Data. Something that brands often associate with information and research but never storytelling.
When a brand thinks of storytelling, they often lead with the emotional and human aspect in the hopes to engage an audience. But what about data? Even though facts and figures are can sometimes be overlooked, they can actually help create a compelling story.
Here at All Good Tales, we believe data storytelling is becoming an effective communicative tool. We’ve seen international brands using it to further engage their audience.
There are many brands out there that are already using data storytelling.
Spotify is one of the biggest brands out there that uses data storytelling on a regular basis. The combination of hard data with human element is a compelling structure for storytelling.
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Spotify uses the data of the customers to create playlists catered to the interests of their customers. By using data storytelling, Spotify offers a unique USP that very few other streaming services have yet to tap into.
Another brand that has used data storytelling is the Canadian nappy brand, Huggies.
In order to compete with their main competitor, Pampers, the brand needed something to put them ahead of the game. Rather than just tapping into the emotional aspect of marketing, Huggies decided to use data to tell their story.
The brand conducted 600 studies that proved hugs helped stabilise babies. The mission statement of the study was to leave no baby unhugged. The combination of data and emotion lead to a 30 per cent increase and a further 300 per cent audience engagement.
So, why use data for storytelling?
So, why does data storytelling prove to be so effective for brands?
Data storytelling is the magic concoction of both hard information and human interest that allow the audience to trust the brand. Data adds creditability to your story, as the audience is more inclined to trust your brand, as it supports the narrative.
While people are initially drawn to a human interest story, facts and figures are the key ingredients to brand storytelling.
Data storytelling is a great way for your story to stand out amongst competitors. Rather than just utilising the emotion behind a story, data allows for your story to engage the audience even further. While the audience may be drawn in by the story, it is the data that will drive home the message of the brand.
Data and storytelling is the perfect PR cocktail for any brand out there. It allows adds another element to your story that can make you stand out, as well as further engage your audience. While there may be a select few brands who engage in data storytelling, the future of storytelling will see brands incorporating more data into their storytelling.