New Ideas in Marketing
Essential news for marketers, summarised by YouGov

It empowers brands to communicate their product’s value.

This article suggests how brands can improve their storytelling techniques on Instagram to boost engagement. Crafting a story as a hero’s journey is an effective storytelling technique. If a brand is looking to start a new gym, they can use a hero’s journey format by making their target audience a hero in their own story.

A show-don’t-tell approach can let readers experience the brand story through vivid imagery. It helps communicate a product’s value without sounding like a sales pitch. Describing sensory details and actions helps form a mental image in the reader’s mind.

The article adds that users are likely to be “intrigued and invested” in a story if “it feels visceral to them”. Building tension that elicits feelings of uncertainty and anxiety can leave users wanting to learn more.

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[4 minute read]

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