Using sensory details can let audiences experience content through vivid imagery

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 18, 2020, 6:57 AM UTC

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]