do not recite stories flatly, in a monotone; they bring out every emotion to connect with the audience. In the same way, to understand what storytelling is, especially for travel companies, think about how you will create and tell a story about your company, products and services so that your audience is moved, identifies with them and wants to buy them.
According to a post-COVID-19 trends and insights study by the agency TOTEM Branding, one of the most important consumer trends is the search for stories and beliefs, not just products. Consumers want to be part of brands that convey personality or purpose, such as caring for health or the planet, spirituality, breaking the mold or exclusivity, among other possibilities. That makes storytelling a good opportunity to reach your clients with this kind of message.
Where could you tell your stories?
One door that is always open is reaching your audience on the platforms they like most. According to a study of media and device consumption among Mexican internet users by Kantar, IAB and Televisa, the apps Mexicans use most are social media (90%), email (84%), search engines (76%) and chat or instant messaging (61%). If you use storytelling in the content you publish on those channels, you will see a real difference in your results.
Now that you know what storytelling is, you can create stories that win over your audience, so they interact with your brand and stay aware of your travel offering. Putting this technique into practice will pay off not only right away but over the long term.
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Originally published in Spanish in October 2020: Qué es el storytelling y cómo puede ayudar a tu empresa en turismo.
