Storytelling – was ist das eigentlich?

25
May

Was ist Storytelling?

Storytelling ist zunächst einmal eine Erzählmethode. Es geht um die indirekte Vermittlung von Botschaften und Wissen, meist in Form von Vergleichen und Metaphern. Durch die Identifikation mit der Geschichte werden Emotionen geweckt. Die inhärente Botschaft wird schneller aufgenommen, besser gespeichert und zur Weiterempfehlung positioniert. Durch die diversen Vorzüge von Storytelling ist die Methode mittlerweile auch im Marketing und in der Bildung ein beliebtes Mittel geworden.

Storytelling muss nicht in jedem Fall eine komplette, abgeschlossene Geschichte erzählen. Viel wichtiger ist die Verbindung der Erzählelemente im Kopf des Konsumenten. Wenn eine emotionale Bindung zwischen Werbung und Kunden entsteht, die es schafft, persönliche Assoziationen auszulösen, dann ist Storytelling am effektivsten.

Wie effektiv ist Storytelling?

92 Prozent der Konsumenten wollen, dass Unternehmen Werbung in guten Geschichten verpacken. Durch Storytelling nehmen potenzielle Kunden Botschaften und Informationen besser auf und behalten sie auch nachhaltiger. Das macht Geschichten zu einer guten Verpackung für Werbung. Gerade visuelles Storytelling ist auf dem Vormarsch, da Bilder von unserem Gehirn um ein vielfaches schneller aufgenommen werden können als Text.

Welche Storytelling-Tipps sind wichtig?

Am wichtigsten bei Storytelling – egal für welchen Zweck – ist, dass Dinge gezeigt und nicht erzählt werden. Eine Geschichte funktioniert nur, wenn Bilder im Kopf entstehen, die wiederum von Assoziationen ausgelöst werden. Gerade deswegen arbeitet Storytelling oftmals mit Vergleichen.

Damit Storytelling im Marketing funktioniert, muss die Zielgruppe eine Rolle spielen. Welche Probleme gibt es? Welche typischen Situationen treten auf? Außerdem darf die eigentliche Geschichte nicht zu lang sein, kurze und prägnante Storys haben mehr Erfolg. Ein roter Faden, der sich durch die Geschichte zieht ist ebenfalls von Bedeutung genauso wie eine Dramatugie (Spannungsbogen) mit Höhen und Tiefen.

Welche Zutaten hat eine gute Geschichte?

Jede Geschichte ist anders. Eine Mustervorlage gibt es nicht. Trotzdem weisen viele erfolgreiche Marketing-Storytelling-Kampagnen mehrere der folgenden Zutaten auf: Zunächst ist ein interessanter Protagonist, mit dem sich der Zuschauer/Leser identifizieren kann wichtig. Dieser muss in einer neugierig machenden Situationen stecken und ein ungewöhnliches Problem haben. Auf dem Lösungsweg benötigt man natürlich diverse Hindernisse und Schwierigkeiten. Eine Entwicklung muss stattfinden, die auf einen Höhepunkt bzw. eine überraschende Wendung hinausläuft. Eine Besonderheit im Storytelling für Marketingzwecke ist, dass “Happy Ends” wesentlich mehr Erfolg bringen.

Ist Storytelling nur für B2C interessant?

Geschichten funktionieren bei B2B genauso wie bei B2C. Allerdings wird Storytelling von B2B-Unternehmen noch sehr selten eingesetzt. Nur sieben Prozent finden eine gute Geschichte im B2B-Bereich wichtig.

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